Coaching: What It Is and Tips for Hiring

Most of us, at some point in our career, have felt stuck or uncertain about how to move forward and achieve our goals. Maybe we feel bored, underutilized, or we want a fresh start doing something else. We just don't know what.

In fact, you might be feeling that way right now. If so, you're not alone. In November 2024, Glassdoor reported that 65% of surveyed professionals felt "stuck" in their current roles.

Coaching is a powerful tool to help individuals get unstuck. Unlike consulting or therapy, coaching isn’t about being told what to do. Instead, it’s a guided conversation with a trained professional who asks questions, notices patterns, listens without judgement, and helps you make important changes to meet your goals.

But here's the catch, anyone can call themselves a coach. So hiring just anyone who says they're coach could be a big waste of your time and money. If you've been interested in working with a coach, it's worth understanding, specifically, what it is and what to keep in mind when hiring one.

What is coaching?

Professional coaching is a one-on-one engagement with a trained individual who helps you make a change. The key words here are you make a change. The coach won't do it for you. You set some overall goals for the coaching engagement. It's helpful to think about what you want to see, experience, or feel that is different after engaging in coaching. That's the future-self you want to set your sights on.

More specifically, during a coaching session, you bring a problem you want to solve or a topic you’d like to discuss. Then, the coach asks questions, listens, challenges perspectives, suspends judgement, notices patterns, and maybe helps you brainstorm new ways to think or do something to solve your problem or address the topic. This approach is built on the belief that you are creative, competent, and resourceful. The answers are likely within you already, the coach just helps tap the answers with this method of conversation.

Yet changing behavior takes effort and time. It requires practicing new behaviors, discussing emotions, taking risks, and questioning your judgements. Coaching engagements are often six months to a year, sometimes longer or shorter. Sessions may be 30 minutes to 60 minutes and occur 1-4 times per month, depending on the client.

When To Hire A Coach

The time to hire a coach is when you have a strong desire to change. The desire is so strong that you want to financially invest in it. That is how important the change you want to make is to your fulfillment or well-being in relation to work or life.

This means you are ready to reflect on your own behavior and examine your way of thinking as well as willing to experiment with new actions and behaviors. It also means you are open to feedback and hearing new perspectives.

For some, the time to hire a coach is also when they need to prioritize and dedicate time just to think about themselves and their effectiveness. Coaching sessions are protected time dedicated to your growth and development with someone who will listen and support you, without judgement.

Here are four tips for hiring a coach:

1. Interview at least three credentialed coaches. Ask people in your network for referrals. The best way to find a great coach is to ask people who have direct experience with them. Don't hire blind off an internet search. Anyone can be a coach. Look for certifications and credentials.

2. Ask the coach to describe coaching, their process, and methods. Look for someone who can articulate it in a way that you clearly understand. This will mean they have sound training and experience.  

3. Inquire about rates and get a clear picture of what is included. Some coaches will offer free emails and text messages between sessions or recaps after the session. Others will not.

4. Look for chemistry with your coach. The person you select is the person you trust and with whom you are excited and motivated to work.

Understanding what you’re paying for

Many coaches offer packages that include a certain number of sessions per month, others may offer a straight hourly rate. Initially, it can seem expensive. But it is worth understanding what you are paying for.

Coaches with certifications, advanced degrees, and experience in your industry will cost more. The market matters too. Coaches in NYC are likely more expensive than coaches in Fargo. Life coaches tend to be less expensive than leadership and executive coaches. Career coaches may fall somewhere between those two.

Then, consider the results or positive changes you want. What is their value to you or to the organization? Put a price on it. Let’s say you want real work/life balance. If you truly achieve that, what value will that bring to you, your family, and your team at work? The rate reflects the value of those improvements.

Coaching rates also often include the support and logistics that make the coaching engagement happen (i.e. contracting and billing, the prep work for sessions, learning materials provided, etc.) Many coaches charge organizations more than an individual paying out of pocket because of the volume of administrative time required to contract with a company. If you are paying out of pocket for coaching, tell the coach that. You might get a price break.

Coaching can be a transformative investment in your personal and professional growth, but it’s not a one-size-fits-all solution. The key is to approach coaching with clear intentions, a readiness to self-reflect, and a willingness to put in the work required for meaningful change. By carefully selecting a credentialed coach who resonates with you and understanding the value they bring, you set yourself up for a rewarding and impactful experience. Remember, the right coach can help unlock your potential, but the real power lies in your commitment to the journey. Take the time to assess your needs, do your research, and trust the process—your future self will thank you.

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Until next time!

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Amy Drader is a management consultant and credentialed coach with over 20 years’ experience in HR and operations. She knows first-hand the joys and challenges of leading people and is dedicated to helping managers and teams advance their performance. She is the owner of Growth Partners Consulting, a boutique leadership and team development consulting firm that provides customized training and coaching.