Todd Hollander Market Research

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers
4. Develop the process
5. Create a schedule
6. Select a supplier
7. Develop the questionnaire
8. Get buy-in from stakeholders
9. Get buy-in from employees
10. Develop the invitation
11. Ensure a high response rate
12. Get candid responses
13. Create a positive experience for respondents
14. Analyze results

Step 15: Take action

In Step 14, I offered 10 some suggestions to help you effectively analyze your employee survey results. In this final installment, here are some strategies and tactics to ensure that your company takes appropriate actions with the survey results.

At this point, your company has invested valuable resources to conduct and analyze an employee survey, employees have provided honest responses, and you have a thorough report which includes:

1. Executive Summary: One or two pages/slides of high-level results
2. Implications: What these results mean for the company
3. Recommendations: What the company should do about the results and implications
4. Detailed Results: All of the findings including:
   - Data tables
   - Subgroup analysis
   - Analysis of Verbatim Comments

Now is the time to take action. Although every organization is unique, here is a process that tends to work well in most.

Meet with the senior leadership team. In my experience, it is considerably more effective to meet with the team as a whole rather than holding a separate meeting with each individual member. One two-hour meeting with the entire team should accomplish each of the following objectives.

1. Present the results. Spend one hour focusing on the Executive Summary, Implications, and a brief run-through of the Detailed Results (don’t get bogged down in the minutae – you can always spend more time with a manager who wants to drill down, but avoid the pressure to do it in this meeting).
2. Do a “gut check.” Ask the team what, if any, of the results took them by surprise. Next, ask if there is anything they saw that they don’t believe.
3. Discuss the recommendations. See if there is agreement about what the company should do about the results. Ask if there is anything that should be added to the list.
4. Determine next steps.
   - Who will receive the results of the survey?
   - What level of detail is appropriate for each audience?
   - Who is responsible for implementing each recommendation?
   - What is the goal?
   - How will results be measured?
5. Plan the next survey. Before the meeting adjourns, ask for feedback about the perceived value of the employee survey. What, if anything, should be done differently next time? When should the next employee survey take place?

Bottom Line

Taking effective action on the employee survey results generally involves the senior management team. Following these suggestions will ensure a successful outcome and increase the effectiveness of future employee surveys.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers
4. Develop the process
5. Create a schedule
6. Select a supplier
7. Develop the questionnaire
8. Get buy-in from stakeholders
9. Get buy-in from employees
10. Develop the invitation
11. Ensure a high response rate
12. Get candid responses
13. Create a positive experience for respondents

Step 14: Analyze results

In Step 13, I offered 10 tips to ensure a positive experience employee survey respondents. Here are some suggestions to help you effectively analyze the survey results.

Data is not insight

The amount of data generated by an employee survey can be astounding. When faced with a mountain of data, the task of distilling it into actionable insight can seem daunting. At this point, it is critical to understand that:

“Data is not information any more than 50 tons of cement is a skyscraper.” – Clifford Stoll

Failing to heed the wisdom of this observation, many employee survey analysts succumb to the temptation to do a “data dump” and inundate executives with a mass of data - a decision that generally leads to frustration, indecision, and devaluation of the employee research process.

On the other hand, effective analysts understand that there are different audiences with distinct levels of interest in the results and implication of the research. To accommodate each audience, it is wise to include the following components in the analysis and reporting:

1. Executive Summary: One or two pages/slides of high-level results
2. Implications: What these results mean for the company
3. Recommendations: What the company should do about the results and implications
4. Detailed Results: All of the findings including:
   - Data tables
   - Subgroup analysis
   - Analysis of Verbatim Comments

Bottom Line

Effective analysis and presentation of survey responses is a critical component of the employee survey process. Following these suggestions will increase the odds of having employee feedback effect meaningful change in the organization.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers
4. Develop the process
5. Create a schedule
6. Select a supplier
7. Develop the questionnaire
8. Get buy-in from stakeholders
9. Get buy-in from employees
10. Develop the invitation
11. Ensure a high response rate
12. Get candid responses

Step 13: Create a positive experience for respondents

In Step 12, we discussed how to get candid responses from employees. Here are 10 tips that will help ensure a positive experience for those who participate in the employee survey.

Invitation

1. Tell employees how long it will take to complete the survey. This should be included in the survey invitation. Be truthful. A maximum of 30 minutes should be the norm. If your survey exceeds this limit, find a way to pare it down.
2. Tell them why you are conducting the survey. This should also be included in the survey invitation. Focus on the benefits to them such as better communication, training, etc.
3. Send the invitation at a good time. The best times to email the invitations are typically: (1) Tuesday - anytime; (2) Wednesday - early in the day; (3) Monday - midday. The worst times are Fridays and weekends.
4. Send a reminder. Some people will take your survey right away. Others will need a follow-up email reminder with the survey link included. One reminder at the mid-point of the data collection period is best. Never send more than two reminder emails.

Questionnaire

5. Make surveys as short as possible. Eliminate non-essential “nice to know” questions and include only the critical “must know” questions.
6. Make questions clear and concise. Write the questions with the respondents in mind. Use as few words as possible. Avoid jargon. Make it crystal clear what you are asking. If a fifth-grader wouldn’t immediately understand the question, rewrite it.
7. Make responses as easy as possible. Used closed-ended responses (radio buttons and check boxes) whenever possible. Minimize open-ended and ranking/allocation responses.
8. Make the first page short and simple. Let respondents start answering questions right away. Don’t include detailed instructions on the first question. The quicker they can start responding, the more likely they are to complete the entire questionnaire.
9. Use a progress meter. Respondents typically like to know how close to completion they are as they work through the questions. Using a progress meter relieves anxiety and reduces the percentage of incomplete surveys.
10. Don’t force responses to questions that employees may be unable or unwilling to answer.

Bottom Line

Ensuring a positive experience for respondents is essential for achieving a high response rate and capturing thorough, honest feedback.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers
4. Develop the process
5. Create a schedule
6. Select a supplier
7. Develop the questionnaire
8. Get buy-in from stakeholders
9. Get buy-in from employees
10. Develop the invitation
11. Ensure a high response rate

Step 12: Get candid responses

In Step 11, we covered a few tips for ensuring a high response rate. Here are some additional suggestions to help ensure that you get candid responses from employees.

The best way to obtain candid responses in an employee survey is to

1. Create a process that ensures the anonymity of each employee’s responses
2. Remove employee’s natural suspicions by clearly, effectively, and consistently communicating the anonymous nature of the survey and the confidentiality of their responses

Process

One significant benefit of using a professional market research firm to administer and analyze employee surveys is the ability to create and leverage a closed system that insulates employees from retribution for their candid feedback.

If the survey is conducted in-house, some skeptical employees will inevitably withhold or alter their true opinions for fear that any negative statements could be used against them. However, when the survey is conducted by a third party, these suspicions are greatly reduced.

Communication

No matter how effectively you plan the process to ensure anonymity, it is absolutely essential that the confidentiality of employee responses is communicated effectively and repeatedly. In each important communication with employees (pre-survey announcement, invitation, and reminder), be sure to communicate:

• The purpose of the survey
• How their anonymity is ensured
• Who will collate and analyze the results
• How the results will be used

Bottom Line

The quality of employee survey responses is as important as the quantity. Following these steps will put employees at ease about confidentiality and yield honest, candid feedback.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers
4. Develop the process
5. Create a schedule
6. Select a supplier
7. Develop the questionnaire
8. Get buy-in from stakeholders
9. Get buy-in from employees
10. Develop the invitation

Step 11: Ensure a high response rate

In Step 10, you created the survey invitation. Here are a few tips for ensuring a high response rate.

• Publicize the survey before the data collection begins (approximately one week)
• Write an effective invitation (see Step 10)
• Make it clear that the survey can be completed on company time
• Assure employees that all responses will be confidential (if using a third party to administer and analyze the survey, let employees know that their responses will be received directly by the research firm and that no one in your organization will see their individual ratings)
• Send reminder messages (see How and when to send reminders for online surveys)
• When the results come in, share some of the findings with employees
• Act on the results

Bottom Line

A high response rate is a critical component of a successful employee survey. These steps will help increase both the quantity and quality of the data you receive.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers
4. Develop the process
5. Create a schedule
6. Select a supplier
7. Develop the questionnaire
8. Get buy-in from stakeholders
9. Get buy-in from employees

Step 10: Develop the invitation

In Step 9, you got buy-in from the employees who will be completing the questionnaire. Now it is time to create the invitation you will use to encourage them to participate.

E-mail invitations are the preferred method for requesting participation in online employee surveys. As a rule, the survey invitation should communicate:

1. That the recipient is being invited to take part in an employee survey
2. The purpose of the research
3. Who is conducting the research
4. How to complete the survey
5. How long the survey will take
6. How the privacy of survey respondents is protected

Sample Invitation

Subject Line: ABC Employee Survey
____________________________________________________________________________

You are invited to participate in an online survey regarding your opinions of our company.

The purpose of this research is to help us better obtain your feedback on issues such as communication, teamwork, and management, which will help us better understand what is working well and what needs additional focus.

The research is being conducted by an independent research firm and all responses are strictly anonymous.

The questionnaire takes 10 to 20 minutes to complete. We need your input by the end of day on [date], so please respond as soon as possible.

To get started, please click the link below or paste this url into the address field of your web browser:

www.toddhollander.com/survey/abc0807

Bottom Line

A well-crafted invitation is a critical component of an effective employee survey process.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers 
4. Develop the process 
5. Create a schedule 
6. Select a supplier
7. Develop the questionnaire
8. Get buy-in from stakeholders

Step 9: Get buy-in from employees

In Step 8, you got approval of the questionnaire from the various stakeholders in the company. Now it it time to get buy-in from the employees who will be completing the questionnaire. 

Key Questions

• Are your employees likely to share their thoughts with you without fear of retaliation for negative ratings or comments?
• Do they trust you to be good stewards of their candid feedback?

Eliminate Obstacles

• Effective communication from senior leadership regarding:
  • The importance of the survey
  • The purpose
  • Anonymity of responses
  • How the results will be used
• Providing an adequate window of opportunity for employees to complete the survey (as a rule, 5 to 10 working days)
• Allowing them to access the survey from any computer
• Giving 24 / 7 access to the survey so they can complete whenever they want

Important Reminder

Bottom Line

Getting buy-in from employees is a critical step in the employee survey process that will increase both the quality and quantity of the responses.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers 
4. Develop the process 
5. Create a schedule 
6. Select a supplier
7. Develop the questionnaire

Step 8: Get buy-in from stakeholders

In Step 7, you developed the questionnaire for your employee survey. Now it is time to get approval of the questionnaire from the various stakeholders in the company. 

Although you have already achieved management buy-in for the employee survey process (see Step 3), it is equally important that they approve of the questionnaire that will be used to collect employee opinions and ratings. Skipping this vital step can leave you open to second-guessing and criticism after the survey results are in.

For our purposes, a stakeholder can be defined as anyone in the company with enough authority or influence to represent either an supporter or detractor of the employee survey process. This list typically includes all or most senior managers and many mid-level managers. Although cultures and environments vary among companies, here’s a plan of attack that tends to work well.

1. Start at the top

Take the questionnaire directly to the top decision-maker in the company (CEO, COO, etc.). Explain that you and the research supplier have spent a considerable amount of time fine-tuning the questionnaire and are confident that it will be an effective tool to achieve the objectives of the employee research. However, as a matter of courtesy and respect, you want to give the senior manager the oppportunity to review the survey, indentify any additional topics that need to be addressed, and suggest any further revisions to the questionnaire.

2. Work your way down

Bottom Line

Getting stakeholder buy-in of the questionnaire is a critical step in the employee survey process. Follow these guidelines and you should complete this important task quickly and effectively.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers 
4. Develop the process 
5. Create a schedule 
6. Select a supplier

Step 7: Develop the questionnaire

In Step 6, you selected a supplier for your survey. Now it is time to draft the questionnaire.
 

In a typical employee survey process, the research supplier is responsible for creating the first draft of the questionnaire. In your kick-off meeting with the supplier, you should devote ample time to discussing the content of the survey instrument. Here is a recommended plan of attack.

Define the sections

• Overall company rating
• Importance ratings
• Satisfaction ratings
• Agreement ratings
• Open-ended questions

Brainstorm

Discuss

1. Is this question consistent with the objectives of the research (Step 1)?
2. Is this something that we have to know or is it merely something that would be nice to know?
3. Are there any additional questions we overlooked in our brainstorming?

Draft

Too many times I have seen the research “broth” spoiled by too many “cooks” on a cross-functional team. Although it is highly important to get the buy-in of all of these stakeholders, trust me: this is not the time to engage them. Wait until Step 8.

Bottom Line

Questionnaire development is a critical step in the employee survey process. Follow these guidelines and you should complete this important task quickly and effectively.

Previous Steps
1. Determine Objectives
2. Select a data collection method
3. Get buy-in from managers 
4. Develop the process 
5. Create a schedule 
 

Step 6: Select a supplier

In Step 5, you created the schedule that will serve as the roadmap for the for the employee survey project. This is how to tackle the first five activities on the schedule and select a supplier for your survey.
 

1. Identify possible suppliers

If you already have one or more preferred suppliers, this step may not be needed. If you don’t have a short list yet, you need to create one. The quickest and most effective way to develop the list is to: 

• Ask for referrals from people you trust
• Search the internet for “employee survey provider”; “employee survey expert”; “employee survey company”; “employee survey consultant”; etc.
• Submit a Request for Information (RFI) to companies that appear to be good prospects
   

2. Request quotes

It is often assumed that a Request for Proposal (RFP) is the proper way to communicate with potential suppliers. However, at this point, unless you already have a preferred provider, an RFP is overkill. Instead, you should use a Request for Quote (RFQ). This is a much simpler document that enables suppliers to quickly provide the information you need to narrow the field. For more information about this useful tool, see "How to engage market research suppliers in the planning of your research - a Win-Win approach."

3. Review quotes

Assess the information provided by the suppliers to narrow the list to a select group of two to four candidates from whom you will request a formal proposal.

Bottom Line

Selecting the supplier for your employee survey can seem like a daunting task. Following this 5-step process will enable you to make a timely and informed decision.