Author: Gabby Davis

SMART goals. Surely, all of us have heard about them at some time or the other. The equivalent of your business super-food, if you will — all the professionals nodding along and saying ‘Oh yes I get how that is so good’ while quietly thinking to themselves, “But do I really get all the vitamins out?”

You have probably used SMART goals before – Specific, Measurable, Achievable, Relevant, and Time-bound. Clean, succinct, and makes perfect sense. The Catch-22 is that on one hand, companies are establishing goals that would have all these things in place, yet they do not consider the important ingredient of employee experience.

Yes, you read that right. It’s like making a cake without sugar. It might seem like you have everything you could want, but does EVERYONE enjoy it?

However, in addition to the aforementioned benefits, which tend to deliver ‘good’ results we’re going to go further down the rabbit hole of SMART goals and talk about how incorporating employee experience (EX) can take it one step further to become nothing short of an ‘I didn’t know this was possible!’ type transformation for your business. good.

Let’s dive in, shall we?

Why SMART Goals Alone Won’t Cut It

I know what you’re thinking. BUT WAIT…SMART goals have been working this whole time, why fix what ain’t broken right? Sure, they’re effective. The expectations are clearly defined and the steps to success point in a logical structure. But that is the thing, they are not perfect.

You can set the SMARTest goal (specific, measurable, and time-bound) in the world, but if your employees are not motivated, engaged, or happy all your brilliant objectives will end with a formality.

Real Talk Moment: Just think of it. Have you ever attempted to accomplish a goal in fitness, say running a 5k? You had the plan, even maybe a schedule and fancy running shoes However, after a week of back-to-back zoom calls ending at 9 pm, you are wiped out; and suddenly your enthusiasm wanes and Netflix sounds better than that hike.

There is absolutely no difference when an employee’s emotional and physical needs are ignored those goals, as in sight-achievable as they may appear, still equally beyond reach.

Then what is that one missing element? Employee experience. ALIGNING SMART + POSITIVE If you approach your SMART goals with a positive EX in mind, now you are not just setting any goal — You are creating the environment for success to happen, for new possibilities to emerge and true progress and growth. So how could these 2 concepts possibly (and positively ) dance?

A LATENT Architecture Layer: Employee Experience (EX)

What is Employee Experience? Like customer experience, but for your employees instead. Consider every touchpoint with an employee — from the day they saw your job ad, to when they leave (hopefully not too soon). After all, it is their adventure, and every good adventure should have memories.

However, all too frequently companies concentrate only on the outcomes (i.e. achieving those SMART objectives) and don’t take any time to consider the means by which employees are interacting with one another in their place of work… or worse still, because they do not reflect completion vs a failure, are setting themselves up for ultimately having created an unfulfilling work experience. That misstep an employee takes can lead to stress, burnout, and lack of recognition — and your business is left to pick up the pieces.

Besides, hell, who intends on building a crappy company? Yet, the reality is conversely that by not paying attention to EX companies all too frequently end up doing exactly that. Including a stellar EX in your SMART goals is not merely a luxury — it’s a bring-your-own-device (BYOD) business opportunity.

The Symbiotic Relationship Between SMART Goals and EX

This is where shit gets real. Think of your SMART goals as a high-performance sports car. It is stylish, it was designed to win races and it has all the state-of-the-art functions you might ever desire. The trouble is though, that sparkly car ain’t going anywhere without any fuel.

Would you like to know the fuel of this machine? That, in the end, is employee experience (EX). You need it to not only get the car moving but also make sure everything else is running smoothly and will be for years to come.

When companies incorporate EX into the SMART goals framework, they unleash a productive and successful cycle where not only are goals met — but crushed, exceeded, and often in ways that no one expects. Well, how does this mutualistic relationship function? Let’s break it Down Piece by Piece

Specific (S): Naming exactly what should be done is not enough — you also have to consider who must do it. Do your employees have correct tools in hand Do they get adequate emotional and physical support to ensure their success? Specificity is not just about articulating the task really well…it means setting your team up for success. This will reflect on their mental health, the amount of work they have and resources (provided). It is interesting to think, an employee that goes unnoticed is much like a driver without any hints on what route to take.

M stands for Measurable — because let’s be honest, everyone loves metrics, don’t they? But this is the challenge — how can you measure EX? But it is not as direct as revenue or productivity. This is where the tools like employee surveys, regular one one-on-one check-ins, and pulse engagement assessments take their shape. This gives you something to measure against every day, rather than closing your eyes and turning the wheel. Things that are not measured, cannot be improved.

Attainable (A): A goal cannot be achieved if your team is dead on its feet. Check out how they are doing with their workload, mental health, and job fulfillment in general. Your productivity drops when your team is spread thin. And burnout? The quiet killer of all the best new intentions.

R = Relevant: The goals have to be relevant not only at a firm level but also in line with the employee’s individual and career development. Employees who that understand their work connects to their ambitions and values are much more likely to be committed and engaged

T– Time-bound – No project is linear, and let’s face it few things in life are. Consider employee welfare, holidays, and personal appropriateness. Flexibility may make the difference between reaching a goal or burning out before we do.

Case Study: Buffer – A Remote Team with a Strong Employee Experience Focus

Ever heard of Buffer? No, not that annoying thing on streaming platforms when your WiFi is acting up. Buffer, the social media management company, is one of the best SMART goals examples of how integrating employee experience can lead to incredible business success.

Buffer has a fully remote team spread across different time zones. While managing a remote team presents a unique set of challenges, Buffer has successfully used SMART goals to drive its business forward by deeply embedding employee well-being into the heart of its operations.

Specific Goals: Buffer sets very clear objectives for its team members but ties these objectives to personal growth opportunities. For example, rather than merely setting a goal like “Increase customer engagement by 10%,” Buffer encourages employees to align the goal with their personal career aspirations, such as learning a new marketing tool or leading a team project.

Achievable and Time-bound: Buffer is also a firm believer in realistic workloads. They ensure that goals are set with flexible timelines and respect for employees’ work-life balance. Employees are even encouraged to take sabbaticals to recharge, avoid burnout, and ensure they’re working at their best.

Case Study 2: Salesforce’s Holistic Approach to Employee Experience and SMART Goals

Salesforce is a company that hardly needs an introduction, right? But what you might not know is how this CRM giant integrates employee experience into its goal-setting process. Salesforce understands that a satisfied, engaged employee is a productive employee – and they’ve taken concrete steps to prove this.

Specific and Measurable Goals: Salesforce has a clear goal-setting process where employees are not just informed about their role in achieving company objectives but are also encouraged to give input.

What’s particularly interesting is their approach to measurement. Instead of simply tracking business results, Salesforce also measures employee satisfaction via regular surveys and check-ins.

This dual approach ensures that while the company is achieving business success, employees aren’t left feeling like cogs in a machine.

Relevant and Achievable: One of the standout ways Salesforce ensures its goals are achievable is by offering continuous learning and development opportunities. This ensures that employees not only have the skills but also the confidence to hit their targets. The company is also vocal about its commitment to diversity and inclusion, aligning many of its goals with creating a supportive and fair workplace environment.

The Impact of Employee Experience on Productivity and Innovation

No fluff here when we speak about integrating Employee Experience (EX) into SMART goals, not simply to please HR. It is based on some very real data that suggests rewarding, supporting, and keeping your employees happy…actually works.

Otherwise, we are talking about productivity and improvement of innovation at work. To cut to the chase: Happy employees are 12 percent more productive according to research from the University of Warwick. And their less happy counterparts? The 10% lag that they represent. That is a huge change, and one every business cannot afford to miss.

So, why does this happen? Consider an employee who is always feeling the pressure. With deadlines constantly approaching, countless meetings taking place, and only being fed bad news. Yes, they may look to achieve the SMART goals that have been set for them, but are these really what makes them perform at their optimum? Hardly.

It can lead to costly errors, burnout, and worse still (certain employees may just throw in the towel). But come on — finding and hiring a new employee is not only a hassle, but it also costs money.

Some estimates show that the cost of losing a single worker is 50–200% of their annual pay, depending on where they are in an organization. As a result, when companies overlook EX, they are literally foregoing money in one way or another.

Kind of like investing for EX is the equivalent to upgrading your entire team from regular unleaded to premium gas. Yes, both can make the car run, but one will help it run well for a long time. It’s not about spoiling employees or doing a backbend to accommodate their personal lives, it’s just good business. Happy employees equal productivity, retention and creativity. In short, when you focus on EX, it benefits all parties.

SMART Goal Examples That Prioritize Employee Experience

Now that we understand why EX is important, let us return to the tangible side of things. Where does employee experience thread into our SMART goals? SPOILER ALERT: SMART Goal examples on how to integrate EX into your goal-setting framework that will put your business in a perfect position so it uses people effectively.

Smart: “Boost team productivity by 15% over the next six months by translating employee survey results and solicited feedback into a new streamlined process and simpler work hours.”

Why it works: This goal doesn’t center around strictly doing things efficiently just to do them quickly. It uses feedback right from the employees, and hence these changes now rightly contribute to bettering of their experience at work. This approach allows the team to maximize their peak productivity as well as happiness by addressing two sides of the same coin — process improvement efficiency and work-life balance.

Measurable: Goal ― Introduce flexible work hours, team-building activities, and wellness initiatives according to staff preferences Outcome achievable 90% employee engagement score in the next quarter.

Why it works: This goal has clear, measurable results in mind and is EX-based. More companies should consider allowing their employees to work when they feel best rather than only during the hours of 9-to-5, and wellness programs shouldn’t just be perks; they are crucial in making sure people have time for themselves.

By involving staff in these choices, you also make the initiatives more likely to connect with what they need rather than just being what management believes will work.

Example: “Over the next year, increase customer satisfaction by 20% by offering tailored professional development opportunities and wellness programs for our support team.

Why it works: Improves employee well-being which, to the customer, is directly perceived as satisfaction. The employees that are happy to be working there will provide better service, period. By doing this, it not only brightens the mood but equips the team to provide excellent support. It’s a win-win.

These SMART goal examples demonstrate how EX is not merely a tick box exercise, but that it allows us to build in a manner where we ultimately engage employees with work and help them sustain reaching their goals! The resultant open and inclusive environment does not just boost productivity; it provides an engine for innovation and long-term success when your employees are valued, backed up promptly, and adequately supported. 

Bringing It All Together

Here’s the bottom line: SMART goals are a great tool. But without considering employee experience, they’re only half the equation. It’s like owning a sports car but never taking it out of second gear. You might get to your destination, but you’re not maximizing your potential.

By integrating EX into your SMART goal-setting process, you’re not just setting goals—you’re creating a thriving, engaged workforce that’s motivated to smash targets and exceed expectations. Real-life SMART goal examples of businesses like Buffer and Salesforce have already proven this formula works. Now, it’s your turn to take the wheel.

Conclusion

We’ve dug deep into the world of SMART goals and discovered that while they’re essential for setting clear and achievable targets, they’re even more powerful when combined with a positive employee experience. By focusing on EX, businesses not only meet their goals but also create an environment where employees feel valued, engaged, and motivated. After all, a happy team is a productive team.

FAQs

What are SMART goals?

SMART goals are specific, measurable, achievable, relevant, and time-bound objectives used to create a structured approach to goal-setting.

Why is employee experience important for SMART goals?

Employee experience ensures that employees are motivated and engaged, leading to higher productivity and better achievement of SMART goals.

Can you give smart goal examples that incorporate employee experience?

Sure! For instance, “Increase team efficiency by 15% in 6 months by improving work-life balance through employee feedback.”

How does a positive employee experience impact productivity?

Studies show that happy employees are up to 12% more productive, making employee experience a crucial factor in business success.

How can I measure employee experience?

You can measure employee experience through regular surveys, feedback forms, one-on-one meetings, and engagement metrics.

Ever feel like you’re working in a vacuum, cut off from the pulse of the organization? While you’re laser-focused on your own tasks, it seems like others are effortlessly collaborating, sharing ideas, and making progress — but you’re stuck. Welcome to the reality of silos in the workplace, where departments work in isolation, blocking the flow of communication and innovation.

These workplace silos quietly erode productivity by creating invisible barriers between departments. When Marketing doesn’t communicate with Sales or Engineering is cut off from Customer Support, the result is a lack of collaboration that stifles innovation and progress. Over time, these silos become obstacles that drag down the entire organization.

The good news? Silos don’t have to be a permanent part of your workplace. By fostering cross-functional collaboration and placing a greater emphasis on employee connection, organizations can break down these barriers. It’s more than just small talk — it’s about creating an environment where teams actively engage, share ideas, and collaborate to drive innovation and productivity forward.

What Exactly Are Silos?

Silos in the workplace form when teams or departments work in isolation, often unintentionally. As companies grow rapidly, departments like Marketing, Sales, and Engineering become so focused on their own goals that they stop communicating with one another. This leads to a disconnect, where each team functions as its own entity, cut off from the bigger organizational picture.

Think of it like trying to bake a cake: each ingredient—flour, sugar, and eggs—works independently without any awareness of what the others are doing. The result? A half-baked, incomplete product. In the context of a company, these silos lead to unaligned strategies, duplicated efforts, and most importantly, a fragmented customer experience.

Silos don’t just slow down collaboration; they hinder innovation and prevent teams from working together towards common objectives. In short, they create invisible barriers that keep an organization from operating at its full potential.

The High Cost of Silos

You might be wondering: how bad can silos really be? The answer: extremely bad. Silos aren’t just frustrating—they are expensive. They slow down innovation, stifle communication, and create inefficiencies, often because departments aren’t aware of the valuable ideas circulating in other areas of the business.

Take this common scenario: the product team rolls out a new feature, but Marketing finds out too late to promote it effectively. The result? Missed opportunities, wasted time, and lost revenue. Silos can also lead to duplication of efforts, as teams work in isolation, unaware of what others are doing.

Even worse, silos take a toll on employee morale. Picture yourself working hard day after day, but with no clear sense of how your contributions fit into the bigger picture. You start to feel disconnected, isolated, and unmotivated — counting down the hours until the workday ends. This is a recipe for disengagement and low productivity.

On the flip side, when employees feel connected and informed, collaboration thrives. And with collaboration comes higher motivation, creativity, and innovation, leading to a much more productive workforce.

How Silos Form (Without You Even Realizing It)

However, in case you have been wondering how things could possibly get this bad; don’t fret because you are not the only one person. Silos often form in ways leadership may not even realize. For me, one of the big causes is lack of communication. 

Through broken games of telephone, information trickles its way throughout an organization causing unnecessary misunderstandings, delays, and annoyance. After that, you have ego-driven leadership; a lot of managers treat their division as if it is this great kingdom and any sense of encroachment gets handled with an iron fist. By failing to walk the halls, they have imprisoned valuable insights, unable to communicate with the teams.

And finally, one of the biggest sins is over-specialization. Sure, the departments are doing great at managing their key performance indicators (KPIs), it’s just that they got so caught in thinking about their own metrics that they completely forgot why we work for this company. Somehow, the very systems meant to be speeding us up are actually creating walls between our teams. 

And the kicker? In fact, most leaders are completely unaware that they engage in this practice. It is merely doing what is in its hands to bring down its score, and it even alternately raises the walls that bear it away from people and concepts.

The Synergy Solution: Breaking Down Silos

Now is the time to break free from silos and foster synergy across your teams. This means getting everyone aligned, working toward the same goals, and shifting the mindset from “that’s not my job” to “we’re all in this together.” So how can you make that shift happen? Let’s break it down:

1. Unify Leadership Vision

First up: LEADERSHIP. When your leadership is not on the same wavelength it becomes like a symphony of folks playing in different keys and at different tempos. There can actually be more Leaders who Must Practice What They Preach.

We cannot ask teams to work together and then not show a mandate of cross-departmental engagement on the part of executives and managers. When leadership has a single shared vision, this naturally extends down to the mid-level managers and their teams.

2. Align objectives with OKRs

Set a Shared Purpose Once leadership is in agreement, work to create buy-in company-wide with a shared purpose. This is where OKR(Objectives and Key Results) enters the picture. You already know that OKRs serve as a sort of North Star to point your efforts in each department back toward the company’s goals as a whole. If employees realize how their day-to-day tasks play into the bigger picture, they are more motivated. It allows everyone to have a roadmap — they all know where they are headed and why it is important.

3. Cross-Functional Teams: Building the Dream Team

In a twist, instead of keeping the departments siloed, you could just mix them up! Cross-functional teams are game changers because they bring people with different skill sets from separate departments together to solve those big problems. Concept: Building employee connections between your Marketing, Product, and Customer Service… all aligned towards a single goal?? When you bring together different chefs from a variety of cuisines in the same kitchen, you are inevitably going to make something completely original and new.

That means teams that are cross-functional to facilitate better and richer collaboration. This diversity makes for very interesting concepts as each member of the team brings in its unique perspective which rooted and restricted teams are unlikely to think about. It has nothing to do with creativity though — this will strengthen relationships among the departments and ensure better communication in the long run.

4. Foster Open Communication

Yes, pretty straightforward but its key is communication. No one solves the problem alone when they do not communicate. Communication pathways within departments must be open.

Transparency and trust are maintained with the regular cross-departmental meetings, “town halls,” Q&A sessions etc. Technology such as Slack, Microsoft Teams, or OKR software will help with the flow of real-time information (and mitigate that age-old excuse “I didn’t know about that”).

Talking is not the only thing. Listening counts too, damn it! Teams that ask questions freely and generate ideas are engaged in creating the broader picture. And employees are more likely to feel connected and motivated in an equation where they know the other side is listening.

5. Incentivize Collaboration

Lastly, would you discuss incentives? If employees only have their individual performance metrics then why would they care to work together? The best part is people do what they get rewarded for. Not all people are individual performers. People will be self-centered Instead, link teamwork to bonuses, promotions, and status. 

The moment you begin to pace around at half-time rewarding your “role players”, it is the equivalent of transitioning from handing out MVPs for individual goals in a basketball game to as many points scored or dishes off for an assist. By doing so, you establish a culture of inter-peers, which is just as essential as personal performance.

Instead, you incentivize collaboration and the success of the whole company by giving employees a piece of everybody’s pie. And when everyone is stepping in the same direction, it has an effect across the whole organization.

By aligning incentives with collaboration, you encourage employees to see the success of the whole company as their success. And when everyone is pulling in the same direction, the entire organization benefits.

Real-Life Case Studies: Putting Theory into Practice

Case Study 1: HB Fuller’s “Colleague Connect”

HB Fuller, a global leader in adhesives manufacturing, faced a common challenge: teams working in silos with minimal cross-departmental collaboration. To address this, they launched “Colleague Connect,” a mentorship platform aimed at connecting employees based on shared skills, goals, and interests rather than hierarchical levels. Unlike traditional mentorship programs, Colleague Connect didn’t impose mentor-mentee roles but created a flexible environment for peer-to-peer learning. 

The results were impressive—participation shot up from 20% to 80%, significantly boosting knowledge sharing and fostering a culture of continuous learning. Employees who had previously felt isolated began connecting with colleagues from different departments, learning best practices, and tackling problems together

How Any Company Can Replicate This Strategy

The success of HB Fuller’s initiative wasn’t just in the tool but in the company-wide commitment to breaking down silos. Here’s how any organization can adopt a similar approach:

• • Encourage Inclusivity: Open participation to employees at all levels, ensuring no one feels excluded.
  • Foster Informal Learning: Create opportunities for spontaneous knowledge-sharing rather than rigid, formal mentorship structures.

• Leverage Technology: Use platforms like Colleague Connect or other collaboration tools that facilitate easy and meaningful cross-functional engagement

Case Study 2: Google’s 20% Time

Fostering Innovation with Flexibility

Google’s famous “20% Time” policy is a prime example of breaking down silos to drive innovation. Introduced to combat the stifling effect of rigid departmental boundaries, this initiative allowed employees to spend 20% of their workweek on projects outside their core responsibilities. The results were game-changing: it gave birth to some of Google’s most successful products, including Gmail and Google Maps. 

By encouraging employees to step outside their departments and work on passion projects, Google fostered an environment where cross-functional collaboration thrived. This not only enhanced innovation but also gave employees a sense of ownership and creative freedom

How Any Company Can Implement This Concept

While not every company can afford to let employees spend 20% of their time on side projects, the core idea—allowing flexibility for cross-departmental innovation—can still be applied:

• Create Innovation Time: Designate a set amount of time each month for employees to collaborate on non-core projects.
• Encourage Experimentation: Foster a culture where employees feel safe to explore ideas outside their usual scope of work.
• Reward Collaboration: Tie success in side projects to recognition and rewards, encouraging employees to engage beyond their regular roles​

By adopting these practices, companies can break down barriers, fuel creativity, and promote a more dynamic, motivated workforce.

How Leadership Plays a Role in Breaking Silos

As leaders, it’s not enough to just introduce new policies—leadership has to embody them. Managers who prioritize cross-functional collaboration and transparency set the tone for the rest of the organization. In short, it’s leadership’s job to really tear down those walls. They can do this by 

1. Aligning departmental goals with the company’s vision. 
2. They also must encourage feedback and complete open communication and avoid silos. 
3. Lastly, they should reward team-based achievements, not just individual performance. 

Here’s the real kicker: employee connection is so much more than casual office friendships or being ‘buddy-buddy’ with coworkers. It’s really about embedding a sense of belonging into the organizational DNA. In other words, it’s about creating a shared culture where everyone feels like they’re helping build something bigger than themselves. 

Time to Break Down the Walls

Silos are sneaky—they can form in any company, but they don’t have to stick around forever. By fostering collaboration, rewarding teamwork, and building real employee connections, companies can transform from fragmented entities into a unified, efficient force. Breaking down silos isn’t just about improving communication; it’s about unlocking your company’s full potential.

FAQs

Why do silos form in organizations?

Silos often develop as a natural consequence of rapid growth, specialization, and structural inefficiencies within an organization. When companies grow quickly, they tend to add new teams and departments, each with its own goals and objectives. Over time, these departments can become so focused on their individual priorities that they forget the broader mission of the company. 

How can companies break down silos?

Breaking down silos requires a multi-faceted approach. The first step is to align leadership—if executives and department heads don’t communicate well, their teams won’t either.

Forming cross-functional teams is another highly effective strategy. By bringing people from different departments together on shared projects, you foster collaboration and break down barriers. 

What is the role of leadership in breaking silos?

Leadership plays a pivotal role in breaking down silos. Leaders set the tone for collaboration, transparency, and communication within an organization. They must model the behavior they want to see in their teams by actively collaborating across departments and sharing information openly. Leaders should also ensure that their teams’ goals are aligned with the company’s overall mission. 

Can remote work make silos worse?

Yes, remote work can exacerbate silos if not managed properly. When employees are working from different locations, it’s easy for them to become isolated from the rest of the organization. This can result in fragmented communication and a lack of team cohesion.

However, companies can counter this by creating structured opportunities for connection, such as virtual team-building activities, regular check-ins, and cross-departmental meetings. 

What are the benefits of breaking silos?

Breaking down silos leads to numerous benefits. First, it boosts innovation—when teams share ideas and collaborate, they can come up with more creative solutions than they would working in isolation. 

Secondly, efficiency improves as departments stop duplicating efforts and start working towards common goals. 

Third, employee engagement increases because workers feel more connected to the company’s mission and to their colleagues. When employees see how their work fits into the bigger picture, they feel more motivated. 

Finally, the overall performance of the company improves because collaboration leads to better decision-making, faster execution, and a more adaptive organization.

Ok, so employee engagement surveys are boring pretty old hat to most companies — am I right? You know — those awful surveys that force employees to say how they feel about everything from the coffee in the break room to your corporate mission statement.

Engagement Surveys Still Matter (A Lot) They afford the possibility to hear, adjust, and cultivate a more positive, engaged workforce.

So, why do they fall short? Why do they feel as though they have been created within the constraints of an assembly line from the corporate task after the corporate task? If your idea broadly resembles, “fill out a survey to appease HR”, you have probably been negative return; your survey is part of the problem. Okay, let’s suit up and fix that!

It is for this reason that we are going further than the checkbox in this post to discuss how you can move from simply deploying an employee engagement survey to driving real impact with your tool.

Why the Traditional Approach Fails

So let me get to the elephant in the room. Passive voice surveys frequently fail to produce honest results as the survey feels generic. You are basically walking 100, maybe 500, or even 1,000 employees to the stand and asking them all the same 30 questions and hoping that will suddenly become a source of really understanding how your people feel.

The problem is no other two living beings can be just like you. Everyone has different things that worry them, they have different jobs and aspirations. However, they are each given the same survey.

Bottom line: A survey that doesn’t capture actual employee feedback is about as useful as a map without a compass. I mean you can see stuff but how do you get there?

The Purpose of New-Age Surveys: Listening with Intent

And here is a question for you: what do you want to learn when you are conducting the employee engagement survey? If you answer with, “to get a feel for how employees are feeling,” well, you’re already behind the 8 ball. Today, surveying is more than data collection — it also involves listening with purpose.

This is not about harvesting opinions, but rather truly getting under the skin of your workforces. Understanding why your team reaches their highs and what are the lows. It is like having a cuppa Joe rather than answering the multiple choice quiz. You are looking for a stronger bond

Case Study: Airbnb’s Approach to Employee Engagement

Let’s talk about Airbnb, a company known for innovation not just in its industry but also in its approach to employee engagement. Back in 2017, Airbnb decided that traditional surveys were simply not cutting it. Instead of the usual bi-annual survey with generic questions, they introduced a more fluid and continuous feedback system. Employees were encouraged to give feedback regularly, not just when prompted by HR. And just like that… a massive impact was made. The leadership wasn’t just gathering data  but were engaging in an ongoing dialogue. The feedback loop allowed them to quickly identify pain points, from work-life balance issues to diversity and inclusion concerns.

Tailoring Surveys to Different Employee Segments

Visualize managing a bloated organization with departments from the likes of marketing, IT and human resources which include others. Now, imagine passing that same survey out to all of currently employed teams on the platform That seems like not on the same page, right? Well, that’s because it is. If you were to start asking your marketing team the same questions that the IT department asks, it would be akin to showing up at a vegan dinner party with steak — it just won’t go over well.

An example of this?

Ask a generic one like, “Are you satisfied with the tools provided to do your job?” A more relevant question for marketing would be, “Do our tools facilitate creativity in your work? In the meantime you might be asking your IT guy “Are we doing enough with the stuff you look after to prevent it breaking down?” The purpose of these personalized questions is to dive one step further and actually provide you with meaningful data for you to focus on small wins, improvements or other high impact areas, where it really matters.

Embracing Technology: Real-Time Feedback

Guys, it’s 2024 and you have been stuck using printed surveys or completing one-time online forms which might as well be a typewriter. Employee engagement surveys should be crafted in a way that reflects this reality of the new digital workspace. And when I say real-time feedback, I mean it.

By leveraging the technology, companies can now tap into such feedback on an ongoing basis, rather than waiting for a once-a-year survey. Pulse Surveys – Platforms like Officevibe, CultureAmp and the newly launched Engagedely will provide you with a pulse survey which means short, frequent check-ins that provide you with a consistent window into the emotions of your employees. 

The Power of Open-Ended Questions

What if, at the conclusion of a date, rather than inquiring “Did you have fun?” you ask “What was the best part of your evening?” This is the difference between closed and open-ended questions. The latter provides you with a lot more insight. Open-ended questions are more effective for feedback in surveys

For example, rather than asking ‘Are you satisfied with the communications of your manager? But if the answers stop there, you might ask, “How can your manager be more communicative? See the difference? While the other tends to enable richer feedback and drills into how people actually feel about you.

Moving Beyond Anonymous Surveys

Hot take: In many cases, anonymous surveys are just not as great as people expect them to be. Now, don’t get me wrong — there’s a time and place, especially when soliciting feedback around sensitive topics for folks who feel that they need to protect their identity — but should you only be relying on surveys behind an anonymous wall of sorts, you might lose out on some more profound or actionable insights.

Think about it. This untraceability might make employees more honest and candid than they would be otherwise, but it also removes a certain level of accountability. In contrast, if you create a culture of transparency and trust, your employees will feel comfortable in providing feedback with being anonymous. 

Case Study: Netflix’s Radical Transparency

Speaking of transparency, let’s dive into a real-world example from Netflix. Known for its radical company culture, Netflix encourages open feedback without anonymity. Employees regularly share direct, public feedback with their peers and managers. While this approach might not work for everyone, Netflix found that radical transparency created a culture of accountability and trust. Employees were more engaged because they knew their voices were being heard—and taken seriously.

Follow-up and Action: The Crucial Missing Piece

More of a quick Q&A: What is the #1 mistake most companies, organizations, etc. make after they have finished an employee engagement survey?

Answer: They do not act on the data. You can almost hear that head nod from here. Yes, we’ve all been there. You fill out a survey and provide in-depth feedback…silence…. There will be no follow-up in the end, no tweaks, nothing.

That is where a lot of companies are doing wrong. Engagement surveys are only as good as the follow-up actions. You have to not only look over the data but also communicate where your team will go from here. If your survey yields signs that employees are feeling burned out, make a note to communicate what measures you are taking to combat this. Perhaps this involves allowing flexible work hours, an increase in hiring, or wellness programs. Whatever it is, say it plainly and move fast.

Don’t Just Measure Engagement—Build It

If you’re still considering the employee survey to be a measurement tool, that’s fine; let’s just adjust the measurement for now and move on. But the survey itself should not merely be a measure of engagement, it should also be an engagement building mechanism. In fact the simple act of soliciting feedback (then doing something with it) can begin to transition your employees from a passive mode of disengagement to active engagement. Having their voices heard and valued at work is what makes employees commit to the company.

Case Study: The Lego Group’s Engagement-Driven Approach

Let’s round things off with one more case study—The Lego Group. You’d think a company that makes toys would naturally have high engagement, but even Lego faced employee disengagement back in the early 2000s. Instead of sticking with traditional methods, Lego introduced a participatory survey process where employees weren’t just asked for feedback—they were involved in the action plan based on the survey results.

The company held workshops where employees collaborated with leadership to address issues raised in the survey. The result? Improved engagement, a stronger sense of ownership, and a more vibrant workplace culture. It wasn’t just about gathering feedback; it was about creating a partnership between employees and leadership.

Creating Surveys That Matter

So, there you have it. If you’re still stuck in the rut of basic, checkbox-style employee engagement surveys, it’s time to rethink your approach. The goal is not just to gather data—it’s to build a meaningful connection with your employees, foster transparency, and take actionable steps based on what you learn. Whether it’s through real-time feedback, tailored questions, or radical transparency, the future of employee engagement surveys is all about going beyond the checkbox.

Don’t just ask questions—start a conversation. And don’t just gather data—make sure you’re ready to act on it. By embracing this new-age approach, you’ll transform your employee engagement efforts from a mundane task to a powerful tool for building a motivated, engaged, and thriving workforce.

FAQs

Why do traditional employee engagement surveys fail?

Traditional surveys often fail because they feel impersonal and generic. They don’t account for individual differences between employees or departments, leading to a lack of meaningful insights.

What is the benefit of real-time feedback in employee engagement?

Real-time feedback allows companies to act quickly on issues before they escalate. Continuous pulse surveys give a more accurate snapshot of employee satisfaction over time.

How do open-ended questions improve engagement surveys?

Open-ended questions allow employees to provide more detailed feedback, helping companies to understand specific pain points rather than just measuring overall satisfaction.

Why is follow-up action important after an employee engagement survey?

Without follow-up action, employees may feel their feedback is not valued, leading to disengagement. Acting on survey results demonstrates that the company is listening and committed to improving.

How can companies like Netflix benefit from non-anonymous surveys?

Netflix’s radical transparency fosters accountability and trust. By encouraging open feedback without anonymity, employees engage in honest conversations, which drives higher performance and satisfaction.