Written by Jerry Toomer, Founder and Partner of The Catalyst Effect, LLC and author of The Catalyst Effect and other people-focused books.
When used as a tool for development, 360 feedback can be a powerful addition to the coaching and leadership development process at all levels.
360-degree feedback can be extremely valuable development information for both leader-managers and individual contributors.
Many coaches choose to interview key peers, subordinates, or bosses to gather input; others rely on specific assessment tools.
If interviews are conducted, information is systematically gathered, summarized and key opportunities to leverage strengths and address needs for improvement are identified.
It may be a somewhat subjective and time-consuming process, but it is often the easiest “go to” approach used by coaches who may not be aware of the full range of efficient and cost-effective assessments currently available.
Key to this discussion is an important distinction: As a developmental tool, 360-degree feedback focuses on fostering personal and professional growth rather than assessing past performance.
Specific feedback enables the leader, with their coach, to tailor their development plans based on real and 360 insights that can drive improvement. By understanding how their actions impact those around them, leaders can tailor their approach to leading others… and individual contributors can discover how best to impact their teams and step up to lead when desired.
When multiple team members engage in the 360-degree feedback process, it encourages open communication and transparency, enhancing collaboration and interpersonal dynamics across the team.
Some on the team may not have direct reports, so feedback may also be categorized by different peer or work groups, along with (a) manager(s).
How do you identify the 360-degree feedback assessment that is right for you and your clients, or for the leaders in your organization?
The following questions can guide you in selecting the 360-degree developmental assessment that meets your needs:
1. Are you looking for a 360 assessment that is tied to a leadership model?
You may choose to use a 360-degree feedback assessment that is tied to a leadership model and that contains items based on an identified set of competencies (often grounded in research).
A model can provide a conceptual framework for the coach and client to discuss leadership styles and behaviors. And it may be commonly used across a wide range of leaders in an organization.
Or you may seek to build a custom tool on a software platform that is uniquely tailored to the individual client or the organization vs being part of a branded model / assessment. That is a building process that takes time and resources, but depending on the need, it may be worth the effort.
2. Who is using the assessment feedback? Leader-managers only? Individuals who play leadership roles on teams while often primarily being individual contributors.
Do you primarily coach executives? Middle and front-line leaders? Individual contributors? Some of each?
While some 360’s target a specific population. Others measure competencies appropriate for all levels of professionals from individual contributors to senior executives.
3. What are you seeking to measure?
Once you’ve determined the “who” of your 360, you’ll want to consider the “what” – i.e. what skills, “styles” or behaviors do you want to measure?
Think of the audience you identified earlier – what might they be seeking from a 360?
Feedback on their problem-solving and strategic thinking?
Insight into how others perceive their communication and ability to motivate?
Pinpointing the goal of your 360 measurement will help narrow your focus and screen out those 360s that don’t meet your preferred criteria.
4. How much time should you expect a client and their raters to invest in providing 360-degree feedback?
At what point do raters become fatigued?
Test drive the assessment to fully understand the user experience, from identifying “raters” and sending out requests for feedback, to actually completing the assessment and understanding the time required. Determine the rating structure and process: Number of items? Likert scale? Open-ended questions?
5. How expensive is the assessment?
Cost is almost always a factor.
Ask yourself, does the price of the assessment allow you to provide your clients with ample value for their investment while providing a profit for you?
How does using the assessment tool compare with spending several hours interviewing “raters”?
Pricing may range from $200 to $800+ per assessment.
6. Is certification important?
Certification can set you apart and can ensure fully effective use of the assessment.
While some assessments require no certification, others involve attending live or virtual certification sessions that take as many as three days and potentially involve travel.
Some may provide self-guided certification that can be provided largely on-line.
No matter what you are looking for in a 360-degree feedback assessment, there are likely one or more tools that will meet your specific needs. If you are an HR or Training Director, the questions above are key to your selection.
Can I certify internal coaches? Does the assessment tie to a training or development (competency) model that we use in our organization? Can I get favorable volume discounts? Is the assessment easily translated to other languages? Can I tailor some questions, or add questions that may be pertinent to my organization?
Considering the above questions will get you started on the path towards determining the developmental 360 assessment that’s right for you and your clients or organization.
To find out more, or to talk to a 360 assessment specialist, contact our Coaching Practice Leader – Matt Dickerson at action360@thecatalysteffect.org.
Matt can walk you through an overview of a wide range of 360 tools available on the market.