In 2004 the CIPD reported that of all the HR Managers in their ecent survey, 99% felt coaching can deliver real benefits to both individuals and organisations whilst 92% were confident that it can have a positive impact on the bottom line. But what are the key reasons coaching interventions have become so important?
- A rapidly evolving business environment. The fast pace of business alongside significant time pressures mean that dealing with change is becoming an everyday challenge. The ability to learn and adapt is quickly becoming an essential skill. Targeted development interventions such as coaching have become popular in helping individuals adjust to major changes in the workplace.
- The features of modern organisations. Flatter organisational structures, broader management roles and lower job security have also been contributing factors to the growth of coaching. Organisational downsizing and the resulting flatter structures mean that newly promoted individuals often have to make large step-changes in skills, responsibilities and performance because of the higher and broader requirements of their new roles. Coaching can support these individuals in achieving these changes.
- Lifelong learning. The importance of learning throughout a person’s life is increasingly being recognised. This has paralleled the growing need for organisations and individuals to change and keep changing inorder to keep up with a fast-paced, turbulent world market. Coaching has the adaptability to support different learning styles so may be able to support more employees than traditional training methods.
- The need for targeted, individualised, just-in-time development. The development needs of individuals can be diverse and in smaller organisations there are often too few individuals with specific development needs to warrant the design of a formal training programme. This often means that the traditional ‘one size fits all’ training programme that takes place every few months is inappropriate. Coaching offers a flexible, responsive approach to development, which can be delivered individually, and ‘just-in-time’ to address deficiencies in current performance or to strengthen under-developed skills.
- The financial costs of the poor performance of senior managers/executives. There is a growing acceptance of the costs associated with poorly performing senior managers/executives. Coaching provides organisations with an opportunity to undertake pre-emptive and proactive interventions to improve their performance (Greco 2001; Kilburg 1996).
- Improving the decision-making of senior employees. For senior level employeees it can be ‘lonely at the top’ as they have few people they can confide in, develop ideas and discuss decisions. A coach can be used to provide a ‘safe and objective haven’ to discuss issues and give support (Masciarelli 1999). This can be valuable when the return on improvement in skill level and decision-making is considered.
- Individual responsibility for development. There is an increasing trend for individuals to take greater responsibility for their personal and professional development (see CIPD 2003). With the decline of ‘jobs for life’, employees can no longer rely on employers to provide them with all of their career development needs. If individuals are to take responsibility, they need support and advice. Coaching can help individuals identify development needs, plan development activities and support personal problem-solving.• Employee demand for different types of training. The CIPD’s Survey Report, Who Learns at Work?, showed that learning at work, as opposed to in the training room, is increasingly popular. Research has also frequently demonstrated that people are more motivated and learn best when they see that the training is relevant to their job. Coaching, with its focus on work issues and improving job performance, fits in well with this.
- Support for other learning and development activities. Much money spent on training activities is wasted if the personal development momentum is allowed to dissipate after the event. Coaching is avaluable way of providing ongoing support for personal development plans.
- A popular development mechanism. People enjoy participating in coaching. It has many features that make it attractive to those taking part. Participants get direct one-to-one assistance and attention; it can fit in with their own timeframes and schedules; and there is the potential to see quick results if they are dedicated.
