The benefit of deploying an employee survey on an annual basis has for a long time been widely accepted but many organizations are reluctant to conduct them due to the amount of effort that is required.
Many organizations who have conducted their own internal employee satisfaction surveys use word-processors to design and compile a survey, then go through the effort of printing and distributing the survey and invest time chasing and collecting the completed surveys and then more time transferring the survey response information into a meaningful management report.
Fortunately with the introduction of the Internet and hosted survey websites what was once a time consuming, resource hungry, long winded and cumbersome process is now slick, quick and easy.
This document provides a step by step guide to help implement a survey that will bring considerable benefits to any organization.
Step 1 – Identifying The Need
There are many reasons an organization might need a survey. Organizations conduct employee satisfaction surveys for the following reasons.
Event Driven Drivers
If your organization is about to embark, or is going through, a process reengineering program a series of employee surveys can assist in managing the change program, measure the effectiveness of the change, help to deliver a ‘message’ and gather valuable feedback throughout the change cycle.
Where an organization is experiencing a period of rapid growth employee surveys can make sure that the employees are aware of their reporting and management responsibilities.
Where an organization is suffering from poor moral brought on by either internal or external influences an employee survey can be used to identify the specific concerns of employees so those concerns can be properly addressed.
An employee survey can help an organization identify the underlying cause of employee unrest that may results in an increase of staff turnover and through the survey findings help find solutions.
Periodically
As part of a periodic assessment, surveys will assist an organization in regularly reviewing their employees and monitoring an individual’s job satisfaction, training and career development.
Employee surveys will allow the senior management team the opportunity to look at what makes their organisation tick and confirm, or not, that their ‘top down’ view matches the reality and ‘bottom up’ perspective of their employees.
With the help of employee surveys an organization can establish good employer/employee communication that will in turn bring both direct and indirect benefits.
Step 2 – Management Buy-In
Although having management buy-in to a survey is always desirable and in some cases it may prove essential to ensure it is a success, in some instances the results of a survey that may not have had full management support at the start could lead to kick-starting a management that has grown complacent and detached from their employees.
Some organization may be fortunate in that the senior management recognize and drive the need for employee surveys, while in others the management may need to first be convinced of the direct and indirect benefits an employee survey will bring.
The level of management commitment to an employee survey will have some bearing on the nature of the survey and to some extent will help determine what questions are to be asked and the manner they are asked.
A management that is supportive of the initiative may require feedback on specific areas of the business or they may give the go ahead because they feel confident that the results will only confirm that the level of employee satisfaction throughout the organization is high.
Step 3 – Designing the Survey
Compiling an effective survey can take some time and effort but by applying the basics of good survey design and focusing on ‘need to know’ questions and removing the ‘nice to know’ a survey will rapidly take shape.
Deciding on what questions should be asked will be entirely dependent on the individual organization, its structure and the previously identified primary need and objectives of the employee survey.
At the same time as considering what questions to ask consider how the results are to be analyzed. For example there is nearly always a wish to ask for individual comments but these free text answers can be very time consuming and cumbersome to analyze and should therefore be used very sparingly.
Online surveys make it practical to conduct multiple smaller surveys than one very long survey and avoid the higher the drop out rate that are associate with longer surveys.
Step 4 – Checking And Testing
Grammar, Spelling And Clarity
Before publishing the survey make a careful check for spelling and typing mistakes and incorrect grammar. If available it is always better to have someone who has not been involved in designing the survey to proof read the survey with clean eyes, if no one is available try to take a break before checking through the survey again.
Say What You Mean And Mean What You Say
When checking the survey you should consider the survey from the viewpoint of the respondent, will the employee interpret the question the same way that you intended them to?
Allow The Employee To Answer Truthfully
Check that for closed questions where the employee will be required to choose from a number of available responses; have allowed the employee to answer accurately? Make use of responses like ‘Don’t know’, ‘No comment’ or ‘Not Applicable’ where you have made the question mandatory but the employee may not be able to answer.
Consider allowing the employee to include an ‘Other’ answer but also appreciate that ‘Other’ answers will add to the complexity when analyzing the survey results.
Don’t Insist on a Response to Questions that may not have one
Check that for any questions that you have made mandatory you do require an answer, for example open questions such as asking for additional comments should not be mandatory unless you definitely require the respondent to write a comment.
Check you will be able to Analyze the Data
Make another check of the survey but this time examine how the results of the survey will be analyzed. Consider how you are likely to want to analyze the survey data, have you asked the right questions to be able to perform detailed analysis? For example if you wanted to view the detailed response data from the perspective of the different genders, or maybe departments, check you have asked the employee to indicate their own gender and/or department.
Don’t Ask More Questions than you Need to
Consider all the questions in the survey and ensure that they are all ‘need to know’ questions.
Test the Link and Try Completing the Survey
Publish the survey and then send the survey’s link to a number of people who will be willing to test the survey. By completing you own survey yourself you will get a feel for how the respondent will view the survey. From your own and others feedback stop and make adjustments to the survey as required.
Continue to repeat this process until you are happy with the survey.
Check The Data
Take the time to view the online results of the test data and ensure that the data is being collected and can be analyzed in a manner that will give meaningful results.
Step 5 – Deploying and Promoting the Survey
Where the vast majority of employees have access to the Internet or company intranet deploying an online survey is easy, either via email and/or by establishing a link to the survey from your own website or the Intranet.
Where there are some or many employees that do not have direct access to the internet there are a number of alternatives that can be used from issuing the survey in printed form, providing a shared terminal or giving them an incentive to complete the survey at home.
Step 6 – Monitoring The Survey
While the survey is in progress you will be able to view the summary results online and also monitor in real-time the number of surveys that have been both started and completed.
If after a few days the number of completed surveys falls short of the expected target it is advisable to send periodic reminders to employees asking them to complete the survey.
Step 7 – Analyzing The Results
When it comes to analyzing the results data there are no hard and fast rules. Much depends on the individual survey, the questions asked and the number of responses.
Providing the right questions have been asked when the survey data is first analyzed often a number of ‘headline’ results will immediately stand out that will provide you with an overview and an instant assessment of the general mood of the organization.
In areas where the results indicate areas of concern a more detailed analysis may be advisable. For example if employees were asked if they felt the organization provided equal opportunities to both genders it would be useful to have a gender split and if say 25% gave a negative response the ability to drill down further to see what the gender split was of the 25% that answered negatively. Was any negative view shared by employees of both genders, consistent throughout the organization, or was it restricted to a particular gender and/or a particular department?
Step 8 – Post Survey Action
Probably the most important step is the last. An employee survey will either confirm that the perfect organization exists or it will highlight areas that are less than perfect by identifying individual and common concerns.
It may prove necessary to conduct further, more detailed surveys, to target specific areas. For example the survey may reveal that negative responses are received from employees working in a particular department but the reasons for their negativity may not be clear. A smaller, specifically targeted follow-up survey may help reveal the root causes.
When employee surveys are periodically run an organization that has taken steps to address issues will see their efforts reflected in subsequent survey responses. Almost all organizations have problems and it helps an organization’s moral to see that a channel exists that will identify problems that can then be addressed and resolved.
Summary
These guidelines are intended to help an organization conduct successful employee satisfaction surveys, they are however, only a guide.
By utilizing existing technology and conducting surveys online you are now able to monitor the heart beat of an organization, quickly, easily and at minimal cost.
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