hr southwest presentation v employee mindmeld
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1 Revealing Insights for Clear Decisions
Employee Mind Meld Session
Research Tools to Understand & Motivate
2 Revealing Insights for Clear Decisions
World of HR
Workforce is changing
Stakes are higher
Greater impact to productivity and bottom line
Resources are limited
Need the Mind Meld advantage!
3 Revealing Insights for Clear Decisions
What’s a Mind Meld?
Gaining deeper understanding of what's in someone's mind and how they think
Getting into the mindset of employees about:– Benefits communications– Open enrollment activities– Wellness programs– HR communications in general
Mere mortals sometimes refer to this process by another name —
Market Research…
4 Revealing Insights for Clear Decisions
Gaining an Advantage
Evil villains are the misconceptions that waste resources
Employee mind melding reduces risks and gives you an advantage
Help clarify key messages and how to communicate cost effectively – What are they thinking? – What messages are cutting through the clutter? – What are the best methods to communicate?– How often to communicate? – What will motivate changes in behavior?
5 Revealing Insights for Clear Decisions
What It Can Do?
Measure opinions and attitudes
Uncover perceptions — perception is reality
Identify issues
Provide a reality check
Generate goodwill
Guide or help change direction — an HR roadmap
6 Revealing Insights for Clear Decisions
Reaching Your Target Audience
Think like Sales and Marketing– Must understand customers’ wants and needs before launching a
campaign– Need to test key messages before budget is approved
Move the needle
Why launch HR communications or a wellness program without
doing the same?
7 Revealing Insights for Clear Decisions
HR Research Areas of Focus
More than just employee satisfaction/engagement
Most common HR related research topics– Wellness programs (focus on benefits and wellness)– Benefits communications– Recruitment and retention – Open enrollment– Employee engagement
www.aperioinsights.com
Do-it-Yourself (DIY)Research Process
Revealing Insights for Clear Decisions
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Actionable Plan
Have clear objectives and purpose; start with the end in mind– What are the issues?– How will the information be used?– What change can be affected from the new knowledge?
Overlay your organization’s strategy
Use research to help understand and measure the issues that
matter to the organization and its employees
10 Revealing Insights for Clear Decisions
Research Process and Planning
Identify key stakeholders– Who needs to be included? – What is the scope of the issue?
Determine best tool for gathering information– Paper, mail-out– Online survey– Telephone interview– Mobile, social media, bulletin board– Focus groups (in-person or online)– One-on-one (IDI’s)
Get everyone on board
Share results– Management debrief/working session– Monthly employee newsletter, e-blast, etc.
11 Revealing Insights for Clear Decisions
Research Process Case Study
Key issue: retaining the IT people– Scoping the issue involved doing investigative work
Organizational facts and trends- The # of years on the job, age, supervisor, work environment
External sources - Other organizations, magazines, books, articles to compare
salary and work environment trends – RE-EVALUATE THE NEED FOR RESEARCH AFTER SCOPING– Create objectives and hypothesis– Assemble research tools– Gather data– Analysis– Conclusions– Recommendations
www.aperioinsights.com
Do It Yourself (DIY)Research Basics
Revealing Insights for Clear Decisions
13 Revealing Insights for Clear Decisions
Qualitative vs. Quantitative
Qualitative (Qual):– Blue sky– Discovery and understand the “why” or the rationale behind actions– Explore the range of possible perceptions and beliefs– Understand the unique language and its meaning– Helps develop ideas and hypothesis to test
Quantitative (Quant):– Project findings onto larger population– Measure the percentage who think a certain way– Gather feedback from a larger audience– Benchmark and periodically re-measure
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Types of Qualitative
Focus groups (face-to-face or online) – Group dynamic is important to exploring topics – Discussion doesn’t involve personal or sensitive data disclosure – Group is likely to have had similar experiences so can relate to
each other and discuss similarities as well as differences
One-on-ones (in-depth interviews = IDI’s) – Information is sensitive – Experiences are unique and can’t be related to a group– Scheduling is an issue
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What to Ask
Satisfaction
1. _______ benefits meet my needs
2. Overall, I was very satisfied with the most recent enrollment process
3. I can afford the benefits (employer) offered
Knowledge and Understanding
1. I understand how my ______ benefits work
2. I need more information about my ______ benefits
Communications
1. The amount of info I receive about my ______ benefits is _______
2. ______ materials are an effective way to reach me about _____ issues
3. I prefer receiving my _________ materials via ________
4. I believe (employer) works hard to keep me informed about my benefits
16 Revealing Insights for Clear Decisions
How to Ask
Phrase questions for clear responses without adding bias
Beware of the following– Leading questions– Double-barreled questions – Keeping scales complete and balanced– Asking respondents to do mental math
www.aperioinsights.com
Revealing Insights for Clear Decisions
Do-it-Yourself (DIY)Fielding
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Sample Size
How many people do we need to survey?
Understand margin of error
Census (everyone) vs. sample (portion of the population)
Protect anonymity of employees and departments
“It’s helpful to know how much sample is needed to be 90 or 95% accurate. Perfect knowledge is very expensive; you need to understand what’s good enough and what
you will actually use.”
19 Revealing Insights for Clear Decisions
Frequency and Timing
When and how often should you research?
Understand that change takes time
How often do respondents interact with ____?
Track and time results year-over-year
“We got useful information from the research, but next year we need to better think through the timing. By the time we got the employee feedback, we were pretty far along in our communications materials. We ended up
making changes days before final approval.”
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Common Issues and Solutions
Participation rates– Get management support– Explain the rationale– Offer incentives
Anonymity – Let employees know the company is NOT interested in identifying
them by name (directly or indirectly)– Goal is to identify trends, not people– Allow respondents to select an option of “prefer not to say”– Research isn’t outreach, don’t use it to solve individual issues or
follow up unless asked
www.aperioinsights.com
Do-it-Yourself (DIY)Research Tools
Revealing Insights for Clear Decisions
22 Revealing Insights for Clear Decisions
DIY Quantitative Tools and Technology
DIY survey technology has evolved to become easier and more powerful
DIY quantitative tools– Free versions with inexpensive price plans
SurveyGizmo SurveyMonkey Zoomerang
– Many have examples of survey questionnaires to customize– Most use advanced features such as skip logic– Some offer mobile surveys – Instant reporting (PowerPoint charts exported to Excel)
23 Revealing Insights for Clear Decisions
DIY Qualitative Methods
Buddy tests to measure word-of-mouth (WOM) – Invite pairs or small groups to participate– Show materials to half of group; listen for how they pass
information
Listen for– Which messages are remembered and repeated?– How are the messages changing?– Which items are left out?– What details have been randomly added?
24 Revealing Insights for Clear Decisions
Coding Tips and Tricks
Coding can help make sense of open ended questions– Identify common themes, create buckets and count– 2 percent rule of thumb — code as “Other”– Use Wordle to input list of words or phrases to generate “tag cloud”
25 Revealing Insights for Clear Decisions
Sharing Research Results
Lets employees know their feedback was worthwhile
Set expectations– Explain what will be done, when it will take place and the
importance of employee participation
Golden rule– Don’t hide bad results– Use as a catalyst to discuss what is working and focus areas for
improvement
Include audio/video clips in presentation– Comments are more credible when they can be seen or heard
www.aperioinsights.com
HR Market Research
Case Studies
Revealing Insights for Clear Decisions
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Case Study – Wellness Drivers
Objectives– What employees know about current health trends? – Employees’ knowledge of wellness benefits offerings? – What is driving participation in wellness programs? – What will motivate a change in behavior?
Methodology– In-person focus groups and online quant survey
“Our employee research has helped us to tailor our communications to address the needs of our employees, deliver
messages in a more effective way and to validate what is working/not working in our communication efforts. We were able
to get a better understanding of both the employee and employer’s role in improving total wellness while maximizing resources.”
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Case Study – Benefits Communications
Objectives– Understand rationale for benefit selections– What can be done to best communicate changes? – Benefits support perceptions, when used? Why? Satisfaction?
Methodology– Online focus groups and survey
“Conducting employee research takes the guesswork out of HR communications and helps us save resources and budget. We
don’t want to develop materials that make the HR dept. happy; we want to develop materials that help our employees make informed
decisions about their benefits.”
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Case Study – Open Enrollment Satisfaction
Objectives– Gauge knowledge and understanding of benefits – Test communications materials (print and web) for clarity– Understand employee satisfaction with open enrollment
Methodology– In-person and online focus groups and survey
“Decisions were being made based on non-representative sample of data points. Our perception of what's happening
was based on who you talk to i.e., your boss, folks who complain, etc. We weren’t getting hearing from our average rank and file employees. We didn’t want to make decisions based on the tail but based on the middle. Research helped us quantify the people in between the tails and understand
what they think.”
30 Revealing Insights for Clear Decisions
Summary
Market Research– Helps HR gain an advantage– Reduces risks– Allocates resources efficiently
Do it yourself (DIY) tools are available– Free or inexpensive– Templates– Reporting tools
Professional external or third party research support– Ensures feedback is anonymous– Interpretation of findings are unbiased – Saves time
31 Revealing Insights for Clear Decisions
Visit EmployeeMindMeld.com
Booth #619