FINDING AND RETAINING talented employees dominated the conversation during a roundtable forum of high-level catalog executives attending the Catalog Conference in June.
The booming economy as well as the lure of lucrative offers of stock options and high salaries from the dot-coms have tightened the market for quality talent, leaving key positions open for months and even years on end, attendees said. The group shared the following suggestions to help recruit and retain employees:
– Offer bonuses to existing staff who bring in new employees. Depending on the position, suggested financial incentives ranged from $100 for an entry-level position to as much as $1,000 for higher-level positions such as a circulation manager. A bonus structure can be much less expensive than finding help through a search firm.
– Offer flex hours. “If you can’t compete on the financial side, it can be very attractive not to have to work 40 hours, five days a week,” said one attendee.
– Add a 401(k) plan to the benefits package.
– Provide food for your employees.
– Improve the ambiance of the work environment.
– Take on interns, either paid or unpaid. “If they like your environment, once they get in they can often become full-time employees,” an attendee said.
– Hire a public relations person or firm to get your company name, products and services more visibility, thus making it more attractive to those seeking employment.
– Post career opportunities on the home page of your Web site.
– Look for recruiting opportunities among suppliers.
– Welcome back those traditional DM employees returning from the dot-com world. But be cautious when hiring those who began their careers in cyberspace – many do not have professional experience grounded in direct marketing.
The session was moderated by Adam Strum, chairman of Wine Enthusiast Cos.
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