What is the Future of Work? Regarding this issue I was interviewed by Welcome to Finland magazine some months ago.

It has been said that the future worker is either in a big trouble or the winner of his own labour market. It seems clear that workers have to be more flexible than before and be able to react to changes in the market and product development quickly. They should have a high tolerance level for stress, hurry and strict deadlines.

In addition to independent working culture, many tasks and processes need today efficient communication skills (including so-called social media) and even the ability and willingness to brand yourself (Me Branding).

It is understandable that some people protest the change and choose something other than work as the most significant element in their life. These people might even give work up entirely in the traditional sense. They might choose ”slow life”, smaller freelance projects and/or a minimalistic lifestyle.

Time Magazine wrote in the article ”Drop Out Economy” (March, 2010) on these current, critical issues. With the aging population, this is something the employers, European Union and its member states cannot afford in the future.

One key question for the employers is how to recruit the best people and how to motivate their employees. Money isn’t necessary the best motivational element in today’s society. For many employees leisure, the satisfaction that the work provides and the ethical values of the employer can be more important than the salary or a fancy company car. As we know, corporate social responsibility (CSR) and corporate citizenship have become serious topics for discussion in many communities and companies.

We can see some interesting changes in the global trends. Especially for younger age groups home and family values have become more and more important. This might be related with the growth of short-term employment and changes in the external world.

Where to work, that is the question… The choice can be motivated by geographical location, working hours, the company’s social responsibility or how trendy the employer is.

We have become familiar with the fragmentation of production and this trend will continue. In the global economy, marketing takes place close to the local markets. Jobs can suddenly be moved to another country or region.

Personal life and identity cannot be built solely on work when there is no guarantee of its permanence. This might mean radical changes in the way people consider their work, profession and employers.