Employee retention not high priority

With the job market improving, workers may be tempted to test new waters--and many companies are proving lax when it comes to staff retention. Only half of advertising and marketing executives polled by The Creative Group, Menlo Park, Calif., a specialized staffing service providing marketing, advertising, creative, and web professionals on a project basis, indicate that they are concerned about keeping talent on board.

"Many companies don't focus on retention until it's too late," relates Tracey Fuller, executive director of The Creative Group. "Now is the time for firms to ensure top performers feel valued and are fully engaged in their jobs. Those who are respected and have consistently positive interactions with their managers will be more reluctant to leave, even when presented with attractive job offers."

Fuller notes that turnover can reduce productivity significantly. "Organizations may lose skills and experience that are vital to the launch of new products or the implementation of other marketing initiatives. Tenured staff members not only understand a company's unique style and goals, but also the nuances of client relationships and how to use the firm's internal and external resources to successfully complete projects."

Fuller offers the following tips for retaining talented employees:

Show them the money. A competitive compensation and benefits package demonstrates to employees you place a fair value on their work.

Encourage camaraderie. Employees who have friends in the office typically are more satisfied and productive. Promote activities that build rapport among staff members.

Offer support. Lend a hand and be willing to make concessions when employees encounter personal difficulties, such as an illness in the family. This can be just as effective as money at promoting loyalty.

Provide praise. Acknowledge staff contributions. Simple actions, such as recognizing someone's efforts during a staff meeting or writing a thank-you note, can go a long way toward enhancing morale.

Give them a break. Everyone needs time to recharge to perform at his or her best. To this end, consider giving your team a few extra days of vacation or closing shop early on a Friday.

COPYRIGHT 2005 Society for the Advancement of Education
COPYRIGHT 2005 Gale Group