7 Steps to Writing an Effective Objective for Performance Management

Aug 6, 2023 | Objectives

target focus on objectives


Welcome to our ultimate guide and tips for writing effective objectives for performance management. Clear objectives are vital for both individual and organisational success, providing a roadmap to achieve desired outcomes. In this article, we explore the importance of clear objectives, their key characteristics, and provide a step-by-step process to write them effectively.


The Significance of Clear Objectives

Performance management is a critical process in modern organisations, aligning individual efforts with overall organisational objectives. However, the success of performance management relies on setting clear objectives for employees. Clear objectives act as a compass, guiding individuals and enabling organisations to measure progress effectively.

In my previous managerial role, I saw how clear objectives made a huge difference. Vague or ambiguous objectives led to confusion and reduced motivation among team members. On the other hand, clear, specific objectives tied to measurable outcomes created purpose and increased productivity.


Characteristics of Clear Objectives

Aim for clear objectives by incorporating the following characteristics, often represented by the SMART framework:


A specific objective leaves no room for interpretation, defining what needs to be accomplished, where, and by whom. For example:

  • Unclear: Improve customer service
  • Clear: Increase customer satisfaction scores by 10% through enhanced phone support

By including a specific target and method, the clear objective eliminates ambiguity.



An objective needs to be measurable, allowing progress tracking and evaluation. Measurable objectives answer questions like:

  • How much?
  • How many?
  • How will I know when it is accomplished?

For instance:

  • Unclear: Increase sales
  • Clear: Increase monthly sales revenue by 15% compared to the previous quarter

The clear objective sets a specific target, simplifying success determination.



An achievable objective is realistic and within reach, considering available resources, capabilities, and constraints. Set objectives that motivate employees without overwhelming them. Consider the following example:

  • Unclear: Achieve 100% market share this year
  • Clear: Increase market share by 10% this year through targeted marketing campaigns and customer retention strategies

The clear objective acknowledges specific actions for growth without unrealistically high expectations.



A relevant objective aligns with the overall organisational strategy and goals, directing efforts to areas with the most impact. Consider the following:

  • Unclear: Launch a new product line unrelated to the company’s existing offerings
  • Clear: Launch a new product line within the same industry vertical to leverage existing customer base and distribution channels

The clear objective emphasises the relevance of the new product line to the wider organisational strategy, maximising the chances of success.



A time-bound objective specifies a deadline or timeframe for achieving the desired outcome, adding urgency and aiding task prioritisation. For example:

  • Unclear: Improve employee training
  • Clear: Develop and implement a comprehensive employee training program by the end of Q3

The clear objective provides a specific timeline, setting expectations and ensuring progress is tracked within a defined period.


Steps to Writing Clear Objectives

Now that we understand the characteristics of clear objectives, let’s dive into the step-by-step process of writing them:

1. Understanding the Purpose

Before setting objectives, it’s crucial to understand the purpose or desired outcome. Clarify the objective’s importance and alignment with the team’s objectives. Often people say “align with the organisation’s objectives” – but I find this too unspecific. See a later note on this.

2. Observe and Evaluate

Observe the current situation and evaluate areas requiring improvement or focus. This assessment helps identify specific areas for setting objectives.

3. Identifying Key Result Areas

Determine the key result areas (KRAs) the objective will address, focusing on critical aspects contributing most to the desired outcome.

4. Applying the SMART Framework

Apply the SMART framework to break down the objective:

  • Make it Specific
  • Ensure it’s Measurable
  • Confirm it’s Achievable
  • Ensure it’s Relevant
  • Set a Time-Bound deadline

Incorporating each aspect of the SMART framework makes your objective clear-cut and manageable.

5. Prioritising and Phrasing

Prioritise objectives based on their importance and relevance to the wider organisational strategy. Once prioritised, phrase objectives in a positive, action-oriented manner. For example:

  • Unclear: Reduce customer complaints
  • Clear: Enhance customer satisfaction by implementing proactive customer service practices

The clear objective focuses on the desired outcome, promoting motivation and action.

6. Aligning with Organisational Goals

Ensure individual objectives align with the organisation’s overall goals or strategy, creating synergy and maximising efforts’ impact across departments. PerformanceHub does this automatically with cascading objectives.

7. Reviewing and Refining

Regularly review and refine objectives to maintain their relevance and achievability. During the review process, consider changes in organisational circumstances that may require modifying objectives accordingly.



Tips for Writing An Objective

Writing clear objectives can be challenging, but these tips for writing objectives will ensure your success:

  • Use action verbs to add clarity and conciseness.
  • Incorporate quantifiable metrics to establish measurable outcomes.
  • Set realistic timeframes to provide a sense of urgency.
  • Share objectives with team members to promote transparency and alignment.
  • Seek feedback from supervisors and colleagues to fine-tune objectives and ensure clarity.
  • Ensure that an objective aligns with an objective on-up in the organisation structure. Many people try to align to an organisational objective directly. This is too ambiguous. Just align it to one up. For example, your objective might be “Find a cheaper venue” and your manager’s
  • Use a snappy title that makes it easy to know which objective you are talking about without having to read the full details



Common Pitfalls to Avoid

While writing objectives, be aware of these common pitfalls:

  • Avoid vague or ambiguous language causing confusion
  • Avoid setting unrealistic or unachievable objectives that may demotivate employees.
  • Avoid setting too many objectives, leading to diluted focus.
  • Avoid micromanaging objectives, hindering employee autonomy and creativity.



Monitoring and Reviewing Objectives

Monitoring progress and reviewing objectives are crucial for ensuring success. Implement these strategies:

  • Regularly track progress and provide feedback to individuals working towards objectives.
  • Encourage open communication and address any challenges or roadblocks faced by employees.
  • Adjust objectives if needed based on evolving circumstances.




Writing clear objectives is pivotal for effective performance management. Follow the tips for writing an objective outlined in this guide and incorporate the steps given to enhance productivity, align efforts, and achieve your goals. Regularly review and refine objectives to adapt to changing circumstances. Emphasise the importance of clear objectives in all aspects of performance management, and witness individuals and organisations thrive.

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