Make Marketing History

The views of a marketing deviant.

Friday, July 20, 2007

Human Capital Not Human Costs.

As Daniel Pink says "the future belongs to a very different kind of person with a very different kind of mind - creators and empathizers, pattern recognisers and meaning-makers" - these are not cookie cutter people and yet we still seem to see the recruitment of human capital as an expense rather than asset accumulation.

Why farm out the acquisition of your most important assets to people who couldn’t get the job in the first place, don’t really understand your business and make their money on churning applicants? Wake up people! Do it yourself! It’s too important and now, of course, through this medium, we get to know people and their talents much more intimately, can cross reference them simply and the only fee we pay is some occasional abusive blog comments which frankly some of us deserve.

If you don't, web 2.0 is a double-edged sword and potential employees/customers will find out how you really think about people.

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