March 10 2005 - A recent survey found that only a half of businesses
seemed to be concerned about employee retention. Despite the increased demand for skilled
staff tempting employees to look for new opportunities, just 50% of advertising and marketing
executives in a recent poll said they were concerned about keeping talent on
The survey of 125 advertising executives and 125 senior marketing
executives.was developed by The Creative Group - a specialized staffing
service providing marketing, advertising, creative and web professionals on a
project basis - and conducted by an independent research firm
When the executives were asked, "How concerned are you
about retaining current staff members if the job market improves?" their
Not very concerned
Not at all concerned
"Many companies don't focus on retention until it's too late," said
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 noted that turnover can significantly reduce productivity.
"Organizations may lose skills and experience that are vital to the launch of
new products or the implementation of other marketing initiatives," she said.
"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 offered the following tips for retaining talented employees:
- Show them the money. A competitive compensation and benefits package
shows employees you place a fair value on their work.
- Encourage camaraderie. Employees who have friends in the office are
typically 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.
The Creative Group has offices in major markets across the United States
and in Canada, and offers online job search services at www.creativegroup.com.