Twenty-five percent of advertising and marketing executives say they would very likely extend a counteroffer if a high-performing employee quit to accept a more lucrative position, according to a survey by the Creative Group, a staffing firm.
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The survey included 250 responses, 125 from advertising executives with the nation's 1,000 largest advertising agencies and 125 from senior marketing executives with the nation's 1,000 largest companies.
Thirty-eight percent of respondents said it is somewhat likely that they would make a counteroffer if a high-performing employee quit to accept a more lucrative job offer.
Thirty-five percent of respondents said it is not very likely or not at all likely that they would make a counteroffer.
"The demand for talent has risen as companies invest more heavily in their marketing strategies," says Tracey Turner, executive director of the Creative Group. "As a result, businesses are striving to retain their best people, and creative professionals have more leverage in terms of compensation."