Employee engagement: digital technology has changed how it is measured & monitored

Employee engagement is a key issue for companies. There has been a trend towards ‘disengagement’ (according to worldwide surveys, such as the Gallup poll), while at the same time conditions for engagement have been changing.

The traditional way of measuring engagement in a company may no longer be enough. Usually, an annual survey is implemented, but this may be difficult and costly to deploy and analyze and the results quickly become obsolete and are not sufficient for top management. Companies are looking for newer, more efficient and more current methods to survey and analyze employee expectations. Digital transformation has changed how we communicate and employees are now looking for ways to express their opinions, as they are accustomed to doing on social media.

New HR tools for measuring engagement

Over the past three years, a number of applications for measuring engagement have appeared on the market. These applications allow companies to survey employees in real time, to get a grasp on what motivates them and then suggest appropriate action. The US and Canada have been pioneers in this area with digital tools such as Office Vibe and Better company. French startups followed with the arrival of ZestMeUp and Supermood.

Such apps are available in SaaS via office computers or mobile phones and allow employees to express themselves easily and anonymously anywhere – in the office, working from home or even while commuting.

The apps often offer several modules so that employees can communicate according to different approaches. They anonymously poll how employees are feeling on a daily basis and also produce surveys and provide ‘suggestion boxes’ – all this to improve managerial practices and the quality of life at work. Companies can ask open or closed questions and even use chatbots to present the questions. The apps can also provide groups of questions based on various themes, such as setting up office space, the work environment or the quality of management. They can automatically produce reports on actions, via an algorithm that analyzes the surveys.

Measuring engagement to strengthen the employer brand

These apps are tools that enable companies to know in real time what is on their employees’ minds. In today’s extended companies, this means all employees, including temps and freelancers.

Such engagement measurement tools are also a good way of communicating on a company’s corporate culture. HR professionals can personalize questionnaires to include company values. This allows them to obtain data on how employees feel about such values and then share the results. Engagement tools are generally part of an employer brand strategy and are used to transmit and share a common culture.