Employee motivation is critical to business success. It is often what distinguishes a company that thrives from one that may fail. Increasingly, survey findings are an important tool to help companies identify and prioritize issues for action…to monitor change initiatives…to establish performance objectives for management, and so on. Participation in employee surveys is a direct result of how well the survey process is created and implemented. Below are 10 tips to help you design and implement a successful employee survey.
Tip #1 Establish clear objectives. Early in the planning process articulate your goals and the anticipated Return on Investment (ROI). You will also want to clearly identify roles and responsibilities for the members of your survey team. Hint: Develop your goals with input from management and clearly communicate the goals to your employee audience.
Tip #2 Create a communication plan. Develop a comprehensive strategy/plan to identify the goals, media to be used, a schedule for the production and distribution of materials, roles and responsibilities of key team members as well as budget. Hint: Using a multi-media approach (i.e., email, posters to promote the survey, articles in employee newspapers, etc.) will help ensure your survey is properly promoted.
Tip #3 Brand the survey. Branding the survey will provide “clear program identification” across each phase of the survey process. It will help the survey stand out from all the other communications your employees are bombarded with on a daily basis. Hint: The branding can be a clever tag line tied into a simple graphic. Remember, if you are distributing the survey worldwide, you will need to use a symbol that “translates”…such as a clock.
Tip #4 Ensure sufficient resources. During the initial planning process, make sure you identify the resources (budget and manpower) needed to succeed…including the necessary feedback part of the survey. Hint: Make sure you have senior management support “up front”…this will help ensure that the resources you need are available and remain available.
Tip #5 Keep it short. Make sure your survey questions are direct and to the point. Ask questions that cover areas both employees and management are concerned about. Hint: Make sure your questions are worded in a manner that reflects the culture of your company. Using an off-the-shelf survey will give employees the impression you are not as serious as you want them to think you are…and will discourage participation
Tip #6 Collect data efficiently. Technology makes it easy to collect and analyze data. Be sure to use a method best suited to your company. When possible, you should consider an e-survey. This will allow you to distribute the survey without printing costs and it will facilitate the collection of data…all employees need to do is click on a link in their email to reach the survey and then just hit the submit button to send it back, once completed. Hint: The more convenient it is for employees to participate, the higher your rate of participation.
Tip #7 Demonstrate Senior Management support. Introducing the survey process with an email/letter from senior management will show employees that the survey has the support (and interest) of management. Hint: You can use the senior management endorsement to introduce the survey branding, outline the timing, and explain how everyone’s comments will be considered and how participation will help the company achieve its overall goals.
Tip #8 Identify “cheerleaders” for the survey. These are the appropriate level managers, throughout your company, you identify for employees to go to if they have any questions about the survey or survey process. Hint: You will want to get senior management support when identifying these individuals and you will want to meet (or have a web cast/conference call) with your cheerleader team a couple of times before the survey is distributed.
Tip #9 Feedback and follow-up action. It is extremely important to provide feedback about the survey results and the key action steps being taken as a result of the survey. Hint: You can manage your audience’s expectations by indicating the company is focusing on two or three key areas for change (at this time). Targeting too many issues for the key action steps will diffuse your messages and confuse the audience.
Tip #10 Review the process. Once you get your results back and provide the necessary feedback, hold a formal review process with your key team members. You will want to ask what worked well…what didn’t work as well as you thought it should…what can be done to make improvements, etc. Hint: Providing your team with a survey-branded mug or baseball cap can help build espirt de corps and better position you for continued success in the future.
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