
EXAMPLES FROM TRAILBLAZERS 121
to retain its current talent, and the need to hire and retain more
women in its workforce.
Dow’s social networking site, My Dow Network, serves as a
clear example of how organizations can use social technologies to
link with valued populations. T his site targets four different Dow
groups: current employees, women, alumni, and retirees. When
the social network was launched in 2007, its primary goal was to
give access to organizational memory and to enable mentorship
and cultural continuity for all employees. The network is an
effective vehicle to engage current employees and tapintothe
energy and wisdom of former employees. ...