The equation should be:
# of Employees who quit /# of Total Employees
# of Employees who quit = Obviously, this is people who chose to leave your company. But it’s important to note that I do not count employees that decided to open their own startup in this number. These people didn’t quit, they graduated — they are a form of alumni and should not be considered as e-churn.
# of Total Employees = # of Current Employees + # of Fired Employees + # of Employees who quit. Basically, the entire employee turnover of your company. So if you currently have 50 employees and you fired 10 and 2 left, your total employees should be 62.
If you built a great company culture then your employees like to come to work, are value-driven and feel that they are a part of something great. If you succeed in creating such an environment, then who the hell would want to leave? Of course, they could probably be better paid somewhere else but they are staying for something else, something money cannot buy.
It also works the other way around. If you are culture-focused and someone is not a good cultural fit then you should let them go — and fast. This is the difference between great companies and okay companies. Low e-churn shows exactly that.
I know a lot of conventionally successful companies that are making tons of money or growing their user base quickly, but I define them as so-so companies. Why? Because they have a terrible culture and a lot of their key people keep leaving.
Just as customer churn is judged differently depending on whether your company sells to small businesses or enterprise customers, e-churn should be judged based on the size of your company. Although this is a relatively new phrase, I believe the numbers should be around:
If your startup is <=20 ppl → good e-churn= 0%
If your startup is between 20 and 100 ppl -> good e-churn <= 5%
If your startup is more than 100 people -> good e-churn <=10%
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