"There are risks and costs to a program of action. But they are far less than the long-range risks
and costs of comfortable inaction."
- John F. Kennedy

Take it from an experienced recruiter - no matter how hectic the holidays may be for you, this is an important time to evaluate whether or not your best people are happy.

I say this because between now and the end of January, lots of marketers begin reaching out to headhunters like me.

Consider the timing. Isn't this a natural season for people to reflect on what's happened over the past twelve months - and on their hopes for the new year? If talented marketers are unhappy with their situation, they may well take action to change it. Like you, they have options, and they know it.

In addition, quite a few companies pay out annual bonuses to their marketing teams between now and the end of the first quarter. Consequently, many people who have been ready to make a change for quite a while now begin job searches in earnest, attempting to time things so they can land a new job and still receive their bonus check before they leave.

So now is a time of heightened risk for losing talented people. However, it is also a time of opportunity for you as a leader. Marketing professionals don't make job changes on a whim. In my experience, they usually ruminate for a while about this kind of big decision. You probably still have time to influence their thinking before it turns into action.  

My suggestion is this: Meet with your key people as soon as possible. Clearly demonstrate through your attitude and actions that they are highly valued and that you are willing to do whatever is within your power now and in the new year to address any career concerns they might express. 

Invest the necessary time to draw out what they're really thinking and feeling. You may get politically correct answers at first. Dig deeper - with a sincere desire to meet their needs, not just yours.  

What's your level of commitment to meeting the needs of your people - from their perspective? The answer to that question points to whom you are likely to retain or lose. 

If you think this approach is a bit over-the-top or unnecessary because you don't have anything to worry about right now, think again. Most candidates describe their boss's reaction to their resignation as "shock." They never saw it coming.

But you don't have to wait until you're confronted with a resignation and forced to react.  Find out what's on the minds of your key people. Then take action to get their needs met. If you invest some extra time in your team now - you may have far more impact on retention than you know.

Lahey Consulting is a specialized search firm. We recruit and place brand management and marketing professionals (from associate brand manager to executive level) within consumer products companies throughout the United States. Lahey Consulting, LLC P.O. Box 395 Delmar, NY 12054-0395 www.laheyconsulting.com info@laheyconsulting.com Voice: 518-439-4285 Fax: 518-439-5795 Copyright © 2005 Lahey Consulting, LLC. All rights reserved. (However, you may reproduce this article if you include this copyright information and our web site address: www.laheyconsulting.com)