To me, the primary objective of any company blog site should be to tear down all communication roadblocks (firewalls, difficult tools, overly rigid policy, etc.) that stand between employees & the world to enable free flowing human to human conversation. The Children’s Healthcare of Atlanta has done that with their blog site.
The content, in multiple formats (video, blog posts, etc.), as told through compelling stories by their employees is heartfelt — like this (they need a video embed feature).
Though the underlying recruiting objective of the site is obvious, the site’s design & functionality is super comprehensive & efficient to use — which is paramount considering the focus of the employees/medical practitioners is likely not blogging, editing HTML, etc.
When decision makers choose a new media platform for their employees, the employees’ skill set, work style & time available for blogging, is often not considered because the platform decision makers (usually in IT) are primarily focused on the technology — which can be just as important as considering the users capabilities to successfully utilize the tool. The level of effort involved with supporting less tech savvy, or time available individuals (CXOs, practitioners — as in doctors & nurses in this example, etc.) should not be under-estimated. Trust me on this one.
If the tool is too cumbersome & time-consuming to use (especially by the employees with the most compelling stories to tell), then what’s the point? And believe me, you want their contributions.