Amazon. Apple. Macy’s. Zappos. Google. I am a sucker for these brands.

the right talentMy Apple gadgets keep my kids busy, while I read a book purchased through the day before. This winter, Zappos saved me as my son grew out of three pairs of shoes over the last six months – yes, three! And thanks to Macy’s, I was able to buy that “I must have it” shirt for my 10-year-old daughter. But let’s not forget Google – homework night wouldn’t be the same without it.

Each of these brands is at the top of their game – and it’s not just their slick marketing that is making it happen. Apple competes on its ability to engineer and innovate. understands technology better and executes faster than anyone in the industry. Macy’s and Zappos know their customers very well and deliver incredible customer service. Google leads its market because it simply out-engineers its competition.

None of this would be possible without the right talent. But according to a recent study by Josh Bersin, Principal and Founder of Bersin by Deloitte:

“The challenge goes beyond finding and building skills – it is now a war for deep specialization. Businesses usually win when they have deeper specialization and deeper skills than their competitors.”

And leading brands like Amazon, Apple, Macy’s, Zappos, and Google are able to overcome that obstacle.

The competition for skilled talent is nothing new – but the approach is

Not too long ago, the talent search usually targeted a certain local market or geography. But thanks to the Internet, fluctuating unemployment rates worldwide, a growing educated middle class in developing countries, and countries with corporation-friendly laws, the skills market has become globally integrated.

And part of the reason why some companies routinely outperform their competition is that they know where to find deeply skilled talent. While this seems like a competitive advantage, it also represents a threat because competitors are looking for them too.

This is where the other part of the talent strategy comes to play – a strong local employment brand, a locally relevant work environment, and a value proposition that works in that market. That’s right. For a global talent search to be successful, companies must think locally – reflecting each region’s specific cultural and business practices and employment laws.

Get ready to expand your search for the right talent

So what do you think? Are you ready to fill your workforce gaps by taking your talent search worldwide? If you follow the likes of Amazon, Apple, Macy’s, Zappos, and Google, you will be in great company with today’s – and possibly tomorrow’s – market leaders.

To learn more about emerging trends in HR around the world, download a free copy of the Bersin study Predictions for 2014: Building a Strong Talent Pipeline for the Global Economic Recovery (registration required).