How to maximise 360 degree feedback questionnaire completion rates
We’ve seen striking differences in the completion rates of 360 feedback questionnaires across organisations. Some achieve near 100% completion, while others struggle to reach as little as 18%.
While factors such as organisational culture, context, and time availability certainly play a role, several straightforward actions can significantly boost response rates.
Success typically stems from focusing energy in three key areas:
1. Participant engagement
Engaging participants early in the process sets the tone for strong completion rates. A short launch session is often the most effective way to achieve this. During the session, encourage participants to:
- Send a personalised message: To each of their selected respondents, explaining the importance of their input and politely requesting their support in completing the questionnaire within the allotted time
- Monitor completion rates: Shortly before the deadline, and follow up with a friendly reminder to those who haven’t yet responded
2. System optimisation
The design of your feedback platform can make a big difference. A well-optimised system should:
- Automatically send reminder emails to respondents who haven’t completed their feedback, ideally:
- A few days before the deadline
- On the deadline day itself
- One day after the deadline, advising that the window has been extended by 24 - 48 hours
- Allow sufficient time for completion, a two-week window typically works well
- Provide clear guidance on aspects such as how to complete the questionnaire, expected time required, and reassurance about confidentiality and anonymity
- Be simple and intuitive, never underestimate the impact of a user-friendly interface. The easier the process, the more likely people are to engage with it
3. Organisational communication
Clear, consistent communication across the organisation builds credibility and momentum. This could include:
- Initial launch communication: A company-wide email or intranet post that explains:
- What 360 degree feedback is
- Why it’s being done
- How the results will be used
- Assurances around confidentiality and anonymity
- The importance of completing a questionnaire if invited to do so
- Mid-point encouragement: Ideally via a video message from a senior leader (e.g. the CEO or MD) sharing their personal experience with 360 feedback and encouraging others to take part
- Final reminder: A brief, energising message shared organisation-wide a few days before the deadline, reinforcing the benefits of participation and what individuals can expect in return for their input
In summary
By paying close attention to participant engagement, system optimisation and organisational communication, organisations can significantly increase response rates and get much more value from the 360 degree feedback process.
