How Excite Media Uses eNPS to Build a Thriving Team Culture — And What You Can Learn from It

For too many companies, workplace culture is a hazy concept. It's usually something they claim to value yet struggle to quantify or improve meaningfully. Excite Media, however, has taken a different approach. By leveraging the Employee Net Promoter Score (eNPS), the company has turned workplace culture from an abstract ideal into a measurable driver of business success. Their approach has fostered an engaged and happy workforce and also positioned them as a standout employer in the digital marketing space.

A Culture That Fuels Business Success

Excite Media's founders, Scott Maynard and Nathanael Hubbard, didn't stumble upon success by chance. Their journey began in high school, where their first venture was, surprisingly, a rock band. Over time, their entrepreneurial instincts led them to launch a series of businesses, culminating in the creation of Excite Media in 2006. Today, their guiding philosophy remains clear: doing right by their team ensures they do right by their clients.

This philosophy has evolved into a strategic priority. Excite Media understands that a thriving workplace culture is directly linked to performance, retention, and client satisfaction. But rather than relying on intuition or anecdotal feedback, they've adopted a data-driven approach to measure and refine their company culture.

Measuring the Seemingly Immeasurable: The Power of eNPS

Many businesses struggle with the question: Can you really measure workplace culture? Excite Media's answer is a resounding yes.

Employee Net Promoter Score (eNPS), originally developed by Bain & Company's Fred Reichheld, provides a simple yet powerful metric to gauge employee sentiment. The methodology is straightforward: employees respond anonymously to a single question—"How likely are you to recommend our company as a place to work for friends or family?"—on a scale from 0 to 10.

The results categorise employees into three groups: promoters (9–10), passives (7–8), and detractors (0–6). The eNPS score is then calculated by subtracting the percentage of detractors from the percentage of promoters, yielding a number ranging from −100 to +100. Excite Media aims for an eNPS score of 80, placing them in the top 1% of organisations worldwide.

The Tools and Processes Behind the Data

Collecting data is one thing; using it effectively is another. Excite Media employs Officevibe, an engagement tool that sends out weekly, randomised surveys to ensure anonymity and gather consistent feedback. Beyond simply tracking numbers, they use this data as an actionable roadmap. If the scores dip or concerning trends emerge, leadership steps in to investigate, listen, and implement changes.

For Excite Media, the key is not just in asking for feedback but in responding to it. When employees see their concerns being addressed, trust deepens, and engagement soars. This continuous feedback loop ensures that culture remains a dynamic, evolving force rather than a static initiative.

Lessons for Other Businesses: How to Build a Culture That Employees Recommend

Excite Media's success with eNPS offers clear lessons for other businesses looking to build and maintain a strong workplace culture. The first step is choosing a tool that facilitates honest, anonymous feedback, whether it's Officevibe or another survey platform. The next, more critical step, is acting on the insights gained.

Leaders must resist the urge to treat culture as a vanity metric. It's not about chasing high scores but understanding what's driving them. If a segment of your workforce consistently scores low on engagement, don't dismiss it—dig deeper. Is it the workload? Lack of recognition? Poor communication? Addressing these concerns head-on builds a culture of trust and accountability.

Finally, it's essential to remember that culture is about people, not about a numbers game. While eNPS provides a tangible metric, it's the human connections, transparent leadership, and a genuine commitment to employee well-being that ultimately create a thriving workplace.

The Competitive Advantage of a Data-Driven Culture

Excite Media's approach proves that workplace culture is a competitive advantage. A happy, engaged team translates into better client relationships, improved performance, and long-term business success. By embracing eNPS as a tool for continuous improvement, they've created an environment where employees show up for work ready to advocate actively for their workplace.

For businesses looking to build a culture that employees genuinely recommend, the message is clear: listen, measure, and act. The result isn't just a better workplace—it's a better business.