Human resource professionals must adapt to become strategic partners to C-suite executives. Once they are armed with the necessary strategy data, they must then find and recruit new talent, engage newly hired employees, develop those identified as leaders, and then manage the overall workforce. Engaging employees in an era of Web 2.0 is extremely important, since customers control the corporate brand and reputation. Companies need engaged employees who live the company brand promise and reflect that attitude in the marketplace. Organizations also need to cultivate leaders in the recruitment phase and administer individual assessments to find high-potential workers.