Not that long ago, AT&T sponsored a group of employees who were also working moms to create a “mommy blog” all about the issues that being a working mom entails. In addition to being a great internal resource, the moms were also using lots of AT&T products and blogging about how they used technology to balance work and home. This created valuable content for external audiences too.
When GE sponsored the Beijing Olympics, they created a portal for employees to see what kind of technology was being developed for the games. They also encouraged employees to enter a design for an Olympic-themed kite for a contest. The winner of the design contest attended events in Beijing and blogged about her experience.
In another example, when GE employees submit photos for contests, GE also shares some of those publicly in their annual reports and on their websites.