Cadbury SchweppesHopefully you will have gathered by now that one of my key messages regarding business blogs is that they are there to support you in your business activities consider them simply as tools to help you to achieve business goals and work forward from there. Once you manage that, then a whole range of potential uses will start to appear.

For me, one good example of this has been at Cadbury Schweppes where they have been using blogs as a way of promoting their graduate recruitment. They have encouraged some of their current graduate recruits to talk about their experiences at Cadburys across different business areas and have given them the opportunity to do this through a series of individual blogs. Hopefully by posting their experiences, they are giving a more personal view of what they are doing and what their opinion is of it and allowing potential applicants a little more insight into what the company offers.

Its impossible to tell how much editorial control is going on and the blogs themselves are not that exciting but that isnt the point. The point is, do they achieve their goal of giving people interested in working at Cadburys additional insight into what it is like to work for the company and whether they should consider it. I believe that it does and therefore, as such, is a good blog set-up because it achieves its goal.

Only time will tell but I think that alongside the huge increase in companies implementing blogs to help their internal communications or customer relations activities, we will also see a whole raft of specific uses for blogs appearing such as this one.

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