Simple is not easy

Corporate coaching: how we tested this method in our own company

How coaching helps IT teams develop skills, improve collaboration, boost efficiency, and achieve business goals

  • What Is Coaching
  • Features of Corporate Coaching
  • What challenges led us to coaching
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  1. We like trying new approaches and technologies, and not only in IT!

  2. Today we want to share a recent experience: how we introduced corporate coaching and what came out of it. The text includes quotes from:

  3. Pereudina, a certified coach under a program approved by the ICF federation, and managing partner at BCR.EXPERT.

  4. Elena and other coaches from BCR.EXPERT held sessions for four kt.team employees;

  5. Noskova, UI/UX designer and partner at kt.team.

  6. Ekaterina completed three coaching sessions and shared her impressions and results with us.

What Is Coaching

  1. The word "coach" comes from English: in the original it has several meanings and can denote a vehicle (a carriage, a railway car, a bus) or a profession (a trainer, a mentor, a tutor).

  2. The general idea is that the coach helps you move from point A, where you are, to point B, where you want to be.

  3. Today coaching is a special method of interaction between people, distantly resembling mentoring or guidance.

  4. But there is an important difference: a coach does not teach and does not give answers.

  5. Instead, the coach asks questions designed to help a person deeply understand themselves, their needs and motives, define goals, and find the right answers on their own. As a result, people make decisions more easily, let go of limiting beliefs, and find the strength to pursue their dreams.

  6. Pereudina, Coach, Managing Partner at BCR.EXPERT: "My colleague describes our work like this: 'The coach walks a little behind the client, following them as they explore their question, as if carrying a lantern that lights the road as much as possible.'

  7. I really like that comparison."

  8. Coaching comes in two forms: personal (for one individual, on their own initiative) and corporate (for company managers or a team, on management's initiative).

  9. Some believe corporate coaching is less effective than personal coaching: the idea being that when someone seeks out a coach themselves, they fight harder for results.

  10. We can argue with that: in companies with a flat structure (like ours), there is no practice of sending people anywhere against their will, and corporate coaching is only an option, not an obligation.

Format

Corporate coaching involves three parties: the coach, the client (the employee), and the sponsor (the company). There are two possible formats: a joint meeting with the coach, employee, and manager; or the coach first agrees the terms with the sponsor and then works one-on-one with the client, making sure to explain what was agreed with management. We worked in the second format. Some companies order corporate coaching strictly to solve work-related issues, while others use it for personal ones as well.

We decided to cover both work-related and personal requests, but only if they intersected with work. In the end, we mostly worked on work topics. Meetings can be either online or offline, it does not matter. Our coaches live in Moscow and communicated perfectly with the team from Tolyatti over Skype.

Schedule

Elena Pereudina, coach and managing partner at BCR.EXPERT: "The schedule is always created individually and agreed with the client and the coach. The number of sessions needed depends on how serious the client's request is. The optimal pace is once a week; that is usually comfortable for everyone involved. But, for example, with one kt.team employee we met every two weeks, because that was how much time was needed to take the steps he set for himself during the sessions."

The coach plays a supporting role, and if there is good contact (rapport) and trust has been built properly, communication is also possible between sessions. This is decided individually: some people need support between sessions, some do not. In such moments, I usually ask clients how things are going with putting their plans into action; sometimes I may recommend a useful book if it will provide the needed information or help solve the task."

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Process

Noskova, UI/UX Designer: "In the first session I had no idea how to behave or what to say. I thought a coach was like a psychologist or psychotherapist: I would tell them my problems and they would suggest how to solve them. It turns out a coach does not tell you what to do at all.

Instead, the coach asks the right questions that help you see the problem in a new light and work it out on your own.

After just the first session I felt better simply because I got to talk things out!

By the second session I managed to frame my request: I need extra motivation.

In this session I realized coaching is not only about questions. For example, we did an exercise that helped me feel all the levels of my motivation, from the lowest to the highest, become aware of them and learn to manage them, switching straight to the one I need at any given moment. It turned out you can reach the right state in just a few steps — the goal is much closer than it first seemed.

Visualizing the goal also helped me a lot — picturing the desired state at a "perfect ten" and recalling it when motivation fades. The exercises seem very simple, but the effect they produce is great.

I managed to "breathe out," and I felt much better.

In the third session we worked on a different request, not about motivation.

Once I managed to frame it, the coach gave me a chance to look at the situation through other people's eyes.

These are people whose opinion means a lot to me.

But before that, honestly, I was a little afraid of them.

This surprised me a lot, but in the end we together came up with plenty of useful advice for me. And now I can say the matter was resolved well for me."

Helps understand and explore the problem

Elena Pereudina, coach and managing partner at BCR.EXPERT: "A coaching session is about exploring the client's problem and request. The coach helps the client look at the problem from different angles. In the end, the client identifies the steps that need to be taken and is responsible for carrying them out." Every person's life includes personal and work-related goals. To get a broad view of how well they are being handled and balanced against each other, people often use the "Wheel of Life Balance" technique.

Problems and falling motivation begin when these goals do not line up and there is no understanding of where they intersect or how they affect one another. The "balance wheel" does not move. For example, a department head has stayed in the same position too long and does not know where to go next. Grow within the company, become a partner, get an equity stake in the business? Change companies or maybe start a business of their own? Each of these options can change life in a way that makes the "balance wheel" tilt in a certain direction.

One path leads to a lighter workload, leaving more time for family or personal health. The other, on the contrary, means working 12-14 hours a day, so there is no time for family, but there is more money and creative self-realization. In such a case, choosing a path is difficult; often people cannot articulate their main values simply because they have never really thought about them or tried to put them into words and feel them.

The coach helps the client understand what really matters to them, what their hidden goals are, and motivates them to achieve those goals as quickly as possible. What problems, other than career-related ones, is corporate coaching also ordered for? According to a survey of representatives from 93 companies conducted by Talent Equity Institute, this service is most often sought to solve specific business tasks.

For example, when employees feel discouraged in the face of ambitious (new, difficult) tasks, which can be especially numerous during a company's rapid growth; when stress levels are high, to better manage themselves and the situation; to support a transition into a higher position. When an employee has recently moved into a management role or is a candidate for promotion, they need help developing leadership skills; to improve team interactions.

Some of these tasks are also present at kt.team: we are growing fast, we have many complex challenges, and even more strong people who are focused on their own development.

Speeds up goal achievement and improves emotional well-being

It makes sense to turn to a coach when a person feels stagnation or demotivation, does not understand what they really want, or understands it but does not have the energy to achieve it. These are the most common requests. It is believed that this method speeds up goal achievement by 5 to 6 times. For example, if we set ourselves a task that would normally take a year, coaching can help complete it in two or three months. Other expected results include greater self-awareness and confidence, and lower stress levels.

Elena Pereudina, coach and managing partner at BCR.EXPERT: "After the sessions, clients noticed that their emotional state improved, and that is very important to manage: when a person is stressed, everything slips through their fingers, and even simple things seem harder than they really are. With a good emotional state, the same problems can be solved in a snap. The first thing you notice after working with a coach is a high energy level."

Has advantages over other methods

Let's look at global practice: to solve problems like ours, companies can implement

Coaching management

, bring in a corporate psychologist (as an in-house employee or an independent consultant), and run specialized training sessions. These options each have their own pros and cons. Coaching management: here, the coach is essentially the manager, meaning they gently guide employees' motivation and morale so they can reach the goals they set for themselves faster and more effectively. The advantage is that the coach is always close to their team members and can spend more time with them than an outside specialist.

The main drawback is that not every manager has enough skill for this kind of work with people. It is difficult and takes a lot of time.

Corporate psychologist: external or in-house

A psychologist works through conflict and stressful situations, and in some companies takes part in personnel assessment. A major drawback is that such specialists work at a deep level of personality and often refer to the past. Far from all employees are ready to discuss, for example, their childhood traumas at all, let alone at work. If the psychologist is on staff, it will be difficult for them to remain autonomous and work impartially with each employee.

An external expert will not see the results of their work because they only work short-term, and they will not be able to correct mistakes if something goes wrong.

Motivational trainings, workshops, etc.

The main advantage of this approach is how accessible it is: if you want to, you can find many such sessions. The downside is the lack of an individual approach: the same training, written N years ago, can be delivered for years with little adaptation for a specific client.

What about coaching?

Pros: it handles all our tasks. Cons: we were afraid there was one downside; we will write about it below. Fortunately, our fears did not come true, and everything went well :)

The main fear: what companies fear most as coaching clients

  1. The most common myth about coaching: it changes people so much that they grow disillusioned with what they have and want to start life from scratch. For example, quit their job, get divorced, move to the wilderness, or set off around the world. In short, after coaching the worker is no longer a worker.

  2. We have to admit we were also afraid something might go wrong.

  3. After all, if it turns out that a colleague's work and personal goals are in conflict, and the coach helps them realize it, they might decide to radically change careers or simply leave the company.

  4. That would be sad, because every person is valuable to us; we worked with these people for many years and did not want to lose them.

  5. Pereudina, Coach, Managing Partner at BCR.EXPERT: "All our communication is strictly confidential.

  6. The manager (in coaching terms, the client) knows nothing about what happens between the coach and their champion (as we sometimes call our clients).

  7. There is one exception we warn all participants about upfront

Process

  1. If an employee decides to quit during the sessions, the coach ends the coaching relationship and informs management. We have never seen this happen, but it is exactly what clients often fear. During coaching, people dream a lot and broaden their horizons, and someone may want to turn their life around by 180 degrees.

  2. But the coach is not to blame for this: if such a desire is voiced, it has been brewing for a long time." That is the conclusion we came to.

  3. Even if a person follows their own path after coaching, apart from us, it is for the better for everyone.

  4. Imagine an employee who comes to coaching with conflicting goals, burnout, and lost motivation. Suppose that along the way they realize they want to quit, but something holds them back.

  5. The ending will be the same anyway: in six months to a year they will be "ready" for the big step and leave, but will spend that time unproductively, working with low engagement. In the end, neither the company nor the person gains anything from such retention — in that case it is better to part ways right away.

Conclusions

  1. Coaching is not about psychological trauma or complexes, not about training or mentoring, but about understanding where a person is moving and the trajectory they are setting here and now.

  2. After the coaching sessions we ran an anonymous survey of our people: 4 people (100%) noted the experience was useful for them; 3 people (75%) said the coach helped them reach the goal (request) they had; 1 person (25%) feels the coach helped in some cases, and in others "keeps the goal in focus and strives for results."

  3. The main requests were: motivation, goal-setting, time management, stress management, and managing the team and the relationships within it.

  4. We gained valuable experience and will continue the coaching sessions next year.

Format

of working with coaches. For example, we would like to have some package of sessions we can run at the right moment: 1. when talented employees move from project to project, from team to team, if they feel stress and difficulty in the process; 2. perhaps in the future for promising people we see potential in but who have not "opened up" — sometimes they simply need an impulse for self-realization.

We are also looking at group coaching for teams (we will see how much this approach improves collaboration and the achievement of shared goals). In the end, we concluded that corporate coaching is an interesting method that is definitely worth using. There is no need to fear that employees will leave after the sessions or change for the worse; you just need to help people grow, create a supportive atmosphere for them, and it will definitely deliver results.

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