Creating the right Employee Engagement Survey

Employee advocacy success depends (amongst other things) on the ability to make employees feel heard. Therefore, frequently collecting employee feedback is an excellent strategy you can use within your employee advocacy program. It makes people feel valued and provides you, the employer, with valuable input from your workforce.

Setting up a purposeful employee survey

The key to survey success is surveying with purpose. Before you design the survey, answer this question: why am I doing this? Once you’ve determined your goal, concentrate your survey entirely on it. It will be much easier to convince people to take your survey if they understand what it’s for.

Focused surveys also allow for more efficient analysis. Carefully design and phrase questions and responses. Try to pre-fill as much as possible. Stay away from vague, generic questions because your response rate will suffer, and your output won’t be helpful.

When to survey your employee advocates or brand ambassadors

Within an employee advocacy or ambassador program we advise surveying at 3 different times:

1. At the beginning stage of the program

Almost every brand ambassador program or employee advocacy program starts with a limited number of “power ambassadors”: a small group of enthusiasts that feel confident to test it out. They are generally natural social media users who care about the company and the brand. Starting your employee advocacy program with a selection of employees and then surveying them will help you evaluate your program and rethink it if needed — before you scale up.

2. When the percentage of ‘active’ ambassadors starts decreasing

Sometimes the initial success of employee advocacy or brand ambassador programs decreases over time. Employees stop sharing or share less frequently for some reason. If you don’t know the exact cause of the lowering interest, it is impossible to solve it. However, a survey can help you determine the reasons behind it and provide you with insights to steer your program in the right direction. By the way, if you see that motivation levels are low, there are employee engagement activities you can try.

3. Before the start of the program

It’s a good idea to survey your employees before starting an employee advocacy program. You’ll see who is interested in joining and who wants to share company content on their social networks. Also, a survey can help you figure out what kind of content they would like to share. And you could use it to provide options to co-create (for example, you could ask them to come up with a good name for the program.) Co-creating with employees benefits the program in the end.

A considerable part of any employee advocacy program is giving employees a voice and increasing their engagement. Figuring what your employees need is vital to keeping them engaged.

Sample questions to use for your employee ambassador survey

Here a few example questions to help you set up a survey to your employee ambassadors.

Do you already use social media in your private life?

Yes, daily — yes, weekly — yes, monthly — no

What do you think of the content we provide?

Bad — Could be better — Average — Good — Very good — Excellent

Why don’t you share the content we provide in our campaigns?

I don’t see the advantages of the program — I don’t know how to share — The content in the campaign mail is not persuasive enough — I don’t think the content is relevant/interesting — The content is too repetitive — The content is not presented nicely or not attractive enough to share — I need more motivation to share.

How Social Seeder supports surveys and polls

Surveys provide valuable insights about your employee advocacy program or your ambassador program, yourself as an employer, and how you treat your workforce. That’s why Social Seeder integrates with SurveyAnyplace. SurveyAnyplace helps you create surveys, quizzes, and assessments that return personalized advice.

CEO of Social Seeder. Our mission is to help build meaningful companies through an increased brand pride and employee engagement among the workforce.