There is a famous adage in the marketing world which says that half the money you spend on advertising is wasted. The problem is you don’t know which half.
New research from Brunel University suggests that we may soon be able to swap ‘advertising’ in that phrase for ‘coaching’, as more than a third of organisations apparently do not have a clue what goes on in their employees’ coaching sessions (see www.personneltoday.com/33315.article).
Coaching is currently a fashionable must-have – a huge trend that is growing at a phenomenal rate. At top levels of business, it is more unusual not to have a coach than to have one, and some organisations even offer it as a perk in senior executive packages. But just because everyone else is doing it, doesn’t mean it will automatically suit your organisation.
Used appropriately, coaching can address areas of under-performance, and can help top performers reach their full potential. But the true value of coaching isn’t just about individual development per se. It’s about the coach developing individuals in line with organisational goals, and the bottom line benefits as a result.
There are plenty of reputable independent coaching providers who can help achieve that. But the fact remains that there are currently no established regulations or qualifications in the coaching profession.
Isn’t it time to do something about this? Instead of leaving coaches to their own devices, perhaps HR could push for a set of agreed standards to ensure that none of the money invested in coaching is wasted.
Race should not colour the search for talent
Some employers are taking ‘positive action’ to create opportunities for ethnic minorities in their organisations. But using the term ‘visibly non-white’ (see www.personneltoday.com/33314.article ) creates far too many grey areas. Turn this around, and if an employer introduced a ‘whites only’ policy, there would be outrage.
What happened to hiring the best person for the job?