I know a lot of practitioners struggle to measure the impact of their employee experience efforts. But it doesn’t need to be this way. In this blog I’m going to de-mystify measurement and show you how you can ensure you demonstrate the value of the work you do.
Let’s start by looking at the different levels of evaluation, typically evaluation falls into the following categories:
Process Evaluation
This is an assessment of employee perceptions. It focuses on the perception of their experience, whether or not it was positive. Examples of process questions could include:
- The EX-workshop was a good use of my time
- My performance management conversation was a positive experience
- My manager did a good job of answering any questions arising
Process evaluation is often used to measure impact e.g. the ‘happy sheet’ at the end of a training session. It’s useful insight but is only part of the picture
Impact Evaluation
This measures the immediate effects of a EX activity. Impact evaluation tends to look at areas such as employee understanding, buy-in and commitment to activities or plans. Examples of impact questions include:
- I understand the contribution I make
- I intend to be working here in 12 months’ time
- I believe in our company purpose
These sorts of measures are used less but are important to understand the immediate impact your EX-activity has.
Outcome Evaluation
This measures the longer-term impact of EX activities on desired organisational outcomes. Outcome evaluation tends to look at behavioural outcomes, or business outcomes you are looking to impact via your EX-focus. Examples of outcome measures include:
- Reduction in employee attrition
- Increase in productivity
- Increases in employee referrals
These are the least common assessment of EX activity but undoubtedly the most powerful to demonstrate value.
When thinking about how you will measure you EX efforts you also need to consider the approach and methodology you will use. It is not always necessary to run a full-scale quantitative evaluation programme such as a survey – sometimes qualitative methods are the right answer. The research methods you use will depend on what is being measured.
A good place to start when designing your measurement plan is to go back to the original goals and outcomes of your EX-activity. Understanding the change we wish to see as a result of EX activity helps to focus on what we should then measure. The goals and outcomes you have set should define how you will measure the work you are do and demonstrate the value you add. If you are struggling to define how you will measure your goals and outcomes they are probably not tangible enough. With good goals and outcomes it is usually clear how you will measure them and demonstrate you have achieved them.
I’m going to share a simple example measurement plan to help bring these points to life:
Example measurement plan
You wish to improve the EX of your on-boarding process. Your measurement plan might look like this:
Objective – to ensure a positive on-boarding experience which delivers a reduction in employee turnover within the first six months of tenure
Process Measures:
- On-boarding activities were a good use of my time
- I enjoyed my on-boarding
- My on-boarding was a positive experience
Impact measures:
- I intend to still be working here in twelve months’ time
- Based on my experience of my first six months I would recommend this as a great place to work to others
Outcomes measures:
- Reduction of employee turnover during the first six months of tenure by 18%
I hope this was helpful, would love to hear what you think. If you’d like to chat through how to measure your impact and demonstrate value I’d love to hear from you.
