MADISON, Wis.-Pay them or lose them, says CUNA, which has identified several CU non-management positions that demand greater pay and rewards due to demand for their skills in the marketplace.

The analysis is part of the CUNA 2012-2013 Complete Credit Union Staff Salary Report, which found credit union compensation levels have increased in 2012 but are projected to be flat in 2013 (CU Journal, Sept. 24). In that data CUNA found several interesting trends one analyst said are worth watching.

"Definitely IT and accounting are the two top positions to pay attention to," explained Beth Soltis, CUNA senior research analyst. "Those are the key talent areas businesses are competing for."

But there is another position that has been created from the difficult economy, explained Soltis, one that's extremely valuable, as financial institutions are finding out.

"A really interesting shift in job positions and duties is occurring, and, we are trying to put our finger on what is exactly going on," said Soltis. "There is a lot of effort by banks and credit unions now on how to engage consumers as people struggle to pay off debt and improve their financial position. We are seeing a new role, often termed a 'universal position,' for a front-line person who is more than a teller and MSR, a position that combines financial planning skills with those roles. They are more effective cross-selling and deepening relationships, which is important to credit unions' success today."

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