Chapter 10: Talent management and proactivity
Many of the activities traditionally included in human resource management are now referred to as “talent management” because the employees represent the talent the organization needs to function. An instructive definition of talent management is “a deliberate approach to attract, develop, and retain people with the aptitude and abilities to meet current and future organizational needs.” Considerable proactivity is required to accomplish these ends. The relatively new practice of employer branding illustrates the type of proactivity involved in talent management. Some employees find that to recruit the best candidates, they need to exert the same effort they do to develop and market consumer brands. Employer brands target potential employees to project the image of the company as a desirable place to work. One of the factors prompting branding is that even when the unemployment rate is high, there is a limited supply of the most skilled candidates.
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