What’s in a badge?

You may have noticed a number of LinkedIn members posting their International Coaching Federation (ICF) digital badges with an invitation to “view my verified achievement.” Upon clicking on the badge (above), you will find independent verification that these individuals belong to ICF, a recognized organization among others seeking to govern its professional members through established standards. You will also find that these individuals have enrolled in or completed basic coaching training, and a commitment to abide by the ICF Code of Ethics.

Is that enough in selecting a coach to work with?

For consumers seeking professional coaching services, that’s a good start but only a beginning point. Coaching is unregulated in the United States and many other countries unlike other professions (i.e., lawyers, real estate agents, barbers, massage therapists, etc.) Anyone can call themselves a “coach,” hang their shingle on the internet and be open for business. Being trained and affiliated with a recognized professional coaching organization is helpful but not the end all in a field that is growing exponentially. Should the coaching profession be regulated is a question for more discussion.

In 2019, ICF estimated there were at least 71,000 coach practitioners globally, an increase of 33% over a three-year period. By another estimate, there are currently some 2,000 new coaches completing one of 500+ training programs offering training and “certification” each month. Not all coaches are created equal, even if similarly trained or affiliated with a professional coaching organization. Navigating the unregulated coaching waters is becoming more difficult as the field attracts many more “practitioners.”

So, what’s a consumer to do?

Determine Need, Expertise, and Professional Affiliation

Decide upon the level of coaching experience that you require. More coaching experience is normally at a financial premium although that might result in quicker goal achievement and financial savings in the long run. It can be a tradeoff you should weigh.

You can gain an appreciation for a person’s coaching expertise by learning of their certification with a reputable and known organization which has standards of professional competencies and ethical behaviors. ICF is one such entity that designates three levels of coaches – Associate, Professional, and Master - each requiring specified training, skills, continuing education, and professional paid coaching hours. For instance, an ICF Professional Certified Coach (PCC) should consistently demonstrate these eight competencies and their subcomponents and have 500+ hours of coaching experience.

You should confirm the potential coach is currently affiliated in good standing with a professional organization and up to date in holding the level of certification that they represent, to include continuing education requirements. Individuals should be able to produce documents to support their professional status. You can contact the professional organization directly if in doubt.

Additional Professional Education, Coaching Style, and Paid Coaching Hours

There are differing views of whether a coach who shares a common professional education and experience with a client, in addition to coaching training, yields better results. For instance, a physician trained as a professional coach who coaches another medical professional. While it might initially make you feel more comfortable to have this connection, it has been my experience having coached in health care, pharmaceuticals, research, technology, education, manufacturing, sales, non-profit and government that it does not offer an advantage. What may matter more is the broadness of the coach’s professional and academic background, skills, and experiences they bring to the table. These coaches may better serve a client in opening their aperture to more possibilities.

Ask a coach to describe their coaching style and determine if it aligns with your comfort level and communication preferences. Can they provide the right amount of accountability to support your continued success? Can they coach with “heart” (positive affirmations) and “backbone” (stating a position to serve you whether popular or not)? Is their overall coaching approach focused on short term resolutions of challenges (coaching the challenge) or longer term sustainable growth and capability (coaching the person for the lasting change)? Is the coach more concerned about your professional development than an appropriate level of discomfort often needed for learning? How do they prefer to communicate, does it match your needs, and can they adjust for you? Do they rely on assessments and supplement coaching conversations with resources? In the end, there must be chemistry between the client and the coach to support predetermined goals. When in doubt, rely on your gut. The focus should be on you throughout the coaching engagement.

Paid coaching hours can also be a key indicator of the value that a coach offers. If the individual is regularly employed to provide coaching services, that can be a sign of the overall worth they provide in the marketplace. A coach with just a few clients may be an indication of a coach who occasionally practices their profession or that the marketplace does not find them worthy of hiring. In addition to inquiring about paid services, you might also ask potential coaches if they perform pro bono services and the reason for such service in furtherance of learning about the person you may want to closely work with to address your goals.

Ethics

This is an area that seems to be under addressed in the selection of a coach yet has the potential to completely derail a coaching relationship. The consumer should ask the potential coach to identify what ethical standards they subscribe to, where they have seen potential challenges, and their views of how they have or would address them.

For current ICF members, they commit to abide by twenty-eight (28) ethical standards which can serve as the beginning of the discussion. Definitely gain an understanding of what confidentiality looks like in being coached by this person, especially if your employer is contracting and paying the coach directly. You might ask the Coach how he seeks to avoid ethical challenges, and how they handle potential reimbursement if expectations are not met. Confirm that the coach agrees to participate in an ethical inquiry conducted by their professional organization. Consumers being coached by a current ICF member can lodge ethical complaints which are researched by a group of fellow coaches.

Investment in Coaching

Retaining and paying for a coach is an investment in reaching your goals. In an unregulated professional, buyers be aware.

Ed Higgins is a former senior executive and full time practicing leadership coach since 2018. He has served on ICF’s Global Nominating Committee and Independent Review Board. Ed achieved his PCC in March 2019, serves as an expert mentor coach for three university based accredited coach training programs, and leverages the Hogan Leadership personality assessment for leadership development. At last count, Ed had 700+ paid hours of coaching experience in addition to pro bono coaching within non-profits.