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If an employee wants to focus on a particular area because of personal goals, such as advancement, see if you can work together on supporting those plans in a measured and realistic way, through training, or meeting certain performance milestones.
Drawing out silent employees
For all employees, be sure to ask open-ended questions, such as, "What areas do you think need improvement?" rather than "So did you find any areas you think you need to improve on, or not?" If a question can be answered with a simple yes or no, it's probably not open-ended.
Let the employee explain herself first. Then, offer your input!