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The war in Iraq. The war on terror. The war on drugs.

These are high-profile battles that grab headlines, but there’s another war, a more subtle fight, that’s just as important to the future of our country.

It’s the battle for talent. Nations, states, businesses and universities battle every day for the best and brightest.

A study I read about in Fast Company in 1998 still resonates today. A team of researchers at McKinsey & Co. asked nearly 6,000 managers with 77 different companies about the future, and the vast majority said the most important corporate resource over the next 20 years would be talent. People, the magazine said, who are “technologically literate, globally astute and operationally agile.”

We’re halfway through that 20-year forecast time frame, and the sentiment is right on track.

Baton Rouge continues to experience strong economic growth, but a shortage of trained labor continues to be an impediment for future expansion. Having the right people on your team, McKinsey director Ed Michaels told Fast Company, is vital for success. It’s hard and expensive to recruit good people, so holding on to them and keeping them happy is that much more important. Right now we have lots of talent graduating from LSU, Southern, Baton Rouge Community College and other institutions. So how can we get them to stay? How is your company or organization appealing to them?

The article surmised that talented people respond best to four kinds of messages. The first is “go with a winner,” which appeals to people looking for a high-performing company with ample advancement opportunities. A second is “big risk, big reward,” which attracts candidates wanting an environment where they’re challenged to do exceptionally well or leave, and where there’s considerable risk but good compensation and chances for rapid advancement.

A third message is “save the world,” which appeals to people wishing to work in an organization whose mission they find inspiring. And the fourth message is all about lifestyle, which appeals to candidates seeking a company that offers flexibility and lifestyle benefits.

So whether you’re in the restaurant, retail or real estate industry in Baton Rouge, the war for talent is on. Find the talented people you seek to improve your organization, and craft your message to them for maximum results. Let’s help these talented people want to stay here and make our city even better.

Goin’ to Jackson

Speaking of talent, you won’t want to miss local actor Jamie Wax in his hit comedy, Goin’ to Jackson. Wax is one of Baton Rouge’s most talented and hilarious guys, and his one-man play with music has won critical praise. He portrays five characters in the show that even the Dallas Morning News called “uproarious! Laugh-packed!” The show plays at the Manship Theatre through June 15. Visit manshiptheatre.org for details.

Teen angst in Baton Rouge

Being a teenager is tough anywhere, but in Baton Rouge we discovered it can be especially frustrating for kids looking for more and interesting things to do. While the city grows ever more bustling with so many more new choices for adults, teens feel largely left out of the action. We asked dozens of teens about their frustration living here, and about what they wish they could do. So we put together a list of ideas—activities and venues teens and parents say are sure-fire boredom beaters. Read all about it in our cover story on page 50.