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How do we measure employee engagement?
There is no generally accepted definition of employee engagement. So it is not really surprising that there is no definitive methodology for measuring it. Most research organisations favour the use of a survey, and have developed distinctive approaches: The Gallup Organisation is well known for its Q12 approach and Towers Perrin-ISR for its cognitive - affective - behavioural engagement model, but none can claim to offer the last word on the subject. Nevertheless, any organisation seeking to measure and raise the level of engagement does need to employ a structured approach based on a tried and tested model. Below we explain Digital Opinion's engagement model and our approach to measuring engagement.
We define employee engagement as follows:
- "Engaged employees enjoy their work and are proud to tell people that they work for the Company. They go the extra mile to help their customers and colleagues, and they want to stay and develop a career with the Company. In the long run they are the real contributors."
This definition forms the basis for our model, which reduces the inherent complexity to measurable proportions.
- Figure 1 Engagement model
(Click on the diagram to view the Engagement Model)
In the model, employee engagement has two dimensions: the first relates to the satisfaction that people get from the individual jobs that they do. The second relates to the commitment and loyalty they feel towards their employer. Each dimension has three facets which form the basis for six key questions.
The satisfaction dimension focuses on:
| Work | The extent to which people feel that they are doing the job they want to do and are equipped to do |
| Support | The extent to which people feel supported in their efforts by their manager and colleagues |
| Recognition | The extent to which people feel that their efforts and contribution are recognised and valued |
The commitment dimension focuses on:
| Loyalty | The extent to which people want to stay and develop a career with the company |
| Advocacy | The extent to which people are willing to recommend their company to family and friends |
| Values | The extent to which people feel that managers and colleagues "walk the talk" in terms of the company's values |
The combined scores for these six questions enable us to construct an Engagement Matrix which describes the level of engagement in a Company or any part of that company.
Engaged employees are those who get satisfaction from their work and are committed to their employer. They are the real contributors. Disaffected employees are those who are negative on both counts. They can be expected to make a minimal contribution, have a negative impact on their colleagues, or leave the Company. The two most interesting categories are the uncommitted and the frustrated. The former are those who take satisfaction from their individual jobs but have little sense of commitment to the company. The latter are those who are committed to the Company
Having established a measure of engagement we then look at how each of the other issues covered by the survey affects those two dimensions, and identify the things that matter most to its people - the key drivers of engagement. Those are the issues that need to be focused on to raise the level of engagement.
The next question is: how do we manage the engagement process? Click here to find out
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