In our own mind’s eye we might like our organisation to be considered successful, genuinely meritocratic, fair and just, hard-working, family-friendly, interested in our fellow man and woman, environmentally conscious and so forth. Yet, even if we are all of those things, conveying our orgnanisation’s proposition so that our reality is adopted within a crowded marketplace has always been difficult.

Now further change is afoot. The days of ‘big’ brands which are more or less controlled by employers (so long as they have a large enough budget, that is) are becoming numbered. Content that previously could be centrally orchestrated and projected by the employer is now subject to constant – and critical – review by a range of the organisation’s stakeholders, from employees right through to the general public. These guys may not agree with ‘centre’; they may not agree with each other. Communication has become not just a two-way, but infinite number of ways, street.

Based on our experience of starting our own blog, here are a few aspects you might like to consider in exposing your organisation to Web 2.0.

The risks and rewards of Web 2.0 engagement both climb steeply in crisis or dispute scenarios. The very accessibility of the medium enables a disgruntled employee to put across hostile viewpoints quickly and effectively, enabling them to play David to corporate Goliath. The online community has already become a vital context for the wider HR process – sympathies need to be skillfully garnered and not alienated. Just try abritary dismissal of an employee who has been writing a humorous and engaging blog with a good following.

Spada also predicts every greater use of Web 2.0 as part of wider campaigning in union vs corporate battles, with systematic efforts to mobilise online opinion complementing other techniques such as neighbourhood campaigns, community initiatives and lobbying. Barack Obama’s campaign team has shown the efficacy of grassroots online campaigning.

So much for the higher ground: what about more normal corporate concerns? If a social media audit finds that your biggest challenge is sheer invisibility in the blogosphere, wikis and forums, then how do you develop a presence? A good place to start is a simple blog, where your organisation can contribute its knowledge and share news with employee, recruit, client, supplier and opinion-former communities. Spada’s white paper on Web 2.0 and the professions details how to start a blog here (it is still useful even if you are not a professional service firm).

Employers are right to recognise certain risks posed by the rise of Web 2.0 technologies, but overly cautious organisations face a bigger risk: losing out on a major opportunity to build their brand, foster innovation and improve their own organisation by exploiting new technologies.

The balance of power between clients/consumers, employees and employers has shifted, and this is too big and too important a phenomenon for organisations to ignore. Each organisation must work out its own way to best use new technologies. It might not make sense for a small employer to invest in the (primarily time) cost of hosting and authoring a daily blog, when information can be shared easily the ‘old fashioned’ way – face-to-face. Instead, a small company might consider gradually building a presence on niche blogs and forums (like Changeboard), writing guest pieces on issues that distinguish it to potential employees and other stakeholders. Though there is no ‘one size fits all’ solution for employer brands, by thinking creatively social media can be used to encourage innovation, restore and strengthen online reputations, attract and retain more scarce talent and build new revenue streams.