Why traditional coaching doesn’t work

Coaching can be highly effective, yet for several reasons, it may not work for some individuals and organizations. Aon leader Kathryn Kellock walks through the most common pitfalls and shares how Aon’s proposition ensures coaching journeys ensure a positive return on investment.
If individuals or organizations are not fully committed to the coaching process, results may be minimal. Two common pitfalls that can cause this symptom include:
Misaligned Goals: If the goals of the coaching are unclear or misaligned with the individuals or organizations true needs, it can be difficult to see meaningful progress. Coaches need to ensure that the goals are relevant, specific and measurable.
Poor Follow Up or Accountability: Coaching without proper follow up or accountability mechanisms often leads to a lack of sustained progress. Regular check-ins, feedback and reinforcements are essential for maintaining any progress made during the coaching sessions.
As a result of these and other pitfalls, organizations are having a challenging time reporting on a return for their coaching investment. However, it is important to consider both tangible and intangible results from coaching. For example, coaching can improve a range of metrics including:
- Financial impact, for example increased revenue
- Performance improvement; for example, goal achievement
- Employee satisfaction: was there an increase in motivation, focus or job satisfaction?
- Behavioral change: did coaching help shift mindset, increase resilience or adaptability?
Aon’s People Insights Coaching
Here at Aon, we work with organizations and individuals to ensure our coaching journeys are highly engaging, will drive behavioral change, but also provide the business with quantifiable results.
Our People Insights Coaching approach helps individuals rise to the challenges of today and tomorrow by drawing on our best-in-class portfolio of assessment tools and combining proven best practice coaching methodologies with an individualized approach.
The coaching cycle starts with a personality questionnaire, which provides deep insights into the traits and characteristics of an individual, out of which a tailored coaching plan can be designed.
We then offer two delivery options available to meet the needs of the client and the organization:
- Targeted Coaching Participant Journey: 3 x 90-minute coaching sessions over 5-week period where the coach and coachee will deep dive into one specific subject relevant to the individuals learning journey
- Traditional Coaching Participant Journey: 8 x 90-minute Coaching Sessions over 6-month period covering a range of subjects. Coaching without proper follow up or accountability mechanisms often leads to a lack of sustained progress.
To ensure that coaches are fully aware of what is expected from them to make the coaching a success, they are provided with a Coaching Manual that details the process and manages their expectations in terms of pre/post work required throughout their journey. The participants are also required to sign a commitment declaration at the start of the coaching journey to facilitate active participation and attendance to sessions.
Measuring specific outcomes is key for any coaching process, and that’s why we conduct an engagement survey pre and post coaching to measure improvement, growth, and satisfaction, and report back to the organization on the progress being made by the individual during the coaching sessions to ensure return on investment.
Conclusion
Coaching can significantly impact individuals and organizational growth. But getting it right is crucial. Because, let’s be honest, it is not cheap, so it is key to ensure that investments are done in the right way.
Accountability, a clear journey and outcomes, as well as measuring progress are key success criteria for workplace coaching. If done right, coaching is essential for achieving meaningful and sustainable results at both an individual, and organizational level. If done right, it is absolutely money very well spent.