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In my experience, it works best when it feels organic and not forced. I’ve seen companies tie review requests to milestones like work anniversaries or project completions. HR can own it, but Employer Brand usually drives the strategy.
Highlight the importance of their voices in shaping the workplace culture. Share how feedback can lead to positive changes and improvements. You could also offer to guide them through the review process or share tips on writing constructive feedback. Creating a comfortable environment for sharing can make a big difference!