Posted by Mike Kazazis on Mon, Oct 19, 2009
There has been a lot of press recently focusing on the curriculum in MBA programs. To summarize, employers have been quite vocal in demanding a curriculum shift at the B-schools. Hard core quant skills are less in vogue as corporate recruiters are placing more emphasis on the skills employers value most - like the ability to write and speak clearly and persuasively, brokering compromises, and managing change. Business schools are reacting by bolstering their soft-skills training and adopting popular corporate employee development methods, like the use of psychological (personality profiling) and behaviorally (360 Degree Feedback) based assessments, and professional coaching.
At Rollins College Crummer Graduate School of Business, Dr. Susan Bach, the Executive Director of the Leadership Center, has been using 360 Degree Feedback for several years with her students. Dr. Bach believes "that 360 assessments are an essential leadership development tool. Many MBA programs across the country are beginning to focus on this approach as a way to call attention to the importance of soft skills."
In peer-oriented MBA programs, 360 Degree Feedback might be a new experience for students. The process at Rollins has students rating themselves and each other on their performance and effectiveness as team members. The competencies and behaviors assessed in the 360 align with what's needed to be a successful manager in any corporation today. "I have found that students see the process as an eye-opener and the feedback as the wake-up call," reports Dr. Bach. "The experience of seeing the ratings and reading the feedback makes students pause and take notice. I think it's rare that a student is totally surprised by the information, however, seeing it on paper creates a heightened awareness that oral feedback can't always achieve."
For some schools, the assessment process also includes feedback from the student's employer. The resulting feedback report provides the framework for designing a development plan and for identifying subsequent coaching sessions - all common techniques in corporate development programs. Thoughts and reactions to the feedback are also captured in student journals, which are maintained throughout the program.
A recent graduate from the Rollins' Corporate MBA program, Tanya Juarez, is the External Affairs Manager for TECO Energy, a power company in Tampa, Florida. "Because my company incorporates a 360 assessment already, I was familiar with the process. The experience of the assessment during the MBA program only furthered my understanding of the strengths I needed to leverage more and the areas I needed to continue to work on. This entire exercise, if you allow it, will provide clarity of how to become a more effective worker, manager, and leader."
Dr. Michael Zia Mian, Director of Consulting for Censeo Corporation, has worked with schools in developing post-360 processes for the classroom. "While students might have already been exposed to assessment instruments like the MBTI or the Birkman, the 360 feedback report is different - it is eagerly received, relatively easy to understand, and provides students with actionable development resources early on in their program. It is the one report they seem to revisit throughout their MBA experience as they monitor their progress."
Are MBA programs meeting the needs of employers? Don Davidson, founder of The Davidson Group (www.davidsongroup.com), a full service executive recruiting firm based in Novato, California, believes that business schools could do more. "We deal with a very educated clientele. There is very little tolerance for people with poor communication skills both written and oral. Negotiation is a key skill that is highly valued among most of our clientele." A good 360 process can help identify weaknesses in these areas and provide the school and the individual with a road map for development.
The Graduate Management Admission Council's 2009 MBA Recruiters' Survey provides further support for the development of soft skills in MBA programs. Results indicate that employers hiring MBA graduates, are primarily looking for good oral and written communication skills (89%), a proven ability to perform (73%), strategic skills (69%), and sound core business knowledge (67%). In addition, initiative (82%), professionalism (81%), and integrity (81%) were among the most demanded intangible traits and abilities sought in MBA candidates."
While personally pursuing an MBA several years ago, the impact of the 360 assessment in my program became obvious. As the program went along, I became keenly aware of how I could more effectively engage people on my project team. I also noted the reaction of my peers to the process. When the resulting reports were delivered, the common reaction was, "Wow...the insight into my performance gave me the opportunity to reevaluate and change my approach to more effectively use my leadership skills and to develop additional skills where I was lacking." Indeed, the 360 process proved to be one of the most rewarding parts of the MBA program. I'm hoping incoming students will have the same opportunity I had, to really jump start their soft skill development and growth!
Censeo Corporation strongly embraces the mission of business schools and their need to properly prepare graduates for their role as our future leaders. Contact us about our special educational pricing.