Leadership Development and 360 Feedback at Billerud: A Journey Toward Sustainable Leadership

Billerud, a global provider of high-performance paper and packaging materials, has partnered with Brilliant over the past ten years to conduct employee engagement surveys. A few years ago, they also began using 360-degree feedback across several parts of the organisation to strengthen leadership and deepen their work on sustainable leadership. This means their leaders are expected not only to be effective and results-driven, but also responsible and committed to long-term, sustainable outcomes.

It also involves leadership that is sustainable for the individual — where development and wellbeing are essential for leaders to thrive, grow and perform over time. By integrating both the 360-degree feedback and the employee survey with their sustainable leadership model, Billerud has established a leadership culture that drives both business success and sustainability.

Billerud in Gruvön

The Process: Step by Step Towards Improved Leadership and Team Dynamics

When Billerud in Gruvön chose to implement 360-degree feedback for its management team, the objective was not only to identify individual strengths and areas for development, but also to strengthen team dynamics and improve collective effectiveness. The key steps in the process were:

1. Anchoring the process within the management team
   To ensure alignment and understanding, the process began with discussions within the management team about its purpose and objectives. The importance of creating shared commitment to both team and individual development was emphasised.
2. 360-degree feedback survey
   All members of the management team were evaluated by their peers, direct reports, line manager and themselves. This provided a multi-faceted view of their leadership and how it is perceived at different levels of the organisation.
3. Coaching with Brilliant’s leadership development consultants
   Once the results had been compiled, each leader received individual coaching. This provided valuable insight into their strengths and areas for further development.
4. Group dialogue and team development
   The focus was on creating a shared understanding of how the team could become even more effective together. The strengths identified in the 360-degree feedback were mapped against Billerud’s sustainable leadership model, helping the group to develop collectively.

Lessons Learned and Advice for Other Organisations

Billerud has drawn several valuable lessons from its 360-degree feedback process. Here are some recommendations for organisations considering a similar approach:

• Anchor the process within the management team from the outset
  Ensure that the entire management team is engaged and understands why you are undertaking this work and the value it will bring. Agree on how respondents will be selected. For example, Billerud Gruvön decided that all members of the management team would evaluate one another.
• Use 360-degree feedback as a management team development tool — both individually and collectively
  View 360-degree feedback as a tool for developing both individuals and the team as a whole. It is not about scoring or judgement, but about fostering a culture where feedback supports personal and professional growth.
• Complement 360-degree feedback with coaching and group dialogue
  Ensure there is space for coaching and team discussions following the feedback process. This enables you to reflect on the results and translate insights into tangible improvements.
• Link the feedback to a relevant leadership model
  Billerud worked with Brilliant to design its 360-degree feedback based on its own leadership model, making the feedback even more relevant. It is important that the questions you use capture what matters most for leadership within your organisation — whether through a bespoke design or a more widely recognised framework.
• Complement employee surveys
  One key insight from Billerud Gruvön’s work with 360-degree feedback was how effectively it complemented the company’s annual employee surveys. The deeper and more detailed perspective on leadership strengths and development areas made it possible to focus efforts where they were most needed.

Book a demo

What Billerud Gruvön Thinks About Brilliant and the 360-Degree Feedback

When Ellen Myrén Scott, HR Manager at Billerud Gruvön, was asked whether she would recommend the 360-degree feedback process to other organisations, her response was straightforward:

“Yes, it was a strong model based on our sustainable leadership framework. It worked smoothly both technically and practically. Above all, the coaching we received was excellent. We were given strong support during the individual coaching sessions, which was particularly appreciated by everyone in the management team. Everyone was positively surprised by how much it contributed to our development as leaders.”

Billerud’s work in leadership development demonstrates how 360-degree feedback can be a powerful tool for strengthening both individual leadership capability and team dynamics. By integrating feedback with a clear leadership model and complementing it with coaching and group dialogue, Billerud has created a sustainable development process that drives both personal and organisational success.

Ellen Myrén Scott, HR- Manager at Billerud Gruvön

Would you also like to develop your leadership — both individually and within your management team?

Contact Brilliant Consulting to find out how 360-degree feedback, coaching and leadership development can create meaningful and long-term impact within your organisation.