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Every company is unique, which means that every company has its unique goals and culture. Accordingly, there is no ‘one right way’ for a continuous dialogue with employees that works for all companies. It can be challenging for managers and HR professionals to find the right format for their company and answers to questions like: “Which questions should I ask my employees? How many in one survey? And how often should i do those surveys?”
In this article we list the 4 essential steps in the creation of continuous employee surveys that meet the needs of your organisation.


1. Define your goals

Before you can start thinking about which questions to ask, you need to be clear about the goals of your survey(s).
What do you want to achieve? What is the ideal end result of the survey or pulse check?
This could be anything from strengthening collaboration or customizing your company’s benefits up to improving general employee satisfaction or implementing holistic innovation management.


2. Know your stakeholders and their needs

As soon as your goals are defined, the next thing to focus on are the relevant stakeholders for your survey and their individual needs and interests. Apart from the industry you need to factor in whether your company has a works council, how the executive board, management and HR department are structured and what your employees’ interests are.
In this regard, you also need to think about which aspects, topics and goals are most important to the perspective stakeholders. This could be increased information transparency, enabling an open dialogue or having specific questions for leadership development.


3. Decide on topics and formats

The next step is setting up the survey structure and deciding on the right survey frequency.
Which questions to ask in what format depends mostly on your topics and the time frame: Are you working on deep topics with long-term goals or do you need pulse-checks for ongoing sentiment analysis? The frequency and format of your survey will also determine the number of questions in each survey.


4. Create your questions and surveys

When you have defined your goals, specified all stakeholders and framework conditions, it is finally time to create your questions. We usually recommend mixing operational and meta-level question. This means including questions that relate to ongoing projects and everyday work and combining them with more general questions on topics like collaboration, employer branding and employee satisfaction.