The company cannot give the individuals with the appropriate skills what they are looking for.
I have already written about the issue of locations. Some cities are more attractive than others for creative minds. However, it’s about more than just the location. It’s about infrastructure. About benefits, development opportunities, team size. Project diversity. Where Google can provide cool locations, recreational opportunities, chic cafeterias, and flexible working hours, medium-sized engineering operations will look rather pale in comparison.28
But does that really have to be the case? Certainly not. Because this is where a great deal can be done trough creative approaches. After all, not everything has to be in-house. For example, the workplace can be designed in a modular fashion where old and new are combined. It is thus that more conservative project work can be included in an innovative project that is undertaken with a consortium of companies. Additional training abroad. A rotational programme that serves to get to know different locations. Flexitime or part-time work, so that the needs that cannot be covered by the work in the company are satisfied by other activities. Or completely different projects can be included: Why can the electrical engineer not also take on responsibility for a project concerning the construction of a school in Ethiopia? Or visit elementary schools together with the personnel department in order to arouse interest in the field of engineering?
With a little creativity and a holistic approach (the company, the economic environment, the person as a whole), an extremely exciting field of activities can generally be created without much trouble. And all the activities will be taken on with great motivation.