Coaching is a proven method for increasing individual performance.

Now, organizations are moving beyond the “one coach, one executive” approach and using multiple coaching approaches to drive accountability, development, and performance at all levels.

Here are 4 types of coaching you and your organization should consider:

4 Approaches to Coaching

1. Executive Leadership Coaching. Executive leadership coaching is an effective way to strengthen the performance of your most important leaders, assist them in making key transitions, and enable them to alter behaviors that may be hindering their performance.

Executive leadership coaching typically kicks off with a matching process to ensure a good fit between the coach and the participant, followed by one or more assessments and alignment meetings with key stakeholders.

During the engagement, the coach may help the executive understand and use information from assessments, create and work through a development plan, and address specific business and interpersonal challenges.

2. Integrated Coaching. This approach embeds coaching sessions into — or wrapped around — a broader leadership development program.

For example, an organization running a development program for high-potential mid-level managers might include a coaching element — or a series of 2–5 coaching sessions — designed to help participants deepen and apply what they’re learning from the leadership program.

Integrated coaching tends to be shorter term than executive coaching.

3. Team Coaching. Team coaching is effective at all levels — from the C-suite to front-line teams. It’s used because even high-performing individuals struggle to work together effectively.

Team coaching includes a variety of methodologies and formats aimed at fostering healthy interactions and high performance.

These may be fairly structured and prescriptive, such as during a retreat where a coach has worked with the team’s leadership to create the agenda and then facilitates the meeting, possibly even teaching content.

Team coaching may also include methods that are less scripted, such as helping a project team interact more effectively or facilitating a process that evolves in unplanned ways. Sometimes a coach may observe a team in its normal work environment and provide coaching based on those observations.

4. Cultivating a Coaching Culture. This approach aims to infuse coaching throughout the organization so it becomes a key part of a company’s culture. The goal is to improve the way employees interact with each other and customers.

Typically, organizations that seek to develop a coaching culture already have experience with at least one of the other three types of coaching, have seen the positive impact, and now want to make coaching more broadly available.

Cultivating a coaching culture involves more than simply providing lots of coaching. It focuses on shifting unwritten rules, values, norms, behaviors, and practices to spread a coaching mindset and coaching practices throughout the organization.

Learn more about coaching at CCL.

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