You need a blog to be recognizable. Trust us.

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Research claims that 409 million readers view more than 22.2 billion blog posts overall each month. More and more companies are adding the blog feature on their websites, recognizing the benefits of having a company blog.

As they are aware of the value that a blog can bring, companies are relocating more resources to their blogs, carefully crafting content plans that are set to fulfill particular goals.

The main reasons why companies are starting with a blog are to generate leads and increase sales. However, not everything turns around the profit all the time. Aside from sales objectives, here are some good reasons why a company should have its own blog:

• Increase visibility. Companies share their news and updates on their blog in order to intensify their brand visibility. They cover terms that are mostly searched to bring themselves higher on the Google result list, therefore increasing their chances of getting more visitors. A company blog is great for companies that want to stay present.
• Give a human touch. A blog gives the company personality. Expressing attitude on hot topics and putting in a bit of emotion shows that there really are people who stand behind this company. They think, behave, and live, just like everyone else.
• Show expertise. Blog posts related to the industry where the company is operating can show relevant people from this field that there really are experts in the team. Providing value through generous knowledge sharing can put the company in the position of a serious and prepared market player.
• Build a better employer brand. In the Tech industry, where competition is harsh, attracting the best talents is crucial to success. There’s no great talent who has the desire to work for a company with a bad employer reputation. Having a blog shows potential candidates that a company is serious, dedicated, and cool at the same time.

Why is a company blog essential for employer branding?

Building a good employer brand in the Tech space is tricky and requires a lot of work. In the battle for the best developers, HR professionals become marketers. They compete through creating clever marketing campaigns that will attract the greatest talents.

When they get an offer from some company, the first thing any candidate would do is to go on their website. Most probably read their blog. What they will see here will have a great influence on the decision to whether even reply to that message.

A company blog is a place where the company can share its vision. The goals and the objectives it drives toward. Candidates with the same vision will probably be more than happy to come and work for this company.

Another thing candidates are interested in is company culture. Talents interested in a particular company want to read more about how it treats its employees and decide whether they’d be a good fit there. Remote days? Sabbaticals? Team buildings? Hierarchy? Those are all company culture-related topics that potential candidates want to know about.

They also want to read about their future colleagues. What kind of people work in that company, what they like, what they spend their time on… This information can be very valuable when a person’s deciding whether to take a job or not.

What should a company blog contain?

Here are some topics a company blog should cover in order to bring real value:

• Educational articles. These articles are meant to share knowledge with the community without asking for nothing in return. Give, give, give. Developers should share what they’ve learned through different processes, making the lives of other developers easier. The same goes for other topics as well. Dropbox’s Work in progress blog is a real value to the tech community that doesn’t ask for anything in return. They cover topics from researches, to work culture, and product tips.
• Company culture. The internal practices that make up the company culture should be a regular topic on every Tech company blog. My personal favorite is Toggl’s blog, a magnificent place where you can read about the company’s remote team culture.
• Employee testimonials. Employees should have a place where they can express themselves. They can share their best practices, daily work routines, give advice, and even share personal opinions. Intercom is a company that cherishes its employees’ way of thinking by giving them a lot of space on its blog.

How should you distribute blog posts?

The options are countless. Here are some of them:

• Company website. Blogging on the company’s website gives blog creators the possibility to design their own blog, aligning it with the company brand. They can also create multiple pages for different purposes and have complete ownership over their blog.
• Medium. Medium is a place where writers focus on writing, without having to worry about technical stuff. The platform has a great community and can be of significant help when it comes to making articles more visible.
• Write.as. Write.as is a platform that puts an accent to plain text. There are no distractions, so readers can focus solely on the text.
• Quora. Quora is a social Q&A community where people from all around the world can ask literally anything. It’s a great marketing channel where companies can improve their brand visibility and contribute to the community at the same time.
• LinkedIn Articles. This is a great way for companies to share their expertise with relevant people from the industry.

Having a company blog is a MUST if you want to attract the best talents. They are the best at what they do, and they want to see that you’re the best too. They want to check your relevance, expertise, and attitude. Don’t miss out and show what a great place to work at your company is. Any employee can contribute by sharing their own expertise and educating the community.

Need help with hiring or employer branding? We will find what fits you best. Read more on www.wearelaika.com/for-companies.