Recruiting.com has a great post on how Corporate Blogging is a conversation, and not just a PR activitiy to create ‘spin’.
They list a great summary of the types of blogs companies should look at:-
Companies. You need a blog. Not a corporate blog, and not one.
You need: Passionate employee blogs.
You need: Job Blogs
You need: A job applicant process blog
You need: A vendor blog
You need: CEO Blog
Michael Specht 
Thank you very much for the link.
I’ve found it difficult to breal through the traditional idea that blogs are just unaccountable cybercitizens trashing their companies – there’s a good list of other opportunities in Hugh Hewitt’s book, BLOG.
Imagine a movie producer, a publishing house, an electronics store, or a restaurant blogging about their experiences, and becoming the portal for their topic of interest.
Brave New World out there for the bold.