Communication toolkit

A successful employee survey does not start with the questionnaire, but with good communication.

If your colleagues understand why the survey is being done, how it works and what happens with it, it increases the chances of a high response rate and valuable insights.

In this toolkit we explain what to look out for in communication before, during and after the survey. In the communication kit, you will find templates and resources you can use in your communication.

Download the communication kit

1. Before the survey

Pre-survey communication is perhaps the most important. This is the time to include employees and managers in the why of the survey. Explain that the survey is part of your journey with Great Place To Work and that everyone's feedback helps build a better workplace together.

A clear explanation of the survey's design, purpose and confidentiality helps build trust. But just as important is building support. When employees understand what the survey will accomplish and feel taken seriously, they are more likely to participate.

Managers play an important role in this: if they actively support the survey and propagate its importance within their team, it is contagious. So it is important to keep them well informed and involved as well.

Strong communication beforehand provides a good basis: people feel heard, know what is expected of them and are more willing to share their opinions.

What you'll find in the communication kit

Standard announcement copy Trust Index - You can use this text (as a basis) in your communication about the announcement of the Trust Index.

Digital poster announcement Trust Index - You can distribute or print this poster digitally and put it up in different places to announce the survey.
Information for respondents - You can share this link with information and answers to frequently asked questions with your employees.
Explanation video term management - You can share this video with your employees.
Presentation for managers - You can use this presentation to explain to managers the role they play in the process.

Tips for this phase

Explain why you are doing this survey. Tell what the purpose of the survey is and how it fits with your broader ambitions as an organization. Is it about growing as an employer, gaining more insight into job happiness or working on your culture? If employees understand the "why", they are more likely to feel engaged.

Make the benefits clear to your employees. Emphasize that the survey is about making their voices heard. Their feedback helps make your organization an even better place to work. This increases support and motivates people to participate.
Emphasize that the survey is confidential. Explain that the survey is confidential and that there are no right or wrong answers. Employees need to feel safe to be honest. Transparency about this builds trust.
Explain the term "managament". In the survey, you frequently encounter the term "management". By this we mean anyone with a managerial role in the organization. This is because the purpose of the Trust Index is not to judge managers, but to measure the trust between employees with and without a managerial role.
Actively involve managers in communication. Make sure managers are well informed and endorse the importance of the survey. If they talk about it positively in their team, it will be contagious. Give managers tools to have the conversation about it.
Provide insight into the planning and follow-up steps. Let people know when the results will be shared and how you will work together afterwards. The survey is not a one-time action, but the beginning of a joint improvement. This shows that feedback really counts.
Use established communication channels. Spread your message through channels that employees already know and use, such as the intranet, a newsletter or team meetings. This way you increase the chance of reaching everyone.
Repeat your message on multiple occasions. A one-time announcement is not enough. Remind employees about the survey in a friendly way, such as midterm or just before the deadline.

Kickstart your journey

Let our Culture Coaches introduce you to the world of Great Place To Work even before you start the Trust Index.

Kick-off presentation. A kick-off presentation gives you a clear understanding of the Great Place To Work journey. This presentation is focused on enthusing, creating support and clarifying the role of leaders in the process.
Kick-off workshop. Need more tools? After the workshop, a common goal is set and a crystal clear plan of approach is drawn up.

Schedule an introduction Learn more

2. During the survey

Once the survey is live, it is important to continue to motivate employees to participate. For example, send a friendly reminder, share responses in the interim or ask managers to raise the topic in team meetings.

Make sure the survey remains visible, for example through the intranet, newsletters or screens in the office. A positive, energetic tone helps: the survey is not an obligation, but an opportunity to grow together.

What you'll find in the communication kit

Digital poster reminder Trust Index - You can distribute or print this poster digitally and hang it in different places to remind your employees about the survey.

Tips for this phase

Keep the survey visible and positive. Make sure the survey stays top-of-mind. Remind employees in a friendly way that they can still participate. Use recognizable communication channels and creative forms, such as a short video, a vlog, posters or a personal message from management.

Let managers lead by example. Ask managers to mention the survey in team meetings and actively encourage their team to participate. A simple phrase like "I've already filled it out, have you?" makes all the difference. Their enthusiasm is often contagious.
Make participation attractive - while maintaining confidentiality. If you notice that the response rate is lagging, you can give the survey an extra boost. For example, make it fun with a joint participation campaign by team or department. Just make sure this never compromises confidentiality. Avoid actions where you can see exactly who did or did not participate.
Show that participation matters. Reiterate the importance of the survey: this is the time for employees to make their voices heard. Give interim updates on the response, for example, to reinforce the sense of togetherness.
Use ambassadors. Ask a few enthusiastic colleagues or managers to draw attention to the survey. A personal call from a colleague often works better than a general email.

3. After the survey

Communication is also essential after the survey. Thank employees for their participation and let them know what the next steps are. Once the results are in, share the most important insights in a transparent way.

Employees do not need to see an action plan immediately, but they do want to know that something is really being done with their feedback. By communicating this well, you increase trust in the process and prepare the organization for the next step: working together on improvement.

What you'll find in the communication kit

Standard thank you copy - You can use this text (as a basis) in your communication to thank your co-workers for their feedback.
Digital poster after the survey - You can distribute or print this poster digitally and hang it in different places to thank your colleagues.
Digital fill-in poster for the results - You can fill in the most important results of the Trust Index on this poster.

Tips for this phase

Tips for post-survey communication:

Share results in an open and secure manner. Present the main results of the survey in a way that ensures confidentiality. Do not share results at the team level if there are too few respondents there, and mention that all data was collected confidentially. This keeps it safe to remain honest in the future.
Share insights, not judgments. Bring the results factually and neutrally, without drawing immediate conclusions or actions. Highlight what insights you have gleaned from the data so far, and that there is room to explore them further together. In this way, you invite employees to engage in conversation rather than discussion.
Give employees space to ask questions. Schedule a time (or several) when employees can ask questions about the results and what's next. This way you create clarity and show that you are open to their perspective.
Make sure everyone has access to the information. Not everyone is always present at a feedback moment. Share the presentation, results and next steps afterwards via intranet, e-mail or a recorded video. This keeps everyone hooked.
Communicate clearly what the next steps are. Explain what the next steps are, who is responsible for what and when employees can expect something next. Transparency about the process shows that something is really being done with the feedback.
Share the response. Let it be known how many employees completed the survey. This gives insight into how representative the results are and shows employees that their input is part of a broader voice.
Thank employees again. After the survey is completed, it is important to thank your employees because they put time and energy into it. This shows that you value the employee voice. Thanking them can be done in several ways. You can do it in person, through an e-mail, with a card or with a small gift.

The next step: getting started with the results

The results of the Trust Index are in. This begins the most important phase of the process: follow-up. So, what’s the best way to approach this next step?

To help you on your way in this phase, we have created a workbook with best practices from other organizations and a step-by-step plan to get started with your results.

Download the workbook