The Use of Surveys in Strategy Alignment

Survey Purpose. Employee surveys are viable tools for gathering information from employees and also for sending a message to employees. This two-way communication is especially useful for organizations that have articulated a very specific set of characteristics and practices it hopes to instill in the organization, and where the aim is to align culture, competencies and practices with business strategy.

The purpose of the survey is to measure employee perceptions and attitudes AND to teach employees about new organization expectations and create a common language for dialogue about business strategy. The choice of issues and questions covered in the survey sends a message to employees about what's important to the success of the organization. And sharing survey results provides a platform for dialogue between employees and leadership concerning the key elements of the strategy, employee receptivity to new strategic directions, and employee willingness to partner in achieving these organization objectives.

Content Focus. The focus of this type of employee survey goes beyond item content related to being the preferred place to work and expands to issues concerned with being a highly effective organization. Content includes topic areas such as:

• Organizational competencies
• Process engineering
• Responsiveness to customer issues
• Real-time information sharing
• Autonomy vs. interdependence

Measurement Focus. The focus of the survey measurement process also shifts from treating the employee as a customer or observer to treating the employee as a strategic partner and change agent. The process of measurement becomes more dynamic, similar to the Baldrige notion of "Approach, Deployment and Results." The emphasis is on answering such questions as:

• Do individuals and the people they work with have a clear understanding of and commitment to the direction and approaches that leadership has chosen?
• Are management and employees equipped with the knowledge, skills and resources to carry out the organization strategy?
• Does the organization have the work processes and structural integration to achieve the strategy?
• Do employees see the evidence of success early on and as the strategy is fully implemented?

This approach to employee surveying isn't appropriate for everyone. The power of this alternative use of surveys comes from combining measurement and feedback with change techniques and the focus on business strategy. As a result, this approach is most appropriate for organizations that have compelling and sustainable visions, values and strategies. However, if your organization fits this mold, then an employee survey with a focus on strategy alignment can be a critical tool in achieving organization alignment around new strategic directions.

Related Topics:

• Employee/Climate Surveys
• Focus of Successful Surveys
• In-Depth Analyses