Factors that influence the retention of B players in a South African professional service firm

Abstract

Research in the field of retention has been dominated by studies focused on retention of highly talented employees or A players. Organisations for many years have overlooked, misunderstood and to a large degree ignored the contributions of the steady and capable performers, the B players. Understanding the retention needs of B players has become critical in ensuring organisational success in the short and long term. The purpose of the research aimed to identify the key factors influencing the retention of B players across generations and ethnic groups, and thereby develop a retention framework that will contribute towards the improved retention of B players. The study adopted a dual approach, incorporating a qualitative and quantitative methodology. Interviews were conducted with key stakeholders to validate the questionnaire and gain insights regarding the key retention variables that influence B players. A questionnaire was then distributed to respondents to obtain their views. Data was gathered electronically and analysed against the research objectives defined. The key findings indicated that B players are most influenced by Financial Reward&Recognition, Independence&Freedom and Leadership& Management factors. A Factor Significance and Variable Importance Retention Framework was developed to assist organisations to develop dynamic multidimensional strategies. Copyright