The Contribution of Strategic Communication towards Retaining Human Resources

Abstract

The capacity to retain qualified employees is an increasing problem, not only due to a larger exposure to international competing firms, but also due to the paradigm shift in career management, from stable, linear and vertically structured careers to transient, dynamic and multidirectional careers. The capacity to attract and retain talented people has been commonly associated with more attractive salaries. However, empiric evidence proves that retaining talents depends largely on non-monetary factors, such as leadership and the communication forms that organizations use to enhance their employees’ capabilities and competences. Communication is now understood as a mechanism that manages interactions and relationships between internal stakeholders, based on the premise that employees are a company’s most valuable asset and its best ambassadors. This leadership→communication→motivation&satisfaction model evidences the contribution of strategic communication towards retaining human resources.