The traditional keys to the IT talent paradox--great recruiting and retention--will be ineffective as long as the tech products industry is booming. Why would a smart technologist work at your insurance firm when she can get a job at Google?

Now it's time for all good CIOs to come to the aid of their industries. Get out of your office and visit high schools and colleges. Tell young people about the joy of IT, its importance, and the money that comes with it. (Definitely don't forget about the money.)

Michael Gabriel, CIO of HBO, is doing his part. Working with parent company Time Warner, HBO has produced "IT is It!" a video that features young people extolling the excitement of a career in IT.

"Most young people have no idea what IT jobs are really like," says Gabriel. "There are TV shows about careers in law and medicine, but not about technology. Everyone thinks we fix PCs and that IT jobs are all offshore."

To change that perception, Gabriel approached the CIO Executive Council, which suggested producing the video. (Watch it at .) The video is a way to attract young people to the IT industry, but it's also good for Time Warner.