Mitarbeiterbindung in Zeiten einer Krise – Handlungsempfehlungen zur erfolgreichen digital und analog induzierten Mitarbeiterbindung abgeleitet aus einer qualitativen Forschungsstudie am Beispiel mittelständischer Industriebetriebe in Süddeutschland

This paper analyses how employee retention in small and mid-sized companies works in order to achieve effective success. Employee retention forms part of corporate social sustainability. The sustainable aspect is reflected in the long-term nature of the relationship between employer and employee, focussed on and equally invested in promoting the well-being of the company. Loyal employees increase the innovation and competitive drive of companies. A focus is placed on Covid, circumstances in which companies navigated their business activities under the difficult conditions of a competitive labour market and the influence of crisismanagement. The threefold of employee retention, staff turnover and the Covid crisis are considered individually in order to gain an in-depth understanding of the problem statement forming the theoretical basis of the paper. The comprehensive research evaluating the current state of research and academic discussion shows that employee retention is a pivotal piece of successful business operations. This fact is due to the lack of qualified specialists in the labour market, the high costs and negative effects caused by staff turnover, as well as the abundance of information that all (potential) employees have about corporate benefits or employer reputation. Companies suffer from these factors, which in turn affect their competitiveness. Therefore it is crucial for companies to keep employees from all generations motivated and productive, retaining them long-term and empowering them as brand ambassadors.

As part of a qualitative study, interviews were conducted with employees and managers of peripherally located mid-sized industrial companies in order to dissect the explorative topic. Research showed that a crisis has considerable influence on business processes, in particular on internal communication and the adaptation of working models, which are important elements of employee retention. A customised approach to these elements is therefore of great importance - both on a digital and analogue level.

Furthermore, a Delphi discussion was conducted with local specialised professors, which expanded upon the discussion and interpretation of the research results of the empirical study. The paper concludes with strategic and operational recommendations for the successful design of digital and analogue employee retention measures, which have a long-term impact on the company's success and can therefore serve as guiding principles.