Chapter 11
Perfect Phrases to Set and Communicate Standards and Goals
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Because this book focuses on verbal communication, the phrases here are for conversations about job standards and goals rather than for creating written standards and goals. I do include a sampling of actual job standards and performance goals so you can see what effective standards and goals are like. For a more complete list of potential job standards and performance goals, refer to Perfect Phrases for Setting Performance Goals by Douglas Max and Robert Bacal.
The way we communicate standards and goals can make the difference between standards and goals that guide the day-to-day operations, and standards and goals that are quickly forgotten.
Perfect Phrases to Set Job Standards
Job standards describe what we want any employee in that position to do. They are not individualized. They focus on what the employee does, not what the employee is. Great standards are concrete and come in two categories: behavioral and performance. Behavioral standards detail what employees do, and performance standards detail outcome.
Behavioral Job Standards Examples
Make one personal comment to each customer per transaction.
Develop and prepare forms, records, and charts to achieve effective workloads and workflow.
Greet visitors, answer phone and take messages, and open and sort the director’s mail.
Monitor social media for company mentions. Alert managers of opportunities and issues.
Come up with three questions for every assignment to make sure instructions are clear.
Performance Job Standards Examples
These examples refer to the result that the behavioral standards above are intended to create.
Maintain existing customer service rating.
Increase workflow by 30 percent.
Keep the director focused on priorities.
Increase social media mentions by 20 percent.
Eliminate confusion on directives.
Perfect Phrases to Gather Input to Identify Job Standards
Employees shouldn’t need to guess what their job is. In a synergistic environment, team members do help create their job descriptions, but they don’t make their jobs up on their own. And they shouldn’t find out what their jobs are at the performance review.
Today’s workplace moves with so much momentum that standards and goals can be obsolete almost as soon as you set them. Instead of throwing up your hands in surrender, update and refine them continually.
Don’t let previous descriptions limit you. My informal surveys indicate that while about 50 percent of employees have job descriptions, 80 percent of those descriptions do not come close to describing what the employee actually does. To make job standards relevant, use Perfect Phrases to investigate what the job really involves. Use these questions with the employees who already work in the position, employees who previously held the position, and co-workers who depend on and interact with the person in the position.
Perfect Questions to Ask Those Currently or Previously in the Position
Use these questions with those currently in the position or past position holders to get a clear picture of what the job involves.
What (do you, did you) actually do every day?
What is the main purpose of the job as you see it?
What are the main responsibilities?
What (do you, did you) do in this position that would have serious consequences if it didn’t get done?
What parts of the job aren’t essential but are useful?
Are there items in the job standards that you don’t think are necessary anymore?
What do others depend on this position for?
What part of this job affects the mission and vision of the company? How?
Is there anything you do that you’re proud of that isn’t reflected in these standards?
Is there anything you do that is essential that isn’t reflected in these standards?
Perfect Questions to Ask Those Who Depend on the Position
People who depend on the position are excellent information resources for what the job description should look like.
What do you depend on the person in this position for?
What do you see as essential for this position?
What qualities and behaviors do you appreciate most from the person in this position?
What job standards would you like to see the person in this position have?
Have you ever had to deal with problems that resulted from the person in this position not doing his or her job? What?
Are there any responsibilities that you have taken on that you think would more reasonably belong to this position?
Perfect Phrases to Confirm Agreement to Job Standards
Employees sometimes agree to standards without giving them much thought. Use Perfect Phrases to ensure job standards and affirm commitment.
Do these standards make sense to you?
These standards are solid expectations, not suggestions of what it would be nice for you to do. Is there anything about these standards that you do not feel able to commit to?
Is there any way that you believe these standards need to be changed to make them more viable?
Do you believe these standards define the essence of the job?
Can you see how important to the company, team mission, and vision it is to fulfill these standards?
Are you committed to these standards?
How (will you, do you) show your commitment to these standards?
Our formal review is set for (date). Don’t wait until then to raise questions about the standards. And things change, so let me know if we need to adapt them.
Perfect Phrases to Reinforce Job Standards
Sometimes we set standards, and then we and everyone else promptly forget them. That’s why we want to consistently reinforce standards. Standards will be the focus of performance reviews, but it’s helpful for us to reinforce them between reviews.
Let’s look at what happened in light of your job standards.
Is there confusion about the standards? Is your job clear to you?
I notice (observation). Let’s go over the standards and see what we need to change in how you do your job.
I’m not asking for something arbitrary. It is part of the basic standards for this position.
This function is standard for the job.
If there are demands on your time that interfere with your meeting these standards, we need to correct that. The standards are the priority over all else.
Perfect Phrases to Negotiate Performance Goals
Performance goals are different from job standards. While anyone in a position is expected to meet standards, performance goals are specific to the individual and based on his or her strengths and weaknesses. Goals create focus, inspiration, and motivation. Goals that we negotiate with our team are the most dynamic.
Now that we have the standards outlined, let’s create goals for you to aspire to.
The purpose of this meeting is for us to establish performance goals to give you focus, inspiration, and motivation.
The best goals are ones we collaborate on.
Where do you see room to do your job better than the standards call for?
Although your job standards in this area are (detail the standard), I believe you are capable of more. Do you agree?
What strengths would you like to develop?
What specifically can you do to enhance those skills?
I recommend you improve those skills by . . .
How would improving those skills directly enhance your job?
How would it benefit the company for you to target a higher standard in that area?
How will we measure success?
This goal is set to be achieved by . . .
Our next formal review is set for (date). If you have any questions, want to brainstorm ways to reach the goals, or need to realign the goals before then, let me know.
Perfect Phrases to Set Behavioral and Performance Goals
Like job standards, performance goals also come in two categories: behavioral goals and performance goals. Here are some examples.
Behavioral Goals Examples
Smile at customers at least twice per contact.
Repeat back what a customer says at least five times per day.
Read two books about the cultures represented here.
Study your software tutorials.
Attend college classes.
Performance Goals Examples
Win the employee of the month award one month.
Enhance your listening skills.
Develop your relationships to other cultures.
Become the most knowledgeable person on our team about spreadsheets.
Get an advanced degree.
Perfect Phrases to Ensure Agreement to Performance Goals
As with job standards, employees sometimes agree to goals without giving them much thought. At times they will set themselves up for failure by being too ambitious. Other times they will commit to goals without taking them seriously. Perfect Phrases confirm performance goals and affirm commitment.
Do these performance goals make sense to you?
Is there anything about these performance goals that you can’t commit to?
Is there any way you think these performance goals need to be changed to make them more viable?
Do you believe these performance goals are relevant to the essence of the job?
Can you see how fulfilling these performance goals is important to the company, team mission, and vision?
Are you committed to these performance goals?
Will you put your commitment to these goals in writing?