Why Retention Matters More Today Than Yesterday   Sure, it's an employer's market. Unemployment is the highest it has been in 26 years. So why are companies having a difficult time filling positions? And why should they think about employee retention when the line for job seekers is snaking around the building?   A recent Business Week article stated that we are in the midst of the worst recession in a generation or more, with 13 million people unemployed. There are approximately 3 million jobs that employers are actively recruiting for but so far have been unable to fill. That's more job openings than the entire population of Mississippi. So why do so many employers still believe they are in the driver's seat?   Some people mistakenly believe these openings are mostly lower level positions that Americans are not interested in doing. This is simply not the case. Employers are having a tough time finding the right candidates for positions at all levels.   According to Manpower's 2009 Talent Shortage Survey, the top five positions employers are having most trouble filling globally remain unchanged from 2008. They are as follows: skilled manual trades people sales representatives technicians (technical workers in the areas of production/operations, engineering and maintenance) engineers management/executives Employers are trying to do more with less. They are looking for ways to accelerate their business strategies with fewer people. This means that each and every person must be able to perform the specific role (and then some) they have been hired for.   The recession is masking the demographic shifts and underlying talent shortages that are impacting the way companies and individuals view work around the world. These trends will be magnified as we begin to pull out of this economic decline. Those companies who insist on doing business as usual will be impacted the most.   Here are some changes you can make today to dramatically improve employee retention.   Treat your employees like fine antiques - Some organizations treat their furniture better than they treat their employees. Instead, think of your employees as irreplaceable found objects. This shouldn't be difficult to do, if you've done a great job of hiring.   Promote your talent - Give credit where credit is due. Try this the next time you are in a meeting with a customer. Instead of telling the customer that the department fixed their problem, give them the name of the employee who made this happen. If possible, do this in front of the employee. Don't be surprised if the room lights up.   Talk less and listen more - It is difficult to hear what people are saying if you are doing most of the talking. When asking a question, wait to receive an answer. Allow employees to be heard. Then respond accordingly.   Only ask if you really want to know something and are prepared to take action - I can't tell you how many companies ask me to help them figure out why employees are no longer responding to annual employee surveys. The answer is usually right in front of them. They ask the same questions and continue to ignore the responses. I can tell you from experience that you are better off doing things your own way, than asking for input you have no intention of using.   Retention is actually one of the few things you can control, particularly in this economy. Don't believe me? Just give it a try.     About Roberta Matuson Roberta Matuson is an expert at creating intergenerational harmony at work. She's President of Human Resource Solutions, a firm that provides consulting and training to resolve intergenerational conflicts and help companies capitalize on the unique generational perspectives of their workforce. She has appeared on FOX's "The O'Reilly Factor" and has been quoted in The New York Times, Boston Globe, and many other national business publications.