Corporate Coaching: Let’s Commit to Greater Professionalism! – Anne-Laure Pams, Director Grant Alexander – Leadership Development for Journal du Net
28.06.2023
In recent years, the coaching market has been booming. It is professionalizing, yet paradoxically, it suffers from numerous pitfalls that harm its image and can drag the profession down.
Lack of regulation, poor understanding of supervision, and limited experience among practitioners create many gray areas for companies seeking professional coaches, making clarification essential. Indeed, coaching offers numerous benefits for both individuals and organizations. In a context of societal change and the war for talent, more and more companies are turning to professional coaches to develop their employees. According to the latest OPIIEC study published at the end of 2022, companies view this tool positively; its effectiveness has been confirmed over time, and it is considered a real support during organizational transformation phases. Coaching is gradually becoming a core HR tool, with the market in France growing by 10% annually.
The Problem
As companies express growing needs for support, unscrupulous individuals—self-proclaimed coaches without proper training or sufficient experience—appear. These practitioners, lacking both seniority and the ethical framework necessary for the profession, significantly damage its image. The OPIIEC study highlights concerning trends, such as: a striking lack of experience (50% of coaches have practiced for less than 5 years), insufficient practice hours to gain legitimacy (53% conduct fewer than 100 coaching hours per year), and a deep training deficit (only 62% of professional coaches are RNCP certified). These figures are worrying but help companies understand what professional coaching truly entails and encourage greater vigilance when selecting coaches.
Paying the Right Price
Hourly rates reflect the skills required in coaching, but the debate continues. While the OPIIEC reports an average rate of €240, this figure masks a disparity. On one side are independent or junior coaches who set lower prices to survive or reflect their experience; on the other, senior RNCP-certified coaches, conducting 150–200 coaching hours per year plus roughly 10 hours of supervision annually, regularly updating their skills and tools, charging over €400 per hour—reflecting the quality of service but representing only 10% of the 15,000 active coaches.
Supervision is Essential
Professional coaches who sign an ethical charter commit to supervising their practice. This is a prerequisite for the profession. Yet, according to OPIIEC, 20% of coaches do not engage in supervision, and only 35% complete more than 5 individual supervision hours per year—often with supervisors who themselves are self-appointed, untrained, and lacking experience. Supervision is indispensable for ethical, professional, and sustainable practice. Companies should require coaches to provide proof of supervision, with a minimum of 8 hours annually.
Impeccable Practice
With 33,000 trained professionals in a transforming market, the OPIIEC study allows consulting firms to better qualify the coaches they recommend to clients. We must remember our strong responsibility toward those we accompany—their careers often rest in our hands. This duty demands impeccable practice. At Grant Alexander, for example, we follow a structured approach, using only coaches with significant operational experience as senior executives and/or leaders, certified, ethical charter signatories, with around ten years of experience and regular supervision. Shared vigilance regarding coach quality will help make professional coaching more reliable and transparent for clients in the coming years, to everyone’s benefit.