More companies today are using some form
of 360 Degree Feedback than ever before. It is being hailed
by many managers who use it as a silver bullet for career
development: It gives a much needed broader perspective
on performance. More companies are beginning to use 360
Degree Feedback in new ways by incorporating it during performance
reviews and tying it into decisions around pay, promotion
and termination.
For the past twelve years, MAGE has incorporated 360 Degree
Feedback into our management development efforts. After evaluating
the latest data, MAGE believes there are important issues
to consider before undertaking it in your organization.
What Is 360 Degree Feedback?
360 Degree Feedback is a process in which feedback is solicited
from a manager or employee's peers, subordinates and superordinates
and even clients. It incorporates feedback from a much wider
circle of influence than traditional supervisor-only performance
feedback.
Since it brings into play a broader perspective, it can provide
a more comprehensive picture and allow for valuable insight
into an individual's performance. It can also bolster communication
within an organization by opening channels that have been
working poorly before.
Why Use 360 Degree Feedback?
There are many reasons to consider using 360 Degree Feedback:
þ It
provides varied perspectives on an employee's performance.
þ It
ties broader organizational performance objectives more easily
to individual performance assessment.
þ It
helps "flatten" hierarchy.
þ It
helps open channels of communication.
Caveats To Using 360 Degree Feedback
360 Degree Feedback is a useful tool. We recommend it with
caveats however. When used as an adjunct to existing performance
management efforts, 360 Degree Feedback proves to be very
valuable. Yet, the jury is still out on whether 360 Degree
Feedback should be used in a form other than personal development,
such as to evaluate performance, pay, promotion or termination.
Surveys conducted in the past three years indicate that there
is no proof as to whether using 360 Degree Feedback offers
greater success.
Suggestions
There are important issues to take into consideration when
you consider implementing 360 Degree Feedback in your organization:
1. Support the effort from the top and start at the
top. 360 Degree Feedback cannot be implemented piecemeal.
Otherwise, it will lose any validity and staff will not take
it seriously. If you bring it into your organization it should
be applied across the board to send a consistent message.
2. The survey information should be confidential and
anonymous. People who are asked to participate in 360 Degree
Feedback should understand that what they have to say will
not be repeated and that they are free to answer questions
as they wish without fear of retribution or exposure.
3. When you ask for people's opinion you must be ready
to deal with it once you have it. We recommend having a third
party implement any surveys or help to collate and evaluate
collected data. Have the third party evaluate and present
the information. Some companies have successfully used their
HR departments in this role.
4. Provide clear training and communication during
implementation. It is important to give clear instructions
of what is expected from everyone, the ground rules, and why
you are undertaking 360 Degree Feedback.
Conclusion
Used in conjunction with personal/professional development
programs, 360 Degree Feedback can be a useful tool to provide
insight into areas of needed change. 360 Degree Feedback will
not make a bad manager a good one but it will make a good
manager a better one. As one of our clients said after working
with a 360 Degree Assessment, "I don't know if I am a better
manager as yet, but I do know that I am better informed about
what my people need."
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