360-degree feedback: general objectives
360-degree feedback serves a number of different purposes. At a general level, it aims to gather information that provides the most comprehensive possible picture of the performance, behaviour and competencies of a current or prospective manager. Several groups of feedback providers—peers, line managers, direct reports, customers and others—as well as the manager themselves are asked to assess individual competencies and behaviours. The assessment covers areas such as results orientation, leadership skills, employee motivation, commercial thinking, professional expertise, conflict management and communication skills. Interpersonal skills are also often included in the questionnaire. The perceptions of others can then be compared with the manager’s self-perception to identify differences and similarities and conduct a 360-degree analysis.
Overarching goals from a business perspective
From a business perspective, the overarching goal is always to improve the manager’s performance. Performance assessment is, or historically was, therefore a common objective of 360-degree feedback. However, empirical studies have shown that performance assessment rarely leads to improved performance. Another objective is to assess personality traits and individual attitudes, ultimately also with a view to evaluating performance. However, this often leads to resentment, conflict and a culture of defensiveness, as the managers being assessed are directly affected by the results: their careers and income depend on them.
The most important and enduring objective of 360-degree feedback is employee development. More specifically, competency-based employee development. A 360-degree analysis can identify strengths, weaknesses and potential, allowing appropriate employee-development measures to be introduced. HR professionals should always focus on identifying and supporting individual development processes and devising constructive strategies to strengthen less developed competencies. Previously untapped talents and abilities—so-called hidden strengths—should likewise be identified and supported over the long term. A development plan tailored to the individual manager can also be drawn up collaboratively and used as the basis for their gradual development.
Relevant objectives of 360-degree feedback at a glance:
You can find a questionnaire template for 360-degree feedback, along with further free employee survey templates and examples, here: employee survey templates. We have also compiled a detailed guide to conducting and evaluating 360-degree feedback in our Helpdesk.
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