casestudies

re-positioning the employee survey in the Hillarys Group

Hillarys has been running employee survey projects for a number of years. The response rates had fallen sharply in 2002, to just 28%. Hillarys needed to re-launch the survey and re-position it amongst staff as a valid and useful feedback tool. We were was chosen (after a competitive tender) to take on the 2003 project.

We advised Hillarys on a communication and marketing strategy prior to the survey launch. We also conducted a number of employee focus groups to help define the topic range to be covered by the new survey. A key part of our creative work for the survey was to ensure that it felt 'new' but also included some previous core questions to allow us to measure internal trends.

The marketing advice we provided to Hillarys helped raise the final response rate to 75%. We provided detailed analysis for 4 major divisions of the business and for key departments within these divisions. For the first time, Hillarys was now able to take action to resolve issues at a very local level. We built on this success in 2004 when the survey was repeated and the response rate increased again to 82%.

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