# War for talent · Consumer Trends 2023 · Zorraquino > The talent shortage calls for reflection. URL: https://www.zorraquino.com/en/trends/consumer-trends-2023/war-for-talent ![War for talent: The talent shortage calls for reflection.](https://cdn.sanity.io/images/0w1142l8/production/91c6691fde811d0f165bac3805c3e25b8f9ea6c1-1920x1433.webp/war-for-talent-the-talent-shortage-calls-for-reflection.webp?w=1600&fit=max&auto=format&q=85) Trend 05 # War for talent 1. [Consumer Trends 2023Home](https://www.zorraquino.com/en/trends/consumer-trends-2023) 2. [Trend 01Emotional escape](https://www.zorraquino.com/en/trends/consumer-trends-2023/emotional-escape) 3. [Trend 02Still no future](https://www.zorraquino.com/en/trends/consumer-trends-2023/still-no-future) 4. [Trend 03Light drugs](https://www.zorraquino.com/en/trends/consumer-trends-2023/light-drugs) 5. [Trend 04Beyond gender](https://www.zorraquino.com/en/trends/consumer-trends-2023/beyond-gender) 6. [Trend 05War for talent](https://www.zorraquino.com/en/trends/consumer-trends-2023/war-for-talent) 7. [Trend 06Energy conversion](https://www.zorraquino.com/en/trends/consumer-trends-2023/energy-conversion) 8. [Trend 07Too much party](https://www.zorraquino.com/en/trends/consumer-trends-2023/too-much-party) 9. [Trend 08Worried foodies](https://www.zorraquino.com/en/trends/consumer-trends-2023/worried-foodies) 10. [Trend 09Digital excess](https://www.zorraquino.com/en/trends/consumer-trends-2023/digital-excess) 11. [Trend 10Low cost era](https://www.zorraquino.com/en/trends/consumer-trends-2023/low-cost-era) War for talent The talent shortage calls for reflection. Trend axes - Big quit - Great resignation - Adequate balance - Competition for talent Some figures 109,000 Vacancies in Spain that companies have been unable to fill, according to the Spanish Confederation of Small and Medium-sized Enterprises. 4.3M Million people who voluntarily quit their jobs in December 2021 in the United States. 110% Increase in the share of professionals who left their jobs between January and June 2022, an all-time high. 43.6% Increase in the number of unfilled jobs in Spain in the fourth quarter of 2021, compared with the same period of 2020. ## An elusive potential Once the cultural and technological barriers to their adoption have been overcome, rolling out new working models such as the 4 Day Week is a challenge for companies, but also for people. Companies now have to commit to new, more flexible policies and systems that rethink issues such as working hours, holidays, the workplace and how offices are used and brought to life. In a context of intensifying competition, it is getting harder to find profiles that fit the vacancies. Sectors such as education, healthcare, engineering and digital are suffering from a lack of qualified professionals. A situation made worse by phenomena such as the “great resignation”. After the pandemic, people prioritise their wellbeing and leave companies faster than they can be replaced. Likewise, with a view to continuous improvement and a more emotional relationship with their stakeholders, it will be key for companies to develop other kinds of skills beyond technical ones. As organisations digitalise their processes, the future of work will demand so-called soft skills, essential for cross-functional communication, talent management and bonding with teams. From recruitment to onboarding and retention, brands are working to offer solutions and prevent the flight of talent. It is time to reflect on new alternatives that unlock full potential and help companies adapt not only to the needs and demands of the context but also to those of their people, thus boosting their competitiveness and growth. ## Cases 01 / 03 Zorraquino spotlights 1. 01 The idea of work is changing, and companies have to develop policies that make working hours, holidays and workspaces more flexible… and reward people with a balanced financial and emotional salary. 2. 02 Companies no longer only have to convince society. Their value proposition must also be carried inside: employees are their main ambassadors. 3. 03 Digital nomadism, workation… alongside the advantages of these new models, the risks to productivity and to the line between personal and working life will need to be analysed. Zorraquino playlist - BecariaCamellos · 2017 - No Pensar En TiSoleá Morente · 2022 - Muchas GraciasLorena Álvarez · 2012 [See the whole playlist](https://www.zorraquino.com/en/trends/consumer-trends-2023/playlist)[Listen on Spotify](https://open.spotify.com/playlist/0EG1cRFJ1qmXLw29jkHtjm) ## More on the trend ### References - [Las empresas no encuentran talento: hay más de 100.000 vacantes sin cubrir pese a los 3 millones de parados](https://www.larazon.es/economia/20220419/jwu5cz4j7bdmzny6l3rgwahvoe.html) - [Una empresa crea un Tinder para que sus empleados encuentren pareja en la oficina](https://www.elconfidencial.com/alma-corazon-vida/2022-07-05/empresa-crea-tinder-empleados-busquen-pareja%5F3455433/) - [Gone for now, or gone for good? How to play the new talent game and win back workers](https://www.mckinsey.com/business-functions/people-and-organizational-performance/our-insights/gone-for-now-or-gone-for-good-how-to-play-the-new-talent-game-and-win-back-workers) - [“The ResigNATION”: Globant convierte en un país a los millones de trabajadores estadounidenses que han dejado su trabajo](https://www.reasonwhy.es/actualidad/the-resignation-globant-convierte-pais-trabajadores-estados-unidos-abandonado-empleos-gut) - [HP’s ‘Work Happy’ campaign celebrates the new rules of work and laughs at the old](https://www.thedrum.com/news/2022/08/01/hp-s-new-work-happy-campaign-celebrates-the-new-rules-work-and-laughs-the-old) - [Top Spot of the Week: W+K Portland, Director Jim Jenkins "Work Happy" For HP](https://www.shootonline.com/video/top-spot-week-wk-portland-director-jim-jenkins-work-happy%C2%A0-hp) - [The Closer](https://www.heineken.com/global/en/thecloser) - [‘Work Emails! Work Emails!’ Asana Wants to Help You Tame Your Little Monsters](https://www.brandinginasia.com/work-emails-work-emails-asana-ad-wants-you-to-tame-your-work-worries/) - [Ad of the Day: symbolic umbilical cords entangle mothers fighting for equal gender pay](https://www.thedrum.com/news/2022/03/23/ad-the-day-symbolic-umbilical-cords-entangle-mothers-fighting-equal-gender-pay) - [OutHorse Your Email](https://www.visiticeland.com/outhorse-your-email/) - [Lieferdienst Gorillas launcht eigenes Plattenlabel](https://www.horizont.net/marketing/nachrichten/quick-commerce-lieferdienst-gorillas-launcht-eigenes-plattenlabel-197784) - [This hotel brand will pay for its staff's tattoos](https://edition.cnn.com/travel/article/ruby-hotels-tattoo-piercing/index.html) - [Work Stress Turns Into Monsters in Need of Taming in This Playful Ad From Asana](https://www.adweek.com/creativity/work-stress-turns-into-monsters-in-need-of-taming-in-this-playful-ad-from-asana/) - [Más dimisiones que nunca: el número de trabajadores que dejan su empleo se dispara un 110% en la primera mitad de 2022 y avisa de una 'Gran Renuncia' a la española](https://www.businessinsider.es/gran-renuncia-maximos-1106179) - [Los empleos sin cubrir en España aumentan un 43% respecto a 2020](https://www.eleconomista.es/economia/noticias/11674532/03/22/Los-empleos-sin-cubrir-en-Espana-aumentan-un-43-respecto-a-2020.htmlgarwood8812https://www.tiktok.com/@garwood8812/video/7130092741232430378?is%5Fcopy%5Furl=1&is%5Ffrom%5Fwebapp=v1) - [“Las empresas basadas en controlar a los trabajadores se hacen el harakiri”](https://elpais.com/espana/comunidad-valenciana/2022-09-14/las-empresas-basadas-en-controlar-a-los-trabajadores-se-hacen-el-harakiri.html?rel=buscador%5Fnoticias) - [El correo que las 15 jugadoras enviaron a la RFEF para renunciar a la Selección](https://www.antena3.com/noticias/deportes/futbol/correo-que-15-jugadoras-enviaron-rfef-renunciar-seleccion%5F20220923632d86d3ed945b0001d0107d.html) Pages 104–122 of the report [![Energy conversion: A boom in alternatives to fossil fuels.](https://cdn.sanity.io/images/0w1142l8/production/389924c150ab5d1c1426f3f94a6c88f448a17a0f-1920x1440.webp/energy-conversion-a-boom-in-alternatives-to-fossil-fuels.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/consumer-trends-2023/energy-conversion) Next trend · 06 [Energy conversion](https://www.zorraquino.com/en/trends/consumer-trends-2023/energy-conversion)