5 Considerations in Choosing a Corporate Coach

Do you want to boost employee morale and increase productivity?

Would you like to see your whole organization performing with increased satisfaction in their jobs?

Are you willing to explore the advantages that a corporate coaching program can bring to your company?

Coached for Success

Corporate coaching has undoubtedly permeated the modern world. With its inception, a cross-disciplinary culture has sprung up.

It made way for professionals from various disciplines to connect with each other and provide professional and proper guidance tools that are meant to initiate thought clarity, identify concrete solutions, and elevate either personal or professional performance (or both).

With its transformational goal of helping individuals and companies to gain a coherent understanding of their own self as well as the environment around them, coaching can help in the development of lasting professional and personal growth.

Business Coaching

Studies have shown the positive impact of coaching to individuals and companies.

For example, the survey results shared in the International Coaching Client Study1 published in June 2009 showed that eighty percent of clients reported an improvement in their self-esteem and self-confidence.

They also reported an improvement in core benefits such as communication skills, relationships, and work-life balance.

Moreover, when the expected outcome from coaching includes monetary gains, individuals are shown to get a 3.44 chance of getting back their return on investment (ROI).

Companies have an even bigger ROI when availing themselves of coaching services, getting back as much as seven times their initial investment.

Because of these positive benefits, the demand for executive coaching alone is expected to rise substantially by 20192. Moreso for corporate head honchos and decision-makers who appreciate the advantages that corporate coaching can bring to the table.

If you are one of those who seriously want to gain optimistic results from corporate coaching, here are five considerations that should be taken into account when choosing a corporate coach:

1. Consider the Corporate Fit

When looking for a corporate coach, it is best to avoid what psychologists dub as “proximity error” or the tendency to hire someone simply because they are easily accessible.

This has been witnessed in traditional modes of hiring when for example, an HR Director hired a coach because they know each other from church.

While there may be no shortage of eligible coaches in your social circles, it is best to hire a professional coach based on corporate fit.

Going through a systematic process in choosing a coach allows you to have an objective view. Would the coach’s style be in sync with the company’s mission, vision, and other relevant targets?

It is therefore important that the coach you decide on will be able to align his coaching methodologies with your organization’s objectives.

The coach must take into consideration the unique nuances of the client’s skills and requirements and adjust the coaching program accordingly.

2. Credentials

These days, there are people who call themselves coaches and peddle their services to those who are insufficiently informed.

Be warned about these smooth-talkers who do not have the proper credentials as they may not have the right knowledge to properly guide you or your company.

When looking for a corporate coach, make sure to ask for his or her credentials.

There are several reputable coaching associations such as the International Coach Federation (IFC), International Association of Coaching (IAC), and the Worldwide Association of Business Coaches (WABC) that gives accreditations or certifications for coaching practitioners.

Before hiring a coach, check if they have the accompanying academic credentials or proper coach-based training from established coaching institutions.

Bear in mind that those who are accredited by the recognized coaching associations or institutes have undergone rigorous education and training. These are professionals who have passed coaching-specific exams and have submitted verified coaching sessions.

Business Coaching

3. Messaging

Previous perceptions about coaching have derailed some companies to invest in coaching services.

Some people thought of coaching as something that is either for those who “did not have enough determination” to achieve goals on their own or reserved for those who are “top performers” or have “high potential”.

Others even perceive coaching as something only those in the business industry can benefit from.

These often incorrect and skewed perceptions about coaching must first be corrected before even trying to present it to the whole organization. Correct messaging must be put in place to revise people’s misassumptions about it.

The right message should be intentionally, carefully, and consistently implemented to make everyone in the company understands what coaching is, what it isn’t, and how it can benefit them.

This will greatly improve stakeholder buy-in and contribute to the overall success of the coaching program.

4. Rapport

Aside from considering the right corporate fit, it is also important that you have chemistry with the coach. It would be ideal to meet with the coach or coaches in person to determine if you have rapport.

Much like how you compare life insurance policies or taking time to scour the shelves for the perfect pair of shoes, you would also want to invest time and effort in thoroughly selecting a coach.

Their style and methodology should match your requirements while allowing space for enjoyment in every session.

5. Measurement and Results

You should also look into the coach’s approach. It must have a clear strategy that will encourage you to accept challenges and spur you to take action.

The coaching process should be results-driven and must have measurable outcomes.

The coaching strategies and creative techniques used must lead to an actionable plan that will help achieve tangible results.

Pathways to Success

Corporate coaching plays a vital role when you want to grow and nourish your company and the people behind it.

It is not only reserved for a chosen few. Instead, it is best applied to most, if not all, stewards who can contribute to the success of the whole organization.

Take heed of the above-mentioned considerations and keep them in mind when choosing a professional corporate coach. Remember that the one you pick will be your valuable ally in creating pathways for your company’s climb to victory.


1 International Coaching Client Study:

2Expected demand for executive coaching 2011-2019:

Salma El-Shurafa

Salma El-Shurafa is an experienced Executive Coach and founder of The Pathway Project. She is a Professional Certified Coach by the International Coaching Federation (ICF), a Certified Professional Co-Active Coach from The Coaches Training Institute (CTI) and a graduate of CTI’s Co-Active Leadership program.

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