Enhancing Performance Appraisal through Performance Counseling in the Beverages Industry of Zimbabwe

The study sets out to identify how performance counseling enhances performance appraisal at one of the beverage companies in Zimbabwe. It sought to establish the importance of performance counseling in appraisal reviews so as to improve the execution of appraisal reviews. The survey research design was employed as the framework for data collection. Data were collected by questionnaires and interviews. Purposive sampling was done to ensure representation of both management and employees at the company. Twenty five questionnaires were distributed to shop floor employees. Structured interviews were carried out with respondents from management. Data from both questionnaires and interviews were presented, analyzed and discussed in themes. The study found out that performance counseling compliment appraisal, increases job performance, increases communication between appraisers and appraisees and that employees prefer non formal and non- directive counseling styles. The researchers recommend that performance counseling should be done frequently and be made continuous and that managers at all levels need retraining to be competent enough to conduct formal performance counseling.