As blogging becomes more and more of a marketing and public relations tool, it might be something that you want to incorporate into your human resources strategy. Specifically, you might want to both train current employees in how to blog and seek candidates that understand blogging when you're hiring. By having several staff members contributing to the company blog on a regular basis, your organic search engine ranking can be boosted considerably because multiple contributors:

1. makes it more likely that your content will show not just in Google, but in Google News.
2. means that updating that blog frequently becomes easier, and search engine love frequently updated content.

Now, a company blog is an ideal outlet for public, media, and customer relations. After all, it gives you place to publish all forms of company news, both what is press-release worthy and what it is not. But form a marketing standpoint, there are a number of other advantages of featuring a blog on the company site. On the online marketing front, however, the main allure of a blog are the SEO benefits of blogging. The most common include:

1. Structured Content
2. Linkbait Building
3. Crawlable URLs
4. Updated Content
5. Defensible Traffic

Of course, if you're going to avail yourself of these marketing advantages, your blog will have to be run properly. As #5 suggest, moreover, this means you'll have to post regularly, and by regularly, I mean at least once a day. After all, #1 bloggin mistake is not updating.

However, if you have, say, 3 employees committed to each posting twice a week, updating is hardly a problem. Right there, you'll have more posts than there are business days in a week. Furthermore, the burden on each of these employees will be considerably light. Being solely responsible for an entire blog can be tiresome. The blogger will often run out of both time and ideas to post. When that responsibility is divided up, however, finding both the time and inspiration to post is much easier.

Now, a blog will help increase your visibility in a general search, but one of the verticals that blogger are often interested in is Google News. Just, imagine if your company's announcement/press-release without any journalist having picked up the story. Well, recently, Google admitted that Google News favors multiple authors. By having several employees each contributing a bit to the company blog, then, you not only enjoy general SEO advantages, but possible vertical SEO benefits within the news niche.

In a words, there are numerous communications advantages to featuring a blog on the company site. If you are going to leverage any of them, however, the blog needs to be administered properly. A considerable part of that proper administration, moreover, has to do with updating that blog frequently. By involving more employees in the blogging process and hiring employees that already understand it, then, you can actually user fewer resources to reap more of the benefits that blogging has to offer.