How to Run a 360-Degree Feedback Campaign Step by Step
A 360-degree feedback process collects views on a person's behaviour from several perspectives: their manager, peers, direct reports and themselves. Done well it shows blind spots and strengths; done badly it creates mistrust. This guide covers the steps that matter.
1. Decide the purpose
State plainly whether the feedback is for development or for decisions such as pay or promotion. Most practitioners recommend using 360 feedback for development, because raters are less candid when they know a rating may affect someone's pay. Tell everyone the purpose before you start.
2. Choose the behaviours to measure
Use a framework that reflects what the organisation expects of leaders. The AXIS360 360-degree solution assesses 24 behaviours and can also include a custom questionnaire. Keep the questionnaire short enough to finish in a few minutes; long forms reduce completion.
3. Select raters
Ask the participant to nominate raters, then have the manager or administrator review the list. A balanced set usually includes the manager, several peers and several direct reports. A common rule of thumb is a minimum of three raters in a group before that group's results are shown separately, so that no one can be identified. In AXIS360 the participant submits raters, an administrator approves and then locks the list.
4. Brief the raters
Explain why the feedback is being collected, how long it takes, and that results are confidential. Send each rater their own link so responses cannot be mixed up, and give a clear closing date.
5. Send reminders and close the campaign
Response rates determine the quality of the report. Send reminders to those who have not responded, and set a date to close. AXIS360 lets an administrator remind individual raters or everyone outstanding in one action, and then close the campaign.
6. Debrief and plan
The report is only the start. Arrange a debrief with a trained person, help the participant pick two or three priorities, and agree actions with their manager. A follow-up check after a few months shows whether perceptions have moved.
Common pitfalls
These are the mistakes that most often undermine a 360 process.
- Using the scores for pay or promotion decisions without saying so.
- Too few raters in a group, which makes responses identifiable.
- No debrief, so the report is read once and forgotten.
- Treating the average as the truth. Look at the spread and the written comments as well.
Frequently asked questions
How many raters should a 360 have?
Enough that individual responses cannot be identified, commonly at least three per group (peers, direct reports) and one manager, plus the self-rating.
How long does a 360-degree feedback campaign take?
Plan a few weeks from kick-off to report: briefing, rater selection, a response window with reminders, then the debrief.
Can 360 feedback be used for performance appraisal?
It can, but many practitioners advise against it because it changes how candid raters are. If you do, say so in advance and use it alongside other evidence.
Related
Assessments: Emotional Intelligence Assessment · Leadership Derailers Assessment · Situational Leadership Assessment · Learning Agility Assessment
Solutions: ASSESS 360° Feedback Solution · Leadership Development Solution
More guides: How to interpret psychometric test results · DISC assessment guide