6 Steps to Finding an Executive Coach Who Fits Your Culture (and Fixes Your Blind Spots)

If you scroll through LinkedIn, it will look like everyone is an executive coach. That’s not entirely wrong, as mass layoffs have led many leaders to hang out a shingle as a coach, even if just temporarily, until they find their next role. But let’s be real: not all executive coaches are created equal. Sorting true executive coaches from self-proclaimed leadership experts can be difficult, particularly since AI has made it easier than ever for practitioners to rapidly produce polished marketing content that doesn’t always reflect genuine expertise.

Executive coaching is a powerful tool for accelerating your team’s performance. If your company has decided to invest in executive coaching, you want to ensure you are working with a highly trained professional and getting a significant return on your investment. How do you find a quality practitioner who is a strong fit for your organization’s leaders and whose approach aligns with your business goals? Let’s explore six practical steps to ensure you get a great result.

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1. Understand your coaching goals

Start by getting clear on your goals for coaching and how you’ll measure the success of the engagement. Common goals for working with an executive coach include navigating relationship dynamics with challenging colleagues, improving leadership and coaching skills, navigating feelings of imposter syndrome, strengthening your confidence, improving time and energy management, and boosting influence and impact.

Once you know your goals for coaching, you can find a practitioner who focuses on that area. Senior leaders tend to benefit most from leadership coaches who are specialists, not generalists, since they need support on very specific skills, not management 101.

2. Look for specialized expertise

When it comes to leaders, you’ll likely want to work with someone with deep experience in your industry. This is important because you don’t want to spend your session explaining acronyms or educating the coach on how your industry works. They can also offer you introductions to industry peers, which can help you feel less isolated.

For instance, I don’t tend to coach executives in government. Unless these leaders are looking to break into tech, there are other coaches who are better suited and up to date on the best practices in that space. Be wary of practitioners who will take on anybody, as there’s likely a reason they aren’t selective about their clients.

3. Match the coach with the level of the leader

If you’re selecting an executive coach for someone at your organization, it’s critical that the coach matches the leader’s level. Mass-market coaching companies can work fabulously for individual contributors or first-time managers, but this just won’t cut it for directors, VPs or C-suite leaders. Senior leaders need a coach who specializes in senior-level engagements.

The issues executives face are distinct and, while well-intentioned, coaches who usually work with professionals or mid-level managers often offer guidance that doesn’t quite land. I recently spoke with an executive who wanted a better sense of work-life balance. His previous coach suggested that he simply stop checking email after 5 p.m. or on weekends. As a Fortune 500 executive, this advice simply wasn’t realistic.

4. Validate their track record

Coaches naturally highlight their biggest success stories in their marketing materials, so your due diligence must extend beyond their website or LinkedIn profile. Personally verify their testimonials and speak with references who are at the same level as the executives you’re supporting.

Ask how aligned the experience was with what was marketed, what went well and whether there were any surprises during the process. Although every coaching engagement is unique, you want to hear that your executive’s situation is similar to that of their typical client. You do not want to be a guinea pig.

5. Schedule chemistry calls with multiple coaching companies

Though some leaders are eager to begin working with me, I strongly encourage them to speak with at least two to three coaches before we move forward. These chemistry calls help you understand a coach’s philosophy, style and overall engagement process.

Some executive coaches are more passive or relaxed, while others are more active or direct. There’s no one-size-fits-all approach. You want each leader matched with a coach whose style aligns with their personality and needs, while also pushing them slightly beyond their comfort zone. Often, leaders within the same company will work with different coaches. This not only allows a personalized fit but also maintains confidentiality throughout the process.

6. Align expectations with ROI

Get clear on your expectations for the engagement up front. Know what’s realistic and what’s not. Then set key performance indicators (KPIs) that allow you to measure your progress toward these goals.

Agree on how you will measure the ROI of coaching, how it will be reported back to the organization, and the process for continuing the engagement after the initial sessions conclude.

Final thoughts

Choosing the right executive coach is a process that shouldn’t be rushed, particularly when there are so many options out there. You need clear goals for the process, a specialized expert who knows your industry and matches the level of the leader and thorough due diligence. Once you’ve identified potential coaches, be sure to verify their track record, schedule chemistry calls with several firms, clarify your expectations and define the potential ROI. Your leaders deserve a great coaching experience, and following these steps will maximize your likelihood of success. You’ve got this!

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