Those with the in demand talent are less interested in organisations that offer the highest salaries, the best perks or the status symbols of “success” they want meaning. It may sound idealistic but they want to work for an organisation that is contributing to making the world a better place. One that supports not exploits communities. A cool organisation.

You can earn more money working somewhere else. You can have a grander sounding title. You can work from home. You can have a shorter working week. You can have more holidays, a corner office and a reserved parking space. Or you can be part of something special. You can work for an organisation that wants to be  different, an organisation that doing exciting things, an organisation with values, an organisation that supports local communities , an organisation you can feel proud to work for.

When Virgin airline started out it was defiantly a cool organisation to work for. A rebel airline that dared to be different, innovative,  challenging the status quo and the perception of what an airline should look like. British Airways were the stuffy men in suits the Goliath to Virgin’s David. Virgin came over as a fun place to work, where you were an individual not a number.

Probably one of the coolest ever places to work was NASA during the years leading up to the Moon landing. Radical thinkers were pulled together to innovate in the race to be the first to put a man on the moon and return them safely. The daring ambition, the excitement,  the sense of purpose and the pride in being part of something extraordinary.

But an organisation does not have to be big, high profile, or of national importance, to be “cool”. It doesn’t need to have a media savvy, charismatic leader or a distinctive brand. It doesn’t matter whether it is in the private sector, the not for profit sector or the public sector. But to be a ,” cool” organisation it must be seen as an exciting, innovative , fun place to work.

A place where employees are well treated, valued and respected. The organisation must stand for something , it must have a strong sense of social responsibility and be concerned with more than simply making money or offering value for money.