More Execs Express a Renewed Focus on their Work Force

For some workers, the jobless recovery might not be jobless much longer.

In 2004, corporate recruiters and senior managers will be more focused on recruiting new workers and retaining the ones they have than they were last year, according to the Society for Human Resource Management.

The association's online survey polled 362 executives and HR professionals in December.

The survey's goal: to predict shifts in HR trends this year and compare corporate executives' attitudes toward the people they manage.

Of those polled, 61 percent said they would focus more attention on employee retention, up from 51 percent last year. Additionally, 50 percent said they planned to recruit new employees, up from 43 percent in 2003.

In all, 58 percent said they would focus on building employee morale.

"Results indicate that across the board, 79 percent of top executives and 77 percent of senior managers agree that wisely managing human capital is 'very' important to the success of an organization as a whole," the group said.

Based in Alexandria, Va., the human-resource group said the survey results suggested that employers would be spending more time on employee satisfaction and responding to workers' demands for more flexible schedules than on layoffs and staff reductions.

"These survey results indicate a clear calling from executives and senior managers for HR professionals who understand the crucial role their contributions can play in helping an organization achieve its business goals," SHRM President and CEO Susan Meisinger said.

Meisinger said that 63 percent of the executives and 66 percent of the senior managers polled said that it was very important to make sure that employees understand and are aligned with business goals.

She noted that more executives seem to understand that employees need to feel committed to the work they do. She added that many executives said human-resource professionals play a critical role in helping to promote employee loyalty.

By DIANE E. LEWIS, THE BOSTON GLOBE