You’ve got a great survey all ready to go. Why should you invest time in a focused survey communication campaign rather than simply hit the ‘go live’ button?
Put simply, a strong campaign is the key to engaging your employees in the survey process. It's more than just sending out an email with a survey link; it’s making sure everyone understands why the survey is happening and why it matters, instilling confidence that their feedback makes a difference. Get it right and you get better responses, better data and better outcomes.
Think of it like this: you're hosting an event (your survey), and you want everyone to have a great time (give their feedback). You wouldn't start presenting your perfectly formed slideshow to an empty room, hoping people will show up. You'd do the prep by sending out invitations, informing your target audience and building excitement. That's the role of a communication campaign and why it’s so important to treat your survey as though it’s an event.
The rewards are tangible. A well-planned communication campaign can…
Boost response rates. When employees understand the purpose of the survey and how their feedback will be used, they're much more likely to participate. Clear messaging, a strong hook, and multiple communication channels (email, intranet, team meetings), can help keep up the momentum.
Build trust and transparency. A compelling campaign can address concerns around trust head-on. Emphasise the anonymity of responses and clearly explain how the feedback will be used to make positive changes. When employees feel safe and heard, they'll be more willing to open up.
Improve data quality. Great insights begin with great data. Tailored communications can help elicit more thoughtful and accurate responses, while increasing the response rate. You’ll get a much more accurate picture of what your employees are thinking and feeling.
Increase employee engagement. Engagement – a measure of how your people feel about your organisation and how much they buy in to what you’re doing - is higher when they feel their voices are being heard. A structured communications campaign can support this by making people feel valued and involved in the process, leading to a more positive and productive work environment.
Create real change. The ultimate goal of any employee survey is to drive positive change. By communicating results and actions taken based on feedback, you show employees that their input matters. This reinforces the value of participation and encourages employees to take part in future surveys.
So, just like a well-planned event creates a great atmosphere, a communication campaign is a vital component to launching a successful employee survey. Once people understand how valuable taking part is, they’ll want to do the same next year, creating anticipation for future surveys. Focusing on how your survey is communicated is an investment in your employees, company culture, and future success.
How are you elevating your employee survey experience?
Want to discover how to bring your survey campaign to life and make listening in your organisation even better? Sign up for a 60-minute Survey Surgery session and explore the possibilities with one of our experts.
Rachy McKenzie
Head of Creative Strategy
