Many things have changed in the workplace over the past 30 years including the employment contract. Today it's not what's written in the contract that's important to your team according to our HR strategy guru Helen Giffen. It's what YOU DO as a business owner and manager every day that retains your best talent.

Do you remember when job security was virtually guaranteed? The old employment contract said, do as you're told well enough and you've got a job for life. That all changed in the 80's when companies first started to use downsizing as a tool for keeping the company's financial picture strong. The new message to employees was: take charge of your career because you can't count on job security any more.

Almost 30 years later, the new employment relationship is now a reciprocal agreement that has no guarantee on either side but IS built on a two way promise.

I promise to deliver results by using my brain and experience in return for your promise of a work environment that meets my needs, values and preferences. It's mutual and it works as long as it's good for both of us.

Attracting and keeping talented employees who believe in the company is key to a productive workforce and a successful company. Increasingly, smart companies are paying close attention to what those employees are looking for in an employer and how best to meet those needs. The more unique and personal, the better - if I can't find this anywhere else, this company is pretty special and I'm staying. Think Google where voluntary turnover sits at 2%.

Companies who do this well build a new kind of loyalty, described as "employees committed to the success of the organization and believing that working for this organization is their best option".

These employees: are more likely to go above and beyond and therefore generate higher productivity; are less likely to leave and therefore, save the company replacement costs; are more likely to recommend the company to others, and therefore contribute to positive brand equity; and are generally, a more positive influence with their colleagues, contributing invaluably to morale. This is real value generated by engaged, loyal and talented employees – value that disappears if they do.

A recent study of employee turnover showed that 45% of employees who left their companies, left for better future career opportunities.

Do you know what matters to your best employees? The future of your company depends on it.