Cath Kidston uses pulse surveys to gauge staff engagement

Alex Snelling

Employee Benefits Live 2016: Retail organisation Cath Kidston introduced weekly pulse surveys to gather staff feedback and gauge employee engagement levels.

The retailer introduced the pulse engagement surveys, provided by Officevibe, at the beginning of 2016. The online surveys are emailed to staff on a different day every week, and take around 5-10 minutes to complete.

The tool, which includes visual elements such as graphics and animation, asks employees questions about their experiences in the workplace. It also provides space for staff to give open feedback. Its default setting enables employees to respond anonymously, although individuals can change this if they wish.

The survey provides real-time analytics, including a report that allows the organisation to see how it has been tracking since the survey launch, as well as more detailed insight into performance around key engagement metrics.

The pulse format was selected as the organisation’s primary engagement survey tool because it was well-suited to Cath Kidston’s relaxed and friendly workplace culture, said Alexander Snelling (pictured), human resources director at Cath Kidston.

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Addressing delegates at Employee Benefits Live 2016, Snelling explained that the survey was launched in two phases to office-based staff and store managers. The organisation has achieved a participation rate of approximately 80%.

Where Cath Kidston takes steps to address issues that are highlighted by the survey results and feedback, this is communicated back to employees, for example, by managers or in organisational meetings. “We try to connect actions and results with [the surveys] as often as we can,” said Snelling.