The Value of an Executive Coach

Part 2 - What to Look for When Hiring One

By Sylvia Haas

When I mention coaching to my executive friends, some immediately brush off the idea, saying they do not need a coach, they know who they are, they know their strengths and they understand their value in the market. All they need is assistance in accelerating their promotions and/or job search. Then, I ask a few questions, and their attitude shifts from "I do not need a coach" to "When can I schedule a coaching session?"

Here's why: Not every executive needs a coach, however, a coach can be a tremendously motivating force that will propel your career ... and your paycheck ... to new levels of success. When shopping around, speak to at least 3-5 coaches. It is critical you find someone who you can trust and someone you believe is knowledgeable about your particular industry and profession, and who comes well-referred. Hourly fees vary widely, from $50 to $750, but most will charge between $150 (the average in the U.S.) and $250 an hour. Other coaches charge a flat fee for a specified period of coaching, or via a monthly retainer. I talked with a coach recently, who listed her fees beginning at $1895.00...that included the writing of an executive resume.

Things an executive career coach should be able to guide you through, as well as provide the necessary tools:

• Situational analysis and skills inventory.

• Guidance in the formulation of your career goals and objectives.

• Assistance in the development of a Career Plan or Job Search Plan ... plus an effective Self-marketing Plan.

• Guidance in developing and utilizing your network.

• Coaching you to work effectively with executive search firms.

Comprehensive pre-interview preparation and post-interview follow-up assistance.

• Tips and techniques to help you stand apart from your peers for both promotion opportunities and job search

• Using notes, personal letters and email effectively throughout your Job Search Campaign.

Assistance in analyzing and evaluating multiple career choices.

• Advice, guidance and counsel regarding job offers and compensation package negotiation.

Advice and guidance concerning offer acceptance, declining offers, exiting your current employer with grace, and dealing with counter-offers.

• Helping you effectively transition into your new position in a way that will set you apart from others from the get-go.

“Most companies aren’t managing careers today” says Bill Ellermeyer of Challenger, Gray & Christmas, Inc. and expert in executive career transition. “Each professional must take responsibility for his or her own career advancement.” Finding a coach can be tricky since anyone can assume the title of coach as no license is required, so the best way to find one is by asking around just as if you would when shopping for a good doctor or plumber. Approach colleagues whom you respect and ask if they have had coaching ... or just wait until the January 2007 Merage eNewsletter where I will be sharing the bios of four of Orange County’s most outstanding executive career coaches.

Five things to keep in mind when hiring a career coach

#1 SET CLEAR GOALS
A good coach will ask you what it is you want. While it may seem a simple question, not everyone knows the answer. Contact three or four coaches before choosing one. Find out how long they have in the business and look for someone with at least 2 years of experience...and then check their references. Experience in the corporate world is critical because you want someone who knows how organizations tick and how to navigate the political environment.

#2 Understand that Coaching is ALL About You
Coaching is about YOU...Your life...Your job...Your goals...Your dreams...Your values and it is not about the coach’s life and a trained coach will make the coaching sessions all about you. The session is like a fitting room...a place where you can try on new ideas like trying on a suit – without fear of recrimination, competition, or rejection.

#3 Interview More Than One Coach and Have a List of Questions Ready
If you decide to invest in a career coach, here are a few things you will want to look for. A career coach should be an expert in career management. A career coach must also be a good listener. If s/he talks more than listens, your objectives will not be understood.

The number one thing you are looking for in a career coach is to find someone you like, feel comfortable with and someone whom you know with whom you can form a powerful partnership. Here are some questions you will want to include:

• What is your coaching experience? (you want to hear the number of professionals they have coached, years of experience, types of situation)

• What is your coaching specialty or client area you most work in?

• What specialize skills or experience do you bring to your coaching?

• What is you philosophy about career coaching?

• Ask how they stay current on national employment trends.

• Have they ever hired managers/executives?

• What’s your process in setting up sessions, frequency of meetings, and average length of time to address issues such as mine, etc.?

• What are some of your coaching success stories with professional in my particular industry/functional area?

• What is your specific coach training? Do you hold any credentials?

• What are you fees and what is the billing process?

#4 Retain YOUR Coach
When you have selected a coach, read over their coaching agreement that specifies what you both have agreed upon with regard to the number and length of the coaching sessions. You may be asked to complete some documents that will quickly get the coach up to speed on who you are and what your experience and background have been to date.

#5 CONSIDER THE PAYOFF
If the cost is too steep for you, consider asking your employer to pay for it. Before approaching your boss assess whether the corporate culture is open to coaching. One CEO routinely tells his top executives that he has a coach...he wants to communicate that learning is a journey and that he does what it takes to increase his effectiveness in the organization.

One thing to keep in mind: A coach cannot do the work for you. I love to watch college (Kansas) basketball - the coach is always on the sideline...and his boundaries are very clear, in fact, they are painted on the court. If he steps outside the coaching box, he gets a technical foul. Your coach’s job is to stay on the sideline, giving you expert advice to improve your skills and objective feedback to continue the teaching process and to improve your career game.

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