Question

If you have conducted an employee communication campaign to improve employee attitudes towards a new health care program, how would you measure the success or failure of the campaign?

Answer 1

To measure the success or failure of an employee communication campaign, use a mix of quantitative measures such as surveys, tests, and productivity metrics, and qualitative methods like interviews or focus groups. Evaluate immediate reactions, learning outcomes, behavioral changes, and tangible results. Commitment from stakeholders is crucial for a comprehensive evaluation.

Step-by-step explanation:

To measure the success or failure of an employee communication campaign aimed at improving employee attitudes towards a new health care program, you would apply a variety of strategies similar to those used in organizational training effectiveness, as described in a 2003 study by Arthur, Bennett, Edens, and Bell. The study suggests measuring effectiveness based on:

1. The immediate response of the employee to the training effort.
2. Testing at the end of training to demonstrate that learning outcomes were met.
3. Behavioral measurements of job activities by supervisors.
4. Results such as productivity and profits.

Adapting this approach to your campaign, you might measure immediate reactions through surveys or feedback forms immediately following communication efforts. Pre- and post-surveys could be used to assess changes in knowledge or attitudes towards the health care program. Observing behavioral changes in how employees engage with the new program can provide insights into their attitudes and understanding. Finally, measuring tangible results such as increased enrollment in the health care program or decreased health-related absenteeism might indicate the campaign's success.

Evaluating job satisfaction post-intervention can also help in understanding the impact of the communication efforts. Conducting interviews or focus groups might add qualitative data to help explain the quantitative findings. In addition, direct observations and discussions with both employees and supervisors may reveal underlying sentiments and potential areas of improvement for future campaigns.

However, commitment from internal stakeholders, as highlighted in the mini-case studies, is crucial for the success of such evaluations. Their engagement is essential for gathering comprehensive and reliable data for assessment. Overall, measuring the success of a communication campaign requires a blend of qualitative and quantitative approaches to obtain a full picture of the campaign's impact on employee attitudes.