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Five ways to earn employee loyalty

More than 60 percent of employees surveyed said they plan to look for a new job in the next three months, according to a Salary.com poll.

Many companies are struggling to hold on to qualified staff, but due to historically low unemployment rates and a strong economy, turnover nationwide remains high.

How can businesses keep their best people? The Maryland Association of CPAs recommends a number of steps.

1. Adjust your expectations

First, recognize that “loyalty” has a new definition. In years past, workers took a job in their 20s and then remained with that company until retirement. Today, due to the rapid pace of change in the economy, employees can no longer rely on having a job for life, so their attitudes about their employers have changed.

Many workers believe that “loyalty” means doing a good job and keeping their employers’ best interests in mind. But that doesn’t mean they feel duty bound to stick with one organization forever. It is commonplace for workers to regularly seek out ways to advance their own careers.

2. Make it worth their while

As a result, employers need to highlight their company as the one with the most advantages -- to both new and existing staff. Employees stay with companies that give them the best professional opportunities, including training and ability to enhance their knowledge. The chance to take on more responsibility and have a hand in decision-making is also appreciated. Of course, competitive salary and benefits will also give you an advantage in recruitment and retention.

To put your company in the best light, use employee newsletters, meetings or informal discussions to communicate all you have to offer.

3. Be the best

Staff members take pride in working for an organization they respect. When you give people the chance to do well in a stimulating environment, they’ll be more likely to stay.

In addition, when employees find it difficult to explain the company’s mission and their part in it, they are unlikely to feel deeply connected to the organization. It’s important to communicate with all staff members about what your company does, your successes and the challenges you face, and how they can contribute to the effort.

As part of this process, it’s a good idea to link employee performance review goals to overall company goals to provide a stronger strong sense of purpose and connection.

4. Recognize the importance of personal lives

Balancing personal and professional responsibilities has become a top priority for workers of all ages. They expect companies to acknowledge that they have active personal lives.

The good news is that technology and changing attitudes about flexibility have made it easier for companies to offer options such as flextime, telecommuting or part-time positions. Introducing or strengthening these options will definitely enhance your recruiting and retention prospects.

5. Create team spirit

Mentoring programs and team-building initiatives inspire a sense of belonging that can help make staff think twice when considering a new position. Companies also improve retention by recognizing great achievements and celebrating staff members’ accomplishments.

CPAs work with a variety of businesses in their communities and consult with them on a wide range of challenges. Turn to your CPA for advice on any business concern, including ways to help you retain your most talented staff.

Only CPAs are equipped to address your full range of financial needs with integrity and insight. In Maryland, CPAs must pass a rigorous two-day examination, adhere to strict ethical and professional standards, and, beyond college, complete 80 hours of continuing education every two years to be certified by the state — accountants do not.

Your doctor is certified; your lawyer is certified. Make sure your accountant is a certified public accountant.

For CPA referrals in your area, contact the MACPA at (410) 296-6250 or click here.

The Maryland Association of Certified Public Accountants (MACPA) is a statewide professional association that provides leadership, information and services for its nearly 10,000 CPA members, who are employed in private practice, industry, government and education. CPAs are business and financial professionals who have passed a rigorous two-day examination in order to be licensed by the state. CPAs are committed to protecting the public interest, and must adhere to stringent ethical and professional standards and continuing professional education requirements.