When they ask me about how to manage the resources in a companythe doubt almost always revolves around the material. How to optimize the budget, where to focus the strategies, what is expense and what investment, where to cut costs? However, there is a resource more valuable than any number: talent. It may seem cliché and yet many still fail to understand that, today, it is more valuable than ever.
This is crucial, especially in an area like communication, where ideas, creativity and the ability to connect with audiences are the raw material with which it is produced. Where am I going with this? Today, having a motivated team, with ideas, proactive, that is comfortable is the most valuable resource and where we should not skimp, and I am convinced that it can be more profitable than any strategy. And I’m not talking about the economic return.
The new generations of professionals, particularly those who occupy key roles, are redefining the way of working, not of the future, but of the present.
86% of Generation Z professionals and 89% of millennials say that having a sense of purpose is important for workplace well-being.
Additionally, 44% of both groups say they would consider leaving their current job if they perceived a lack of balance between their work and personal life, data from Deloitte’s 2024 Global Survey of Millennials and Generation Z.
But taking care of talent is not just about offering competitive salaries. There is a phrase that I love and I always have it in mind “There are no good or bad jobs. There are good people and others. People change jobs for the latter.”
These generations are looking for something more: purpose, flexibility, constant learning, challenge and an environment that encourages autonomywithout losing the strength of teamwork. And this implies promoting work for objectives, and not for meeting schedules. Therefore, investing in talent means creating the necessary conditions for new professionals to develop and give their best, even regardless of where they are from.
During the Copa América we sent a guerrilla of creatives and producers for different advertisers with whom we worked for the mega event. We spent more than 1 month working there. Generation Z did not return. Did anything change for A-Train in terms of quality and work delivery? Did the client feel it? The reality is that no. You have to know how to read the era.
Ignoring this demand not only leads to high turnover, but also a loss of competitiveness. In fact, we are experiencing massive layoffs in the most important companies, which are also the ones that are promoting the return of 5×5 (in-person presence 5 days a week). Communication and the ability to be connected today turns any part of the world into an office, and that is a value that we must know how to take advantage of.
Talent is not just another resource, it is the essential resource, the engine that drives great projects and transforms organizations. We Argentines know more than ever that with a good team, you can become world champion; Doing it consciously is more than a strategy, it is a necessity for those seeking to lead in an increasingly challenging market.
The challenge is to continue reading the times, knowing how to anticipate changes, understanding (a lot) talent, young people and adults, and understanding that they live extremely different realities and objectives. The result, as I always say, is that the brand or company also tells its story and obtains the best credit, with the best team.
Founder & CEO of A-Train.
Source: Ambito
I am Pierce Boyd, a driven and ambitious professional working in the news industry. I have been writing for 24 Hours Worlds for over five years, specializing in sports section coverage. During my tenure at the publication, I have built an impressive portfolio of articles that has earned me a reputation as an experienced journalist and content creator.
