Coaching World Issue 20: Industry Trends & Insights | Page 4
Michael Voss Director of Marketing and Communications
Emily Allen Marketing Assistant
Abbie Clark Contributing Editor
Lisa Cunningham Social Media Specialist
Justin Hannah Marketing Specialist
Abby Tripp Heverin Communications and Awards Manager
Stephanie Wright Brand Manager
Opinions expressed by contributors are their own and not necessarily endorsed by Coaching World or the International Coach Federation (ICF). Content may not be reproduced in whole or in part without prior written permission.
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Coaching World is a quarterly digital publication of the International Coach Federation. It is distributed via email and accessible online at icfcoachingworld.com. Coaching World is developed and produced by the ICF Marketing and Communications Department.
From the CEO From Opinions to Insights
Insight is often defined as “a deep understanding of a person or thing.” Understanding the coaching field and the evolution of coaching is critical to the success of our profession and the success of each individual coach practitioner.
So how do we stay current and knowledgeable about the trends and the key characteristics of the coaching environment? Research, obviously, is one of the ways. This is why we’re indebted to the 15,300 plus respondents included in the 2016 ICF Global Coaching Study. (If you took time to complete the 2015 survey that was the basis of this study, thank you!) Through this vast undertaking, we measured the size and scope of the coaching profession. We also learned more about the demographics of coaches and clients, the types and extent of training obtained by practitioners, and observations on the future of coaching.
For the first time ever, we also surveyed managers and leaders who use coaching skills in the workplace, allowing us a closer look at this growing—and increasingly influential—population. What seems to be on the minds of coach practitioners and managers and leaders using coaching skills?
When asked to identify the biggest obstacle for coaching over the next 12 months, the main concern expressed by coach practitioners was untrained individuals who call themselves coaches (44 percent), followed by marketplace confusion about the benefits of coaching (28 percent). Knowing about these concerns allows us—as an organization and as individuals—to address them head-on.
ICF is the only global coaching organization that requires our members to obtain coach-specific training. As an ICF Member, use this information as a differentiator to distinguish yourself in the marketplace. As for benefits of coaching, your clients’ testimonials are of course the most powerful evidence. You can also use another piece of ICF industry research, the 2014 ICF Global Consumer Awareness Study. Eighty-five percent of coaching consumers surveyed for this study reported that they were satisfied with the coaching experience. That’s great news for the future of coaching and the growth of the coaching marketplace. Thank you again for being a part of this amazing community of professionals!