Asking employees how they’re doing isn't enough. How you ask — and what you do with the answers — determines whether your survey sparks trust or skepticism.

An effective Employee Experience (EX) Survey isn't just a list of questions. It's an intentional act of listening, built with care, clarity, and courage.

Here’s how to design one that actually makes a difference.

1. Start With a Clear Vision

Before you draft a single question, ask yourself: Why are we listening?

Good reasons include:

• Identifying barriers to thriving

• Shaping culture intentionally

• Improving specific journeys (onboarding, career growth, wellbeing)

Avoid listening just to "tick a box." Employees can feel the difference.

Tip: Use the VALUE Method™ to frame your vision: clarify the "why" before the "how."

2. Build the Right Architecture

Your survey structure matters as much as your questions.

Key design choices:

• Timing: Pulse survey or full EX survey? (Learn more in our upcoming guide: Pulse Surveys vs Annual Surveys)

• Audience: Whole organisation or targeted groups?

• Format: Mobile-friendly? Anonymised? Accessible for all?

Tip: Shorter is smarter. Surveys that take 8-12 minutes see the best completion rates without fatigue.

3. Ask Brave, Clear Questions

Avoid corporate jargon or vague wording. Employees deserve direct, human questions.

Good EX surveys balance:

• Experience questions ("I have the tools I need to do my job well.")

• Emotion questions ("I feel a sense of belonging at work.")

Tip: Mix quantitative scales (1-5 or 1-7) with open-ended qualitative prompts to hear real voices. Discover the top 10 questions that bring your EX survey to life.

4. Test Before You Launch

Pilot your survey with a small, diverse group first.

Ask:

• Were any questions confusing?

• Did the flow feel logical?

• How long did it take?

Small adjustments early can dramatically boost clarity, trust, and completion rates later.

5. Set Expectations Early

Before launching the survey, communicate clearly:

• Why you're surveying

• What you will do with results

• When employees will hear back

This builds psychological safety and shows respect for people's time and honesty. Learn how crafting a communication plan can dramatically boost trust and participation.

6. Plan for Action, Not Just Analysis

Before you even collect data, plan your next steps.

• Who will review results?

• How will you share findings transparently?

• How will you prioritise and act on insights?

Without visible action, surveys become empty rituals. With action, they become trust accelerators.

Example: A Survey That Shifted Culture

One manufacturing firm redesigned their EX survey to focus less on "Are you satisfied?" and more on "What moments matter most to you at work?"

The shift sparked powerful insights: small wins like recognition rituals mattered more than big flashy initiatives. Leadership adapted, and engagement scores rose significantly within a year.

Final Thought: Survey Design Is Leadership in Action

A thoughtfully designed EX survey tells employees, "We see you. We value you. We are willing to evolve."