While 360 degree feedback surveys have increased in popularity over the past few years, they are not a new development. In fact, the origins of a multi-rater survey go back more than 60 years. As early as the 1950s, organizations explored the idea of soliciting feedback about the strengths and weaknesses of managers and leaders from employees and others who interacted with them in the work context. It wasn’t until the 1990s — when new technology made it easier to collect, sort, and aggregate data — that the use of 360 degree surveys gained wider use.
Although 360 degree surveys have been adopted more widely in the past 25 years, there is still debate about how the data generated from them should be used. Originally conceived as a solution for developmental purposes, some organizations have begun using them for decision-making purposes as well.
In this post, we’ll examine the advantages of 360 degree surveys, the criteria for developing an effective survey process, and some of the pitfalls that can impact their effectiveness.
At its best, a 360 survey is one of the strongest methods for helping people improve and develop as professionals and leaders. Here are just a few ways 360 surveys can impact employees and their organizations.
Provides Detailed Information about Strengths and Development Needs
The multi-rater input is an opportunity for the subject to get feedback from all the constituencies with whom an individual works. The data provided by 360 surveys is very powerful because it represents multiple perspectives (managers, direct reports, peers, other stakeholders) and, if well-designed, the results provide rich behavioral information about an individual's capabilities – including what they can leverage as strengths and what they need to improve. In addition, 360 results can help to further illuminate the data collected in employee census surveys on the actions being taken by managers and senior leaders.
Communicates Behaviors that are Important for Organizational Success
When aligned to the competencies important to the organization, 360s also communicate to participating employees the behaviors they need to exhibit to move the organization in its intended direction. In other words, how they need to perform to drive organizational success and achieve individual professional goals.
Indicates Overall Leadership and Organizational Health
Aggregated 360 results can provide leaders with additional information about the overall health of the organization from a capabilities perspective. While engagement surveys do some of that as well, understanding where managers are in terms of their need for additional development is also an important health indicator. 360s provide an aggregated view of the capabilities needing development (e.g., communication skills, strategic thinking) across the organization so that training or other learning interventions can be used to increase overall competence.
Helps Organizations Evaluate and Develop Talent for Succession
As organizations continue to struggle with retention in the wake of the COVID-19 pandemic, it is more important than ever to plan for succession and have the right talent available and prepared to step into key roles. Feedback from 360 results can give organizations insights about their current “bench strength”: how many leaders are ready for a promotion now versus in two years and what is needed to develop their capabilities. The survey results also provide useful developmental information to individuals interested in next-level roles.
Effective 360 feedback surveys have several important design criteria:
While 360 surveys can be very useful and effective for providing feedback, the accuracy and effectiveness of the tool can be compromised by the following:
Whether your organization is considering using 360 surveys for managers, leaders, top talent, or other employees, creating the best survey content possible is critical, for the reasons previously stated. In addition, being clear on the purpose of the survey and communicating the rating process and purpose to participants and raters will enhance participation and accuracy in ratings. Finally, at a minimum participants need to know how to interpret their results, what to do with them, and how to act on the feedback. Structured guidance from HR, managers, and/or coaches can play a critical role in the tool’s overall effectiveness.
At Perceptyx, helping companies identify barriers to improvement is our goal. With custom surveys, an advanced people analytics platform, and expertise in all aspects of survey design, strategy, and communication, we can help you create effective 360 degree feedback survey programs and identify what you should be asking employees to improve the experience in your company. Get in touch and let us show you how.