How Webmart’s culture delivers 92% engagement

Watch the case study

Who are Webmart?

Webmart is an award-winning marketing agency that creates unique, integrated campaigns while supporting communities through charitable donations and sustainable initiatives. Founded in 1996, the company has more than a quarter of a century’s experience creating campaigns for businesses across the country, using its expertise to help partners identify target audiences and develop strategies that work.

Webmart has partnered with People Insight since 2021 to run its staff engagement survey, increase transparency and create a more inclusive work environment.

The partnership gives Webmart a clear, independent way to listen to employees and understand how its culture is being experienced across the business. Through People Insight’s employee survey platform, dashboard reporting, benchmarking and consultancy support, Webmart can move from feedback to focused action with confidence.

This is especially important for an organisation where culture is already strong. The goal is not only to measure engagement, but to protect what is working, identify where improvements can be made and keep employees involved in shaping the future of the workplace.

‘Do good, be good’

Webmart’s ethos is “Do good, be good” and at the centre of this philosophy is a commitment to holistic employee wellbeing. Employees are valued as whole individuals, not just through their workplace personas. Throughout the company, from finance to procurement, sales and management, the team believes in having a positive impact in everything they do.

This holistic approach extends to support mechanisms like regular employee surveys to gauge employee engagement and wellbeing.

Webmart has always conducted staff surveys. The organisation carries out an annual 360 feedback survey in-house and an engagement survey which, until 2021, was also carried out by the Webmart team.

A key reason for asking People Insight to take over the engagement survey was the guarantee of anonymity. This helped create the conditions for greater honesty among respondents and gave employees more confidence to share what they really thought.

For Webmart, independent survey delivery strengthened trust in the process. For People Insight, the role was to make employee listening easier, more credible and more actionable. The platform gave Webmart clearer insight, while the service team supported a smooth process from survey design through to reporting and follow-up.

This has allowed Webmart to further enhance its already excellent reputation as an employer by implementing changes that directly impact the team’s welfare.

Diving into the data

Another selling point that set People Insight apart was the quality of our results dashboard, which allowed Webmart to cut the data in different ways and explore results from multiple angles.

For Webmart, this meant leaders were not limited to a single overall engagement score. They could look deeper into themes, groups and patterns to understand where the culture was strongest and where more attention might be needed.

Industry benchmarking has been particularly useful, revealing to audiences both internally and externally how well the company is performing among its peers. This has helped with both recruitment and retention.

The addition of a feedback section, which allows employees to add their own comments, means staff can think about their answers on a deeper level and provide quality feedback for senior leaders to take on board.

People Insight’s dashboard helps turn this feedback into practical insight. Leaders can identify recurring themes, compare results over time and use the data to decide where action will have the greatest impact.

Explaining the process

To achieve as high a response rate as possible, Webmart shares information on the employee engagement survey through monthly all-staff updates, which were previously shared as a video and now take the form of monthly gatherings.

Follow-up emails act as a reminder as the deadline for completion moves closer. The emails are personalised and describe changes that have been made in the company since the previous survey.

This “you said, we did” approach encourages a greater response rate by demonstrating the benefits of taking part in the survey.

People Insight’s role is to support that listening loop. By helping Webmart collect feedback independently, report results clearly and turn insight into visible follow-up, the survey becomes something employees can trust.

The survey itself is open for two weeks. The response rate is every bit as important as the engagement score because the more people who complete the survey, the more valid the data becomes.

For Webmart, strong communication before, during and after the survey helps employees understand why their feedback matters. It also reinforces a simple message: the survey is not a tick-box exercise. It is a route to action.

Creating a Webmart specific survey

Using People Insight’s Pearl™ framework as a baseline for the survey’s question design, Webmart is able to add bespoke questions focusing on areas of importance to the business.

This gives the team richer insight and means the survey reflects Webmart’s specific culture, values and priorities.

In areas where scores are lower, the team can add follow-up questions to explore the reasons behind them. These additions take the process from a generic staff survey to a tailored Webmart survey.

This is one of the strengths of People Insight’s approach. The platform gives organisations a proven engagement framework, while the service team helps adapt the survey to what each organisation genuinely needs to understand.

For Webmart, that means the survey is both robust and relevant. It measures core engagement drivers while also giving leaders specific insight into the issues that matter most to their people.

Survey-driven change and continuous improvement

Using the breakdown of responses from the dashboard, the management team focuses first on the areas that need improvement, as well as areas that have already been earmarked as a focus, to ensure these are improving.

The insights gained from the engagement survey have led to several meaningful changes. One notable initiative is the development of a Communication Charter, which was driven directly by survey feedback.

Webmart’s employees identified communication as a key area for improvement, prompting the company to host an away day and workshop focused on understanding and improving communication channels.

In its last survey, Webmart saw an 8% uptick in colleagues positively responding to the statement: “People communicate openly here regardless of position or level.”

This is a strong example of employee listening in action. People Insight’s dashboard helped Webmart identify the area for improvement, while Webmart’s leadership turned that insight into a practical initiative that employees could recognise.

Other initiatives that have stemmed from survey insights include company-wide activities designed to strengthen employee engagement and wellbeing, including monthly gatherings, team away days and whole-team summer and Christmas parties. These activities aim to build a sense of community and shared purpose among employees.

By repeating the survey year after year, Webmart can see whether actions are making a difference. This helps the organisation avoid one-off fixes and instead build continuous improvement into the way it listens, acts and communicates.

2024’s key results

Webmart’s 2024 survey revealed positive momentum across key areas of the employee experience. Improvements were seen in open communication, leadership clarity and core drivers such as autonomy and enablement.

This points to continued progress in building a transparent, empowering workplace culture.

With an impressive 92% engagement score and an 89% participation rate, Webmart earned People Insight’s Outstanding Workplace Award for the third consecutive time; recognition reserved for organisations in the top quartile, where employee experience is not just talk, but a clear priority backed by action.

Webmart’s continued recognition demonstrates the strength of its employee listening approach. High engagement and high participation together show that employees are both positive about the organisation and willing to share feedback.

That combination is powerful. It suggests employees trust the process, believe leadership will listen and can see evidence that feedback leads to action.

Sharing the data

Highlights from the engagement survey are initially shared with the management team before being shared with the wider team through the company’s monthly all-team meetings.

An action plan is created and feedback on progress against the plan is shared in each subsequent monthly gathering.

This visibility is a critical part of the listening process. It helps employees understand what has been learned, what will happen next and how their feedback is shaping decisions.

People Insight supports this by giving Webmart clear, accessible results that can be translated into meaningful messages for the wider team. The dashboard provides the evidence. The action plan provides the structure. The monthly updates keep progress visible.

For employees, this closes the feedback loop. For leaders, it builds accountability and keeps engagement on the agenda throughout the year.

Accountability and measuring success

Webmart’s Wellbeing Team takes charge of the action plans, holding itself accountable for delivering on its commitments. Regular progress reports are presented to the management team, but the Wellbeing Team also sees itself as accountable to the entire company.

Through sharing details of the action plan, the Wellbeing Team opens itself up to challenge to ensure goals are being met.

Success is measured in two key ways. Firstly, Webmart tracks the delivery of the actions it commits to following each survey. Secondly, it looks for tangible improvements in the results of subsequent surveys.

That consistent follow-through has made a clear impact, with Webmart not only seeing continuous progress in its results but also earning People Insight’s Outstanding Workplace Award again in 2025.

Looking ahead, Webmart has established a survey rhythm that aligns well with its business needs. While mindful of survey fatigue, the organisation is currently receiving high-quality feedback at a manageable frequency that supports meaningful action.

This is complemented by personal check-ins, providing informal and anecdotal insights that reflect Webmart’s proactive, people-focused culture.

The lesson is clear: strong employee listening is not about surveying constantly. It is about asking the right questions, protecting anonymity, acting on the results and communicating progress consistently.

Revamp your employee listening strategy

We at People Insight look forward to continuing our partnership with Webmart in our shared mission of creating the most engaging workplace possible.

If you’re looking to revamp and refresh your employee listening strategy, we can help make it more proactive and meaningful than ever before.

People Insight combines an intuitive employee survey platform with expert consultancy, benchmarking, communications support and action planning. We help organisations collect honest feedback, understand what employees are saying and turn results into visible progress.

We can support you with:

• Employee surveys
• Employee engagement surveys
• Anonymous survey delivery
• Survey dashboards and reporting
• Industry benchmarking
• Pearl™ engagement framework
• Survey communications
• Action planning
• Employee listening strategy
• Follow-up surveys and progress tracking

Get in touch with us for an employee survey today and our consultants will get back to you for an introductory chat.

Ready to get more from your employee listening?

Speak to our team