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360 Degree & ADC's
Dr Sanyukta Jolly
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360 degree feedbck is also known as a ³multisource
assessment´
Ward (1997) defined 360 degree feedback as ³the
systematic collection and feedback of performance
data on individul or group derived from a number of
stakeholders´
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Uses of 360 degree feedback
Developmental purpose
For appraisal
For pay
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Development & implementation Define objectives
Define recipients
Decide on who will give the feedback
Decide how feedback will be given
Decide on areas of work and behavior on which feedback will be given
Decide on the method of collecting the data
Decide on data analysis and presentation
Decide how the data will be used
Plan the initial implementation program
Analyze the outcome of the pilot scheme
Plan and implement full program
Monitor and evaluate
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Issues arising?
Fit
Design
Skill
Communication
Administration
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Advantages
Broader perspective
Individuals know their strengths & weakneses
More reliable feedback is provided
New insights get highlighted
Critical performance & competency requirements are clarified
People given more rounded view of their performance
Key development areas are identified
Managers are more aware on how they impact
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Possible problems
People may not give frank or honest feedback
People put under stress in receiving or giving
feedback
Lack of action following feedback
Over-reliance on technology
Too much bureaucracy
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Criteria for success
When there is active support of top management
When there is commitment
Real determinaton by all to use feedback data
Questionnnaire items fit or reflect typical and significant aspects of
behavior
Items relate to actual events
Comprehensive & well delivered communication, followed by
training
No one is threatened by the process
Questionnaire easy to complete
Bureaucracy is minimized
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Assessment Center
It is a technique in Human Resource Development,
which helps in organizations to objectively assess the
potential of people for assignment of certain job
roles. Initially it was used for recruitment, now its being
increasingly used for studying of complex
organizational behavior, such as stress, ambiguity
and career motivation.
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It is a procedure that uses multiple techniques to
evaluate employees for a variety of HR decisions.
An assessment center is both a place and a process.
It is a physical center where individuals are evaluated
for potential or for development.
A combination of work-related exercises along with
simulations and psychometric instruments are used
for assessing competencies.
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Differences between Assessment &
Development Center ASSESSMENT CENTER DEVELOPMENT CENTER
Used for selection of people Used for development of people
Focus on what the candidate is now Focus on how the employees can be developed
for the future
The target group could be employee lookingfor promotion or an outsider seeking a job
Normally employees seeking to develop their career
Involves pass/fail criteria Does not involve pass/fail criteria
Aimed at meeting the organization¶s need Meets organization¶s performance need as well
as individual¶s development need
Feedback may not be given Feedback is given
Results may not be disclosed Results are shared with the candidates
Self appraisal have no value Self-appraisals are important
Line managers are best assessors Behavioral scientists, HR Managers and line
managers are a right combination
Reasonably brief Detailed
Candidate may be prone to anxiety due to pass/fail criteria
Candidates are comfortable since the resultsare used only for developmental purposes
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Companies using these
Ranbaxy Escorts
Wipro Norton
Tisco Shell
Mahindra & Mahindra BILT
Glaxo Smith Kline Vysya Bank
GE J.K Corporation
ABB Seagram Industries
Simens RPG Group
Gujrat Heavy Chemicals Eicher
Tata Administrative Services Goodyear Tyres
Cadburys Castrol
Johnson & Johnson Wackhart
Bharti Telecom Cannon
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At PHILIPS ELECTRONCS I NDIA, the managers
get exposed to 360 degree assessments have
improved their performance levels in the
organization.
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At MOSER BAER, 360 degree feedback is
employed for general managers and above levels, to
identify possible ³stars´
As part of the LEAD initiative at NTPC, the 360
degree feedback is done once in 3 years for senior
grade employees
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CASTROL I NDIA runs 360 degree feedback for all
team leaders at least once a year. A standard online
tool called 'NOVATIONS' is used for this purpose.
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Today is beyond argument that competent people
should handle strategic and critical roles, hence there
is a need to constantly identify competent people.
This is what makes 'POTENTIAL APPRAISAL'
very significant
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Potential assessment and development is a future
oriented process that aims to track the potential of employees with a view to advance their careers as
well as to develop leaders for the future.
There are various methods of assesing potentialranging from once a year assessments to separate
scientific and systematic assessments through
ASSESSMENT CENTERS (AC's) or
DEVELOPMENT CENTERS (DC's) or ASSESSMENT & DEVELOPMENT CENTERS
(ADC's) and 360 degree assessments10/19/2010 18
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At ABB investing in assessing for potential is viewed
as a savings in cost.
All important decisions for movements to senior
roles are made by a process called LDA (Leadership
Development Assessment) and is used for leadership
development as participants are selected for
succession planning
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At ITW Signode is defined as an amalgamation of
consististent performance and proven and
demonstrated competencies.
Performance is measured through target
accomplishment in line with balance scorecard.
Assessment and development centers are conducted
for high performers.
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At ROCHEES BREWER IES, their is a process
called SPR (Strategic Process Resourcing) for
assessment and development of potential and leads
the way to career and succession planning.
This is done annually by People Capability Manager
(PCM)
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A process called 'People Review and Talent
Acceleration Program' (TAP) is followed at
SCHNEIDER ELECTR IC I NDIA.
The people review is carried out three times in an
year and the talent acceleration program is carried
once in a quarter.
Based on the assessment results,their developmental plans are decided in the areas such as training, job
rotation, mentoring & coaching, or allocation to
special assignments.10/19/2010 22
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MENON & MENON uses interview mapping sheet
where the professional qualification, experience,
personality traits and potential of candidates are
recorded at the time of hiring.
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At CASTROL I NDIA, identification of potential is
done through the annual PDP (Personal Development
Planning) process.
Based on PDP's and management discussions, as an
annual exercise, employees are categorized based on
their performance and potential (3X3 matrices) and
this is used for future development and succession planning decisions.
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Across BALCO (Vedanta Group), there is a process
called Act- U p (Accelerated Competency Tracking
and U p-gradation Program), conducted by external
consultants to identify and nurture top talent pool.
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At MOSER BAER, the process of selection for
assessment and development is a multi-stage process,
consisting of nominations from HOD's, validated by
the function head and the cross functional team in anopen discussion.
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Development Centers
Development centers are intended to identify the
strengths and development areas of employees
proactively, to identify the star performers in a
system and to provide developmental inputs to thesehigh performers so that they are prepared to take up
higher responsibilities in the future.
They are increasingly being seen as an objective and
impartial way for assessment, bringing more
credibility to the assessment system.10/19/2010 27
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At NTPC, development centers are conducted in-
house by the organization and they have several
internal assessors for this purpose.
At MAR UTI SUZUK I, development centers are
conducted for managers, senior managers and deputy
general manager levels. Results are used for developing individual development plans and their
implementation.10/19/2010 28
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Key resources for engineers and managers are
identified through a cross-functional team of senior
members at MOSER BAER.
TATA MOTORS has a talent management process
which is a benchmark across all the Tata Group
companies. This includes fast track selection andchoosing leaders for general management.
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At HPCL, all employees having 2 years of service go
through development centers, done through internal
auditors specially trained for this.
There is a special review of high potentials at
PHILIPS ELECTRONICS I NDIA, where the
maturity of a high potential is assessed against thePhilips leadership competencies carried out in
development centers.10/19/2010 30
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Assessment Centers
One of the most relaible and objective methods of
competency mapping, assessment centers are used
to objectively observe and systematically measure
how people actually perform on the ground insimulated situations.
They are essentially multiple assessment processesusing variety of tools.
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Potential appraisal at JSPL is done through their
performance management system which has a part
on behavioral competency assessments.
The key tools of assessment include psychometric
tests, case analysis, group discussions, management
games, in-basket exercise, role plays and behavioralevents interview.
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Assessment centers are conducted for employees at
senior levels as part of company's potential
assessment and development process called LEAD.
Initiatives of this program include
-LEAD center( assessment and development centers
for senior leadership positions at the level of AGM's
& GM's)
-administering a psychometric tool called HOGANDEVELOPMENT SURVEY for profiling of senior
level executives10/19/2010 34
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All potentials in PHILIPS ELECTRONICS I NDIA
are classified as high and top potentials.
MAC(Management Aptitude Centers) are used for
the assessment of young potentials.
Assessments are made on leadership competency and
chosen behaviors.
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CASTROL I NDIA has engaged 5 assessement
centers covering about 20 people each.
Assessment centers are conducted annually based on
needs of the business.
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ITW SIGNODE conducts assessment and
development centers every year to identified
employees in linchpin roles.
The assessment centers become the starting point of
development for an individual.
The participant's competencies and potential is
reviewed through appraisals, action plandevelopment, and competency based interviews.
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