Reading a review of corporate blogs in the Financial Times the other day, I spotted a new gem mentioned in the feature - a series of blogs set up by Cadbury Schweppes in the UK as part of its graduate recruitment activities.
From Cadbury's press release:
Cadbury Schweppes, the world's largest confectionery company, has opened up a new channel of information for potential graduate employees by piloting a new internet 'blogging' initiative to give candidates a first hand insight into the 'day in the life of' current graduates at the Company.
[...] Current graduates from each business unit are encouraged to write freely about their experiences on the graduate training scheme, as well as discussing how their day to day working lives are shaped within the company. Their blogs are then posted on the Company's graduate internet page, where applicants can read the blogs and communicate with the current graduates at www.cadburyschweppes.com/ukgraduates.
[...] By piloting this new initiative, Cadbury Schweppes hopes that potential graduate employees are allowed a very authentic and personal insight into the company, adding to the success of the Cadbury Schweppes graduate recruitment scheme. Anthea Marris, Cadbury Schweppes's graduate resourcing manager added: "We want to help potential candidates to make an informed decision about whether we are the right Company for them. Our graduate blogs offer a window right in to the Company and will enable potential applicants to get a first hand feel for what it is like to work at Cadbury Schweppes and the type of work they can expect to experience."
A terrific example of how blogs can be a dynamic and complementary channel for engaging with particular groups of people, in this case potential employees, in a new and interesting way.
Very nicely done, Cadbury Schweppes.