Can Service Firms Be Talent Magnets?
In the back of this week's BusinessWeek (www.businessweek.com, 9/11/2006), Suzy and Jack Welch (of GE fame) discuss "How to Be a Talent Magnet". Their counsel to firms that want to become 'preferred employers' is summarized into six steps. Before they do that, they caution readers that it may take decades to become a preferred employer and only a couple of weeks or a year to lose that status. I agree.
Their first step is for employers to demonstrate a real commitment to continuous learning. This jewel is confounding a lot of service firms today as they are looking for every possible way to reduce costs and improve margins. Sadly, many are slashing training budgets to get that short-term lift management needs to meet Wall Street's expectations. Employees can forgive an employer for postponing training from time to time. But, when employees have an expectation of additional training and find it no longer present, their faith and loyalty with this employer are shot. Don't expect any referrals from this employee anymore. Do expect this employee to look elsewhere.
I'm aware of a couple professional services firms in such bad shape that they can barely keep the work they have. Being a talent magnet may not be a priority for them now but when (or if) they get their firm righted again, they will have a talent vacuum they cannot fill. Talent identification and attraction are core competencies of service firms and cannot be disregarded when times get tough.
The Welch's also advise companies to develop meritocracies, celebrate risk takers and keep hiring standards tight. I agree wholeheartedly with all of these points.
During the golden age of consulting, I saw the effect that Arthur Andersen's training facilities and programs on recruits and employees alike. Great training has great magnetism.
Today's service world is quite different though. More service firms are publicly traded and training budgets are heavily scrutinized. Service firms are trying to roll-out global service delivery models and many in-country personnel may find their training opportunities shrinking as persons in lower cost countries get a disproportionate share of the training spend. More service firms are seeking just-in-time employees (a.k.a., contractors, temporary workers, 1099s, etc.) to avoid the long-term pastoral and training costs associated with full-time employees.
Not all change is positive. Employers can't have it both ways. You can't become a talent magnet if you treat service workers as transitory beings. If you don't respect people enough to help them develop over time, then why should you expect them to stay or to help you recruit others into a firm with little upside.
I've worked in three kinds of firms. One was clearly a talent magnet (Accenture). Another was a talent disaster. The CEO promised the moon to everyone and reneged on it all and then some. He offered no training, no chance to build one's brand, no long-term future and no promotion opportunity. Too bad, I and 50+ others weren't hip to his deviousness until after we joined. Now, I'm a sole proprietor. I actually budget several career and training trips annually. I invest in myself as I know it will be a good investment for my business, too.
Recently, a friend of mine asked me to help him identify candidates for his service firm. That's going to be real hard to do as this fellow, like so many small business persons, is hard pressed to spend money developing employees. He'd rather some other firm develop the talent and then he'll hire them away. Unfortunately, he thinks 1) he should be able to hire away these folks for the same pay they get today and 2) he won't need to train them further once they're on his payroll. He's wrong on both accounts. He won't invest in talent at any level and he's surprised when I tell him that 'A' players go where they are most appreciated.
Yes, everyone needs to be a talent magnet and a talent manager. If you see employees as an expense item, I can't help you. You need to look at them as assets that can deliver even more revenue and profits with some additional training. When you do, watch them refer even more great talent into your firm.