Your Best Places to Work Survey as a Recruiting and Marketing Tool
Imagine hosting a dinner party. You’ve tidied every visible corner of your home, prepared your best recipes, and set the table perfectly. You’re not showcasing the chaos hidden behind closet doors or the laundry basket tucked out of sight. Your focus is on presenting the very best version of your home, leaving your guests with a glowing impression of your hospitality.
Your Best Places to Work survey works in a similar way. It’s not about revealing every corner of your organization; it’s about presenting your company in its best light to attract top talent and bolster your reputation. This effort is less about introspection and more about making a statement to the world. But here’s where companies often stumble—they mistake this marketing tool for an engagement survey meant to drive internal improvement.
Best Places to Work Surveys: A Public Display of Strengths
At its core, the Best Places to Work survey is a branding exercise. It highlights your workplace culture, perks, and benefits, creating a polished narrative that you share with the world. This is your chance to say, “Look how great it is to work here!” and to leverage the resulting recognition as a badge of honor. High rankings can lead to increased visibility, stronger recruitment pipelines, and elevated company morale.
But the public nature of these surveys also means the feedback is often filtered. Employees know the results are shared externally, which can subtly shape how they respond. It’s a celebration of your strengths—not an excavation of your challenges.
Engagement Surveys: The Tool for Candid Feedback
While the Best Places to Work survey showcases your external appeal, an employee engagement survey digs deeper, focusing on your internal reality. Engagement surveys are about candor, providing employees with a safe space to express their thoughts, including unmet needs and areas for improvement. They’re the private conversations where you address the “messy closets” and work together to create a healthier, more supportive environment.
Engagement surveys allow you to uncover the underlying factors that drive retention, productivity, and satisfaction. This feedback is essential for making meaningful improvements that not only retain employees but also empower them to thrive.
Why You Need Both: External vs. Internal Focus
Balancing these two surveys is key to creating a well-rounded workplace strategy. Think of it like this:
Best Places to Work Survey: Attracts talent, enhances public perception, and markets your brand.
Engagement Survey: Retains talent, builds trust, and fosters a strong internal culture.
Using one without the other creates an imbalance. Focusing solely on external recognition can lead to neglected internal issues. Relying only on engagement surveys can mean missed opportunities to promote your company’s strengths to the broader marketplace.
Creating a Balanced Approach
To make the most of both tools, timing and transparency are essential:
Timing Matters: Consider running your Best Places to Work survey mid-year to capitalize on external visibility. Follow this with an engagement survey early in the new year, giving employees a fresh opportunity to share their feedback. This rhythm balances external promotion with internal growth.
Be Transparent: Clearly communicate the purpose of each survey to your team. Let employees know that the Best Places to Work survey is about showcasing strengths, while the engagement survey is an opportunity for honest feedback and internal improvement.
Conclusion: Use the Right Tool for the Right Job
The Best Places to Work survey is a powerful recruiting and marketing tool that can elevate your company’s external profile. But it’s not a substitute for an engagement survey. Each tool serves a unique purpose, and using them strategically ensures that you’re addressing both external perceptions and internal realities.
By clearly distinguishing these efforts, you not only optimize your talent strategy but also demonstrate your commitment to fostering a workplace where employees feel valued and heard.
Ready to make a change? Offset your Best Places to Work survey with a true engagement survey and show your team you’re invested in their success—not just external recognition.
Discover how Activate Human Capital Group can transform your workplace with our unique employee engagement strategies and strengths-based approach. Don't miss the chance to enhance your team's performance and satisfaction. Contact us today to start the conversation about your organization's future!