Top-Notch Talent Expects Hip Technology

If you're looking for top-notch talent, you'd better be using the latest web  technology to attract recent graduates to your firm.

Consider that most of the young work force is Twittering, blogging, Googleing and Digging. They are accustomed to blogs, podcasts and other social media tools because they use them at school and in their personal lives to communicate with professors and stay in touch with friends. Being forced to use low-tech, outmoded communication vehicles while in the office presents a nearly impossible transition for most new graduates.

Realize that neglecting social media doesn't just mean you're missing out on the opportunity to be more competitive; you're also losing out in the competition for talent.

Look Who's Coming to Interview
While I was on a speaking tour recently, an attendee shared a story about a company with a solid track record and decent growth rates. A smart young woman, fresh out of college, was interviewing for a position within this company. Although she was offered the position, she hesitated to accept.

When asked why, she explained to the hiring executive that she had reviewed the company's website and didn't think the company was advancing technologically. She informed the executive that the company website was flat, one-dimensional and lacking in updated content because it didn't have a blog.

Talent Wars
Companies can no longer afford to compete only on cash, benefits and perks. If you don't have a seat at the internet's conversation table, you're not truly part of the dialogue. Good companies with bright futures are being overlooked as potential employers by new graduates because they're absent from the internet's global dialogue.

Anastasia Goodstein, founder of the youth media and marketing platform, Ypulse, says, "If businesses plan to be around for future generations, it would be silly for them not to leverage their younger employees' intuitive skills when it comes to using social media. Gen Y wants to be empowered quickly, but also needs some mentoring. With the right combination, businesses will definitely remain competitive."

A firm grasp on new technologies is essential to the longevity of any company. New technology can provide businesses with a high level of connection to their markets, improved brand image and increased productivity--all of which lead to a sizable competitive edge.

What to Do Now

• Branch out. Reject a one-dimensional hiring strategy. Just as the graying work force brings experience and know-how to the boardroom, younger generations bring an innate understanding of technology. Make sure that your interview and hiring pools are diverse and fresh.
   
• Tap in. Meet with younger employees and ask them about the websites and tools they use--not just to communicate, but to get work done. Then find ways to leverage these sites. If you're reluctant to use a web service because of security concerns, be aware that such services can often be used behind your corporate firewall. Goodstein says, "I think they would be surprised at the increase in productivity."
   
• Spiff up. Your company probably says it cares about innovation, hires the best and the brightest and is leading your industry into the future. But unless those things are evident from your website, you're just whistling Dixie. Add fresh content to your website. Establishing a blog requires a commitment, and a total redesign might be overkill. But a frequently updated news section might do the trick in the short term.
   
• Remain aware. Constantly be on the lookout for ways to make your company attractive to both experienced professionals and those newly entering the job market. Be vigilant about including the voices and input of younger employees.

The war for talent is real. A company can have the best strategy, top-flight alliances and generous cash reserves, but without an influx of new ideas--the human capital--it's merely a corporate shell with a tax obligation. Innovative ideas feed the machine.