On the face of it, Google would seem to be the last company that one would expect to have an employee retention problem.Marketing Research and Data Analysis Google usually shows up on “Best Employers to Work For” lists; it’s famous for full benefits, from dry-cleaning to free Webenabled transportation from San Francisco, to great pensions; it offers great stock options; and as a fast-growing company, it usually has many job applicants. So when its employee turnover began creeping up around 2010, Google’s human resource team had to decide what to do. Part of the problem is that as attractive as Google is to work for, Silicon Valley is filled with attractive employers, from Apple to Facebook. One of Google’s first steps was to boost compensation. It gave all 23,000 Google employees a 10% raise, plus a $1,000 tax-free holiday bonus.121 But still, Google management knew that pay was just part of the solution. It had to take other steps.

Questions

1. Without doing any further research than what you learned in this chapter, what other steps would you suggest Google take to improve employee retention?

2. Use other Internet sources, including Google.com, to finalize an answer to the question, What other steps should Google take to improve employee retention?