Building a Feedback Culture: Shifting from Annual to Continuous Cycles

In today’s fast-paced business environment, agility is paramount. One of the most effective ways to foster agility is by building a robust feedback culture. As HR experts, we understand that traditional annual performance reviews are no longer sufficient to meet the needs of dynamic organisations. The shift from annual cycles to continuous or 90-day feedback cycles can revolutionise the way businesses operate, driving engagement, performance, and growth.

Why Establishing a Feedback Culture Matters

  1. Enhances Performance: Regular feedback helps employees understand their strengths and areas for improvement in real-time, allowing them to make immediate adjustments and improvements. This ongoing dialogue can significantly enhance overall performance and productivity.
  2. Boosts Engagement: Employees who receive frequent, constructive feedback are more engaged and motivated. They feel valued and recognised, which fosters a sense of belonging and commitment to the organisation.
  3. Promotes Development: Continuous feedback provides employees with more opportunities for learning and development. It encourages a growth mindset, where employees are continually seeking ways to improve and expand their skills.
  4. Improves Communication: A feedback culture promotes open and transparent communication between employees and managers. This openness helps build and strengthen two-way trusting relationships.

The Shift from Annual to Continuous Feedback

Annual performance reviews are often seen as a dreaded, bureaucratic exercise. They can be overwhelming, retrospective, and too infrequent to be effective. In contrast, continuous or 90-day feedback cycles offer several advantages:

  1. Timeliness: Continuous feedback ensures that employees receive timely input on their performance. This immediacy allows for quicker course corrections and reinforces positive behaviours promptly.
  2. Relevance: Regular feedback is more relevant and actionable. Employees can address issues and capitalise on opportunities as they arise, rather than months later when the context may have changed.
  3. Flexibility: Shorter feedback cycles provide the flexibility to adapt goals and expectations in response to changing business needs. This agility helps keep the organisation aligned and responsive to market conditions.

How to Adopt a Continuous Feedback Model

Transitioning to a continuous feedback model requires thoughtful planning and implementation. Here’s how you can start:

  1. Set Clear Expectations: Communicate the shift to continuous feedback clearly to all employees. Explain the benefits and how it will be implemented. Set expectations for both managers and employees regarding the frequency and nature of feedback.
  2. Train Managers: Equip managers with the skills needed to provide (and receive) feedback effectively. This includes training on how to give constructive, actionable feedback and how to have difficult conversations.
  3. Utilise Technology: Leverage technology to facilitate continuous feedback. Performance management software can help track progress, set reminders for feedback sessions, and document discussions. This ensures consistency and accountability.
  4. Encourage Peer Feedback: Foster a culture where feedback is not just top-down but also bottom-up and peer-to-peer. Encourage employees to provide constructive feedback to their leaders and colleagues, promoting a collaborative and supportive work environment.
  5. Focus on Development: Shift the focus of feedback from evaluation to development. Emphasise growth, learning, and continuous improvement rather than just assessing past performance.
  6. Regular Check-Ins: Implement regular check-ins, such as quarterly reviews, to discuss progress, set goals, and address any issues. These check-ins should be more informal and focused on dialogue and development.


Building a feedback culture and shifting from annual to continuous or 90-day feedback cycles can significantly enhance your organisation’s agility, performance, and engagement. By providing timely, relevant, and actionable feedback, you empower employees to continuously improve and align with the organisation’s goals. As leaders, it is our responsibility to champion this shift, equipping our teams with the tools and mindset needed for success. Embrace this change today and watch your organisation thrive in a rapidly changing business landscape.

By adopting these practices, your organisation can create a culture of continuous improvement, driving both individual and organisational success. It’s time to move beyond annual reviews and embrace the future of feedback. 

At BespokeHR, our focus is to improve the overall performance and effectiveness of your organisation through tailored people, culture and performance solutions, leadership coaching and organisational capability development. Check out our services that could help you upscale your organisation today.