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Kimberley Gray - PR Consultant
Tel: +44 (0)118 969 4904/ +44 (0)7884 405835
Joint Coaching Survey Shows Industry Growth Despite Economic Downturn
Coaching has remained relatively recession-proof over the last six months, according to a joint survey of the Association for Coaching (AC), European Mentoring and Coaching Council (EMCC) and International Coach Federation (ICF). In a collaborative survey of their combined membership, 70% said that their practice had either grown or stayed the same as a result of the recession.
Of those that stated growth, many said that they had grown business with existing clients, had switched to public sector work or had leveraged funding available to get people back to work. They had also increased their marketing and networking activity.
Although the work has remained relatively stable for coaches, there has been a trend in the type of advice given by coaches. 63% of coaches say they have helped clients through career transition or managing through a recession, a clear indication that the recession has affected confidence and raised concerns about clients’ careers. Also top of the list of topics being addressed are stress management (44%), career management (43%) and engaging employees (39%).
Katherine Tulpa, Chair of the Association for Coaching comments: “The survey indicates that 78% of members think the recession has had some impact on the topics being discussed. Managing through a recession, career transition, redundancy, cost cutting and finding work, all feature highly on the list of topics discussed. The results seem to indicate clients feel more vulnerable and, as a result, are seeking support from coaches who can help them manage in a volatile environment.”
Supporting this are the key benefits perceived by clients of coaching. 61% believe the principal benefit to coaching is managing uncertainty, closely followed by helping to develop a plan of action (60%), positive thinking (59%) and time to reflect (58%).
Of the 30% of coaches who have witnessed a downturn in business, 33% say it is a direct result of the recession. Many are relative newcomers to the profession and so have found it difficult to win new business. Others have lost essential HR contacts to redundancy or the coaching function has been brought in-house to reduce overheads.
Results from the survey also indicate that a coaching practice is often worked alongside other income streams. More than half of respondents earn half or less of their income from coaching, with only 17% earning all their income from coaching. Many coaches supplement their income with consulting and training, teaching or academic research and it is also common to find coaches set aside time for their own professional development and training. Having this income diversity can help support a coach as they embark on their coaching career, or during a time of recession.
Overall, the organisations commissioning this survey are encouraged by the results. Kathryn Pope, President of UK ICF comments: “The ultimate impact of the recession may well be positive in the longer term. Though tough for some right now, we are seeing signs that the recession is helping to raise the bar in many areas; Buyers are asking bigger and better questions and they are looking for excellent, qualified coaches to help them find the answers. Organisations are becoming more and more demanding and this may well help to drive standards even higher. We feel that this ultimately will be good for this growing profession”.
Mike Hurley, President of EMCC UK continues; “Our results confirm the value organisations and individuals place on coaching support. It also highlights the resourcefulness of coaches in adopting a flexible approach to their professional practice. Both externally and internally sourced coaching is proving to be a key element in securing the best from and for people, whatever their role.”
Coaching has remained relatively recession-proof over the last six months, according to a joint survey of the Association for Coaching (AC), European Mentoring and Coaching Council (EMCC) and International Coach Federation (ICF). In a collaborative survey of their combined membership, 70% said that their practice had either grown or stayed the same as a result of the recession.
Of those that stated growth, many said that they had grown business with existing clients, had switched to public sector work or had leveraged funding available to get people back to work. They had also increased their marketing and networking activity.
Although the work has remained relatively stable for coaches, there has been a trend in the type of advice given by coaches. 63% of coaches say they have helped clients through career transition or managing through a recession, a clear indication that the recession has affected confidence and raised concerns about clients’ careers. Also top of the list of topics being addressed are stress management (44%), career management (43%) and engaging employees (39%).
Katherine Tulpa, Chair of the Association for Coaching comments: “The survey indicates that 78% of members think the recession has had some impact on the topics being discussed. Managing through a recession, career transition, redundancy, cost cutting and finding work, all feature highly on the list of topics discussed. The results seem to indicate clients feel more vulnerable and, as a result, are seeking support from coaches who can help them manage in a volatile environment.”
Supporting this are the key benefits perceived by clients of coaching. 61% believe the principal benefit to coaching is managing uncertainty, closely followed by helping to develop a plan of action (60%), positive thinking (59%) and time to reflect (58%).
Of the 30% of coaches who have witnessed a downturn in business, 33% say it is a direct result of the recession. Many are relative newcomers to the profession and so have found it difficult to win new business. Others have lost essential HR contacts to redundancy or the coaching function has been brought in-house to reduce overheads.
Results from the survey also indicate that a coaching practice is often worked alongside other income streams. More than half of respondents earn half or less of their income from coaching, with only 17% earning all their income from coaching. Many coaches supplement their income with consulting and training, teaching or academic research and it is also common to find coaches set aside time for their own professional development and training. Having this income diversity can help support a coach as they embark on their coaching career, or during a time of recession.
Overall, the organisations commissioning this survey are encouraged by the results. Kathryn Pope, President of UK ICF comments: “The ultimate impact of the recession may well be positive in the longer term. Though tough for some right now, we are seeing signs that the recession is helping to raise the bar in many areas; Buyers are asking bigger and better questions and they are looking for excellent, qualified coaches to help them find the answers. Organisations are becoming more and more demanding and this may well help to drive standards even higher. We feel that this ultimately will be good for this growing profession”.
Mike Hurley, President of EMCC UK continues; “Our results confirm the value organisations and individuals place on coaching support. It also highlights the resourcefulness of coaches in adopting a flexible approach to their professional practice. Both externally and internally sourced coaching is proving to be a key element in securing the best from and for people, whatever their role.”