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Guidelines for Selecting Survey Takers in 360 Degree Feedback
Surveys
Research shows that multi-rater feedback (e.g., 360 degree
feedback, 180 degree feedback) has many advantages over just
manager ratings — greater accuracy, receptivity
by people being rated, impact, and likelihood of developmental
actions being taken. However, these advantages depend heavily
on the survey takers (raters) selected in the 360 assessment
process. This Insight white paper provides guidelines
on this matter, and suggested communications to participants
(people receiving feedback).
Alternative Approaches to Assigning Raters in a 360 Degree
Feedback Initiative
The alternative approaches to selecting survey takers vary
in terms of the degree of control participants have in making
the decisions during the 360 degree feedback process:
- Participants are given guidelines, and then choose their
own survey takers.
- Participants choose their survey takers, but their managers
are required to approve the list before the surveys go out.
- The managers of participants choose the survey takers,
and then inform the participants.
- Someone in the company (usually in the HR department)
identifies the survey takers according to established rules
(e.g., peers are all those who report to the same manager
as the participant).
Some companies don't want to give participants complete control
over the selection of survey takers because of a concern that
some participants will "stack the deck" with people
they expect will give more favorable ratings. In practice,
this concern is probably exaggerated, because most "good
friends" are also likely to be more candid during the
360 degree assessment process.
At any rate, there are two important reasons for having some
degree of participant involvement in the 360 rater selection
process. First, they know best who is familiar with their
performance and, therefore, could provide accurate ratings.
Second, involvement significantly increases buy-in and perceptions
of fairness.
Selecting 360 Assessment Survey Takers by Role
The roles (types of survey takers) in a 360 degree feedback
survey could include self, manager, peers, direct reports,
and internal customers (or business partners, etc.). Not all
roles have to be included for the 360 feedback to be of value.
The question of which survey takers to select is mainly an
issue for peers and internal customers.
The self is obvious and is almost always included. The manager
is also obvious, although there is the issue of participants
who have more than one manager. In those situations, all managers
are usually included, and it may be desirable to report their
ratings separately in the 360 degree feedback report. Censeo
recommends that all direct reports be invited to participate.
This avoids the problem of having to explain why some were
selected and not others, and it doesn't increase costs. (Most
vendors, including Censeo, base their 360 degree feedback
pricing on the number of participants, with an unlimited number
of survey takers.)
So, decisions about who to select as survey takers during
a 360 assessment must be made only for peers and internal
customers. (As an aside, few companies include both of these
roles in the same survey.) The best survey takers, of course,
are those whom the participant works closely with, who can
accurately rate the demonstrated behaviors and skills of the
participant. The remaining question is, how many survey takers
should there be in each of the roles? Censeo recommends at
least five as a rule of thumb.
Communicating Guidelines to Participants
When participants are involved in selecting their survey
takers, it's helpful to provide them with a few guidelines.
The suggested content that follows can be revised to meet
your specific needs. The information can be included in a
letter, a memo, or an email message that also addresses other
360 survey related issues (purpose of the 360 degree feedback
initiative, how the results will be used, schedule, etc.).
Below is an example:
To: 360 degree feedback participants
From: Senior manager or HR
One of your first steps in the 360 degree feedback process
is to select the people who will provide you feedback. This
is a
very important step, as the quality and accuracy of the information
you receive depends on whom you select. Here are
a few guidelines:
- You'll complete a self-survey, but you don't have to assign
yourself; you'll get it automatically.
- Your manager will complete the survey. If you have two
managers, you should select both.
- Select all of your direct reports. Input from many people
is better than just a few, and you will avoid having to
explain why some people were selected and not others.
- Select at least five peers — people you have worked
closely with for some period of time, and who know your
capabilities well. They will generally be about the same
level as you, and they may or may not report to the same
manager as you.
Avoid the temptation to select people you think might give
you more favorable feedback during this 360 assessment. Be
honest with yourself, and select people who know you very
well.
The ratings made by peers and direct reports will be confidential
in that you won't see individual ratings, but only the averages
will be presented on your 360 degree feedback report. This
is done to promote more accurate and honest feedback.
Reporting Results by Roles
The number and types of survey takers, and the approach used
to select them, is related to another important topic —
how the responses from different roles are combined to produce
overall scores for competencies and items. The 360 degree
feedback report shows the results for each role (which is
extremely valuable), but the issue is how they are combined
for overall scores (averages) that can be compared to the
self-ratings.
Censeo provides two alternatives, both of which exclude the
self-ratings:
- Each survey taker counts equally (e.g., if there is one
manager and nine other survey takers, the manager's rating
counts 1/10 of the average).
- The average scores are calculated by weighting the roles
(e.g., managers, peers and direct reports each count 1/3).
There is complete flexibility on the weightings applied
to each role during the 360 assessment.
© 2007 Censeo Corporation
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