Dear Sonia
As mentioned by Biju, you can incorporate a Behavior Anchored Ratings (BARs) into your Performance Evaluation to achieve a holistic approach to the program – performance evaluation on both hard goals (planned targets and outcomes) and soft goals (how the company needs you to behave while being an employee, conducting its businesses).
Taking your example of Communication, below is how a BAR descriptor for communication may look like (has to be customized into your own context):
COMMUNICATION
Listening to others and communicating in an effective manner that fosters open communication
Level 1: Listens & clearly presents information
• Makes self available and clearly encourages others to initiate communication.
• Listens actively and objectively without interrupting.
• Checks own understanding of others’ communication (e.g., repeats or paraphrases, asks additional questions).
• Presents appropriate information in a clear and concise manner, both orally and in writing.
Level 2: Fosters two-way communication
• Elicits comments or feedback on what has been said.
• Maintains continuous open and consistent communication with others.
• Openly and constructively discusses diverse perspectives that could lead to misunderstandings.
• Communicates decisions or recommendations that could be perceived negatively, with sensitivity and tact.
• Supports messages with relevant data, information, examples and demonstrations.
Level 3: Adapts communication to others
• Adapts content, style, tone and medium of communication to suit the target audience’s language, cultural background and level of understanding.
• Takes others’ perspectives into account when communicating, negotiating or presenting arguments (e.g., presents benefits from all perspectives).
• Responds to and discusses issues/questions in an understandable manner without being defensive and while maintaining the dignity of others.
• Anticipates reactions to messages and adapts communications accordingly.
Level 4: Communicates complex messages
• Handles complex on-the-spot questions (e.g., from senior public officials, special interest groups or the media).
• Communicates complex issues clearly and credibly with widely varied audiences.
• Uses varied communication systems, methodologies and strategies to promote dialogue and shared understanding.
• Delivers difficult or unpopular messages with clarity, tact and diplomacy.
Level 5: Communicates strategically
• Communicates strategically to achieve specific objectives (e.g., considering such aspects as the optimal message to present, timing and forum of communication).
• Identifies and interprets departmental policies and procedures for superiors, subordinates and peers.
• Acknowledges success and the need for improvement.
Step 1:
The steps to set Soft goals is exactly the same as setting hard goals and take place at the same time – during goal setting phase of performance evaluation. Both stakeholders need to assess and agree the current level of the jobholder for communication by going over the descriptors in BARs dictionary and to come to an agreement. In order to achieve this agreement, specific observed examples (best if it is documented) over the last 6 to 12 months may have to be produced from both stakeholders to support and achieved an agreement.
Step 2:
Once the current level is established, manager must then explain clearly his improvement expectation to staff for the coming next 6 to 12 months. Manager is expected to mentor, coach or send staff for training to close this gap. While staff is expected to demonstrate at work this new level of competency.
Step 3:
Regular reviews throughout the year is necessary to ensure that staff is on target. Remember, when staff fails to achieve, it is because manager has not provided the necessary platform or tools for success.
Step 4:
Comes performance evaluation, both stakeholders will come together again to determine whether the set level has been achieved or not and rating scored accordingly.
The whole cycle repeats annually (as performance evaluation is usually once a year in most companies) with staff progressing from level 1 through to level 5. Imagine if all staff will to go through this whole improvement process for all the identified attributes - the outcome would be performance improvements on a company-wide basis. And this truly is what we call Performance Management System.
Hope the above information is useful.
Regards
Autumn Jane