Perceived factors influencing retention of journalists at Kenya broadcasting corporation

Abstract

In order to meet corporate objectives, an organization needs to prioritize the issue of employee retention. This is important because when it loses employees, it means losing skills and experience as well as the organizational memory. The nature and enormity of the losses, affects profitability, product, productivity, and quality of service. The objective of this study was to determine the factors that influence retention of journalists at Kenya Broadcasting Corporation. This study adopted the descriptive survey design. The study focused on the journalists in different departments at KBC. The researcher used stratified random sampling technique to get a proportionate sample size of 105 which was 20% of the target population, after which simple random sampling was used to sample the respondents. The study used primary data that was collected through a self-administered questionnaire. The data was analyzed using factor analysis and presented using tables and figures. The study found out that employees were committed to KBC due to job security. Employee compensation and rewards was found to have been given to journalists at KBC through medical insurance cover. However, the rewards and benefits offered did not commensurate with the amount and quality of work done, there was no fairness in distribution of compensation, pay and benefit packages were not comparable to other media houses and annual pay rises were not satisfactory. This affects the morale and productivity of the employees. The study established that training and career development exist at KBC as the employees working there have opportunities for career progression through career development programmes and training, despite lack of supervisors’ interest in employees’ professional growth and mentorship programs. On recruitment and selection, KBC recruits the right employees for the job by providing the prospective employees a realistic picture of the job and also by matching journalists’ personality and values with the organization’s values and culture. The study found out that the workplace safety, health and wellness initiatives were important to journalists as this enables them to work freely without any hindrance towards achievement of organizational goals. The study concluded that employee retention at KBC is based on several factors that include training and career development, recruitment, performance management, job flexibility, recognition, work environment and company image and therefore in order to harness employee commitment, the management has to put in place policies that attract and maintain employees. The management itself also needs to build on their relationship with the employees and show concern for the journalist, his career advancement and his contribution.