Cultivate employee advocacy not employee satisfaction

Cultivate employee advocacy not employee satisfaction

Cultivate employee advocacy, not employee satisfaction

Cultivate employee advocacy, not employee satisfaction

Employees who say they are “satisfied” may or may not feel engaged. Satisfied employees come to work every day, put in their time, and may even enjoy themselves, but they aren’t always willing to go the extra mile.

Cultivate employee advocacy not employee satisfaction

There’s no doubt that companies can benefit from workplace surveys and questionnaires

A much better measure of engagement is how likely employees are to recommend their workplace to a family member or friend, a metric known as Employee Net Promoter Score (eNPS). Basically it is built on one single question distributed through an online survey where employees answer how likely they would be to recommend their employer as a workplace on a scale from zero to ten.

How likely is it that you would recommend your employer to a friend or acquaintance?

In conformity with the Net Promoter Score (NPS), the answers are then divided into three categories:

  • 0-6 = ”Critics” or “Detractors”
  • 7-8 = ”Passives”
  • 9-10 = ”Ambassadors” or “Promoters”

It is easy to execute and easy for employees to understand. This can potentially bring down the time and investments required in employee surveys and still provide the management with relatively good information about how employees perceive the workplace – whether they are willing to act as advocates for the company.

Just as NPS gathers regular, direct feedback from customers, eNPS gathers regular, direct feedback from employees, enabling managers to take action to boost engagement and advocacy.

No point in cutting corners

But the eNPS is by no means a comprehensive way to measure employee engagement. Instead, it serves as a useful metric to track at a regular frequency over time.

There are many studies that draw a connection between employee engagement and customer engagement:

When organizations successfully engage their customers and their employees, they experience a 240% boost in performance related business outcomes compared with an organization with neither engaged employees nor engaged customers

Therefore, when companies pair eNPS with NPS, they have two powerful metrics to track, understand and strengthen.

Sending the survey is only the first step

But, like with all surveys, sending the survey is only the first step. What happens after is what has the power to improve a companies eNPS, employee engagement and company culture going forward.

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About The Author

Torben Rick

Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement, development and change management. International experience from management positions in Denmark, Germany and Switzerland.

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