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You have probably heard about NPS as a metric for customer loyalty, but did you know that it can also be used to measure employer engagement?

Trustmary’s Talent Acquisition Specialist Adraina Agyei tells us how the HR-team at Trustmary uses Trustmary’s software, especially the NPS-survey tool, in Employer Branding and organizational development. This blog also includes instructions for setting up an eNPS automation.

Read the first part of this blog series, where Adraina talks about Employer Branding practices at Trustmary.

Adraina kertoo eNPS työkalusta

What Is Employee Net Promoter Score?

– Employee Net Promoter Score (eNPS) measures employee engagement and their satisfaction with the organization and its culture, Adraina sums up.

In practice, eNPS is a survey that presents the following question: How likely are you to recommend the organization / company as a workplace?

 The response is given on a scale from 0 to 10, where

  • those who give score 0-6 is a detractors (unsatisfied)
  • 7-8 passives, and
  • 9-10 promoters.

The final result is calculated by subtracting the percentage of detractors from the percentage of promoters. This gives a number between -100 and 100.

NPS asteikko

In addition to the rating, the same survey can present an open question to collect more information.

This helps with learning more about the employees’ opinions, but also enables the collection of positive feedback that can be utilized in employer branding.

What Is a Good eNPS result?

If 50% of your employees are promoters and 50% are detractors, your score would be 0.

Everything above that is already positive, and means that you have more satisfied employees than unsatisfied employees.

A good result, however, depends on your goals. Not a single company wants to have unhappy employees, even if it was a small number.

– At Trustmary, we consider a result over 70 eNPS points a good result, Adraina contrasts.

Trustmary’s eNPS measured from 2019 to 2022 is 76 in total. There have been over 400 responses over the years. A few have been passive or unsatisfied, but the vast majority have been promoters.

Sometimes the result can ebb and flow. For example, in April 2022 it was 93.

It would be important to have as many employees as possible to answer the survey. The most accurate image would be formed when all employees respond.

Trustmary’s response rate has typically been around 50%.

Why Should I Measure eNPS?

Adraina lists four reasons why every employer should regularly measure employee net promoter score.

1. Recognize Development Targets

Surveys can reveal things that have previously gone unnoticed.

– The surveys help us recognize what kind of development targets there are in the organization. Especially in growing companies it is extremely important to continuously follow how employees feel in the middle of constant change, Adraina highlights.

This allows us to tackle issues before they escalate to bigger problems.

2. You Know What Your Employees Really Think

A survey that you get each and every month via email, and which allows you to leave anonymous feedback, is an easy way to pour out your true feelings.

Without this arrangement, the employees would have to proactively bring feedback to the management’s attention. There is a much higher threshold to do that, and the management could remain oblivious to employees’ feelings altogether.

On the other hand, without feedback surveys you can’t get the positive feedback (=testimonials) either.

3. Easy Way to Engage Employees

Positive feedback and sharing it internally enhances solidarity and a community spirit. And that shows externally!

Additionally, sharing employees’ honest feedback externally sets realistic expectations for new candidates. When the expectations and reality meet during employment, the new employee also feels more committed to the team.

yhteishenki näkyy ulospäin

4. Utilize in Marketing and Recruitment

Like mentioned above, you should include an additional open question to your eNPS-survey. The employees have a chance to elaborate on why they have chosen a particular score.

In addition to feedback, the question offers a possibility to collect authentic public testimonials that can be used on the company’s website and social media.

Trustmary’s testimonial software enables a submission of written as well as video testimonials.

– Be open about processes like this. For example, we have mentioned the regular feedback surveys on our Talent Playbook, which is open for everyone to see on our website.

– The hard data can also be utilized in employer branding, much like customer satisfaction is advertised for future customers, Adraina points out.

Pro tip: communicate to your employees how valuable their testimonials are. This way you can get as many people as possible to submit public feedback.

työntekijöiden suosituksia

How to Start Measuring eNPS with Trustmary: 7 Steps

Now that you know the reasons, let’s get started.

This guide tells you how to create your own automatic Employee Net Promoter Score survey.

1. Log in to Trustmary

If you aren’t a Trustmary user yet, start a free trial or book a meeting, so we can get it sorted for you!

Navigate to app.trustmary.com.

Log in with your email address. You will be sent a one-time password that lets you enter the app.

2. Create New Survey

Search Forms tab on the left navigation bar.

Here you will see all surveys you have created. Above the list there are two tabs, Customer and Employee.

To create an eNPS-survey, click Employees. Next, Create survey.

Here you can see a template called Employee survey. You can change languages in the drop-down menu.

After choosing the desired language, proceed by clicking Create with template.

luo kysely

3. Edit the Survey (optional)

Now you can edit the layout, questions, and rules of the survey.

You can also use the template without any changes. It is a well-functioning survey that lets you collect feedback and testimonials.

The logic of the template:

  • First question is the NPS question, which is answered by clicking on a number. 
  • The second question is an open question that allows open feedback.
  • Third pade is the testimonial request and it only opens for those participants that have given a NPS 7-10. Here they can decide if they want to leave a public comment.
  • The last page is a thank you -page, that should be personalized for your organization. 

Pro tip: if you want to get both written and video testimonials, do this. Go to the testimonial request question, put your mouse over it, click Edit, and tick the box “Ask to record a video after text comment”.

muokkaa kyselyä

4. Send the Survey

Once the survey is complete, you can send it to your employees with various tactics. First, go to Collect responses tab in the editor view.

  1. Link: embed a link to your weekly newsletter.
  2. QR-code: showcase the code at the workplace.
  3. Email: send email to an email list or individual employee. You can also embed the first question to e.g. your email signature.
  4. Embed on website: you can embed the survey on your website, where anyone could access it anytime.

When you send the survey via email, you can choose an existing contact list or import contacts. Instructions for that in the next section.

Once you have chosen a contact list, formulate the title and the message, and maybe even the name of the sender.

lähetä kysely

5. Create A Contact List

When creating a new contact list, go to the Contacts tab on the left navigation bar. Choose Employee lists and click on Create new list.

In this view you can Import contacts of your employees.

The easiest way to collect eNPS is to import a list of all employees. You can also create separate lists according to your needs.

When you do this for the first time, it can take a while. But moving forward, you can use the existing lists with a click of a button.

6. Set Automation

Go to the Automations tab and click on Employees above the automation list.

Create a new automation by clicking on Create new. Name the automation and proceed to the editor view.

Click on the blue Create new trigger button. From the menu, choose Recurring trigger for contacts in lists.

Next you get to choose the list or lists that you want to include in the automation. You also set the starting date and repeat interval. You can choose intervals of one week, month, quarter, or year.

Next, Create new step. In the menu, select Send message.

Create a message by clicking on Create new message. A menu opens, and you can choose the survey that you want to use and a message template.

In the Choose survey drop-down menu you see all the employee surveys that you have created. Select the right one, and adjust the language if needed.

In Message template you can choose the message “Invitation to survey [survey name]”. When you save the settings, you get to edit the message and send a test email.

Finally, you need to publish the automation in the upper right corner of the page. Press on the Draft button, and select Publish now.

If you need to end the automation, click the same button and select Stop.

7. Monitor the Responses and Use Them

You find the survey answers on the Results tab, which is in the navigation bar above the survey editor view.

Examine the summary of results, the submitted reviews, individual responses, and individual respondents.

If the surveys reveal issues, don’t be afraid to tackle and fix them. 

Using the collected testimonials on your website is easy with our widgets. See ideas for using testimonials and instructions for using widgets.

Conclusion

Employee Net Promoter Score (eNPS) is a relative of the traditional NPS survey. Instead of customer loyalty, eNPS measures employee engagement and satisfaction

A regular eNPS survey for your employees should be implemented because: 

  1. It helps you identify improvement targets in your organization.
  2. You know what your employees think when they have a low threshold chance to give anonymous feedback.
  3. It is an easy way to engage existing employees and improve the community spirit.
  4. You can collect authentic public testimonials for marketing and recruitment purposes..

Trustmary is a tool for creating an automatic eNPS-survey, with which you can collect feedback and testimonials regularly. 

If you have already used NPS in customer satisfaction surveys, you already know the drill and can start measuring eNPS right away!

In case it is a new thing for you, book a meeting with us and let’s discuss the topic together.

Read the first part of this blog series, where Adraina talks about Employer Branding practices at Trustmary.

Further Reading:

These resources help you learn more about NPS and employee testimonials:

FAQ

What is eNPS?

Employee Net Promoter Score is a metric that indicates employee engagement and satisfaction. It is measured with a simple question “How likely are you to recommend the organization as a workplace?”, which the employee answers on a scale from 0 to 10.

What are the benefits of measuring eNPS?

Employee Net Promoter Score should be measured, because employee feedback helps you identify development needs in your organizations. Additionally, you can use the positive feedback in marketing and recruitment.