What is 360 feedback?

360 degree feedback has been around since the 1950s and many of us have given or received it. Today, it has become even more relevant to the way we work than ever.Millennials, who represent an ever increasing proportion of the working population, have grown up in a digital world of continual feedback and ratings, as has generation Z, currently at the start of their career journeys.

But what is 360 feedback exactly, and how does it differ from traditional feedback methods? In this post, we’ll delve into all things 360, exploring the differences between 360 feedback and other forms of feedback, the aspects a 360 survey measures, best practices for implementing it and the potential pitfalls if not executed correctly.

Read Further: Developing your leadership with 360 feedback

What is 360 feedback?

First things first — what is 360 feedback? In a 360 feedback process, multiple sources provide insights on an individual’s performance and behaviours. Peers, direct reports, managers and even customers or clients, along with the individual’s self-assessment, typically contribute to this feedback. The “360” in the name reflects the all-around perspective provided by these diverse sources, offering a more holistic, well-rounded view of an individual’s strengths and areas for improvement.

Unlike traditional feedback, where a single source (such as a line manager) often gives input, 360 feedback offers a more comprehensive picture of the employee’s performance. It gathers perspectives from various people within the working environment, providing valuable insights that traditional methods may overlook.

Check out our free comprehensive guide on 360 feedback

Feedback is in millennial’s DNA

Go online today and there’s barely a company that isn’t asking you for feedback or reviews. Think Trustpilot, TripAdvisor, Amazon and eBay, to name just a few. It’s not just the commercial platforms that rely on feedback, either. Social media sites like Facebook, Instagram, TikTok and Snapchat are based around pushing out posts and receiving relevant feedback.

For millennials who have grown up with this kind of interactive technology, completing online 360 reviews will be as familiar as sharing a restaurant review. It’s a marked step away from the mindset of older generations that keep their feelings to themselves. Done well, 360 degree feedback can provide a useful psychological bridge between work and non-work life.

How 360 feedback varies from traditional feedback

Traditional feedback typically follows a top-down approach, where managers provide evaluations of their direct reports. This method is straightforward and often focuses on the individual’s job performance in relation to specific goals or key performance indicators (KPIs). While of course valuable, traditional feedback can be somewhat limited in scope. It tends to be largely influenced by the manager’s perspective, which might not fully encompass all aspects of the individual’s behaviour, nor reflect how that individual’s colleagues view them and their contributions. 

Feedback via a 360 feedback tool, on the other hand, broadens the scope by involving multiple perspectives. Instead of relying solely on the manager’s view, 360 feedback includes input from colleagues at various levels. This variety of sources helps to minimise bias and offers a more nuanced view of the individual’s behaviour, communication style and leadership abilities, among other things.

Another important difference lies in the purpose of the feedback. Traditional feedback is generally linked directly to performance reviews and decisions regarding promotions, pay raises or disciplinary action. 360 feedback, however,  is usually intended for developmental purposes — which is why it is so often tied to leadership development. It focuses more on personal growth, helping the individual understand how they are perceived by others and identifying areas where they can improve.

What a 360 survey measures

A 360 feedback survey can be designed to measure quite a wide range of behaviours and skills, depending on the specific goals and objectives of the organisation and the role of the individual being assessed. 

Generally, these surveys cover the following key areas:

1. Communication skills: How effectively does the individual communicate with others? This includes both verbal and written communication, as well as active listening skills.
2. Leadership: For those in leadership roles, the 360 feedback process assesses their ability to inspire, motivate and guide their team. It may also evaluate decision-making abilities, delegation skills and how well they manage conflicts, while exploring their emotional intelligence.
3. Teamwork: How well does the individual work with others? This includes collaboration, cooperation and the ability to contribute to a positive team environment.
4. Interpersonal skills: This area focuses on the individual’s ability to build and maintain relationships. It includes aspects like empathy, respect for others and how well they handle interpersonal conflicts.
5. Problem-solving and decision-making: The survey assesses the individual’s ability to analyse situations, make informed decisions and solve problems effectively.
6. Accountability: How responsible is the individual for their actions and decisions? This includes their reliability, integrity and how well they manage their responsibilities.
7. Adaptability: The survey may measure the individual’s ability to adapt to changes, handle stress and remain effective in dynamic environments.
8. Customer focus: If applicable, the survey might assess how well the individual understands and meets the needs of customers or clients.
9. Self-awareness and emotional intelligence: This includes the individual’s understanding of their strengths and weaknesses, as well as their ability to manage their emotions and respond to feedback.

The specific competencies measured can vary depending on the organisation’s focus and the level of detail they want from the feedback. The aim is to gather a comprehensive view of the individual’s performance across different areas, providing a well-rounded basis for development.

360 feedback best practices

Implementing 360 feedback effectively requires careful planning and consideration. Here are some best practices to ensure the process is beneficial for all involved:

1. Clearly define the purpose: Begin by communicating the purpose of the 360 feedback process clearly to everyone involved. Whether the focus is on development, improving team dynamics or enhancing leadership skills, everyone should understand the goals.
2. Choose the right participants: Select respondents who interact regularly with the individual being assessed. This is the best way to make sure the feedback is relevant and based on actual experiences.
3. Ensure anonymity: To get honest and unbiased feedback, ensure the responses are anonymous. This encourages participants to provide genuine input without fear of repercussions.
4. Provide training: Both the feedback providers and receivers should understand how to give and receive feedback constructively. Training sessions can help participants focus on behaviours and actions rather than personal characteristics.
5. Use a structured format: A well-designed survey with specific, behaviour-based questions will yield more actionable insights. Open-ended questions can also be included, but the majority of the survey should be structured to allow for easier analysis.
6. Follow up with action plans: Feedback is only valuable if it leads to action. After the feedback is collected and reviewed, create a development plan with clear steps for improvement. Regularly check in on progress to ensure the feedback is being used effectively.
7. Maintain a positive approach: Emphasise that the goal of the feedback is personal and professional growth. Frame the process in a positive light, focusing on development rather than criticism.

What could go wrong if 360 feedback isn’t carried out correctly

While 360 feedback can be a powerful tool, it can also be counterproductive if not handled correctly. Here are some potential pitfalls:

1. Lack of clarity: If participants don’t understand the purpose of the feedback, they may provide vague or irrelevant responses. This can lead to confusion and reduce the effectiveness of the feedback.
2. Inaccurate or biased feedback: Without proper anonymity or if the participants have personal biases, the feedback may be skewed. This can result in unfair assessments and damage relationships within the team.
3. Overwhelming feedback: Receiving a large volume of feedback from multiple sources can be overwhelming, especially if it’s negative. Without proper support, the individual may feel demoralised and less motivated to improve.
4. Failure to act on feedback: If feedback isn’t followed by a concrete action plan, it becomes meaningless. Over time, employees may lose trust in the process, seeing it as a box-ticking exercise rather than a genuine opportunity for growth.
5. Focus on weaknesses: If the feedback process focuses too heavily on identifying weaknesses, it can create a negative environment. It’s important to balance feedback by recognising strengths and achievements as well.

Millennials & Gen Z want development NOW

It’s no secret that millennials are career hungry in the first place. Yet from People Insight’s employee survey benchmarks, only 44% of respondents feel their career aspirations are being met. Unfulfilled employees lead to increased attrition. Implementing a 360 degree feedback model provides millennials with an opportunity to take their career prospects into their own hands and make immediate changes to how they work and interact with those around them.

Start by looking at the bigger picture, at how they impact on the team, department or even the organisation as a whole. As a result of doing so, major positive change can take place in a very short space of time. That sits well with millennials accustomed to finding answers to many of their problems through a quick Google search.

360 feedback tools are simple to set up and quick to deliver value

The good news is 360 feedback systems are simple to set up and deliver (especially with provider support). For our own part, we’ve created a 360 feedback system that is fast and easily deployable via desktop or mobile, with helpdesk manned by experienced managers.  This gives all employees, potentially across five generations – an intuitive user experience with output which really helps managers and their people have meaningful development conversations.

As we’ve said, 360 degree feedback is relevant and natural in today’s workplace. By using 360-degree feedback to improve dialogue and individual development, you’ll be helping your employees work on their career development and feel more listened to and engaged in your organisation.

How you carry out 360 feedback makes all the difference. For advice on how best to implement a 360 feedback survey, get in touch with our 360 coaching experts today. We’ll talk you through the process, give you actionable steps to take and help you to make 360 feedback an enjoyable part of your employee listening strategy.