TO HAVE AND TO HOLD
Only Half of Firms Concerned With Employee Retention, Survey Finds
MENLO PARK, CA -- With the job market improving, workers may be tempted to test new waters -- and many companies are missing the boat when it comes to staff retention. Only half (50 percent) of advertising and marketing executives polled recently said they’re concerned about keeping talent on board.
The survey was developed by The Creative Group, a specialized staffing service providing marketing, advertising, creative and web professionals on a project basis. It was conducted by an independent research firm and includes 250 responses -- 125 from advertising executives with the nation’s 1,000 largest advertising agencies and 125 from senior marketing executives with the nation’s 1,000 largest companies.
Advertising and marketing executives were asked, “How concerned are you about retaining current staff members if the job market improves?” Their responses:
“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:
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.