The U.S. Army asked youth to look at themselves in their present states and think about their potentials. The approach was successful because the Army tapped into that part of a person that won't settle for second best. Well, now companies are feeling identical pressures from both the customer group and the employee group. Employees have gained the same power that customers have with corporations and are demanding a different kind of relationship.
Unemployment is low.
For prospective employees, it's a seller's market. They can sell their loyalty to employers of choice and the asking price involves more than compensation. The line between customers and employees is blurring. They encourage employees to buy company products, and invite them to serve in focus groups and on product development teams. Sometimes, they actively recruit employees from the ranks of their customers.