What is Employee Engagement?
Employee engagement is a widely discussed topic, but its meaning can vary depending on organizational goals. Before launching an engagement initiative, it is critical to define what you are trying to solve. This focus will determine the right approach for understanding and improving engagement.
Often, engagement levels are tied to a specific event, like a period of disruption. This requires a focus on current engagement issues, such as productivity or morale. Conversely, if your organization is preparing for a significant transition, the focus shifts to future engagement, emphasizing goals like long-term employee retention.
A Strategic Framework for Engagement
To effectively measure and improve engagement, a structured approach is necessary. The following steps provide a factual framework for getting started.
1. Define the Right Problem
Begin with an assumption and build your focus around it. It is essential to involve the right people in this initial stage. For example, a talent professional should consult with HR business partners and business leaders to confirm that the initiative is targeting the correct issue.
2. Know Your Audience and Set Expectations
Decide how the results will be used and how broadly they will be shared. Do not over-promise access to the data. Engagement scores do not always paint a complete picture, and you may need to conduct follow-up focus groups to understand the context behind the numbers.
3. Select an Appropriate Design
How will you obtain engagement data? The most common methods are:
- Comprehensive Surveys: Typically over 50 questions, offering a deep dive.
- Pulse Surveys: Shorter, more frequent check-ins.
- In-person Focus Groups: Facilitated discussions to gather qualitative data.
According to Mike Rosenberg, Director of Learning, Leadership, and Development, "Focus groups are great because they allow you to get at information that people aren’t able or willing to give in an online survey." The key is asking a few powerful questions with a skilled facilitator.
Meaningful benchmarks from your industry or high-performing companies are also helpful to contextualize your own results.
4. Determine Data Use and Accountability
Your method for obtaining and using data is critical. When using surveys, a key decision is whether they will be anonymous with self-identification or pre-coded with demographic data. Self-identification in matrixed organizations can lead to data inaccuracies, while pre-coding can raise employee concerns about privacy. Clear and transparent communication is essential.
Finally, determine who is responsible for acting on the results. If the expectation is that managers will drive change, business leadership must enforce accountability within each team.
5. Measure and Evaluate Success
After 9-12 months, review the process and evaluate its effectiveness by asking key questions:
- Did we target the right issues and get good information?
- Did we choose the right design, and did employees respond?
- Did we communicate openly and hold people accountable?
- Are we facilitating meaningful conversations that improve the company?
The Foundation of Lasting Engagement
Ultimately, employee engagement is built on a foundation of trust, respect, and effective communication. As communication becomes more digital, maintaining a personal connection with employees is paramount. Organizations that foster an environment of trust and openness will find it easier to navigate challenges and overcome stressful conditions. By staying in constant contact and encouraging employees to share their views, you build a resilient and engaged workforce.