Factors Analysis Of Employee Turnover And Improvement Study For X Company

X Company is a leading advertising company in China. Recently it is observed that theturnover rate flies high and employee satisfaction drops down. As a market leader, thecompany emphasizes the importance of talent in competition. It realizes the importance ofkeeping talents to maintain innovation and sustainable development. It understands that onlythe satisfied employee can create classic and outstanding advertising works steadily. Theturnover has brought direct and indirect loss to the company. One of the great concerns ofhuman resource management is that, after attracting large number of talents to the company,how to retain the core employees and make them produce creation as much as possible toprovide enough personnel support.Scholars in the country and abroad have made lots of studies on employee turnover andtalent retention. However, they are not providing direct instruction to the current talent crisisof X Company. The existing studies do not cover the topic of talent retention of advertisingindustry. In view of the uniqueness of the industry, the existing studies are not specificallyenough to support solving the current crisis. Thus, we have made research with questionnairespecifically designed for X Company, employing quantitative methodologies likesingle-attribute analysis of variance, correlation analysis, and multiple regression analysis onsurveyed data. In the meantime, we have taken reference to the application of Price DepartureIntention Model on non-functional departure. We applied the model on the analysis ofturnover phenomenon of the company. We found out the key driving factors and madeimprovement strategy, in order to reduce the turnover rate. The purpose of the study is to findout solution to the talent crisis and work out strategy of future talent retention for thecompany.