Employee Engagement and Communication Research: Measurement, Strategy and Action

Overview

There's a well-known saying: what doesn't get measured doesn't get done. So it is no surprise that communicators, human resource and change managers recognize the need to measure and evaluate their work, particularly its worth to their organizations.

Susan Walker covers all the tools, strategy and action required to plan a research project or commission external research, whether a full scale employee survey or research focusing on a particular subject area such as ...

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Employee Engagement and Communication Research: Measurement, Strategy and Action

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Overview

There's a well-known saying: what doesn't get measured doesn't get done. So it is no surprise that communicators, human resource and change managers recognize the need to measure and evaluate their work, particularly its worth to their organizations.

Susan Walker covers all the tools, strategy and action required to plan a research project or commission external research, whether a full scale employee survey or research focusing on a particular subject area such as communication, engagement, change or corporate social responsibility. She guides readers toward defining their objectives; involving and communicating with employees; choosing a quantitative or qualitative approach; designing and developing questionnaires; maximizing response rates; interpreting the data effectively; turning the results into an organizational story and finally, developing and leading an action program for change. Throughout there is a focus on creating an effective business case and demonstrating value to the bottom line.

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Editorial Reviews

From the Publisher
"In this chaotic and breathtakingly changing world, I can't imagine how anyone could launch an internal communication effort without doing the sort of homework Susan recommends. Do yourself a favor and keep her book nearby for ready reference any time you need to know what employees really believe."
Roger D'Aprix, ABC and IABC Fellow (International Association of Business Communications)
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Product Details

  • ISBN-13: 9780749466824
  • Publisher: Kogan Page, Ltd
  • Publication date: 12/28/2012
  • Pages: 256
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.70 (d)

Meet the Author


Susan Walker
is a leading figure in communication measurement and employee research. Her background in internal communications — six years as internal communication manager with Thomson Holidays and research director and partner at MORI where she headed the communication and employee research practice for 15 years —allows her to interpret results and develop practical recommendations. Her contributions to the field have been recognized by Fellowship of the Institute of Internal Communication and she is an Accredited Business Communicator (IABC).

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Table of Contents


Acknowledgements 

Introduction 
Conversation 1: Sir Robert Worcester, pioneer of employee research 

Part 1: Measurement 

01 Defining your objectives 
Case study 1: BP Lubricants 
Case study 2: Virgin Atlantic 
Research from your desk 

02 Involving and communicating with employees 
Case study 3: State of Georgia Government, USA 

03 Data or discussion? 
Web surveys 
Paper-based postal or group self-completion surveys 
Face-to-face interviews 
Telephone 
Combining methodologies 
Conversation 2: Marc Wright, chairman, simply-communicate 

04 Qualitative techniques and methods 
Case study 4: Tetra Park 
How many groups/interviews are needed? 
Selecting the participants 
Organizing a suitable location 
Developing a topic guide 
Facilitating a meeting 
Projective techniques and exercises 
Interpreting and presenting the feedback 

05 Lies, damned lies and statistics 
Range of statistical tools 
Statistical reliability 
Valid samples 
Conversation 3: Sandra Macleod, group CEO, Echo Research 

06 Questionnaire development and design 
Conversation 4: Peter Hutton, founder of BrandEnergy Research 

07 Maximizing response rates 
Case study 5: International Transport Workers' Federation 
Other tips to stimulate response rates 

Part 2: Strategy 

08 Burning issues for your research to cover 
Engagement 
Case study 6: EDF Energy 
Communication 
Change 

09 Emerging issues 
Trust 
Relationships 
Innovation 
Case study 7: Can innovation be measured? 
Culture 
Values 
Customer service 
Reputation and brand image 
Sustainability and corporate social responsibility 
Mergers and acquisitions 
Conversation 5: Jenny Davenport, director, People in Business 

10 Understanding, interpreting and getting the most from your data 
Trends over time 
Perspective 
Understanding your audience 
Case study 8: The Civil Service in the UK F
inding the keys 
Issues insights Research models 
What they say… Interpretation 

11 Turning the results into the organizational story 
Content 
Approach 
Surprise 
Case study 9: BBC 

12 An international perspective 
China 
India 
Brazil 
Russia 
Nigeria 
Conversation 6: Barbara Gibson, intercultural communication consultant 

13 Making the business case 
Case study 10: Rentokil Initial 
Extensive research links with the business 
Organizational metrics 
Identify specific measures 
Conversation 7: Angela Sinickas, president of Sinickas Communications 

Part 3: Implementation 

14 Lights…Sound…Action! 

15 The six key stages 
Planning from the start 
Conversation 8: Kevin Murray, chairman of the Good Relations Group 

16 Putting the action plan in place 
What are the areas for action focus? 

17 Who is responsible for taking action? 
Who is driving the overall action plan forward? 
CEO and senior management team 
Division/location/country role 
Function and departmental role 
The line manager's role 
Who will be involved? 
Where is the support and advice? 

18 Translating action points into action implementation 

19 Keeping the research alive and well 
Case study 11: Aon Communicate, communicate, communicate 
20 What does the future hold? 
Stephen Welch, Hay Group 
Partick Kulesa, Towers Watson 
Simon Barrow, People in Business 
Mark Weiner, Prime Research 
Lou Williams, Lou Williams 
Companies Angela Baron, CIPD 
Nita Clarke, IPA and Engage for Success 
Case study 12: John Lewis Partnership 

Appendix 
Index

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