Coaching: Raising Selection Standards – an op-ed by Anne-Laure Pams for FocusRH
29.04.2026
The value of professional coaching is no longer in question. Whether individual, collective, team-based, or organizational, it has become firmly embedded in the HR toolkit, as it addresses the key challenges facing organizations today: rapid transformations, the war for talent, and increasing leadership demands. However, the market’s expansion—driven by strong demand and annual growth of around 10%—is attracting a wide range of profiles, which in turn is blurring the overall perception of the sector.
At the same time, many organizations still fail to rigorously assess their selection criteria. Training, number of practice hours, supervision—these are all essential elements that too often remain overlooked in procurement processes. In such a sensitive field, where professional journeys—and sometimes personal trajectories—are at stake, a more explicit selection framework now appears necessary.
A market that remains immature
The figures speak for themselves. France is estimated to have around 38,000 coaches. According to the OPIIEC study for Syntec Conseil (2023), 90% are independent, and, more strikingly, fewer than half are actually active. Among them, 50% have been practicing for less than five years, 53% deliver fewer than 100 hours of coaching per year, and only 62% hold an RNCP certification. Another telling indicator: 53% of coaches generate annual revenues below €30,000. These figures reflect a market still in the process of structuring, with varying levels of experience and professionalization.
In this context, the rapid rise of online coaching platforms is increasing pressure on both pricing and the clarity of the offering. The average hourly rate of €240 actually conceals significant disparities. Fees charged by certified, supervised, and experienced coaches—those who can demonstrate 150 to 200 hours of annual practice (only about 10% of active professionals)—can exceed €400 per hour. These rates reflect a necessary level of rigor and quality.
A more structured selection approach on the part of organizations is therefore essential to reduce ambiguity and support the true professionalization of the coaching sector.
The HR Director’s checklist for selecting a coach
For HR leaders, the challenge is clear: to establish concrete and objective evaluation criteria for candidates. Here are key points to verify before making a commitment:
Coaching training: recognized certification (RNCP, accredited school), training background
Supervision: evidence of regular individual supervision and annual volume
Coaching experience: number of years in practice
Practice intensity: number of hours delivered over the past year
References: assignments carried out, clients, recommendations
Professional background: initial education and prior experience outside coaching