Let’s Do It...Let’s Choose A Coach!

In the words of the song: birds do it, bees do it, even educated fleas do it–. Well, maybe not the fleas, but executive coaches are being used increasingly in business today - but how to choose from the wide range on offer?

Executive coaching is much touted these days as the essential accessory for the busy executive. The reasons for using it are many and complex, including providing a sounding board for the “lonely at the top” CEO, a time efficient and tailored way of addressing issues such as leadership development or a way of retaining top talent as the executive recruitment market begins to take off again. So, if you’ve made the decision to hire one, how can you give yourself the highest possible chance of a successful match with a professional, skilled coach? Use our guide to help get your coaching relationship off to a flying start.

1. What do I want? Make sure you are clear that a coach really will hit the mark - if it is advice you are looking for then you might be better off with a consultant. Equally, if you want to make wholesale changes in your organization then you might want to consider a company that can provide a range of services, including training or change management. If a coach definitely fits the bill then examine your objectives, as coaches come in all shapes and sizes. Areas of specialty include career, transition, leadership development and work/life balance coaching.
   
   
2. What qualifications and competencies should my coach have? Coaches come from all walks of life, and there is really no one measure for them. However, having opinions on the topic is not all that is needed to be a successful coach – everyone has a view on how their favourite team should play, but you wouldn’t give them the coach’s job! Perhaps more important to consider is whether the coach’s qualifications are appropriate to provide this particular service to you. A human resources professional might be a poor candidate to coach you on developing strategy, but exactly the right one on developing a high performing executive team. Check that they have the relevant competencies for the role you are employing them to play. Basic skills in communication are a must, and they should be able to demonstrate expertise in dealing with the issues that face you. Finally, look out for the coach who is a jack of all trades– they should know their limits and pass you on to someone more appropriate if they cannot help.
   
   
3. What professional standards can I expect? There are some professional bodies (International Coaching Federation can be contacted through www.coachfederation.org and Professional Coaches and Mentors Association whose details are at www.pcmaonline.com), but they are mainly US based. However, many coaches are members of other professional bodies that govern their behaviour. You should be able to expect a professional and ethical approach, including maintaining the confidentiality of the relationship. They may also have insurance that covers their practice. They should also have evidence that they invest in their own professional development to maintain their effectiveness.
   
   
4. What do you want the coach to bring? Coaches are not solution providers, but aim to help you achieve your goals. Experience of helping people achieve goals similar to yours can be valuable. Remember if you are seeking their assistance it suggests you are looking for a fresh perspective – so it might help if their background or experience contrasts with yours. Look for someone you feel you can get along with – you might be spending quite some amount of time with them!
   
   
5. How do I want to interact with my coach? There are a wide range of different methods used to carry out the coaching relationship – telephone, e-mail, or face-to-face meetings. Be clear about which you would prefer. Also consider the likely duration of the relationship, as well as how often you would want to be in contact. Make sure that you have a clear expectation of what they will offer.
   
   
6. The final choice. Draw up a short-list of people who you feel will meet your criteria and arrange a meeting or telephone conversation with them. Put together some questions that will allow you to get a good feel for them, for example what experience do they have dealing with issues like yours and how would they work with you. You might also want to ask to speak with an existing client.

There is an increasing amount of literature around to help people use the principles of coaching on their own, which you may want to use it as a way of finding out more or preparing to take on your own coach. At the end of the day, the choice is yours!

Kathryn Nicholson Perry has been a clinical psychologist for 10 years and based on her experience of helping people change she now offers executive coaching and training through Stimuli Systems. Ph: (02) 9571 1715; Fax: (02) 9571 1716; Email: nicholson_perry@netpro.net.au
First published: 4 April 2002.
Last updated: 6 October 2005.