There’s a lot of debate around what HR professionals are looking for from suppliers of leadership development services. I was reminded of this when I came across some copies a PWC study* for the ICF (International Coach Federation) looking at purchasing decisions from a client perspective
Some people get technical – looking at profiling tools and tests such as MBTI, Firo-B (relationship behaviours) or DISC (Dominance, Influence, Steadiness and Compliance)
Others want to tailor products and services to their company. Many invest in defining leadership competences or behaviours.
All of which is fine. These approaches provide benchmark against which people can develop themselves and others in their team.
What PWC did is look at important attributes in the selection process and identify the most important aspects, under
- Personal Attributes
Under the topic of Personal Attributes, confidence, rapport and personal compatibility were deemed as most important by far of all the attributes. And no surprise that effectiveness was the most important attribute under methodology. These four attributes were the most important to PWC’s respondents – by far.
The finding that ‘Personal referrals’ were more important than client references under Reputation was intriguing. And it is revealing was that relevant professional experience was perceived as more important that ‘years as a coach’ under Experience. I was also pleased to see that the level of ‘coach-specific training’ was most important in Background.
(source: *ICF Global Coaching Client Study, Association Resource Centre and PriceWaterhouseCoopers, 2009)
Our evaluation of professional Associates (Consultants, Coaches and Trainers) is that its’ this combination that matters and these are the questions we ask:
- What leadership experience do you have?
- What technical and skill areas do you have (outside of leadership development)?
- What coach-specific training and qualifications do you have?
- What learning do you have around the topic of developing leaders?
Rapport and personality come through when we meet with them – it’s key for their relationship with clients and we much prefer to do business with likeable people. We also make sure that we personally hear each of them coach – so that we can really stand behind the quality of the professionals we work with.
So why does this matter?
I’m intrigued by organisations buying leadership coaching services and coaching skills training, without really thinking through what they need. For example, one company were seeking recently seeking training with two accreditation options in mind – one at a low skills level and the other for an academic qualification.
My personal view is that the academic qualifications in coaching are for professionals with existing coach-specific training to explore the academic side of the profession – not for leaders and managers in the workplace who will only have time to dip into the theory. At the other end of the scale, if an organisation wants to build an in-house coaching competency, then the training should be at a suitable level – with the option of a meaningful qualification.
One of the reasons we support the global standards of the ICF is that they transcend culture and diversity – whilst acknowledging local and regional difference. Their accreditation process isn’t a walk-over either – as I’m experiencing first hand at the moment.
The ICF also recognise successful coaching programmes through their ‘PRISM’ award. I was involved in the recent ICF Global Conference in London and was very impressed by the quality of the winners – especially by the evidence they put forward that showed the difference coaching was making in their organisations.
Recent PRISM award winners include
- Genentech: considered the founder of the biotechnology industry, using human genetic information to discover, develop, manufacture and commercialise medicines to treat patients with serious or life-threatening medical conditions. The company sees coaching as increasing their capacity for change.
- TINE Group: NOrways most important contributor to value creation and the country’s leading supplier of food products – TINE provides a health and positive food experience. The company sees coaching as a leadership skill.
Some resources for you
We’ve got spare copies of the Case Studies and the PWC report (only 12 copies – so first come, first served) here in the office.
If you’d like to receive a copy of either the report or the case studies, simply drop us an email at firstname.lastname@example.org and we’ll do the rest.