Beyond the Checkbox: How to Create New-Age Employee Engagement Surveys for Real Impact

by Gabby Davis Oct 8,2024
Engagedly
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with Srikant Chellappa, CEO

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.

Gabby Davis

Gabby Davis is the Lead Trainer for the US Division of the Customer Experience Team. She develops and implements processes and collaterals related to the client onboarding experience and guides clients across all tiers through the initial implementation of Engagedly as well as Mentoring Complete. She is passionate about delivering stellar client experiences and ensuring high adoption rates of the Engagedly product through engaging and impactful training and onboarding.

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