Organizational Coaching: A Catalyst for Empowering Business Growth

Business leaders face unprecedented levels of change and disruption in the current economic landscape. And to stay ahead of the competition in these times of uncertainty, many forward-thinking companies are utilizing organizational coaching.

For those who use it correctly, organizational coaching can be a potent tool for enhancing productivity, increasing employee engagement, improving work culture, dealing with staff retention issues, nurturing new leaders, and much more. 

To help you understand coaching in the workplace, this article presents a comprehensive overview of what organizational coaching is. 

We cover common roles of organizational coaches, models of practice, certification programs, and future trends. We also detail how digital platforms, like Quenza, can help you seamlessly utilize powerful coaching tools as a coach, business owner, or leader.

What Is Organizational Coaching?

Organizational coaching can be defined as:

A collaborative, results-oriented process that fosters an individual’s or a team’s sustainable personal and professional development within an organizational context.[1]

It is an essential tool that aids in the growth and development of an organization, by improving the skills, performance, and productivity of its employees. 

Organizational coaching promotes a culture of:

  • Continuous learning
  • Adaptability and resilience
  • Employee engagement 
  • High-quality and performance
  • Interdependence

Coaching and Organizational Development

Organizational training and development usually consists of structured programs aimed at enhancing the knowledge, skills, and abilities of employees.[2] Within those programs, coaching is often a core element. 

Training and development programs can include a host of various educational activities, like workshops, seminars, coaching, and mentoring. Although, it’s worth noting that coaches are not trainers and vice versa. 

The main difference is that trainers impart knowledge whereas coaches do not. Instead, they enable people to uncover their own wisdom to design their own solutions to life’s problems. 

Of course, coaching and training often go together. So, when someone has learnt a new skill in a training course, they can apply it in the workplace and then reflect with their coach. Through the process of reflecting on their behaviors, feelings and emotions, new learning is more likely to stick for the long term. 

By working together, coaches and trainers form the backbone of an organization’s growth strategy, helping employees to adapt to changes in their work environment, increase their job performance, and enhance their potential for career advancement.

What Does an Organizational Coach Do?

At a broad level, organizational coaching is a development process that aligns the growth of individuals and teams with the strategic objectives of their organization.[3]

It typically involves one-on-one or group interaction facilitated by an organizational coach, where the focus is on identifying the strengths and weaknesses of the individuals or teams, then developing action plans to improve performance and productivity.

As you might expect, organizational coaches can use a variety of tools, worksheets, and exercises throughout this process. No single approach is “better” or “worse” than another. And the best organizational coaches tailor their approach according to the needs of the business they are working with.

To give you an idea of what coaching in the workplace might involve, we’ll expand on common roles and responsibilities, practice models, and coaching activities below. Also, to see how Quenza can help streamline and grow your coaching practice, sign up for a free full-access one-month trial for only $1.

Roles and Responsibilities of Organizational Coaches

Organizational coaches play a pivotal role in guiding individuals and teams toward achieving their professional goals and thriving in the workplace. 

7 common roles and responsibilities of an organizational coach include:[4]

  1. Identifying and addressing development needs
  2. Facilitating effective communication
  3. Promoting team cohesion
  4. Aiding in conflict resolution
  5. Encouraging reflection and self-awareness
  6. Fostering a culture of continuous learning and improvement
  7. Supporting change management

Popular Coaching Models

Perhaps the most popular organizational coaching models are GROW, CLEAR, and OSCAR. These models are particularly useful for managers and leaders seeking to adopt a coaching style in their approach. 

On the flip side, top coaches do not rely on these models alone but leverage frameworks and methodologies from psychology, including humanistic, behavioral, positive, gestalt, as well as other fields such as neuroscience, mindfulness or somatic psychology, and many more. Nevertheless, the following models are especially useful for leaders and entire books have been written on each model, so we can’t summarize them in depth here. But to give you an idea of what these basic models  involve, the acronyms are detailed below.

These models provide structured frameworks for leaders and managers to guide their team members in defining their goals, understanding their current reality, exploring various avenues for change, identifying barriers, and deciding on what actions to take.  

The models promote collaboration—a cornerstone of effective organizational change—by facilitating cohesiveness, clarity, and a shared vision between team members. 

Coaching in Training and Development

One of the most common reasons businesses use organizational coaching is to grow and engage their people for the overall success of the business and each individual. 

Depending on their experience and skillset, an organizational coach might work with individuals or groups, or even assist in the creation of online training courses and modules. They can also work with employees of all levels, all the way from customer service representatives, to technical staff, to executive leaders.

Some examples of training and development tasks organizational coaches are commonly involved in include:

  • Consulting around staff induction procedures
  • 1:1 performance coaching
  • Creating leadership development programs 
  • Facilitating team-building exercises
  • Change management support
  • Executive and leadership coaching

Organizational Training Needs Analysis

To achieve the best results from training and development, programs should be targeted to the specific needs and goals of an organization. But the challenge is, it’s not always easy to know what training intervention will achieve the desired outcome.

That’s where organizational training needs analysis comes in.

Where a business is unclear about it’s training and development needs, or has been unsuccessful with training programs in the past, the training needs analysis process provides a systematic approach to determine what development activities are necessary to achieve key outcomes.[5]

Organizational coaches play a vital role in the process  by identifying gaps in skills, knowledge, and abilities. This information then becomes the foundation for those designing personalized training programs to  address those gaps.

How to Become an Organizational Coach

Organizational coaches can come from a variety of professional backgrounds. And while a formal coaching qualification is not a requirement, most practitioners have some form of coaching certification.

Organizational coaching certification is a professional credential that demonstrates a coach’s competency, credibility, and commitment to the coaching profession. 

Examples of Certification Programs

Reputable institutions like the International Coach Federation (ICF) and the European Mentoring and Coaching Council (EMCC) offer such certifications, which typically involve comprehensive training programs, assessments, and supervised coaching practice.[6]

The University of British Columbia (UBC) also offers an Organizational Coaching Program. This course offers an in-depth study of coaching in an organizational context, covering topics like coaching theories, methodologies, ethics, and skills. 

According to UBC, graduates of the program are prepared to work as internal or external organizational coaches, coaching program managers, and coaching educators.[7]

Job Prospects and Roles for Organizational Coaches

Organizational coaches can work in various roles, such as:

  • Executive coaches
  • Leadership coaches
  • Team coaches
  • Career coaches
  • Performance coaches

They can be employed internally within organizations or work as external coaches. . 

The demand for organizational coaches is growing, with organizations increasingly recognizing the value of coaching in enhancing performance, productivity, and employee engagement.

How Organizational Coaches Can Find Clients

As with all coaches, there are many different ways organizational coaches can market themselves to find clients.

Some of the most commonly used examples include:[8]

  • Building a strong online presence
  • Attending networking events
  • Giving public talks
  • Content marketing (writing articles or blogs)
  • Joining professional coaching associations and B2B coaching platforms
  • Social media and online coaching directories

Also, it’s not unusual for organizational coaches to obtain clients through prior professional networks and word of mouth.

The Role of Certification in Attracting Clients

Certification plays a crucial role in attracting clients, as it demonstrates a coach’s professional competence and commitment to ethical practice. 

Just like licensing for therapists, clients often look for certified coaches, as it provides assurance of the coach’s knowledge, skills, and adherence to professional standards. 

If you’re looking into certification programs, don’t forget to check if they also offer a listing in their coaching directory. Most provide this as part of their standard certification packages.  

Organizational Development through Coaching

Organizational development coaching involves the application of coaching principles to facilitate organizational change and improvement. 

It focuses on developing the organization’s capacity to achieve its strategic objectives by:[9]

  • Enhancing individual and team performance
  • Promoting effective leadership
  • Fostering a culture of continuous learning and improvement

Coaching also plays a pivotal role in the implementation of change management strategies, through improving team communication, resolving conflicts, and enhancing team cohesion.

Finally, organizational coaches can assist business development by supporting leadership development, facilitating talent management, and guiding succession planning.

Organizational Development Coaching Certification

Because organizational development involves specialized skills, there are specific coaching certifications for this area of practice.

Organizational development coaching certification programs equip coaches with the knowledge and skills to facilitate organizational change and improvement, such as:

  • Change management
  • Leadership development
  • Team dynamics
  • Organizational culture 

Institutions like the ICF and the EMCC offer such certifications.

What is Organizational Relationship Systems Coaching?

As every experienced leader knows, healthy relationships within an organization are essential for sustainable growth. And a specific coaching approach to address this area is Organizational Relationship Systems Coaching (ORSC). 

OSRC is a powerful coaching approach that focuses on the relationship between individuals within a team or organization. It aims to enhance team performance by enabling people to see themselves as part of a system with all its interlinking parts. As such, communication improves, conflicts become catalysts for change and the overall culture becomes more inclusive and interdependent. In other words, everyone is now a partner aiming towards the common good.[10]

Relationship systems coaching promotes a culture of collaboration and mutual respect, leading to improved team performance, employee engagement, and job satisfaction. It also aids in conflict resolution, thereby creating a harmonious work environment conducive to growth and innovation.

Future Trends in Organizational Coaching

Anticipated developments in organizational coaching include the increased use of technology, such as AI and virtual reality, in coaching exercises and support .

There is also a growing emphasis on ethical coaching practice, diversity, equity, and inclusion (DE&I), and the integration of coaching with other developmental interventions. 

The focus on measuring the impact of coaching is also expected to grow, with organizations seeking to quantify the ROI on their coaching investments. Currently, the top coaches follow up with check-in surveys or even apply the Kirkpatrick training evaluation model. New methodologies are bound to come. See below for an example of a check-in evaluation that coaches can send to their clients, asking them to rate the working relationship based on numerous constructs. 

The Role of Technology in Organizational Coaching

As with all areas of professional services, technology is playing a significant role in shaping the future of coaching. 

The use of virtual coaching platforms, like Quenza, AI-enabled coaching tools, and data analytics in coaching is increasing. 

Technology is making coaching more accessible, flexible, and personalized, thereby enhancing its effectiveness and impact.[11]

Organizational Coaching with Quenza

While traditional in-person organizational coaching methods still have their place, many businesses are now choosing digital platforms to deliver high-quality, cost-effective coaching interventions at scale.

Quenza is a digital platform that offers various features relevant to organizational coaching, such as:

  • Secure video conferencing
  • Interactive exercises
  • Goal setting tools
  • Progress tracking

It allows coaches, managers, and leaders to deliver personalized coaching journeys, monitor the progress of employees engaged in coaching, and measure the impact of training and development programs.

To give you an idea of how Quenza works in practice, we’ve detailed some relevant Expansions in the following section. To try it out today, you can sign up for a one-month full-access trial of the Quenza app for only $1.

Quenza Expansions

When working with businesses, Quenza’s Expansions library offers more than 250 ready-made activities you can customize for individual clients or use as they are.  

We’ve got Expansions for everything from career coaching to goal-setting, stress management, identifying and building upon strengths, using role models for growth, coaching questionnaires, improving motivation, and much more.

You can use Expansions in-person, as printouts, in presentations, and for workshops. They can also be completed online, by sending activities to clients to complete in the app.

Here are 3 of our favorite Quenza Expansions for organizational coaching.

Increasing a Growth Mindset Through Writing

The benefits of developing a growth mindset are well-known for individuals. But many businesses also report having achieved positive results from cultivating a growth mindset at an organizational level.[12]

Our growth mindset Expansion can be used with individual employees or as a workshop with teams.

It starts with an explanation of what a growth mindset actually is.

Then guides participants through a 6-step reflective cycle, designed to cultivate a growth mindset about a particular organizational challenge. 

The 6 stages are:

  1. Description of the challenge
  2. Feelings and thoughts about the challenge
  3. Evaluation of the challenge (both good and bad)
  4. Analysis to make sense of the situation
  5. Conclusion about what you learned and could do differently
  6. Action plan for how to deal with this challenge now and in the future

Your Coaching Goals and Expectations

Any experienced coach knows that setting clear goals and expectations at the outset of coaching is crucial to success. Yet when working with organizations, this can be incredibly difficult.

Sitting everyone down in the same room and asking what they want to achieve from coaching tends to result in a long, unfocused discussion. And holding individual sessions only with managers and leaders can leave the rest of the team feeling left out and unrepresented.

The solution is to have a pre-coaching questionnaire that can be completed by all relevant staff, then analyzed by the organizational coach before sessions begin.

Our pre-coaching questionnaire begins with an introduction.

Before asking a series of questions designed to get team members to reflect on and document their goals and expectations from coaching.

This Expansion is a low-effort, yet powerful way for organizational coaches to fast-track the beginning stages of their work with a team. This allows progress to be made early on when energy is high, which tends to increase motivation and drive for long-term change.

A Strengths Versus Weakness Focus

Sometimes, to get the best results with an organization, it’s necessary to combine individual and team coaching activities.

For a team that’s struggling with underperformance and/or conflict, our strengths vs weakness Expansion can be used with individuals first. Then, the team can come together to discuss their experiences and explore new ways of working together.

The Expansion guides team members through exploring what it’s like to work from a weakness focus.

And a strengths focus.

Finishing with overall reflections and insights.


Organizational coaches play a crucial role in personal and group  development, helping individuals and teams to improve their performance and productivity, while aligning their growth with the strategic objectives of the organization. 

Coaches facilitate a culture of continuous learning and improvement, thereby enhancing employee engagement, job satisfaction, and overall organizational performance. They can also support effective change management, improve team communication, leverage conflicts as catalysts for change, and enhance team cohesion. 

While organizational coaching involves an upfront cost, the return on investment can be substantial. Especially when efficient, scalable and measurable digital coaching options are utilized, like those available with Quenza.

To see how Quenza can help your coaching practice or business today, sign up for a free full-access one-month trial for only $1.


  1. ^ Cox, E., Bachkirova, T., & Clutterbuck, D. A. (2014). The Complete Handbook of Coaching. SAGE Publications Ltd.
  2. ^ Noe, R. A. (2017). Employee Training and Development. McGraw-Hill Education.
  3. ^ Coutu, D., & Kauffman, C. (2009). What Can Coaches Do for You? Harvard Business Review.
  4. ^ CIPD. (2015). Coaching and Mentoring. Retrieved from
  5. ^ Goldstein, I. L., & Ford, J. K. (2002). Training in Organizations: Needs Assessment, Development, and Evaluation. Wadsworth.
  6. ^ ICF. (2021). Credentialing. Retrieved from
  7. ^ UBC. (2022). Organizational Coaching. Retrieved from
  8. ^ Williams, P. (2012). Becoming a Professional Life Coach: Lessons from the Institute of Life Coach Training. W. W. Norton & Company.
  9. ^ Cheung-Judge, M. Y., & Holbeche, L. (2015). Organization Development: A Practitioner's Guide for OD and HR. Kogan Page Publishers.
  10. ^ Centre for Right Relationship. (2020). Organizational Relationship Systems Coaching. Retrieved from
  11. ^ Bachkirova, T., Spence, G., & Drake, D. (2016). The SAGE Handbook of Coaching. SAGE Publications Ltd.
  12. ^ Harvard Business Review (2014) How Companies Can Profit from a “Growth Mindset”. Retrieved from

About the author

Eamon is an ex-social worker turned freelance writer, from Perth, Western Australia. Eamon has worked as a clinical social worker for 15 years, in several positions across the healthcare, justice, disability, substance misuse, and mental health systems.

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