Branding in the blogosphere

Fellow HR blogger and friend Regina Miller has started writing for the Gyan Gurus column on the Times Ascent site. Her first article deals with Your Employer Brand in the Blogosphere.

Regina talks about two approaches to deal with employer branding in the blogosphere. The need for HR to come up with a metric to measure the impact of the blogosphere on the employment brand, as well as to proactively build an employer brand. As she says:

Two types of initiatives that drive an employee value proposition are career development and leadership development. Career development cannot take place without employees accepting responsibility for their careers, managers stepping up as leaders and the organization designing people practices that drive the culture of the firm and advance the Brand. These efforts need to be designed and delivered with the same tone, volume, energy, creativity and brand gusto as customer acquisition and retention programs.

The rough way to find out what's being talked about your firm on the blogophere is to search for the name on Blog Search tools like technorati. Here is what is being talked about Infosys, Wipro, Satyam.

If your firm is known by slightly different names, search for all the variants, like Infy/Infosys Technologies along with just Infosys. Are these your employees blogging, or prospective employees? Use combination search phrases with descriptive words like "XYZ Company is great", or "ABC company sucks" and so on to search for how many positive and negative references are about your firm.

So what do you plan to do about it?

Ah, you could always call me ;-)