Lessons from Old Mutual Group Cultural Values Assessment 2011: Employee Participation Initiatives
The Old Mutual Group decided to run the Barrett Survey in 2010. This was a change from measuring employee engagement to measuring Culture and Values and was the right step for the company at this point. Engagement surveys had been run for several years with decreasing response rates. In 2009 this had dropped to a low of 51%. There were a number of elements which drove a response rate of 70% when the survey closed. This document will look at what OMG did to drive up response rates.
1) Choice of Brand for the Survey - The Barrett Culture and Values implementation team had a focus on communication. The internal communication expert on the team suggested several logos and designs and in the end a colourful logo of cut out people joining hands was selected. This proved to be a good selection. It was fun; it was bright and happy and seemed to have universal appeal. The logo was used on all communications, emails, and reminders across the group.
2) HR and Communication Team Collaboration - The project team met every week or two weeks to ensure the smooth implementation of the survey. They in turn worked with their own internal group company communications group and local implementation teams. The link between HR and communication in each local Business Unit was key as it ensured:
a) Group messaging was coordinated and similar.
b) Communication experts could ensure that every local business opportunity was used to highlight the survey – these included town-wide meetings, emails, magazines, intranet, e-zines, posters, etc. And of course interpersonal communication.
3) Interest and Curiosity from the Top - Pilot surveys were run with each local Business Unit ExCo prior to the group wide survey. This was a very powerful mechanism as it ensured that all members of the Business Unit ExCo’s had experienced the survey, experienced the results feedback, and had personally bought into the process. This meant that the ExCo teams in each Business Unit were supporters of the process and would be able to personally endorse it or encourage participation.
4) Group CEO Communication - The survey was endorsed by the Group CEO. With the help of Group Communications, the Group CEO was videoed introducing the survey and giving his view on the importance of the survey and a commitment to responding to the results. This video was used by all group companies and was also available on the intranet. This public endorsement together with the fact that any subsequent communications from the Group CEO repeated and restated this commitment was vital to the success of the survey and the strong response.
5) Local Senior Sponsorship - This commitment was echoed by all the Group company CEO’s and ExCo’s. In each Group Company, the CEO came out with strong committed messaging urging people to participate and stressing the importance of their view and how vital the feedback was to the company. Each CEO used their own unique method of communicating but all had the strong central theme and the logo. The role of internal communications across the group was vital as they ensured that every opportunity was taken to communicate and reinforce the message.
6) Link to the Vision - The survey was strongly aligned to the new Group Vision and Strategy which had recently launched. The survey was an explicit sign of the change that was embodied in the new vision.
7) Business Culture Leads/Change Champions - Internal communications across the group followed an overall plan but customised the plan to fit with their group’s communication opportunities and methods. In some of the big companies there were internet sites developed to ask questions and to get basic information. In other companies, staff meetings were used to highlight the survey and answer questions. In at least two of the companies, designated culture leads helped to draw attention to and answer questions about the survey. Culture leads are notable because they are not HR staff but designated managers within an area with a particular additional role to concern themselves with culture and change. These people are in a unique position as they know the staff of the area well and can take opportunities as they arise in meetings or at someone’s desk to talk about and ‘market’ the survey and its importance.
8) Treats - Once the survey began the usual methods of attraction were used such as earning a chocolate after completing the survey or generally drawing attention to the survey by having bowls of jelly babies in all staff refreshment areas.
One of the ideas which a number of groups used was the introduction of a weekly quiz. This quiz went out in 4 different Group companies - it combined some culture type questions with some company history questions and had a meaningful prize to be won such as I-Pads. Many people across the different Group Companies participated in the competition which served as a weekly reminder to think about the survey and to create awareness about culture.
9) Competitive Response Rate Tracking - Many areas used comparative response rate tables to drive some internal competition. Areas were able to see how their counterparts were doing and were thereby encouraged to talk to their staff more and further encourage them to participate. It was interesting that the number of people completing the survey although particularly high in the first week did not significantly drop in the second two weeks and that many people continued to answer the survey until the closing day. Reminder emails were sent throughout the closing weeks of the survey. This was a double edged sword because although it had the effect of increasing participation – it also lead some people to do the survey a second time.
10) Survey Itself - That the fact that the survey was simple and easy to understand encouraged people to complete it as well. The previously used engagement survey had over 70 questions and some of them had to be read more than once to understand what was actually being asked. This survey was easy to fill in and did not take too long to complete.
11) Anonymity - In some business units the issue of anonymity was very important. Staff in these areas had been compromised in a previous survey and so they were particularly anxious. Therefore assurances about anonymity and the fact that we would not have their name or pull reports which had ten or less participants was an important and repeated message.
12) Commitment to Action - The survey was positioned as a way of listening to staff and hearing what they had to say. It was incumbent on each business unit to make commitments as to how they would react and take action after the survey results were understood. The results of the survey were included in the Quarterly Update of each Group Company.
13) Sharing Ideas in a Virtual Team - The project team that drove the group-wide implementation was made up of representatives from all the Group companies. The regular meetings allowed the different areas to share ideas, discuss problems and to jointly look for solutions. Numerous ideas and approaches were adopted in other areas because of the conversations which were facilitated through the project.
.... Thank you to OMG for sharing the learnings.