Over the years, a number of people have suggested that I write about how to find and select an Executive Coach. As a previous Chair of Ethics and Standards for the International Coaching Federation (the largest credentialing body for Coaches), the topic seemed out of bounds. As one can imagine, it was difficult for me to write about finding a Coach in a relatively unbiased manner. But I recently decided to retire and decline taking new clients—making it a topic about which I can now write without crossing any ethical boundaries. So, here are my thoughts on hiring an Executive or Leadership Coach. (Note that I intend to publish a more detailed article on my Deeper Dives section in the coming weeks.)
Hire someone who is properly trained. I have encountered many executives who, after retirement, market themselves as an Executive Coach without a day’s training. While their experience may provide a sense of credibility and a familiarity with the issues that a senior leader faces, they are limited in their ability to engage in the coaching process. The purpose and advantage of hiring a coach is to develop advanced leadership skills and business chops. An answer from a seasoned executive may be helpful, but it does not build capacity. Alas, those engagements most often end up in advice-giving rather than coaching. A retired senior executive with no coaching training often becomes an unofficial board member rather than an agency for developing leadership skills.
The best way to know that your coach is capable is to be certain that they are both trained and credentialed. There is no licensure for coaches. The International Coaching Federation is the largest credentialing body, and they ensure that programs are teaching to a proven (if not universally loved) methodology. A certification at the Professional (PCC) level at least ensures that your coach has had proper coach training and experience. Their own business acumen will serve the engagement, but proper coach training will keep that experience from running the engagement.
Talk with more than one potential Coach. In a coaching relationship, chemistry matters- almost as much as training. A client must be able to talk with their Coach about circumstances from an emotional and even spiritual point of view with equal comfort as through a rational frame. When setting up coaching programs inside of larger organizations, I have recommended that anyone searching for a coach should interview and choose between at least 3 qualified coaches. Solid chemistry between coach and client will be a vital asset to the engagement.
Create clear goals with your coach. Clear goals make measuring success and ROI richer than feel-good feedback. Coaching should include goals that the coach, the client, and the sponsor (usually the client’s direct boss) can agree are worthwhile early in the engagement. As an Executive and Leadership Coach, I want to see my client and their sponsor smiling and nodding in agreement about our shared purpose and goals for an engagement before we go to work. If they agree on those goals, then my client and I can engage, knowing where we need to focus our attention and energy. And we can set up feedback systems for tracking results and impact.
While the conversation and process between an Executive Coach and their client may be personal and confidential, the reasons and desired outcomes for the engagement need to be clear, powerful, and agreed upon by all concerned, including the executive sponsor and, ideally, stakeholders such as peers and direct reports. This transparency allows for regular check-ins on progress as perceived by those who will most benefit from the targeted changes. Progress tracking that is feedback-rich and measurable marks the difference between a robust, positive, profitable engagement and something more cosmetic but with far less practical value.
Watch for a “Deeper Dive” article in the coming weeks, detailing useful information and tools for sourcing, vetting, and hiring the best coaching talent, as well as best practices for setting up successful coaching engagements and internal coaching programs.