An official company blog will still sound like a generic advertisement if written without a figurehead. However, you cannot just choose any person to write a personal blog for your company. You need someone related to the field of expertise to write the blog based on what topic you have.
Personal authority allows audiences to trust the person in your company based on their expertise and profession in the company. If a security manager can point out possible risks in internet security for the company and he or she advises readers about what they can do for their own systems, and those who followed his or her advice found it useful and effective, then they can earn more credential, and citation.
However, personal authority comes with proper expertise. People will look for credentials of your professional, so it is best that you identify them in the website with a short profile about their profession and their past achievements. While people may still want to read your employee blogs given their usefulness, hiring professionals with good credentials shows a great image for the company.
The fun part with such blogs is that they do not sound like generic company blogs. They have personality and are written in the manner your employee speaks, including their humour and biased opinions. This compels readers to come back for more information in your company blog.