This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert June 23, 1999 Workers Want Growth 192 days until January 1, 2000 Today's workers are hungry for knowledge to build their career potential. As they assume responsibility for their own career management, people are more driven to continually upgrade skills, knowledge, and capacity. Whether they stay with one employer or jump from one to another, workers want to maintain and strengthen their marketability. An increasing number of workers, particularly young people and information technology workers, are choosing employers based largely on growth and development opportunities. A survey at the April 1999 American Management Association Human Resources Conference revealed that a significant majority of companies see training as vitally important in recruiting and retaining top talent. Where will people find growth opportunities: seminars, workshops, conferences, computer based training, mentoring, stretching experiences? Most will be acquired through employment. Employers are getting the message, strengthening their training functions. Attendance at the May 1999 conference of the American Society for Training and Development (ASTD) was evidence of renewed corporate interest. Other sources for personal and professional growth include colleges and universities^×for both credit and non-credit courses. Additional learning opportunities will be sponsored by trade and professional organizations. More educational vehicles will be available through the internet, satellite, and videoconferencing. Distance learning is on the threshold of an explosion, making even more knowledge available to people who ordinarily would not have such full access. Where's the money? Who will fund seminars, workshops, executive briefings, and classes--inside and outside the corporate environment? First, the traditional approach of corporate-sponsored and -paid, in-house training will continue... and will probably expand significantly. Second, people will seek self-funded learning--at colleges, universities, conferences, and special seminars. Third, outside learning experiences will be paid by employers on a sponsorship or reimbursement basis. More people will look to employers to pay for their growth. Savvy employers, recognizing the importance of growth, will use training and other growth opportunities as a recruiting tool, for leverage, and to differentiate themselves from companies less sensitive to worker demands. Increasingly, workers will stay with their employers because of ongoing learning opportunities and educational benefits. Research Invitation: As part of research we're conducting with ASTD, we're seeking companies that link training and development to recruiting and retention. If your company does this, please contact Roger Herman at roger@hermangroup.com. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. 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