Building a Culture of Continuous Feedback: The Path to Personal and Organizational Growth

This article is one of six articles in the mini-series “Feedback Is A Gift” to help you navigate these uncomfortable, yet essential, conversations that are a part of workplace life year-round.  

“How do you feel about receiving feedback?” 

“How do you feel about giving feedback?”  

These questions often elicit response like: 

“Uncomfortable”

“Anxious”

“My palms start to sweat”

It’s intriguing that both those giving and receiving feedback share similar sentiments. The discomfort associated with feedback leave many to avoid seeking it, dread performance reviews, or even delay offering feedback to others. The anticipation of not knowing what will be said or how feedback will be received can deter colleagues from seeking or sharing information that could push our careers forward. Feedback carries significant weight. It affects our income potential, career progression, and how our colleagues perceive us.  However, without feedback, it’s challenging to measure our performance and rapidly advance in our career. 

The key to achieving timely promotions or other career milestones lies in embracing continuous or frequent feedback.  Continuous feedback is the ongoing reception of timely and periodic information about the effects of our actions and behavior.  Continuous feedback at work establishes clear expectations that provides the clarity we need to determine the level of effort to invest. It’s important to remember that feedback can come from various sources, including managers, peers, or direct reports.

Give Frequent Corrective and Reinforcing Feedback

To cultivate a culture of continuous feedback at work, we must overcome the negative emotions often associated with it.  Many of these emotions stem from the perception that feedback is primarily negative. It’s no surprise that people tense up when someone asks: “Can I give you some feedback?”  It’s rarely seen as an invitation to continue to do what you’re doing. 

A culture of continuous feedback includes periodic reinforcing and corrective feedback.  Frequent exchange of feedback builds up our comfort level over time.  It becomes a normal part of our interactions, with less anxiety and more openness to both giving and receiving it. 

This does not mean bombarding people with corrective feedback at every opportunity, nor does it mean constantly offering reinforcing feedback.  A balance of both is necessary, with a preference for more reinforcing feedback than corrective. Overloading someone with too much reinforcing feedback might come across as insincere or redundant. The ideal balance may vary from one team to another or from one individual to another. 

Show Empathy

Building a culture of continuous feedback rests on creating an empathetic environment.  There’s a saying “You don’t give the same amount of food to a two-year-old as you would a ten-year-old.”  This analogy holds true, especially when giving feedback.  People don’t receive feedback in the same way, and today’s teams are more diverse than ever.  

We’ve discovered that one key factor in innovative and high-performing teams is diversity, encompassing various perspectives, ideas, and personalities.  Each person is unique, and it’s essential to keep this in mind when delivering feedback. Adjust your approach to accommodate these differences.  This approach contributes to a psychologically safe team, where individuals feel comfortable sharing and receiving feedback continuously.

The Benefits of Continuous Feedback/ Creating a Culture of Continuous Feedback

Continuous feedback benefits individuals, teams, and organizations as a whole.  The growth in one team member translates to the advancement of the team and company. Studies show that employees not only desire feedback but also perform better when they receive it regularly. Additionally, they report higher job satisfaction. 

Teams accustomed to regular feedback collaborate more effectively and are more creative in problem-solving.  They foster an environment of psychological safety, where team members feel comfortable speaking up and believe their voices are heard.  This leads to increased profitability and reduced attrition.

Other advantages to building a culture of continuous feedback include:

• Knowledge is Power: Regular feedback enables you to make informed decisions and course corrections.
• Reduce Surprises: Nobody likes negative surprises.  Avoid being blindsided in performance reviews or in other situations.
• Set Goals: Identify applicable feedback, including strengths and areas for improvement. Use the information to set goals, develop yourself, and monitor your progress.
• Maximize Work-Life Balance: Feedback helps you determine the pace at which you work.  The feedback helps to determine what pace is good for your current context and desired lifestyle, thereby giving you the power of choice and control to determine your next steps.
• Increase Employee Engagement:  Continuous feedback fosters a sense of belonging to a team, aligning employees with the company’s vision and reducing turnover.

Tailor It for Your Workplace

Creating a culture of continuous feedback requires intention and isn’t a one-size-fits-all endeavor. Each individual plays a role, beginning with leading by example. If you’re striving to build such a culture, start by asking yourself and your team, “What does a culture of continuous feedback look like for us? How should it feel?” These simple questions can guide you in defining the end goal.

Afterward, assess your current state. Examine how feedback is currently given and received. Is it primarily through formal channels? Do peers feel comfortable offering both corrective and reinforcing feedback? Explore the reasons behind the current state to address any underlying issues. For example, organizations distributed across different countries or those with rigid hierarchies may have unique cultural factors that impact feedback, which may need to be addressed.

Evaluate the feasibility of achieving the ideal state. Determine if the necessary resources are available and if the overall company culture supports this goal. If not, redefine what a culture of continuous feedback should look like, given the constraints.

Lastly, create a plan outlining the steps needed to achieve this goal. Involve the team so that everyone is invested in the process. Prioritize, starting with easily attainable goals. It can begin with small steps, such as encouraging kudos or “bragging” at the beginning of all-hands meetings.

Remember, building a culture of continuous feedback is a journey that takes time, diligence, and the collective support of the team. Everyone stands to gain from contributing to the creation of a culture where feedback flows freely year-round.