How to Adopt Continuous Feedback

Continuous feedback is increasingly becoming the norm in the workplace, driven largely by the expectations of millennial and Gen Z workers, and as employers realise the benefits in relation to enhanced workforce engagement, development and performance.

In this guide, we take a practical look at why and how to adopt continuous feedback.

 

What is a continuous feedback?

 

Feedback is the act of giving and receiving information to improve performance. You can give feedback verbally or in writing; you can direct it to an individual or a group. And while it’s often associated with criticism, feedback can – and should – also be positive.

Feedback has the most impact when it’s collaborative and constructive. The key to making feedback work is in its delivery. If done well, it can help people understand their strengths and weaknesses and identify areas for growth. Done poorly, feedback is confusing and demotivating.

Continuous feedback refers to a process or system that supports management in gathering thoughts, opinions, and suggestions from employees in a structured, regular and consistent way. This could be through organised meetings or conversations—either in a group setting or one-on-one between an employee and their manager—or between employees and their peers. Management then uses the data gathered from their continuous systems of feedback to analyse productivity levels, engagement, work satisfaction, and work quality.

Regular conversations about performance and development allow employers to shift focus towards building a workforce that meets the organisation’s needs now and in the future, as opposed to traditional annual appraisals which typically centred on a retrospective analysis of past performance, typically with the aim of determining reward or even punishment.

Ultimately, a feedback loop encourages continuous learning because managers are able to check in with how employees are performing and feeling at a given time and generate timely insights and action in response.

 

Benefits of continuous feedback

 

Implementing systems of continuous feedback can support an organisation’s productivity, boost employee retention, encourage learning and development, boost trust, and help create a positive culture in the workplace:

 

Boost productivity

Continuous feedback boosts productivity by creating more open lines of communication and more frequent conversations between employees, management, and the executive team. More check-ins with the workforce mean that people are clearer on their goals and tasks and feel more motivated to complete their responsibilities, knowing they are supported by these frequent and structured conversations.

 

Increase engagement

Creating systems of continuous feedback also helps increase employee engagement. Implementing a continuous feedback model or system means that different kinds of check-ins and conversations will need to be developed to assess different areas of employee sentiments, such as tracking employee engagement through metrics like professional development, personal fulfillment, satisfaction with responsibilities, and expectations of the role. As you track employee engagement, you simultaneously increase it by using the data to make necessary changes and encourage more engagement through employee feedback.

 

Encourage learning and growth

Continuous feedback means that your employees are consistently acquiring input on their work, including what is going well, what could use some work, and what kinds of opportunities they may be interested in pursuing. As such, employees are not only being held accountable but are also being encouraged to follow through on their interests. This builds a level of comfort with employees, who will feel more at ease to voice where they think they need a bit more support or guidance or initiate conversations about training or courses they’re interested in.

 

Foster trust

Creating systems of continuous feedback also builds trust between employees and their peers and with employees and management. Because the entire workforce knows that the feedback is in place to best support each person, along with their personal and professional goals, this creates an environment of trust and more autonomy.

 

Improve employee retention

Continuous feedback also improves employee retention because stronger relationships support lower staff turnover. This retention also helps reduce the costs associated with recruitment and hiring and creates more opportunities for employees to advance in their careers. When there is good management in place and employees trust and feel supported by their leader, employees are more likely to feel loyal to the organisation and stay.

 

How to adopt continuous feedback

 

Set regular feedback meetings

Giving feedback should be a regular occurrence, not a one-time event. To make sure it happens, you could encourage employees to give feedback at least once a month or even once a day. An even better method is to set up an automated reminder system, such as a weekly email or in-app notification.

You need to set recurring feedback meetings in a structured manner if you want to create effective systems of continuous feedback. These meetings—whether they’re weekly, bi-weekly or monthly—can include an entire team or department, or you can also implement feedback into weekly or bi-weekly one-on-one meetings. In these meetings, employees can bring up any questions they may have, discuss team issues, work to solve roadblocks or challenges they’re experiencing, and also check in on the progress of their to-do lists or priorities. These recurring meetings will ensure everyone feels aligned and prepared to tackle their responsibilities.

 

Use technology to your advantage

It’s essential to leverage technology wherever possible in today’s corporate environment.

Without leveraging technology, systems of feedback become too much upkeep and manual work and therefore, are not sustainable long term. To make the process easier, specialist feedback tools allow you to ask for and receive feedback digitally. Another alternative could be to make a QR code linked to a feedback form, and then share the results in your team meeting agenda.

 

Conduct 360 feedback reviews

360 feedback reviews include the feedback from an employee’s subordinates, peers, colleagues, and manager—along with a self-evaluation by the employee—to create an amalgamated view of the employee from several perspectives, thus eliminating bias.

 

Set clear goals and expectations

Be sure to set clear goals and expectations for individual and team goals. This will help ensure that the organization is on track to achieving its desired results and ensuring the success of each person.

 

Use anonymous feedback

Making feedback anonymous in one or some of your systems of feedback is extremely effective because it makes employees feel safe, and as a result, people may be more honest with sharing feedback that would be difficult to discuss in person. When your team feels comfortable to give these genuine remarks or suggestions, the organisation benefits because management is able to implement the necessary changes.

 

Make it part of the company culture

If you want peer-to-peer feedback to become the norm, you need to integrate it into the company culture. But it’s essential that you make it clear to employees why you’re fostering a culture of continuous feedback. Make it known that this continuous feedback will help you support and guide them in their careers so that ultimately, they feel more satisfied and motivated in their positions. Be transparent by keeping employees up to date and in the know about the data that is being collected, which metrics are looking healthy, and which metrics could use a little bit of improvement. Be sure to gather suggestions from employees on how to improve certain metrics and include them in the decision-making process.

 

Train employees

Giving and receiving feedback can become a minefield, making it essential to train your employees to do it properly. Explain what continuous feedback is, why it’s important, and how to give it effectively.

 

Encourage employees to give continuous feedback

It’s one thing to tell your employees they should give feedback, but it’s another to get them to do it. To encourage them, you could offer incentives or consider creating a points system where employees get rewards for giving thoughtful feedback.

 

Make it easy for employees to give feedback

If you want employees to provide feedback, you need to make it easy for them to do so. In other words, aim to create a simple, straightforward system that doesn’t take up too much of their time. Online forms, scheduling tools, and communication channels are all good options.

 

Make it a priority

Make peer-to-peer feedback a priority if you want it to be successful. Instead of expecting employees to take all the initiative, put time and resources into building continuous feedback into the culture. No matter which method you choose, give it the attention it deserves. You could even create a dedicated team to manage feedback channels or appoint a company-wide feedback champion.

 

Be open to feedback yourself

If you want your employees to be open to feedback, you must set an example. That means being willing to receive feedback and being open to hearing what others say. You should also be prepared to act on the feedback you receive — even if it isn’t something you want to hear.

 

Ask, don’t assume

Rather than jump to conclusions about why something did or didn’t happen, take the time to ask your employees for their thoughts and opinions. Not only will this ensure you get accurate information, but it’ll also show your employees that you value their input. Making accusations puts the team on the defensive, which is never great for productive conversation.

 

Seek feedback from multiple sources

Don’t make the mistake of building bias into your feedback system. If you’re looking for answers, don’t just go to one person. Seek feedback from multiple sources to get a more accurate picture. You don’t want to rely on one person’s opinion or form an unfair judgment quickly without considering other sides of an issue. Depending on the issue, you could ask for feedback from employees, customers, stakeholders, or other businesses.

 

Be specific

Whether good or bad, feedback is more effective when it’s specific. Rather than making general comments, it’s crucial to identify the specific behavior or issue. For example, instead of saying, “you’re doing a great job,” try, “I really appreciate how you handled that customer complaint.” Clarity helps others understand which behaviors or processes add value or cause problems.

 

Be timely

Feedback is most valuable when given in a timely manner — as soon as possible after the event. If you wait too long, the details will fade, and your employees will be less likely to remember what happened. Moreover, when the feedback is critical, waiting longer to share it can come across as a timed attack rather than an observation in the moment.

 

Make it a two-way conversation

Feedback should never be a one-way street, so make it a two-way conversation. Listento what your employees say, and take their feedback on board. This also means being open to making changes based on the feedback you receive.

 

Prepare before the session

The only thing worse than receiving bad feedback is receiving bad feedback that doesn’t feel thoughtful. Even good feedback can be demotivating if it feels too general and poorly thought-out.

Take some time to prepare before giving feedback. Think about what you want to say and how you will say it. You also want a clear plan for what you want to achieve from the conversation. The goal is for the recipient to leave the session feeling that you’ve genuinely taken the time to think about them, their situation, and their growth.

 

Ensure a balance of good and bad points

No one likes to hear a long list of everything they’re doing wrong or that they’re amazing with no room for growth. Try to strike a balance between good and bad feedback. If you’re only giving criticism, employees may quickly tune out or walk away feeling resentful instead of empowered.

Acknowledge the employee’s strengths, but give them something useful to consider after the session. For example, try to suggest a potential solution for every problem you identify. And for every positive, add a way for employees to continue building on their strengths.

Difficult conversations are never easy — especially at work. But if you assess situations fairly and balance every bad point with a good one, you should be able to keep conflict to a minimum.

 

Think long-term

When giving feedback, it’s wise to think about the long-term. Avoid the temptation to focus on short-term gains, and instead, think about what will help your employees grow and develop in their careers.

Feedback is an investment in employees, not a quick fix or an opportunity to nag them about something minor. Every suggestion you make should help to set them up for success.

 

Need Assistance?

 

DavidsonMorris’ specialist HR consultants provide expert guidance to employers on all aspects of workforce management and engagement, including training and advice on performance management and feedback techniques. Working closely with our employment law colleagues, we offer employers holistic guidance to protect the best interests of your organisation. For help and support, contact us.

 

Continuous Feedback FAQs

 

What is continuous feedback in the workplace?

Continuous feedback refers to the practice of providing employees with ongoing, real-time feedback on their performance. Unlike traditional annual reviews, it involves regular conversations and assessments that help employees improve continuously throughout the year.

 

How does continuous feedback benefit UK employers?

Continuous feedback can lead to higher employee engagement, improved performance, and better communication within teams. It also helps in retaining talent by ensuring employees feel valued and supported in their professional development.

 

Is continuous feedback time-consuming for managers?

While continuous feedback does require regular check-ins, it doesn’t have to be overly time-consuming. With the right tools and approach, feedback sessions can be integrated into daily routines, making the process more manageable and efficient.

 

What tools can UK employers use for continuous feedback?

There are various tools available that cater specifically to UK businesses, such as performance management software and feedback platforms. These tools help streamline the process, allowing for easy tracking and documentation of feedback.

 

How can I ensure continuous feedback is fair?

To maintain fairness, it’s essential to set clear objectives and criteria for feedback. Regular training for managers on how to give unbiased feedback is also important, as is encouraging a culture of transparency and open communication.

 

What should I do if employees resist continuous feedback?

Resistance can be overcome by clearly communicating the benefits of continuous feedback and involving employees in the process. Providing training and support can also help ease concerns and foster a more positive attitude towards feedback.

 

Are there any legal considerations for implementing continuous feedback in the UK?

It is important to ensure that the continuous feedback process complies with UK employment laws, particularly in terms of data protection and employee rights. Consulting with an HR professional or legal advisor can help ensure compliance.

 

Can continuous feedback lead to feedback fatigue?

Feedback fatigue can occur if feedback is given too frequently or is perceived as overly critical. To prevent this, it’s important to balance positive and constructive feedback, keep sessions brief and focused, and ensure that feedback is meaningful and actionable.

 

How do I measure the success of continuous feedback in my organisation?

Success can be measured by monitoring employee performance, engagement levels, and retention rates. Gathering feedback from employees on the process itself can also provide valuable insights for improvement. Regularly reviewing and adjusting the feedback approach ensures it remains effective and beneficial.

 

Glossary

 

 

Term	Definition
Continuous Feedback	An ongoing process of providing real-time, constructive feedback to employees throughout the year.
Employee Engagement	The emotional commitment an employee has towards their organisation, which influences their performance.
Performance Management	The systematic process of improving organisational performance by developing the performance of individuals and teams.
Feedback Fatigue	A condition where employees feel overwhelmed by the frequency or nature of feedback, leading to disengagement.
Constructive Criticism	Feedback aimed at helping an individual improve by highlighting areas of weakness in a positive and supportive manner.
Two-Way Feedback	A feedback approach where both employers and employees exchange constructive feedback to improve communication and performance.
Feedback Culture	An organisational environment where giving and receiving feedback is a regular, encouraged, and valued practice.
Real-Time Feedback	Immediate feedback provided as events or behaviours occur, rather than at a later date.
Employee Retention	The ability of an organisation to keep its employees from leaving, typically measured as a percentage over time.
Annual Performance Reviews	Traditional yearly evaluations of an employee’s performance, often used to determine promotions or salary increases.
HR Software	Tools and platforms used to manage various human resource functions, including continuous feedback processes.
Data Protection	Legal practices aimed at safeguarding personal data and ensuring it is used appropriately and securely.
UK Employment Laws	Regulations that govern the rights and responsibilities of employers and employees in the United Kingdom.
Objective Setting	The process of defining clear, measurable goals that employees aim to achieve within a set timeframe.
Legal Compliance	Adhering to laws and regulations that apply to business practices, particularly in relation to employment and data protection.
Feedback Sessions	Scheduled meetings or interactions where feedback is provided to discuss performance and development.
Bias-Free Feedback	Feedback that is impartial, objective, and free from personal prejudices or stereotypes.
Employee Development	Ongoing training and education provided to employees to enhance their skills and career progression.
Transparency	Open communication and clear processes within an organisation, ensuring all parties understand expectations and decisions.
Organisational Culture	The shared values, beliefs, and practices that shape how an organisation operates and how its employees interact.
Manager Training	Training provided to managers to equip them with the skills needed to effectively lead and provide feedback to their teams.