Companies often ask us for advice about how to message their staff survey: How should we frame the initiative? How do we get people interested? What practical information do we need to share?
Earlier in the year, we worked with KHDA to measure staff happiness. The Knowledge and Human Development Authority (KHDA) is the educational quality assurance and regulatory authority of the Government of Dubai. The short video they sent to their employees in June is a really good example of how to do it well.
KHDA are happy for you to see for yourself:
As well as using a really engaging video format, the message communicates three things really clearly:
1) What and when
The message begins by positioning the survey as part of a wider happiness initiative at KHDA. It informs employees they should expect an email invite to the survey and makes it clear that they have a set time-frame to respond.
2) Why do it
The message does a good job at anticipating reasons why employees won’t do the survey - “It takes no more than ten minutes” and provides a personal incentive for doing so - “you will immediately get your own detailed happiness report”. KHDA also make it clear that completing the survey will generate important information about the organisation as a whole, which employees will get to see.
3) What will happen next
KHDA do not leave the ‘what next?’ to the employee’s imagination. They share the wider plan of action after the survey results have been released, giving dates and detail about the series of events to follow. Being specific about the next steps reinforces to staff how important their experiences are to the direction the organisation takes.
Whether by video, email or the company’s intranet page, you can use this model to design your first communication with employees about the survey.