The article is about individuals whose blogs get noticed by recruiters. But it could just as easily be about companies. As I said to reporter Sarah Needleman:

“Job seekers who blog increase the odds that a potential employer will find information online that the candidate wants to be seen, says Debbie Weil, a corporate blogging consultant in Washington and the author of “The Corporate Blogging Book,” which was published last summer.

Everybody has an online identity whether they know it or not, and a blog is the single best way to control it,” [Debbie] says. “You're going to be Googled. No one hires anyone or buys anything these days without going online first and doing research.” — Wall Street Journal (April 10, 2007)