Planning Ahead: Keeping Your Staff

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 board.

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 responses were:

Very concerned
Somewhat concerned
Not very concerned
Not at all concerned
12%
38%
32%
18%
----
100%

"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.