6.2 The role of the organization

    29

    The balance of power is shifting in organizations. People no longer need these structures to acquire income. They work for and within networks at the same time, and choose the network that earns their “input.” As an institution, you have to work pretty hard to find people who are willing to add to with your organization.

    Dutch recruitment specialist Bas van de Haterd has this to say about it on his blog:
    “An organization can position itself in the (job) market as an organization with fans. Being commercial or not-for-profit is then no longer relevant. But, an organization will then have to do something unique, something special. It will have an open structure and strive to optimize value instead of optimizing money. They do not gain revenue from everywhere because they can, and not doing this will lead to a much greater added value. Organizations can then get fans who will help propagate your employer brand, resulting in the fact that people will want to work for you.”

    Not just potential employees, but actually all stakeholders nowadays chose to create value with organizations, and do so in places they want. This awakening has caused the shift in the balance of power. Who are the new co-creating value network stakeholders, and what do they want?

    Let’s have a look at the changing stakeholder role of the younger employee, the senior employee, and the non-employee, like your suppliers, clients, and knowmads…