New technologies are continuously driving change and adding value within an organizational setting. If a 1950s corporate CEO were to walk into corporate America today, what he’d see would be markedly unfamiliar. Yet, one area where he may not notice much of a difference is in the way organizations manage feedback to employees.

According to Maksim Ovsyannikov, the author of an article in September’s Talent Management special section on HR technology, “Technology and Performance Feedback,” the performance review is crying for change. It’s an area that HR technology has largely failed to address, and where Ovsyannikov, vice president of product development at Rypple, a social performance platform that helps organizations track and manage feedback to employees, offers a solution.

“The bottom line at what we’re trying to get at is that in any kind of work environment, one of the things that are really missing is recognition, appreciation and constant micro-feedback in general,” Ovsyannikov said. “Good feedback, like recognition, is important.”

By relying on providing employee feedback annually — or semi-annually — after the fact, organizations are relinquishing an opportunity to increase productivity and performance now. “Every time I get in a room of HR practitioners, I ask them when was the last time they used the result of a performance review to improve performance. Nobody raises their hands,” Ovsyannikov said.

Rypple is an HR technology that streamlines and encourages micro-feedback by creating a digital system for employees to communicate, set goals and monitor performance, both for themselves and by their managers. The ability to give real-time, actionable feedback engages the employee and provides managers with a useful tool to improve performance, Ovsyannikov said.

Enservio, a Needham, Mass.-based business-to-business marketplace used by insurance companies, switched to the feedback on a loop platform almost two months ago, first as a trial product to five employees.

The feedback system’s use quickly went viral among 70 others, and Enservio implemented Rypple companywide a month ago.