The second common question I receive from prospects and clients is how to communicate the information? When conducting an employee loyalty study, there are really three phases of the communication process.
1. Pre-survey. Communications would ideally start 2-4 weeks before the survey is launched and at a minimum, one week before the survey is launched. The communication should let the employees know the survey is coming, why they should fill it, how to fill it out, and how confidentiality will be maintained.
2. During survey. Obviously some sort of communication would go out informing the employees it is time to take the survey and the specific instructions on completing the survey. At least one reminder needs to be sent to the employees encouraging their participation. I usually like to send two, one about half way through the survey fielding and one a day or two before the survey is set to close.
3. Post-survey. This is the area I see most companies fall down. Most companies will send a communication shortly after the survey thanking employees and explaining the next steps in using the results. This is exactly what should happen. However, that is where the post-survey communication ends for most companies. Ideally, the communication would be on-going to let the employees know exactly what are the areas for improvement and how the changes are going to be implemented. Even if nothing has happened for a month or two, it is fine to send a communication explaining where things stand and when things will start-up again.
If the communication is done correctly, employees should feel very comfortable in completing the survey and I would bet more than half of the employees will respond and probably 60%-80% will respond. I have even had several clients achieve responses rates in the high 90% range and a couple at 100%.