this document is not my original thought, though I concur with much of the thinking. This is a manifesto from Bjorn veestra, the founder of Employer brand Insights, prior to his track at #truEurope, in a bit of a Jerry McGuire moment. Enjoy and comment,
MANIFESTO – #trueurope
‘The future of labour: The Talent Stock Exchange’
Brussel, 19 april 2012
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Author manifesto and track leader: @bjornveenstra
Founder: werkenbijmerken.nl and Employer Brand Insights
The labour market’s landscape is changing at a fast pace.
We observe a strong urge among university and college graduates for personal freedom and the ability to engage in entrepreneurial activity on an independent basis. Ask ten higher educated starters or professionals how they perceive their future role in the labour market and expect over half of them to reply that they are aiming to work independently at some point in time in their professional life.
Personally, I am convinced that within the next five years, this landscape will depict a fundamental shift from ‘work agreements’ to ‘talent contracts’. Within ten years there will be a new world in which every individual is marketing his or her own talents and skills either independently or through an organized format.
Talent contracts will be known for its flexible attitude towards duration, be it extremely short-term (hours, days, weeks) or longer term (months, years). It will be directly connected to the talent and knowledge that needs to be delivered on, scarcity of talent and skill determine the tariff and the talent-contractor carries the risk. Nothing I’ve mentioned so far is new in any way, apart from the fact that it’ll become standard practice.
Talent Stock Exchange©
I firmly belief in action-reaction. Following the above train of thoughts I foresee a movement in which talent groups unite in order to market themselves to employers in an organized manner. Is this the birth of the Talent Stock Exchange? The reversed business model of the major current temporary work agencies, where talent unifies and markets itself. Employers can in turn perhaps also take part in this Talent Stock Exchange.
No matter how you put it, this is an interesting question because the role of the employer brand (as an integral part of brand-management) will only increase in importance. The labour market will be ruled more obviously by the principles of demand and supply due to the pressures of an ageing labour market and an increased degree of flexibility.
Who shall access my talent?
The above mentioned matter is merely functional, and oriented on recruiting talent. An at least equally important fundament of making decisions in terms of employment is determined by the employee: who would you give access to your skills and talent. Research amongst over 5.500 Dutch higher educated (Employer Brand Monitor) has shown that the decision of accepting a task or employer is more and more based on the match between the personal brand and the employer brand. In other words: whom do I want to give access to my talent? Values, norms, culture and archetypes are key in determining the match between the personal DNA and the Employer Brand DNA.
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‘Based on all findings, remarks, opinions, suggestions I will formulate an updated Manifesto on ‘The future of labour: The Talent Stock Exchange’.