In "The New Consumer of Work," Libby Sartain, author of "Brand For Talent," examined the new way in which workers are now approaching and engaging with work.  The American Dream, Sartain argued, "is no longer moving up, but moving out."  Employers should no longer be concerned about losing talent to competitors, but to their dreams.  Even with the best approach to retention, high performing employees may still leave.

The current challenge to employers is that many employees continue to be unhappy at work.  Over 25% of employees are not satisfied at work, Sartain claims.  People are not excited or motivated by a job description.  So, how do we create a compelling experience for workers?  Should we treat employees like customers?

Sartain used the example of Google to find employees.  A billboard was placed where the web site was the "first prime 10 digit number in e".com   Programmers able to write the code and solve it, and entered that info, were directed to a site that informed them that they were smart enough to work at Google.  It dawned on Sartain that the world of work and the view of talent had changed.

With social media, Sartain argues, HR is no longer just HR.   HR must be joined at the hip with marketing.  One's profile is now always online.  HR needs to better target itself to consumers; in this instance, those customers are potential employees.  Similarly, social media are enabling employees to create their own job descriptions.  Employees are looking at "what's in it for me?" and using social media to explore these answers.  Sartain cites the use of "Living Social" as an opportunity to share one's experience; the world of work is no different.

Sartain argues that their is a new talent marketplace.  Baby boomers are retiring, but not necessarily wanting to leave work.  Government workers are aging.  Technology is requiring new skills and new ways to work.  There is a new uncertainly, with numbers not reflecting the fundamentals.  Despite unemployment being high, many jobs, such as sales reps, engineers, and technicians, are difficult to fill.  As a result, their is a war for targeted talent to address this mismatch.  Consumer, employer, and talent brands need to be tied together.  An employer brand can connect with the employee, for example.

Sartain closed by challenging the audience in how do we create the appropriate candidate experience?  What are you currently doing to keep your best employees?

Coming up next are breakout session featuring Tim Sackett asking "What your CEO wished HR would do" and Laurie Bassi on "Business Success in the Worthiness Era" at 2:00 Central.

If you are not in attendance, you may follow the conference on Twitter at #TransformHR or follow it live where it is streaming at http://transform.tlnt.com/2012/live/