MAI-JUN-2011

maio / junho de 2011 – R E V I S T A D A E S P M 165 ES PM Hirability and the job market in Brazil DENISE POIANI DELBONI PAGE 106 Since it was created in the 90’s, the term “hirability” is being widely used, always associated with the professional qualifications of candidates to new job positions or to promotions in the workspace, and almost exclusively related to formal jobs. However, in the current world scenario, and especially in the case of developing countries like Brazil, one must not ignore the competence of professionals to become entrepreneurs as well as those who are informal workers or who have one of the so many more recent types of work contracts. The term hirability has thus taken on new meanings - not only relating to obtaining a job, which seems to become more and more rare in societies cases like Brazil – but to include other ways of working activity. What’s inside the head of Generation Super Y RUY LEAL PAGE 114 Most people would agree that Generation Y (or Super Y as I like to call them, and justifiably so) is the most technically and technologically prepared generation that humanity has ever prepared. The previous generations that are still active, the Baby Boomers, and Generation X, will attest without hesitation that when they were at the age of the current Super Y, they knew a lot less. However, it’s clear that the times are different and that the Super Y youth grew up surrounded by the technological world. At the same time, the job market also evolved in the area of technology, but not only there. Today, the requirements of the corporate world are equally more complex and, in fact, are not limited to the technical expertise that a Super Y youth might have. Often times, the behavioral aspects have become crucial to the professional potential of the Super Y youth. Hirability: one approach CÉLIA MARIA MARCONDES FERRAZ SILVA PAGE 134 The article defines the expression hirability in the context of collective desires, influenced by time, media, fashion etc. It establishes a relationship between the concept of hirability and the concept of competence in different moments of capitalism. It shows that the aspiration of a job coincides with the more complex business post-war scenarios, especially after the seventies, significantly affecting the profile of the work and the factory worker when there were created the need for planning, engineering, marketing, control, technology, research and development in companies, thus expanding the work opportunities for recent graduates in engineering and business administration. And because cause and consequence walk hand-in-hand in this process, the economy grew with the sophistication of consump- tion habits, as well as job offers. But machi- nery, technology and new administration practices reduced the number of jobs, and expanded the need for competent workers. What are the necessary skills for the future- remains an important question for the you- th. Not much is talked about hirability, in the last five or ten years. That being the case, one must look at the question in a broader sense, and add passion to the equation. Individuals, schools and hirability: a three-part structure to be built FÁTIMA MOTTA PAGE 140 This article deals with the three-part struc- ture composed of hirability, the individual, and school, and shows the need to develop in the professionals a more acute conscience of their responsibility in hirability. Also, part of the unsatisfied need of companies which seek professionals with result-generating competences, and cannot find them as easily as they would like to. In this scenario, school is crucial, and changes are needed in the programs to include subjects dealing with some essential competences, listed in detail; also needed is a change in attitude that will bring school closer to companies and individuals, contributing to a more sustainable society. The production of meaning Reflections about youth, work, and brands in the digital era MARCELO COUTINHO PAGE 146 Digital interactions in the many aspects of life contribute to diversifying the way in which consumers, especially the younger ones, attribute meaning to their patterns of consumption, studies, and careers, among other day to day activities. Interactions on social digital networks become an alternati- ve source of meaning and interpretation to brands that are in some instances just as im- portant as mass media. The digital environ- ment widens, accelerates, and makes long lasting those interactions, thus requiring profound changes in the business models of the different players in the communication value chain, as well as changes in the “codes of conduct” of companies, to their consu- mers, employees, and other stakeholders. McLuhan and the contemporary advertising strategies: the changing roles of producers and consumers VANDER CASAQUI PAGE 152 This article seeks to revise a few theses by Marshall McLuhan regarding advertising, consumption, and the roles associated to work, bearing in mind the scenario in which the transformations of the productive sphere, and of communication include new meanings for the consumer, raised to the category of co-producer, as pointed out by one of the trends discussed by McLuhan in his book “Understanding Media”. In order to deal with this issue, we discuss recent cases that involve advertising strategies in the automobile market, specifically the Fiat Mio Project, in which a digital platform created the meaning of cooperative pro- duction for the conception of the “car of the future”. The theoretical frmework includes, besides the Canadian author, theoretical reflections on advertising, consumption, and the world of labor..