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Employers must evolve to accommodate tomorrow's executives who eschew the 'live to work' ethic
Ever since the first of the baby boomers started turning 60 a few years ago, the inevitable talent shortage has been on everybody's mind. Research shows that for every two workers leaving the workforce, only one will enter. The opportunities this human capital paradigm presents to those in marketing and advertising are two-fold.
Not only will there be a plethora of vacant positions, but, according to industry experts, the demographic shift is also expected to give way to new business opportunities.
"There is a significant talent shortage looming on the horizon that's having an enormous impact on candidates and companies," says Lisa Kershaw, partner, Ray & Berndtson/Tanton Mitchell, in Vancouver.
Experts agree that organizations will need to work differently to attract and retain employees, and one of the key methods of doing so is by branding. Not branding in the traditional sense-positioning a product or appealing to consumers-but by branding themselves as a place where people want to work and develop their careers.
Normand Lebeau, Mandrake s vice-president exécutif/directeur général Montréal, stresses that the war for talent has already begun. As a result, "Organizations will have to create a 'talent destination brand' so that individuals will be aware of...