Todd Hollander Market Research

Previous Steps
1. Determine Objectives
2. Select a data collection method
 

Step 3: Get buy-in from managers

When a company contacts us about conducting an employee survey, it is often because one visionary person or a small group of people understands the importance of gathering employee feedback. The critical task then becomes convincing senior management of the need for an employee survey process. Without this buy-in from senior management, the chances that the survey will produce meaningful change in the organization are greatly reduced. The challenge can seem formidable, but by following a simple 3-step process, you can enlist the support you will need from the management team. Here’s how.

A. Present the need

Every company struggles with how to allocate resources to maintain satisfied and productive employees. In the absence of information about how employees view the workplace, important decisions affecting productivity, morale, retention, training, and benefits are often based on little more than anecdotal evidence or historical impressions. As a result, companies often either ignore significant problems or waste valuable resources trying to solve problems that don’t exist. A well-planned, well-executed employee survey process can ensure the optimal allocation of limited resources.

B. Present the benefits

The cost of employee dissatisfaction is simply too high to ignore. It is easy to measure the hard costs of disgruntled employees, with average turnover costs at or above 150% of the employees’ yearly salary. What is harder to measure is the loss of customers, prospects, productivity, and profitability caused by a negative company climate. A thriving corporate culture in which employees are excited about the company and their future can improve both productivity and profitability. The most effective means of achieving this climate is through a well-planned, well-executed employee survey process.

C. Present the objectives

Setting proper expectations is a key component of a successful employee survey process. To this end, it is imperative that the top decision-makers understand and agree to the specific objectives of the research. Now is the time to share the list of objectives you developed in Step 1: Determine Objectives.

Bottom line

Getting buy-in from managers is a critical step in developing an effective employee survey process. To avoid problems and surprises, make sure every key decision-maker agrees with the need, benefits, and objectives of the research.