5 things to look for in a coaching provider
The key questions to ask
Image: Choose the right person, bluebay2014, Getty Images
If you’re thinking of hiring a coach, you’re not alone. With over 1.5 million online searches every month for business, executive and life coaches, there’s strong demand for this type of development.
And little wonder. Coaching can be truly transformative. The positive impact on leadership and business performance is well documented. Research by the International Coaching Federation (ICF), states 86 per cent of organisations saw a return on investment through coaching and a whopping 96 per cent of people who experienced an executive coach said they’d do it again.
However, getting tangible results for your investment often comes down to hiring the right coach for your business and executive. With tens of thousands of coaching practitioners globally, and many of them waving questionable coaching certificates, this can feel like looking for the proverbial needle in a haystack.
When seeking a coaching provider, do it with a keenly critical eye, just as you would if you were hiring a new employee.
These five questions and criteria to look for in a potential coach will help you narrow your search.
1. What’s your professional experience outside of coaching?
You’re looking for a coach with relevant background. If it’s an executive or business coach you need, then that’s preferably a track record in senior level corporate roles.
Their experience doesn’t have to be in your industry, or at an ASX-200 company. But a coach who understands the complexities of corporate life at executive level, can provide appropriate support for the coachee, within the organisational context.
2. How long have you been a coach? And what’s your typical client profile?
There are several branches of coaching - life, executive, relationship etc. Is their focus relevant? And who are their previous clients? A coach who has experience with stakeholders at appropriate levels and in organisations of a similar size is essential.
Plus, they need to have done the coaching hours. This can be with external coaching clients, through in-house coaching, facilitating, or a track-record as a coaching-oriented leader. It’s good to find a coach with a richness of experience under their belt.
3. What coaching training do you have? Where did you study?
Coaching is a $2.8 billion (USD) industry and when it comes to credibility within this largely unregulated space, the quality of training matters. And it varies greatly.
Don’t be dazzled by coaching accreditations. While it can signal a level of professionalism, it doesn’t always mean the coach is well trained. Let’s just say that some coach certifications lack substance, with ‘qualified’ coaches churned out like chipolatas in a sausage factory
Look past the flimsy certificate or flashy LinkedIn badge and dig deeper into their coaching credentials. Seek someone trained in diverse approaches. Check if the training is highly regarded within the coaching industry and complies with professional standards and ethical codes of conduct.
4. Can you describe your approach and the frameworks you use?
Successful coaches prioritise trust building and offer a wide repertoire of frameworks and perspectives to get the best results with clients.
Avoid a coach who take a purely theoretical approach. Trying to push an ‘ideal’ solution without considering the reality of constraints such as time, resources and politics, is unhelpful for senior leaders operating in complex environments.
Look for the person who is practical and understands the parameters surrounding the coachee. This is where a coach’s background experience in a similar context proves invaluable.
You also want a coach who takes the view that this is a two-way street and seeks feedback on whether their approach is hitting the mark.
5. How do you ensure successful outcomes for both the organisation and the individual?
In an executive coaching scenario, often the client isn’t the person being coached. It’s the CEO, hiring manager, or human resources executive representing the organisation.
Even so, the coach’s role isn’t to speak on behalf of the company, or to advocate for the coachee. The most effective coach takes a ‘system level’ view of the engagement. They manage the complexities of working on both the organisation’s and the individual’s challenges and objectives simultaneously.
Finding the right coach is a significant time and money investment. Apply these questions and criteria and you’ll be well on your way to hiring the right coach for your business.
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