Over the past several years, business newspapers around the world have talked about the ongoing 'war for talent.' Turnover continues to rise. Globalization, changing workforce demographics and shifting attitudes are all keeping today's workforce on the move. Today, it's harder than ever to attract and keep desired employees.

Still, many organizations do not focus much energy or resources on fighting for new talent. Does this mean they have already cracked the code for attracting the best new people? Hardly. Our study suggests that executives should be very cautious in overestimating their ability to attract the best and the brightest. In fact, getting and keeping the right talent is likely to become more, rather than less, challenging in coming years. Why? Reasons include:

• The departure of older employees
• The smaller number of younger employees (particularly "generation Y" workers, born between 1981 and 1995) who will be replacing them
• The increasing demand for talent around the globe.

Going virtual: attracting the next-generation employee base
How does a 60-year-old company position itself as an employer of choice in today's rapidly changing world? A global staffing provider did just that by recognizing and acting on several key trends:

• The increased demand from individuals for virtual work positions
• The changing mix of employee pools, as aging employees retire and younger workers join the workforce
• A unique market opportunity to be positioned as the organization that understands the future of work

The solution:
The organization launched a site in Second Life, an online virtual community where residents, known as avatars, live and work in a variety of three-dimensional environments. The company's virtual island is a place where job seekers and employers can come together to learn about the world of virtual work, share ideas, and interact in online meeting spaces. The Island also provides helpful resources, learning tools and live guides who can offer advice.

The benefits:

• Fosters awareness of the company among a new generation of technologically savvy candidates
• Drives traffic to the company's traditional business
• Through interaction with the online customer base, the company can stay one step ahead of the market

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