Get the Most Out of Your Employee Engagement Survey
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How do I get the most out of our employee engagement survey? In one way or another, this is the most common question we get on engagement surveys, and for good reason. Considering the hard and soft costs of the human resources team’s time planning, the entire organization’s time taking, and the leadership team’s time following up on the survey, the total cost can exceed $200,000 for a 5,000-person organization. So, how do organizations effectively measure employee engagement? Let’s look at two statistics:
- Nearly three-quarters of businesses are using employee engagement surveys to evaluate their culture.
- Only 22% of organizations achieve good results, with “good” defined as making significant improvements or the initial score being high and staying high.
That is a startling difference. The difference between the 22% who generate good results and the remaining 78% that do not often comes down to the mindset used in the survey process.
Many organizations and leaders view their engagement survey process as a ruler to measure employee engagement. Some measure to establish a baseline eNPS (also known as employee net promoter score), while others check on the progress of benchmarks or on company culture shifts. However, some organizations view their survey process as a walkie-talkie, where actionable insights are shared to improve the organization and inform their next steps.
Viewing engagement surveys as developmental opportunities to move the organization forward transforms the survey process from another corporate initiative to engaging the team itself. This mindset shift can have far-reaching effects on the survey's impact. We run surveys for more than taking measurements—we do it to capture the necessary metrics to improve an organization. With that in mind, we have identified four critical elements in the employee engagement survey process.
1. Be explicit in the purpose of the survey.
Ultimately, organizations want honest, transparent, and actionable employee feedback. So, announce the survey in a way that sets an example.
- Begin with identifying the clear and compelling reason for why the survey is being used. Are you preparing for a new phase of growth? Do you want to understand how global uncertainties have impacted your business beyond profitability? Are you looking to understand employee satisfaction? Whatever it is, the company’s goal(s) become the central theme of all subsequent communications.
- Be transparent with what is being asked of respondents and how their information will be used.
- Your initial communication should include how the team will access the survey and how the process will protect their confidentiality. It’s essential to communicate the value of their participation and how the organization plans to act on the valuable insights received. At a minimum, send the survey announcement two weeks before your planned launch date so that team members have ample time to prepare for the ask.
- Prepare leaders for their critical role in ensuring survey success.
- As part of the communication plan, brief your leaders on timing and expectations and prepare them to answer questions from their teams. Your leaders will be the first line of communication for team members when they have questions or concerns about the survey. Equipping your leaders with knowledge and communication templates will support a higher response rate and set the stage for future conversations. This will tell employees: We are listening, and your opinion matters.
2. Ask direct survey questions that drive ROI.
The employee engagement survey questions should be simple, short, and direct. Watch out for double-barreled questions such as, “Do you have the time and resources you need to be successful?” Which is it: time or resources? Instead, try, “I have the time I need to do my job well.” This question is direct and simple, and it provides valuable insights for you to take action on. If it scores low, the individual is likely frustrated, and you can follow up with a listening session to understand where systems and processes could improve. Asking the right questions and then addressing the core issues boosts team members' engagement and ultimately helps the bottom line. Walt Disney may have said it best: “The front line is the bottom line.”
3. Prepare team members to provide honest feedback.
Preparing team members and leaders for meaningful survey participation can increase response rates and yield more tangible survey results. Understanding different levels of engagement across teams and departments can help identify areas where retention and development opportunities need the most focus. Provide examples of actionable responses to open-ended questions for participants. Remind leaders of their critical role in influencing participation through consistent and transparent communication.
4. Support leaders before the action plan is even made.
Engagement surveys can be an emotionally driven event where survey responses unveil employee perceptions to leaders. While it may be easy to want to dismiss or explain away the results, taking the time to listen to your employee’s experience truly is the first step to improving your workplace culture. If your team’s honest feedback expresses concern and it is ignored, it can have a lasting negative impact on your once-engaged employees. To best support your leaders in receiving survey results, train them in three areas. First, have them talk about the results with their teams. Second, teach them how to use empathetic listening skills to advance the conversation and build trust. Third, teach them how to take action and follow up to make improvements.
Instead of just measuring, use your survey to engage your organization in building the work environment they want to be a part of. It can be the difference of whether your organization will fall in the 22% that generate good results or the 78% that do not.
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Meet the Author
Ben Huebner,
Senior Client Engagement Leader
A senior consultant who combines data-driven insights with human-centered approaches to help organizations transform workplace culture and unlock leadership potential.
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