What are the benefits of coaching?
I am regularly asked about the benefits of coaching, either for an individual or for their company. I think the best answers come not from me, but from those who have tried it. Testimonials are always more insightful. So, the following is a reflection - however unscientific - on what coachees tell me.
The personal benefits
Most of my coachees say they value the space which coaching gives them for personal development. Its very rare in our lives to have time to take stock of our working lives and how we feel about what we do and who we work with. The confidential nature of coaching provides that ‘safe’ space, knowing that what is discussed with the coach stays with them. People who have just changed job or been promoted always mention this.
Coachees also say they like being in charge of the process. They set what is discussed and lead the conversation. The coach enables and doesn’t direct. Initially this can be unfamiliar for people but, as the relationship develops so they appreciate that the time is tailor-made to address their issues.
This leads onto a third aspect. Coaching enables people to better understand themselves. That deeper insight usually results in significant and sustained changes in behaviour – for example when tackling a lack of self-confidence. Coachees say that this learning process means that they are less likely to revert to old habits, when faced with problems. This self-learning is different to the mentoring process.
Lastly, I have been struck at how many coachees talk about the benefit of coaching in addressing their feelings, both about work and life. Many workplace issues aren’t about skills, or knowledge, but require good emotional awareness and intelligence. Yet we rarely get the chance to reflect on and consider this side of ourselves. The pandemic and working from home have brought many of these issues to the fore and coachees often tell me that the chance to step back, realise what matters most to them and how they feel about their career has proven helpful and some cases transformational.
The corporate benefits
So, what are the benefits from the employer’s point of view? Why should a CEO or HR director use coaching?
First, coaching for executives can be tailored to each person’s needs, unlike most skills training. It is goal orientated and can therefore be measured in terms of outcomes. There is a growing body of evidence about improvements in performance across difference measures, from business schools and trade bodies. If you are an HR professional the best independent information comes from the CIPD (Chartered Institute for Personnel Development). It has an excellent section on how to measure the benefits of this form of learning and development https://cipd.co.uk
Second, coaching addresses the more intractable problems around an individual’s performance at executive level – thinking strategically; managing people; or effective leadership. Mentoring can and does help is this arena, but tends to be a long-term activity, unlikely to deliver noticeable changes in the shorter term.
Third, for the above reasons coaching directly helps with retaining and motivating senior staff and executives. This is a really important issue for most organisations – as their people are their main assets. Frequent turnover of senior staff is costly and prevents the business from achieving its full potential. If an individual can be helped to grow and adapt in situ it’s better for them and their employer.
So, there are real benefits for both the individual and their employer from using coaching. It’s not right in all circumstances and it’s important it is made available to all executives. If its only used for those seen as underperforming, it will become a thing to avoid within any management team. Instead, if it’s made available alongside other skills and mentoring tools the benefits will be evident - both in the culture of the organisation and its performance.
I have coached or mentored several senior business leaders on this issue and would be pleased to see if I can help you. Go to ‘How I coach’ for more about my approach and my contact details.
