Executives don't need to worry about Irrational misrepresenting their company, and participation can open them up to potential inclusion in products such as an ETF, van Adelsberg said. In total, the ETF recently held nearly 150 equities and is benchmarked to the CIBC Human Capital Index. Still, the team noted some challenges in building broader awareness of what human capital is or why it matters. "In this market, what we're seeing is that those companies who have strong human capital ratings are outperforming," van Adelsberg said. "The role that human capital plays in driving future equity performance isn't going down.

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