Effects of human resource management practices on employee retention in advertising agencies in Kenya
Masoni, Isaac Wafula
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Retention is a critical element of an organization's general approach to talent management. Both researchers and human resource (HR.) practitioners agree that the employment relationship is undergoing fundamental changes that have implications for the attraction, motivation and retention of talented employees. Organizations engage in competition for talent due to the realization that these talents are critical to their success. This suggests that organizations now recognize that the right employees are a source of competitive advantage. The main objective of this research was to establish effect of human resource management practices on employee retention in advertising agencies in Kenya; to establish the effect of compensation system on retention of employees in advertising agencies; to determine the effect of performance appraisal on retention of employees in advertising agencies; and to analyse the effect of recruitment procedures and employee retention in advertising agencies. The research adopted a descriptive survey approach. The study collected both primary and secondary data. Primary data was collected from the employees of the four advertising agencies in Kenya. These agencies are Scan Group, Ogilvy and Mather, Access Leo Burnnet, Young and Rubicam Brands. The population included 200 employees. Stratified simple random sampling technique was used to select the sample. The sample size comprised of 65 respondents which constitutes 32.5% of the target population. An inferential analysis technique was applied in analyzing questions in the questionnaires that apply rating scales. Qualitative analysis was used on data collected during the interviews as well as the open ended questions included in the questionnaire. These data in turn was presented using pie charts and bar graphs.