Clear objectives are the foundation of effective performance management. Without them, employees don't know what's expected, managers can't measure performance, and your business has no defence if an underperformance dispute reaches a tribunal.
The SMART Framework
- Specific — "Increase customer satisfaction scores" not "do better with customers"
- Measurable — include numbers, deadlines, or clear criteria for success
- Achievable — stretch targets are fine, but unachievable goals set employees up to fail
- Relevant — aligned with the team and business objectives
- Time-bound — a clear deadline or review date
How Many Objectives?
Aim for 3-5 objectives per review period. Too many dilutes focus; too few limits growth opportunities. Include a mix of:
- Performance goals (output and results)
- Development goals (skills and learning)
- Behavioural goals (teamwork, communication, values)
Setting Objectives Fairly
Objectives must be fair and non-discriminatory. Consider:
- Reasonable adjustments for disabled employees
- Part-time employees should have proportionate targets
- Employees returning from maternity leave may need adjusted goals
- Consistent standards across the team to avoid discrimination claims
Review and Adjust
Objectives shouldn't be set and forgotten. Review them at appraisals and adjust if business priorities change. Regular check-ins keep objectives relevant and employees motivated.
Our performance management service includes objective-setting frameworks and manager coaching. Talk to our team.