Using a 360 Degree Feedback Survey to Measure Executive Presence
A 360 survey provides a well-rounded overview of how a leader or employee needs to grow—and where they are already excelling. Technically speaking, a 360 feedback survey can be used for two related purposes. First, a 360 degree survey can give an employee developmental feedback. Second, it could be used as a component of performance evaluation. However, we only recommend using it for developmental purposes.
Why should 360 survey feedback be used for developmental purposes?
Gaining 360 feedback can feel daunting for an employee at first—even a high-level leader. Knowing that colleagues’ evaluations will influence decisions about their career would feel even more overwhelming. As a result, it could breed feelings of resentment among coworkers or create unhealthy competition that affects how people rate their colleagues. It could also lead coworkers to give each other too-lenient ratings in an effort to “help” one another. In such ways, using 360 surveys in performance evaluation could undermine the culture of trust an organization is working to build.
What does using a 360 feedback survey for development entail?
For leaders seeking to grow more effective, a 360 review can help gauge their level of executive presence. The 360 degree survey can illuminate areas of strength and weakness, helping them understand where they need to improve. When gathering feedback on executive presence, make sure to choose a 360-feedback survey tool developed specifically to measure this competency. Other types of survey tools exist for entry-level and mid-level employees. They may assess certain leadership competencies but don’t typically delve into the high-level skill set needed by top-tier leaders.
Measuring feedback for developmental purposes means focusing on specific behaviors. A 360 assessment tool should help leaders understand the behaviors they’re engaging in every day that enhance and undermine their effectiveness. It’s not about making judgments that will affect their career, as in a performance evaluation (“Yes, you’re succeeding, and you should receive a promotion”); it’s about highlighting opportunities for growth as well as current strengths.
Further, the behaviors assessed in a 360 survey primarily pertain to how an employee relates to others. They don’t typically assess basic job skills and achievement of project outcomes, which a performance evaluation does consider. This makes a 360-feedback survey far more useful for personal development than performance evaluation. For leaders, this survey can assess a vital set of interpersonal skills that together make up executive presence.
Who gives feedback on a 360 degree survey?
A 360 survey delivers feedback from a broad range of people. A coach or HR manager can work with the leader to choose who will complete the survey, as the leader may have suggestions based on who knows their work best. The coach or manager should make sure to choose a balanced range of people—not just those who are most likely to give favorable reviews, but also those who may have constructive criticism.
By gaining input from direct reports, peers, higher-level leaders (if applicable), and clients, a leader can understand how all of these people perceive their executive presence. The results can be synthesized to present an overall picture of the leader’s level of executive presence, but they can also reveal discrepancies in different groups. These differences can illuminate whether the leader is showing more executive presence in certain contexts.
Why is 360 feedback survey so valuable for today’s leaders?
Through a 360 degree survey, leaders gain anonymous feedback from direct reports as well as colleagues and superiors. This means they gain input they wouldn’t normally hear, as few subordinates approach their boss with constructive criticism on how to improve. Often direct reports have the most valuable feedback, as they deeply understand from firsthand experience how the leader actually leads. Thus, a 360-feedback survey gives leaders invaluable input that benefits their development. Leaders gain a strong understanding of how others perceive their executive presence (or lack thereof). More importantly, they learn which specific executive presence competencies they need to develop—and where they are already excelling or showing nascent strengths.
In short, 360 feedback can help leaders (and other employees) set clear goals for development and begin moving toward them.
Make sure all reviewers, and the leader being reviewed, understand the purpose of the 360 feedback. Otherwise, they may assume it will be integrated into a performance evaluation even if you’re planning to use it solely for personal development. When everyone has clarity on the purpose of the 360 degree feedback, the leader will gain the most accurate and valuable input possible.
A skilled executive presence coach will facilitate a 360 degree survey process that delivers maximum insights and then work with leaders to leverage them fully. Contact Joel to discuss what this process entails in more detail.
