Effects of human resource management practices on employee retention in advertising agencies in Kenya
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Date
2013
Authors
Masoni, Isaac Wafula
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
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.
Description
A research project submitted to the school of humanities and social sciences in partial fulfillment of the requirements for the award of the degree of master of public policy and administration, 2013