Another approach? Create the most appealing job posting in the world. Imagine the role of “Island Caretaker of a UNESCO world heritage site”, which comes with a $100,000 salary and a job description including swimming, snorkelling, and making friends with locals. Tourism Queensland invited applicants to do just that – and over 1.4 million people from 200 countries submitted video applications online. DIGITAL SOCIAL RESPONSIBILITY “Corporate” social responsibility has been transformed in the digital age from a kind of high-handed philanthropy, providing financial support to “good” causes, to a deeper engagement with issues, which involves all stakeholders – from staff to customers to the supply and distribution chains. They no longer exist in silos and do not any more rely on glossy brochures for their information, but connect and interact digitally. Perhaps the most ambitious example of this I have been part of is the effort of Unilever to put environmental responsibility at the heart of everything it does. When Paul Polman became CEO he made the dramatic claim that he intended to double the group’s revenues while halving its environmental impact. I’m not sure Paul ever did a lot of calculations before he formulated that equation, but with a gritty zeal and evangelical fervour he set out to show that it was actually possible. What it meant was an alignment behind the vision which involved everyone in the company. Some