Cambio de reglas.
Author | Brown, Greg |
Una señal característica de las economías capitalistas abiertas y modernas es, sin duda, la creación de empleos. La competencia y los mercados de capitales ocasionan el surgimiento (y en muchas ocasiones la desaparición al mismo ritmo) de sectores de la economía, que generan cientos de miles de oportunidades en la medida en la que antiguas funciones son eliminadas, se vuelven obsoletas o son exportadas a países con mano de obra más barata. ¿Quién hubiera imaginado que sería posible hacer una carrera por medio de subastas en línea en eBay? Y sin embargo, muchos lo hacen, tantos que el gigante estadounidense les otorga seguros grupales de salud, como si fueran empleados permanentes.
Podemos observar el efecto de esta dinámica en la economía. Un estudio de la Universidad de Wisconsin reveló que los empleados de Estados Unidos tienen entre nueve y 13 trabajos a lo largo de sus vidas. Ello significa que se mantienen en un puesto (y probablemente en una empresa) menos de cuatro años. En esto, tienen algo que ver el quiebre de las industrias y los despidos, pero si le preguntamos a cualquier especialista en recursos humanos, la mayor de las batallas tiene que ver con la retención: atraer, compensar y mantener a los talentos. Éste es un gran cambio con respecto a la filosofía del empleo de toda la vida, que valía hasta hace una década en las compañías estadounidenses.
Es en esta pesadilla de los administradores de recursos humanos en la que incursiona Seth Godin, especialista en mercadotecnia. Y está absolutamente decidido a complicar aún más las vidas de estos ejecutivos. El autor pregunta, en su habitual estilo sintético y ligero, por qué alguien debería de conformarse con ser lo suficientemente bueno, cuando en vez de ello, puede ser "el mejor del mundo".
Habrá una gran cantidad de movimientos aconteciendo en esta área. Casi ninguno de nosotros llegará a las canchas de baloncesto de la NBA o a debates de la Suprema...
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