A recent survey found that nearly three-quarters of you are members of a professional coaching organisation. But for those of you who aren’t, confusion still reigns. Liz Hall brings clarity with an in-depth look at what’s on offer.
Professional bodies aren’t everyone’s cup of tea but as coaching buyers begin to ask more questions about accreditation, standards and
ethics, more coaches are signing up. And they are discovering the real benefits to be had.
A recent cartoon by our resident humorist Kipper struck a nerve with many of you, highlighting the confusion that still reigns over who does what. How do you decide what body to join? Which are relevant to you? What do they offer?
Some 74 per cent of respondents to Meyler Campbell’s survey of coaches (see news, page 12) are members of a professional coaching body, up on last year’s 65 per cent. There was no clear leader last year either, but in 2009 the Association for Coaching (AC) pulled ahead by a long shot (59 per cent), followed by the International Coach Federation (ICF; 29 per cent), as shown in Table 1.
Many join a body to show they take their work seriously. They see it as the next step in becoming a professional coach. Among Eve Turner’s reasons for joining the AC were “wanting to improve my professional practice and show I was serious in working as a coach, for example, subscribing to a code of ethics and best practice”.
Once Lise Lewis had decided to become a full-time coach, she set out to find “quality training to consolidate and develop existing knowledge, skills and experience to a standard which provided credibility as a professional coach”.
At that time, there was a limited understanding of what to look for in training – and the availability of accredited programmes was limited too. “So the logical step seemed to be membership of a recognised coaching organisation,” says Lise.
She chose the European Mentoring and Coaching Council (EMCC) because of its work on standards. “The EMCC’s focus on standards appealed to me and in the first instance this was reason for joining, with the expectation of guidance on how to develop as a coach. Another reason was a desire to support the raising of standards in the industry. I value the opportunity to contribute to the EMCC’s work over several years for the development of the EQA for training programmes, and the EIA for individuals and supervision standards,” says Lise, now EMCC vice president, strategic co-ordination.
Kish Modasia, director of membership at the UK ICF, joined the ICF because her coach training provider was ICF-approved and rigorous credentialing was important to her. The ICF has been in the credentialing business for more than 10 years. “I’d chosen that course as I knew the organisation had been through a rigid process in order to get it approved. In addition, I wanted to be part of a well-established global professional body, with a credentialing process and high standards – which I personally feel the ICF offers.”
Kish went on to join the ICF board because she cares “passionately about the coaching profession and how it is seen in the wider world”.
Community
For many members of a professional body, it is the sense of joining a community that is important, both in terms of networking and CPD.
2010 ICF president Giovanna D’Alessio says: “There are many opportunities in the ICF for like-minded people to work together in subgroups. This occurs in many different ways and in many different forums, including global interest groups who connect across countries and continents.”
The ICF has historically been seen as “very American”, although this is rapidly changing. Many, including UK president Kathryn Pope, value the benefits that come with a global organisation, its work at local levels, plus its rigour in credentialing and ethics (see profile, issue 5.1, p20).
The AC has a reputation for getting things moving quickly, as well as its friendly nature. Eve says:
“I was drawn to the AC in particular because of its informal style and wide range of CPD opportunities: from its unique co-coaching forums, which meant I could meet like-minded people locally and get a chance to do observed practice, to the variety of face-to-face events and its online forum.”
The AC, along with the ICF, has shed its former reputation as being “just for life coaches”. Many now value its broad-church appeal.
Inclusivity is also seen as a selling point for the EMCC, along with its “European-ness”, and rigour in standards and accreditation. Others, though, see it as “very academic” and “hierarchical”.
The Association for Professional, Executive and Coaching Supervision (APECS) is viewed by some as elite. One person joined because she felt it showed she was a high-level executive coach.
For coaching psychologists, the British Psychological Society’s Special Group in Coaching Psychology (BPS SGCP) is the body of choice, although those seeking accreditation as coaching psychologists are also turning to the Society of Coaching Psychology (SCP).
The Chartered Institute of Personnel and Development (CIPD) has particular appeal for those with HR, OD or L&D backgrounds.
Many coaches join professional bodies to stress their adherence to a professional code of ethics. This is certainly an aspect that the bodies take seriously. The ICF, for example, has in place an ethical conduct review process for members and ICF-credentialed coaches, allowing the public to report concerns and to be confident of objective investigation, follow-up and action.
The EMCC has recently run some ethical awareness workshops and conducted research into internal coaches and ethics (see issue 5.1, page 48).
The UK ICF, BPS SGCP, EMCC UK and the AC have agreed to carry out joint research with Coaching at Work into malpractice (see news, p7,
vol 4, issue 6).
Although in the past there have been complaints of inter-body rivalry, bodies are increasingly collaborating. These include an AC-led survey on the impact of the recession, in which the EMCC and ICF took part, and the recent signing of a shared statement of values.
All the professional bodies, particularly the BPS SGCP, stress the importance of research and an evidence-based approach.
Patti Stevens, an APECS director, says: “We believe we have created a viable body of evidence for what is common for such a professional community, and that would usefully be taken into account in the future development of the profession.”
John McGurk, CIPD learning and talent development adviser, adds: “The CIPD provides most of the key research and practice advice on coaching.”
The ICF was the first coaching organisation to conduct industry research on a truly global scale with its ambitious ICF Global Coaching Study (2007) and ICF Global Coaching Client Study (2009). It plans further global studies and currently hosts a research portal on its website.
What next?
Professional bodies are not resting on their laurels though. The CIPD plans “to continue to promote coaching as a major facet of learning, talent and organisational improvement, and is starting a big project on coaching evaluation”, according to John.
APECS is working with a range of other organisations and institutions, which are keen to develop their understanding of its standards of professional work in executive coaching and executive coaching supervision. “We will develop ways in which the standards identified can be translated into frameworks for others to use in developing their own standards,” says Patti.
The EMCC is introducing a new approach for its annual conference next year making it more accessible to a wider range of members, and allowing greater flexibility to attend for part or all of it. It has launched three new EMCC network groups across the UK and more
are planned.
The AC is currently working on evolving its web platform to support the move towards a global multiplatform/channel delivery approach. It will launch an AC developed Coach Feedback System in 2010, allowing coaches to track and monitor their work online.
The AC is close to launching a research piece around sustainability and coaching to identify what is out there and how the AC coaching community would like to contribute. AC Kidsco represents the team’s first venture into directly supporting a charity.
It is also launching its fourth book, Leadership Coaching (with Kogan Page), while the fifth, Supervision in Coaching, is underway.
It is also about to launch its new Executive Accreditation Scheme and is in “advanced conversations with a number of leading psychometric providers to identify ways to provide enhanced training and services to our members”.
Meanwhile, in the coming months, the SCP will focus on developing an online register of SCP-recognised coaching psychology supervisors.
Giovanna of the ICF says:
“There are many talented coaches around the world who belong to and contribute to specific ICF initiatives. Globally, special interest groups convene regularly around subjects as diverse as internal coaching, ADHD coaching, coaching and psychotherapy, coaching in education, quarter life coaching, sustainability and CSR, career coaching and leadership coaching, to third age coaching.”
The ICF is looking at ways to increase support for its local chapters and members, including the possibility of opening additional regional service centres globally. It recently piloted a chapter leader coaching and mentoring programme, which it is looking to roll out in 2010.
The ICF’s Kish believes all coaches should join a professional body: “My vision is that our profession will be highly valued and recognised for what it has to offer the world. This can only be done if all coaches join a professional body, continually develop themselves and raise their game.”
Coaching bodies: who’s who
Association for Coaching (AC) – www.associationforcoaching.com
AC Global
CEO: Katherine Tulpa; COO: Alex Szabo
AC UK
Chair: Gladeana McMahon; vice chair: Amanda Bouch
Association for Professional, Executive and Coaching Supervision (APECS) – www.apecs.org
President: Peter Hawkins; chair: Jeremy Ridge
British Psychological Society’s Special Group in Coaching Psychology (BPS SGCP) – www.sgcp.org.uk
Chair: Ho Law; past chair: Victoria Ellam-Dyson
Chartered Institute of Personnel and Development (CIPD) – www.cipd.co.uk
CEO: Jackie Orme; directors include: head of capability in coaching: Stephanie Bird; adviser on learning and talent development: John McGurk
EMCC – www.emccouncil.org
Advisory board
President EMCC UK: Mike Hurley
International Coach Federation (ICF) – www.coachfederation.org.uk
2009 president: Karen Tweedie (Australia); 2010 ICF global president: Giovanna D’Alessio (Italy); president UK ICF: Kathryn Pope
Society of Coaching Psychology (SCP) – www.societyforcoaching psychology.net
Chair: Siobhain O’Riordan; honorary president: Stephen Palmer
What do the bodies offer you?
AC
Exclusive access to leading-edge white papers, business news and online interviews.
Coach accreditation (members apply for AC individual coach accreditation after three months as full AC members). Executive accreditation due 2010.
Membership directory for prospective coach buyers.
Free subscription to Coaching: An international journal of theory, research & practice.
Discounts on seminars, events and bi-annual conferences, publications (including discounted subscription to Coaching at Work) and reductions via strategic partnerships.
Regional co-coaching forums.
Newsletters.
Course recognition and referrals.
Online forums and LinkedIn groups.
Preferential rates for professional liability insurance.
APECS
Professional community with emphasised standards at an established end of professional practice in executive coaching.
Enables and requires members to evidence a considerable investment in their professional capability.
Monthly presentations; half-day masterclasses; annual conference.
Mentoring of members through to fully accredited status.
Requires evidence of ongoing personal and professional development for continued registration.
Discounted subscription to Coaching at Work
BPS SGCP
Free subscription to The Coaching Psychologist and The International Coaching Psychology Review.
Online coaching psychology forum; list of chartered psychologists; presences on Twitter, LinkedIn and Facebook.
Local peer practice groups.
Reasonably priced conferences and events, including an annual conference, skills-based workshops and evening networking events.
Email announcement lists of latest developments; advertising opportunities.
Discounted subscription to Coaching at Work.
CIPD
Events; annual conference; CPD; membership deals; research; standard-setting.
Discounted subscription to Coaching at Work.
EMCC
Annual conferences in UK and Europe; CPD events.
Professional indemnity cover for members.
European Quality Award; European Individual Accreditation.
Organisational members’ round table suppers.
Research includes a Code of Good Research Practice.
Discounted subscription to Coaching at Work.
UK ICF
ICF credentialing programme; virtual education programmes in several languages.
Annual international conference and European conference most years.
More than 170 local chapters worldwide, of which the UK is the largest.
Free coach referral service listing for credentialed members.
Coach training accreditation; ICF-approved training search service.
Free online research portal.
Monthly newsletter and online presence.
Leadership development and Special Interest Groups.
Offers and discounts on products and services.
Support from regional service centres in Europe and Asia-Pacific.
Career centre for job search and posting.
Marketing tools and materials.
Discounted professional indemnity insurance.
Discounted subscriptions, including Coaching at Work.
SCP
Pathway to accreditation/certification as coaching psychologist.
Code of ethics and practice.
Online register and discussion forums.
Guidance on course/workshops approved by SCP as offering CPD/CPE to members.
MSCPs can apply for advertising/sponsorship.
Two issues of the society’s Coaching Psychology International (online) per year.
Discounted subscription to Coaching at Work.
Why should you join? Find out what the bodies say
AC
“We’re energetic, progressive and challenge the status quo – a professional body that does not rest on its laurels and makes things happen. We have a strong market and members focus. We look to strike the right balance between rigour (ie, evidence based practice), and real-world application, taking a coach approach throughout.”
APECS
“Compared to other associations and institutions, we’re positioned wholly as an independent professional body, recognising established standards across a multidisciplinary basis for the professional capabilities that are consistent among established practitioners in executive coaching. Membership is by rigorous scrutiny, not just subscription. The professional progression from practising to supervising is also clearly enunciated.”
BPS SGCP
Members are “… part of a dynamic, multi-disciplinary network focused around a common interest in supporting the achievement of human potential through the provision of coaching psychology services.”
CIPD
“We’re the strategic HR specialists whose coaching offer is organisationally focused. We’re a disinterested, honest broker and champion of coaching. We really believe in coaching but it needs to be more focused on its organisational benefits, and others need to pull their weight.”
EMCC
“We’re a pan-European, inclusive organisation for all parties interested in promoting the quality and development of both coaching and mentoring. We’re independent from any commercial interest, impartial and a non-profit making organisation.”
UK ICF
“ICF is the market-leading global professional association dedicated to advancing the art, science and practice of coaching. Members are part of an influential community which is shaping the future of professional coaching worldwide. We are opening up the most extensive opportunity for professional development, networking, advocacy and leadership in coaching from local to global level. ICF also allows for building on success stories and best practices.”
SCP
“With the growing interest in coaching psychology around the world, the Society hopes to encourage the development of the theory, research and practice in coaching psychology and support coaching psychologists in their work. Our USP is that we offer routes to international accreditation/certification as a coaching psychologist.”
Animal, vegetable or mineral… an alternative view
Still undecided? Maybe this will help. We asked the leading bodies, “If your organisation were an animal/plant what would it be?” Find out in our light-hearted mini survey below.
AC
A cheetah…fast (responsive to members and market needs); their black marks keep the sunlight out of their eyes (not distracted from vision) and aid in hunting and seeing long distances (resourceful and long term); they’re sociable and less aggressive than other felids, grouping together for life (collaboration, long-term relationships); it’s hard to tell males and females apart (streamlined processes, embracing diversity); semi-retractable claws (sticks to values), and their tail is rudder-like, allowing sharp turns (bold, always thinking about the next initiative).
APECS
A herd of big cats…each has its own practice in the field. There is a considerable diversity among the cats in the community, but a common desire to recognise there is also important value in this professional community.
BPS SGCP
A fern… it represents transformation, renewal and hope for the future as it unfurls into its full potential; the Maoris consider the unfurling fern fronds, referred to as Koru, to be symbolic of new beginnings, growth and strength; it is an African Adinkra symbol (Aya) representing endurance and resourcefulness, and the SGCP spiral logo is reflected in the unfurling frond.
CIPD
A dolphin… intelligent, curious, agile and responsive.
EMCC
A family of honey bees…co-operative and collaborative, dedicated and hardworking, all serving the Queen Bee of coaching and mentoring. We deliver something of real value for all members and they in turn enable those they touch to grow and develop, just as the honey bee is a catalyst for growth.
UK ICF
A hive of bees…living in well-ordered communities, caring and protecting their hive for mutual benefit. Bees are found and valued all over the world and their work enables plants to grow and thrive. They symbolise communication, fruitful activity and well-governed industry.
SCP
A horse… reactive and able to move towards a finishing line (goal) at speed.
Coaching at Work, Volume 5, Issue 1