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ERNIE, please use the form on the
linked page. For Hal, all organizational life is a series of conversations that can
be managed to higher levels of quality and effectiveness. Like us, he
believes that these commercial conversations are micro versions of
advertisements. He shares our distaste for that word and the baggage that
it carries.
The idea that conversation is the essence of strategy doesn't surprise
us. Advertising as a form of conversation is an interesting twist proposed
by many over the years. From NTL to GBN, we've been in and around the idea for
decades. Hal's important insight is that the conversation can and should
be shaped and clarified. Getting people to tell the right stories, he
says, is the essence of organizational effectiveness.
Conversations are small. They don't work well in groups. They involve
lots of listening. When they work, they take an active interest in the
other participants. Ego and shouting (and isn't that the essence of
current Recruitment Advertising?) are bad manners.
Back in
December, we published an article called The Search. It described the
importance of discovering a new metaphor for the important work performed
by our peers. Recruiting, with its overtones of abundance and slippery
ethics, is quickly losing its effectiveness. So is the idea that 20th
Century advertising techniques can continue to be applied effectively in
the Internet era. The volumes of mail we received suggested that the real
delight of Recruiting is the series of conversations that make up the
process.
Above all, the Internet is an intimate medium for asynchronous
conversation. The Broadcasting of badly written job descriptions, posing
as an inducement for employment, is relatively rude. While we can't really
imagine "hosts at the employment conversation area", we do think that the
various vendors in the industry ought to do a better job of capitalizing
on the new media's conversational strengths.
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