Staff Induction and Employee Turnover in Advertising Firms in Kenya
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Date
2021
Authors
Michael, Matheri Njoroge
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
Staff turnover is a global concern as it disrupts the firm both directly and indirectly
through increased recruitment and training costs. It is a norm for employees to move from
one firm to another and the rate of employee turnover remains high. Employee orientation
programs help the workers to feel part of the company’s social structure. An effective
induction program can be used to address these issues to assist the new workers to cope,
boost their morale, as well as impact on the length of time they stay with the firm. The
purpose of this study therefore was to establish the effect of staff induction on employee
turnover in advertising firms in Kenya. Specifically, the study sought to establish the
effect of the formal staff induction program, self-directed staff induction program, and
mentored staff induction program on employee turnover in advertising firms in Kenya.
The overall theory that was used in the study was the Theoretical knowledge, Practical
knowledge and Integration theory of induction. The study also relied on the Uncertainty
Reduction Theory as well as the Two Factor Motivation-Hygiene Theory. The study
adopted a descriptive design. The target population of the study was the 750 employees
working with the 19 advertising firms in Kenya registered with the Association of
Practitioners in Advertising. The sample size for the study was 254 respondents obtained
using simple random sampling technique. The sampling frame was both the management
and non-management staff of the 19 advertising agencies registered with the Association
of Practitioners in Advertising. Primary data was collected using a semi-structured
questionnaire. A pilot study was carried out in two organizations, representing 20
respondents of the target population. Validity of the research instrument was achieved
through expert opinion, operationally defining the study variables, proof reading the
questionnaire items and comparing them with previous research. Research instrument
reliability was measured using the Cronbach’s-Alpha coefficient which revealed that the
questionnaire items had an average Alpha coefficient of 0.778, hence were accepted. Data
analysis entailed descriptive and inferential analysis and made use of the Statistical
Package for Social Sciences. Descriptive analysis used frequencies, percentages, mean,
and standard deviation while inferential statistics involved co-relational analysis as well
as regression analysis. Results were displayed in the form of tables, pie charts, and
graphs. The study findings revealed that formal staff induction program had a positive
significant relationship in influencing employee turnover. Based on the findings the study
also revealed that, Self-directed staff induction program had a positive significant
relationship with employee turnover. The study findings established that Mentored Staff
Induction had a positive significant relationship on employee turnover in advertising
firms in Kenya. The study, therefore, recommends that; firms invest in Self-directed staff
induction and Mentored staff induction as these were found to be the most effective
methods of curbing employee turnover; the advertising agencies should also strive to
make the new employees feel that they are indeed valuable members of the organization
during the induction. Future studies should be done in this area to include more models of
staff induction and how they affect employee turnover.
Description
A Research Project Submitted to the School of Business in Partial Fulfilment of the Requirements for the Award of the Degree of Master of Business Administration (Human Resource Management Option) of Kenyatta University, April, 2021
Keywords
Staff Induction, Employee Turnover, Advertising Firms, Kenya