All you need to know about employee surveys

What's an employee survey?

A classic employee survey is a systematic approach to gathering feedback from an organisation's employees. It’s conducted either for a specific reason or as part of a regular cycle​ (Müller, Kempen, & Straatmann, 2021)​1. 

This means employee surveys either provide targeted insights to address specific issues or support ongoing organisational and employee development.

Key functions of an employee survey

Employee surveys serve multiple purposes that often overlap. They can be used to assess the current situation, evaluate planned changes, or track the progress of previously implemented measures (Bungard, Müller, & Niethammer, 2007).

Analysis function of employee surveys

The analysis function of employee surveys involves systematically gathering and evaluating information about an organisation's current state.

This function includes several key aspects:

1. Strengths-weaknesses analysis: Employee surveys help identify an organisation's strengths and areas for improvement. Feedback highlights where the organisation excels and where changes are needed.
2. Inventory: Surveys capture the current state of various organisational aspects, from overall workplace atmosphere to the efficiency of specific processes.
3. Needs assessment in projects: They help pinpoint resource, training, or support needs for ongoing or planned projects.
4. Problem analysis: When challenges arise, surveys provide detailed insights and employee perspectives to develop effective solutions.

Evaluation function of employee surveys

The evaluation function of employee surveys checks and assesses the effectiveness of changes and developments within an organisation.

1. Review of changes: Employee surveys assess the impact of introduced changes, such as new processes, technologies, or organisational restructuring.
2. Corporate transformations: For major changes like mergers, acquisitions, or reorganisations, surveys offer insights into employee perceptions and acceptance of these measures.
3. Continuous improvement: Evaluation survey results provide ongoing feedback, helping the organisation plan and implement improvement measures effectively.

Control function of employee surveys

The control function of employee surveys involves monitoring the implementation of measures and changes in behaviour within an organisation.

1. Monitoring the implementation of measures: Employee surveys check whether introduced measures are being implemented.
2. Tracking targets: Surveys enable the organisation to assess whether set objectives have been achieved and expected outcomes realised.
3. Corrective measures: Results help identify and implement corrective actions to ensure desired changes are sustainably embedded.

You may have noticed that employee surveys aim for more than just boosting productivity and quality. Their main goal is to involve employees continuously in the improvement process. This fosters a culture of co-creation and demonstrates interest in the workforce, which in turn enhances commitment (ESGVOLUTION, 2023).²

With Pulse Feedback, your employee surveys truly make an impact!

1. Regular surveys
2. Transparent feedback
3. Concrete actions and results for everyone

Find out more about how it works!

Run employee surveys with Pulse Feedback

Goals of an employee survey

As early as the 1930s, organisations conducted employee surveys to pre-empt trade union intervention by taking proactive measures.² Today, the focus has shifted from controlling trade unions to boosting employee motivation and ensuring long-term retention. Why?

Because motivated employees propel an organisation forward! They show commitment:

• to their own work
• to teamwork and organisational collaboration
• to actions representing the organisation externally

In numbers, motivated employees have 81% fewer absences, are 18% more productive in sales, and deliver 23% higher profitability on average.²

The problem: Despite the long-standing use of employee surveys to boost satisfaction and engagement, many organisations still believe they can simply hire engaged employees.

However, experience shows that true, lasting engagement isn’t something you can ‘hire’—it must be built and nurtured within the organisation. When employees aren’t involved in developments or fail to connect with the organisation or its changes, commitment can quickly decline. This leads to lower satisfaction and strained collaboration.

Even motivational initiatives and transparent top-down communication sometimes fall short of uncovering the real drivers and barriers to employee commitment.

This is where employee surveys come in. These surveys are powerful tools for gathering feedback, improving working conditions, and fostering a positive organisational culture. Their key objectives include boosting motivation, enhancing satisfaction and retention, identifying improvement areas, and promoting a culture of open communication.

Boosting employee motivation

Employee motivation is vital for an organisation's productivity and success. Employee surveys help identify individual needs and key motivational factors. For instance, surveys can reveal which aspects of daily work employees value most and which areas they find demotivating. This insight enables targeted actions to boost motivation, such as implementing recognition programmes, offering flexible working models, or introducing career development plans.

Enhancing employee satisfaction and loyalty

Employee satisfaction and loyalty are closely linked. A higher level of satisfaction often leads to greater loyalty and thus to an up to 51% lower fluctuation rate (Gallup Inc, 2024)​.³

Employee surveys make it easy to identify key factors driving satisfaction in your organisation, such as working conditions, pay, leadership, and development opportunities. Using the results, you can implement measures to improve areas like working conditions, work-life balance, or training programmes.

Identifying areas for improvement

To drive sustainable improvements, it's essential to first identify existing weaknesses. Employee surveys provide a valuable foundation of data for this purpose. By asking detailed questions, you can pinpoint specific areas that need attention, such as inefficient processes, insufficient resources, or poor communication.

The data collected allows for the development and prioritisation of specific measures to systematically address identified weaknesses.

Fostering an open communication culture

An open communication culture is key to building trust and cooperation within an organisation. At Pulse Feedback, we believe employee surveys should only be anonymous in exceptional cases. Conducting surveys shows employees that their opinions matter and are valued, fostering a culture of open feedback over time.

Survey results should be shared transparently to enable the development of bottom-up measures. This approach builds trust and strengthens the organisation’s communication culture.

Benefits of employee surveys

Employee surveys provide valuable benefits for companies. They help identify issues early, guide strategic decisions, boost productivity and efficiency, and strengthen corporate culture.

Early detection of problems

Regular employee surveys help uncover and address potential issues early, preventing them from escalating into serious problems. Identifying dissatisfaction early enables companies to initiate changes before it leads to higher turnover or reduced productivity. Regular surveys put organisations in a stronger position to detect and address issues promptly​ (IBM Corporation, 2017).⁴

Assistance in making strategic decisions.

Employee surveys offer valuable data that can inform strategic planning and decision-making. The close connection to operational work is particularly crucial for strategic choices. Organisations that integrate employee feedback into their planning make more informed decisions, thereby enhancing their competitiveness (De Smet, Hewes, & Weiss, 2020)​.⁵

Boosting productivity and efficiency

Employee surveys help identify and optimise inefficient processes and work methods. Specific improvement suggestions from operational work are more easily accepted during a change process and implemented more quickly in daily operations.³

With Pulse Feedback, your employee surveys have a real impact!

1. Regular surveys
2. transparent feedback
3. Concrete actions and results for all

Find out more about how it works!

Run employee surveys with Pulse Feedback

Types of employee survey

‘One size fits all’ is rarely the case, and this applies to employee surveys as well. Below, you'll find key differences between surveys, along with the advantages and disadvantages of these unique features.

Anonymous employee survey: Yes or no?

We believe not. Many companies choose to conduct surveys anonymously, claiming it encourages more openness in responses and allows employees to express their true opinions.

The theory: We uncover what people truly think. But is that really the case? The assumption that anonymity leads to more open feedback is only partly true. In fact, anonymous surveys can have side effects that negatively affect feedback behaviour. Anonymity can reinforce the belief that providing honest feedback is risky.

Anonymous or not?

We explore this topic in more detail in the following article:

‘Employee surveys must be anonymous. Right?’

Read article

Quantitative vs. qualitative employee survey

While quantitative data is easier to collect and analyse, it offers limited insight into the reasons behind the ratings. As a result, valuable information is missed. Qualitative feedback, such as free-text comments, provides a richer source for identifying underlying causes. The more employees write, the more actionable the feedback becomes.

Regular vs. ad hoc employee surveys

Employee surveys can be categorised based on their frequency.

• One-off surveys: These are conducted only once, often triggered by a specific event such as a company merger. They provide a snapshot of the current situation.
• Regular surveys: These surveys are conducted at fixed intervals, such as annually, and are designed to compare and assess changes and the impact of actions over time.
• Pulse surveys or pulse checks: These surveys are carried out at short intervals, both in small teams and company-wide. They help identify rapid changes in key areas, such as a sudden drop in employee motivation in a specific department, allowing for early intervention.
• Continuous surveys: In these surveys, employees can provide ongoing feedback on specific topics. A typical example is a platform where sales employees can continuously share observations and insights about customers and competitors.

There is no universally ideal frequency for surveys. Whether quarterly pulse surveys or more comprehensive formal surveys every six months are more suitable depends on your company's specific objectives and current situation (Netigate Deutschland GmbH, 2023).⁶

We are strong advocates of pulse surveys. In our view, conducting a survey only once a year or reactively is too infrequent to effectively learn and build on the insights gained. However, if your organisation doesn't implement the results before the next survey, conducting another one is pointless. The risk here is survey fatigue from too many surveys.⁶

Digital vs. analogue

Paper surveys, or analogue employee surveys, are becoming increasingly rare. They are still useful when part or all of the workforce cannot be reached online. Hybrid surveys, combining both paper and digital formats, are particularly effective in achieving higher response rates. On the other hand, fully digital employee surveys offer the clear advantage of allowing employees to participate from anywhere—whether remotely, at a different office location, or working from home. Not surprisingly, studies show that online employee surveys typically achieve significantly higher response rates than paper surveys (Pfaff, 2024)​. ⁷

Top-down vs. Bottom-up

Employee surveys are meant to focus on employees and should therefore be bottom-up, right? Unfortunately, that's not always the case. In practice, topics are often defined top-down, and the results and improvement measures are also communicated and decided in a top-down manner after the survey. This approach can make employees feel that the survey leads nowhere. The solution is bottom-up employee surveys. Rather than just measuring the status quo, these surveys aim to foster employee ownership and create a culture of continuous learning and improvement.

Bottom-up or top-down?

We have outlined the advantages and disadvantages of both options in this article.

Read article

A brief overview of the survey process

Who knows employees' needs best? They do! Companies gain the most when employees are actively involved in the survey process. Here are 6 steps to conducting a successful employee survey.

You may find the following article particularly helpful, where we explain the employee survey in 6 steps. Read the article here. You can also use it as a practical guide if you're looking to start implementing it right away.

The steps of an employee survey summarised:

1. Determine objectives: Clearly define the goals you want to achieve with the survey. Tip: Be specific about your objectives and decide in advance how success will be measured, so you can assess the results later.
2. Determine the setup: Before creating the questions, decide on the survey's structure, including its frequency, duration, and target participants.
3. Define topics and questions: Ensure the survey topics align with your objectives. For example, if the goal is to "increase engagement," focus on areas like collaboration, leadership, job content, and satisfaction. Then, develop relevant questions for each topic.
4. Plan the implementation: Decide whether you will conduct the survey internally or hire an external agency to manage it.
5. Prepare for implementation: Inform key stakeholders—such as HR, managers, or staff representatives—about the survey. Ideally, involve them once the survey concept is finalised.
6. Launch the employee survey: Start the survey by sending out communications, such as introductory emails and invitations. During the survey, it’s helpful to support teams and ensure smooth participation.

And after that? Now the real work begins! Once the employee survey is completed, it's crucial for all employees to engage with the results and work together to drive change.

Best practices for successful employee surveys

There are established procedures for conducting employee surveys that can help ensure their success. The following principles can serve as a helpful guide.

1. Regularity and continuity

Regular employee surveys are essential for gathering long-term, actionable data and tracking the development of employee satisfaction and loyalty. We recommend conducting surveys quarterly to identify trends and address changes promptly.

2. Openness and trust

Openness and trust are crucial to the success of employee surveys. Instead of anonymous surveys, a corporate culture should be promoted in which employees can express their opinions openly and honestly without fear of negative consequences. This requires transparent communication and a corporate culture that sees criticism and feedback as an opportunity for improvement.

3. Involving employees in the implementation

A successful employee survey goes beyond data collection. It's vital that feedback is turned into concrete actions. Employees should be involved in finding solutions to ensure the measures are relevant and practical. This can be done through workshops, feedback sessions, and working groups. Ongoing employee involvement in this process fosters engagement and acceptance of the actions taken.

Conclusion: How to Conduct a Successful Employee Survey

Employee surveys are much more than just a simple tool for collecting data. They form the foundation of a dynamic corporate culture where the opinions and needs of employees are valued. Through regular and systematic surveys, you can not only increase employee satisfaction and motivation but also implement targeted measures to improve working conditions and processes.

The successful implementation and consistent use of employee surveys require commitment and a willingness to change at all levels of the organisation. The effort is worthwhile: companies that involve their employees and take their feedback seriously foster a positive and productive work environment, which contributes to their long-term success.

With Pulse Feedback, your employee surveys really make a difference!

1. Regular surveys
2. transparent feedback
3. Concrete actions and results for all

Find out more about how it works!

Run employee surveys with Pulse Feedback

Bibliography

1. ​​Bungard, W., Müller, K., & Niethammer, C. (2007). Mitarbeiterbefragung - was dann...? MAB und Folgeprozesse erfolgreich gestalten. Springer.
2. ​De Smet, A., Hewes, C., & Weiss, L. (9. September 2020). https://www.mckinsey.com/. Von https://www.mckinsey.com/capabilities/people-and-organizational-performance/our-insights/for-smarter-decisions-empower-your-employees abgerufen
3. ​ESGVOLUTION. (19. August 2023). Von https://www.esgvolution.com/de/wissen/soziales/mitarbeiterbefragung/#4 abgerufen
4. ​Gallup Inc. (2024). https://www.gallup.com/. Von https://www.gallup.com/workplace/349484/state-of-the-global-workplace.aspx abgerufen
5. ​IBM Corporation. (2017). https://www.ibm.com/. Von https://www.ibm.com/downloads/cas/0O6GXMQE#:~:text=URL%3A%20https%3A%2F%2Fwww.ibm.com%2Fdownloads%2Fcas%2F0O6GXMQE%0AVisible%3A%200%25%20 abgerufen
6. ​Müller, K., Kempen, R., & Straatmann, T. (2021). Mitarbeiterbefragung: Organisationales Feedback wirksam gestalten. Hogrefe Verla.
7. ​Netigate Deutschland GmbH. (12. Mai 2023). https://www.netigate.net/. Von https://www.netigate.net/de/articles/human-resources/wie-oft-sollte-ich-eine-mitarbeiterbefragung-durchfuehren/ abgerufen
8. ​Pfaff, I. (7. Mai 2024). https://www.greatplacetowork.de/. Von https://www.greatplacetowork.de/events-and-great-blog/blog/wie-hoch-sollte-die-ruecklaufquote-bei-einer-mitarbeiterbefragung-sein/ abgerufen