Edelman unveils employee engagement tool

NEW YORK: Edelman has launched a research tool to measure employee engagement and behavior.

NEW YORK: Edelman has launched a research tool to measure employee engagement and behavior.

The product, called the Employee Engagement Connections Index, collects data through employee surveys, behavioral analysis, and activity such as social media conversations, feedback submitted to human resources departments, and customer satisfaction reports. The tool evaluates comments on social media platforms including Facebook, Twitter, and job review site Glassdoor.com.

The index allows for ongoing evaluation of employee engagement rather than retrospective analysis, said Christopher Hannegan, EVP and US leader of Edelman's employee engagement practice. Results of the index will be published on a virtual dashboard, which will include evaluation of engagement across geography, line of business, and type of employee.

Edelman developed the tool because many employee engagement measurement platforms in the marketplace were too lengthy, oversimplified, or focused solely on employee attitudes rather than driving changes in behavior, said Matt Norquist, EVP and global practice leader at Edelman Berland, the agency's research unit. The Employee Engagement Connections Index also eliminates much of the self-reporting bias that comes from basic surveys, he added.

“When employees are answering questions, they often default to more positive responses to look good on the survey,” he explained.

“When we looked at the other products out there, they all depended on employees answering questions rather than talking about behavior. There was no tool that validated that behavior,” Hannegan added.

The platform is also accessible via mobile devices.

Earlier this year, Edelman refocused its employee engagement practice after realizing clients were more often asking questions about content creation, storytelling, and engagement. The firm appointed Hannegan and Nick Howard, director in the London office, chairs of the practice in March.

The offering's approach is based on data from the 2012 Edelman Trust Barometer, which found that effective employee engagement can boost external reputation.

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