Are you with me so far? Together, we’ve talked about benefits and risks of adopting enterprise 2.0, we’ve considered how to determine the return on investment for enterprise 2.0 and we’ve taken a closer look at some blogging strategies. There are many benefits to internal blogging: it can improve productivity, improve management effectiveness, provide updates on company goals and build community.
Once you’re convinced it’s time to start blogging internally, what are some strategies for adopting blogging for an HR department?
Strategy: Increase employee blogging throughout the organisation
- Increase (or start) usage of existing tools and applications, these might be applications such as sharepoint, yammer and confluence
- Conduct training and awareness systems for all senior managers and any interested teams
- Reference high-quality blog content in emails, newsletters and intranet updates: building on the network effects to get more value out of existing content
- Participate in all kinds of employee blogs with comments and feedback
Strategy: Use blogging to share knowledge between HR advisors
- Identify thoughtleaders and experts and allow them time (say 2 hours a week) for building their internal blogs with a target of weekly blog entries for 3 months
- Create a group blog to focus on one key function that feedback suggests in inconsistent between HR team members
- Establish metrics and measure success, build expertise and understanding of value
Strategy: Use blogs to connect with key stakeholders
- Identify pain points for key stakeholders that could be addressed with better communication and target blog entries, for example finding current policies or navigating particular processes
- Follow and comment on stakeholder blogs to strengthen relationships
- Create compelling content with well-written, considered blog entries and by monitoring engagement and reach of blog entries to continually improve
Strategy: Make a plan and then throw it away
- Construct a strong business case to build strong management buy-in and support: there are innumerable case-studies demonstrating benefits at other organisations
- Evidence from web 2.0 and enterprise 2.0 usage shows many benefits are emergent outcomes, they were not expected at initiation and are the result of people finding value and solutions to problems specific to their environments and capabilities.