An employee attitude survey, often referred to as an employee engagement or satisfaction survey, is a powerful tool for gathering honest feedback, measuring sentiment, and identifying organizational strengths and weaknesses.
Executing this process effectively requires careful planning, transparency, and most importantly, a commitment to action.
The Essential Steps for a Successful Survey
1. Define Clear Objectives and Plan
Before drafting a single question, establish the core purpose of the survey.
- Motivation: Are you looking to improve retention, boost productivity, assess the impact of a recent organizational change, or simply take the organizational pulse?
- Actionability: Only ask questions about areas you are genuinely prepared and able to address. Asking about compensation, for example, without the ability to make changes can breed cynicism.
- Timing: Schedule the survey at an appropriate time, avoiding major company-wide initiatives, high-pressure deadlines, or significant holiday periods, to ensure high participation and relevant results.
2. Ensure Anonymity and Confidentiality
Employee trust is the foundation of an honest survey.
- Confidentiality Promise: Unequivocally assure employees that their individual responses cannot and will not be traced back to them. Using a reputable, objective third-party vendor is one of the most effective ways to guarantee and signal this commitment.
- Data Aggregation: Explain that results will only be reported for groups of a certain size (e.g., a team must have at least five or ten respondents) to prevent individual identification.
3. Design the Survey for Clarity and Focus
The quality of your questions dictates the quality of your data.
- Relevant and Concise Questions: Questions must be unambiguous, objective, and easy to understand. Avoid “double-barreled” questions that ask about two different things at once.
- Example of a poor question: “Are you satisfied with your pay and your manager’s support?”
- Example of an effective, separate question: “I am satisfied with my current compensation package.” (Measured on a Likert scale: Strongly Disagree to Strongly Agree).
- Survey Length: Keep the survey concise—ideally completable in under 15 minutes. Employees are busy, and an overly long survey leads to drop-offs and rushed, poor-quality answers.
4. Communicate and Encourage Participation
A high response rate is vital for the validity of the results.
- Pre-Survey Communication: Clearly communicate the why, when, and how of the survey. Emphasize senior management’s commitment to the process and their intention to act on the findings.
- During the Survey: Send gentle reminders, and consider encouraging managers to discuss the survey’s importance in team meetings.
5. Analyze and Share the Results Transparently
Data is useless without analysis and open discussion.
- Timely Analysis: Review the data quickly after the survey closes to maintain momentum. Identify the top three strengths and the top three areas for improvement.
- Share Findings: Be transparent and share a high-level summary of the results with all employees, even if some results are difficult to hear. This reinforces trust and validates the effort employees put into responding.
6. Take Action and Follow Up
The post-survey phase is the most critical; it’s where attitude change happens.
- Develop an Action Plan: For the identified areas of concern, create a clear, realistic plan with specific, measurable initiatives. Assign ownership for each action and set deadlines.
- Communicate the Plan: Share the action plan with the entire organization. Explain what will be done, who is accountable, and when employees can expect the changes.
- Close the Loop: Keep employees updated on the progress of the action items. Nothing erodes trust faster than conducting a survey and then failing to take visible steps based on the feedback. Successful employee attitude surveys are not a one-time event; they are the start of a continuous feedback loop.
Real-Life Business Examples
Across the world, leading companies use formalized feedback systems to drive organizational improvements:
- Microsoft (USA): As a global technology leader, Microsoft uses employee surveys to track engagement and inform large-scale operational shifts. They have famously acted on feedback to enhance policies, such as introducing expanded parental leave and adopting more flexible work models, demonstrating a direct link between employee input and company policy change. This reinforces a culture of listening and helps the company attract and retain top talent internationally.
- BMW Group (Germany): This automotive giant conducts regular employee surveys to gauge satisfaction and identify potential friction points in their massive global manufacturing and corporate workforce. Their use of surveys helps to continually assess and refine their safety protocols, training programs, and production efficiency, linking employee well-being directly to operational excellence. The results often inform adjustments to their vocational training programs and internal communication strategies across various continents.
- San Miguel Corporation (Philippines): As one of the largest and most diverse conglomerates in Southeast Asia, San Miguel uses employee feedback mechanisms to ensure that the unique needs and cultural nuances of their diverse local workforce are met. Given their presence in food, beverage, and infrastructure, their surveys help them tailor benefits, development opportunities, and work environment initiatives that resonate with local customs and labor practices, demonstrating sensitivity to regional differences.
- Lego Group (Denmark): Known for its strong corporate culture, the Lego Group uses employee pulse surveys and attitude surveys not just for problem-solving, but for continuous reinforcement of its company values. By measuring how well employees feel connected to the company’s mission—”inspire and develop the builders of tomorrow”—they ensure that employee experience is aligned with their purpose, which is critical for a global brand built on innovation and creativity.