Step Up the Coaching Game

As the workplace evolves, so do the demands placed on coaching. Companies now expect coaches to do more than just support individual growth—they need to adapt to new challenges and deliver quick, measurable results.

Korn Ferry revisited a decade-old study and surveyed over 100 coaches globally to understand how they’re responding to these changes. Our findings reveal a shift in expectations: organizations no longer want coaches focused solely on personal growth. Instead, there’s a growing need for coaching that aligns with broader business objectives.

“Skilled listening and probing, reflective questioning, and appropriate challenging remain centrally important to the best coaches today, but that is not enough,” says Dennis Baltzley, Korn Ferry Senior Client Partner and Global Head of its Leadership Development Solutions.

According to Baltzley, two additional elements are required for achieving mastery in coaching—elements that help clients become more effective in ways that are both authentic to them and create greater impact.

 “First, the coach must know the organization’s context and its specific challenges to make sure their coaching is relevant and impactful,” he explains. Without this understanding, coaching can become disconnected from reality, formulaic, and fails to create change, “no matter how engaging the conversation,” he adds.

The second element, Baltzley shares, is leveraging technology in coaching. While technology has made coaching more accessible and efficient, it has led to more generic and transactional interactions. The true challenge, according to Baltzley, is offering personalized coaching at scale. “The need for ‘mass customization’ remains front and center in the field,” he says.

The Changing Face of Coaching

A notable change from 10 years ago is how coaching is delivered. Our survey found that 85% of coaches now offer virtual sessions, with nearly 32% adopting a hybrid approach. While in-person coaching has benefits, virtual coaching enables coaches to reach more clients and adjust to modern workforce needs.

However, virtual coaching does have its challenges. Experts say building trust and reading subtle cues can be harder online. “Coaches must be adept at maintaining engagement and ensuring that the virtual environment does not hinder the coaching process,” says Guangrong Dai, Senior Director of Research at the Korn Ferry Institute, Korn Ferry’s research arm.

Despite these obstacles, virtual coaching offers significant benefits, with coaches and clients valuing its flexibility and convenience. Virtual coaching allows for more frequent and ad hoc sessions, breaking down geographic barriers and enabling coaches to work with clients from different regions. “This approach not only saves time but also encourages a more dynamic and responsive coaching relationship,” says Carolyn Wilson, Korn Ferry Senior Client Partner and Global Coaching Lead.

Top Coaching Needs

Leadership development remains a priority at all levels, with core skills like emotional intelligence (EQ), communication, and team building still as critical as ever. “Leaders who cultivate these skills not only improve team dynamics but also build trust, which is critical for long-term success in the current workplace,” says Wilson.

However, our findings show that coaching needs vary by leadership level. Frontline managers often need help with delegation and empowerment, while middle and senior managers face the challenges of navigating complexity and leading through change.

Coaching Success Factors

Effective coaching depends on several key factors, including client motivation, contextual insight, and strong organizational support. Coaches in our survey emphasized the importance of clients being open to feedback and change, while also noting that tracking progress and setting clear expectations are essential for success.

Here are three key factors that drive impactful coaching:

1. Embracing Technology

Coaches should embrace technology to improve the coaching experience. Digital tools for scheduling, documentation, and real-time communication can streamline tasks, allowing coaches to dedicate more time to meaningful client interactions and focus on high-impact areas like empathy and emotional intelligence.

2. Acquiring Contextual Insight

Coaching is most effective when it aligns with the broader goals of the organization and supports long-term transformation. Coaches need to engage with the client’s environment to provide tailored support and build deeper connections with clients.

3. Building Domain Expertise

Coaches today should have specialized knowledge in specific industries and organizational challenges. Ongoing professional development and staying informed about industry trends are necessary for delivering effective coaching. "Coaches who build business acumen can effectively balance guiding and offering expert insights, helping leaders learn faster,” says Cynthia Payne, a Korn Ferry Associate Client Partner. “Organizations value coaches who understand leadership and apply their organizational savvy to support leaders and deliver quick results."

Creating a Reflective Coaching Practice

As technology transforms coaching, human expertise remains indispensable. The coaches we surveyed believe combining technology with human skills leads to more effective, efficient outcomes—blending precision with empathy.

To stay relevant and effective, coaches should prioritize continuous learning and reflective practice, which increases self-awareness and encourages ongoing improvement, leading to higher-quality coaching delivery. This approach allows coaches to “connect with and learn from peers, elevate their performance, and refine their skills,” says Jennifer Zamora, who leads scalable coaching operations for Korn Ferry. “Reflective practice supports coaches through regular reflection and feedback,” Zamora says, “offering invaluable opportunities for coaches to identify areas for improvement and deepen their expertise.”

Learn more about Korn Ferry’s Coaching capabilities.