Staff retention is one of the single biggest factors affecting future business success in today’s environment. In particular, the success of an organisation is very much dependent on their “critical employees” – those employees in whom the intellectual capital and corporate memory resides.
Not withstanding, not all turnover is necessarily bad. Paradoxically, a low turnover (i.e., high retention) rate in some organisations may pose just as serious a problem. A high retention rate may indicate a workforce which is “stuck” (i.e. the “walking wounded”) and who are too afraid to leave. These people consider their employment prospects elsewhere, under the equivalent terms and conditions of their current employment, to be bleak.
Such a workforce is hardly the foundation for an organisation to move forward and respond to today’s dynamic business environment and challenges. What is therefore important is selective staff retention or retaining the “right” people. However, retention is a complex issue – there is no “magic wand” solution.
Ultimately, staff retention is about how an organisation manages its workforce, or more specifically, its relationship with its workforce. Apart from the obvious cost savings in retaining the right people, there are other significant, lasting benefits to an organisation which are often unappreciated. These include:
- Higher levels of job satisfaction and performance
- Reduced workplace stress
- Enhanced employee well being, and
- More satisfied customers
However if retention is relegated to the status of an HR issue, it often falls to the bottom of a manager’s priority list. When retention becomes one of the business goals, it takes on a new perspective. Holding managers accountable in this fashion ensures the motivation to examine and enhance their personal retention practices is ever present.
The solution lies in tying retention to critical business activities, so managers do not think about retention after the fact when it is too late, but rather see it as an ongoing priority integral to business success and survival.
An organisation’s ability to put in place philosophies, systems, strategies and action plans to meet these challenges will determine their future success.
Recent influences on employee retention
The unprecedented workplace changes that have occurred in the past 10 to 15 years have contributed to turnover. These changes include:
- Increased competition as a result of globalisation and technology
- An emphasis on economic rationalism
- Changing employment practices (e.g. fixed term contracts, casuals, contractors etc.)
- Changing needs and values of employees (e.g. career advancement as opposed to job security etc.)
The costs of turnover
Estimates of turnover cost range between 1 to 2 times an employee’s annual salary. Cost fall in to the direct and indirect categories:
Direct Costs
- Cost of termination (including payout arrangements)
- Cost of hiring (advertising, recruitment fees)
- Cost of new hire (only 60% as effective in first three months)
Indirect Costs
- Lost or damaged customers
- Additional marketing and sales expenditure to win replacement customers
- Loss of intellectual capital
- Lost opportunities
- Decrease in “bench strength” for succession planning
- Transfer of knowledge to competition
- Decreased morale and increased stress
- Negative effect on reputation
So what do employees want?
- The kudos of working for a respected and successful organisation
- Opportunities for personal development and growth
- Enjoyment and meaning in their work – feeling they can count for something
- Commitment to quality
- To know they make a difference – not just to the corporate bottom line but to the community in general
- The knowledge that their opinion counts for something
- A shared sense of purpose and belief in company values
The importance of values to retention
Organisational performance is largely dependent on the quality of the people – attracting and retaining the right people for the right job. Top performance is distinguished not by knowledge or skills but by behaviour and values.
Values are not an intellectual issue, they are a cultural issue. It is about building a positive dynamic within your organisation. Identifying your core values is critical to underpinning the future success of your organisation.
If you have your values established you can use them as a basis for all strategic planning and decision-making. This will then help you and your employees align personal values with company values. If these two do not relate you will then run into problems.
Without values, it is difficult for a common direction to be established within your organisation. Values driven from above create organisational practice. Values, supported by training and reward systems, emphasise the importance of people management.
Values lead to long-term growth. By letting employees explore their own values and where they fit into the organisation fosters retention of staff.
If you establish your own organisational values, you can use them to guide your strategy and business direction and create a compelling place to work which in turn helps you select and retain the right people in your business. Then, when you identify the ‘right people,’ they can bring their raw physical energy, values, thoughts, ideas, talents and competencies to your organisation and you can all enjoy the benefits of a highly motivated and productive workplace.
Effective retention starts with effective selection
Things to consider:
- Translate your strategy into action by knowing the core functions you need to recruit in and train for
- Plan a structured selection process
- Assess the applicants objectively and fairly
- Develop a privacy policy and practices
- Evaluate your selection processes regularly
- Speak to your people regularly to check their alignment with you and your organisation
Selection for a changing workplace
Leading American Quantitative Psychologist J.F. Kehoe defines the worker attributes needed for a changing workplace: Of nine worker attribute groupings, seven are related to behaviour:
- Learning, knowledge and skill acquisition
- Problem solving
- Effective team performance and collaboration with people of heterogeneous cultural, educational & experience backgrounds (diversity)
- Effective contextual performance
- Ability to handle uncertainty, ambiguity and stress
- Ability and willingness to work outside traditional boundaries
- Employee retention
- Ability to act quickly and capitalise on opportunities for business growth or process improvements
- The prediction for counterproductive behaviour
Discipline, motivation and success
The most successful companies globally are all staffed by disciplined and motivated people. They are disciplined in thought and action, understand why they are there and are motivated to succeed. Leading edge organisations understand that the right people are important and they know what they want. Motivational strategies for retention There are broadly six strategies for motivation:
- Establish performance goals
- Remove obstacles
- Recognise and correct appropriately
- Individualise the recognition
- Reward equitably
- Provide effective feedback
These are the basic staff retention strategies, though the final mix will vary from workplace to workplace. Essentially, there is a gap between an individual’s actual state and some desired state of which the manager tries to reduce this gap.
So what does a leading edge organisation look like?
- Offering a workplace that supports the organisation’s business goals
- A shift in value creation – revolving around knowledge, reputation and brand
- A coherent system of human performance practices
- More commitment to achieving business success than others
- High performance work practices (i.e. self directed teams, access to business information, full/part time, etc.)
- Innovative compensation practices (i.e. profit sharing, group based pay, paid maternity leave, child care, etc.)
- Innovative training practices (i.e. mentoring or coaching programs, training information systems, etc.)
- Support structures to help people learn
How to become a leading edge employer
- Excel in people leadership
- Create compelling employment offers
- Accelerate development of your people
- Culture and values are critically important
- Communication
- Respect – work / life balance, differences, etc.
- Responsibility for employees
- Diverse work culture
- Flexible work practices
- Comprehensive and holistic work environment
- Implementation of meaningful strategy / goals
Guest Author:
Sue Barrett is Managing Director of Barrett Pty Ltd. Barrett is a performance consulting firm specialising in challenging paradigms to unlock elite sales performance.
Republished from CEO Online – your online business resource – www.ceoonline.com. Get valuable business tips and easy-to-read articles delivered direct to your inbox every week. Register NOW for your copy of CEO Online’s FREE e-newsletter: http://www.ceoonline.com.au/subscribe/