The hidden benefits of a coaching culture


Last month we talked about How coaching influences the retail sales culture

A great culture is important in performance; however, there are many other benefits of coaching that are often overlooked but are powerful contributors to staff attraction, retention, fewer sick days and better performance.

Benefits for the individual

For most of us, we can see the benefits of being coached, especially in a sporting environment, although sadly, many of us have never experienced being coached in our workplace.

Research shows that people who receive coaching grow in self-confidence, and rather than being short-term, it’s a sustained change supported by internal thought processes. This change often results in team members being more resilient and assertive.

The effects of coaching can be far-reaching for a team member, from improving their relationships and communication to establishing and taking action towards achieving goals.

And most of us actually do want to perform well at work and get satisfaction from a job well done. We see the benefits of being paid more for our performance, being able to apply for more senior roles and being able to realise our potential.

Benefits for the coach

Coaching is a skill that you can use in every area of your life. Being able to support someone’s development and allow them to evolve into their best self is incredibly rewarding. 

Becoming an effective coach is a learning journey and, like all other new skills, takes time to develop. Not only do you need to learn the theory, but you also need to have plenty of practice to try your new skills. 

Being asked to coach a team of people gives you the perfect opportunity to implement your new skills and to make tweaks where necessary. As most of us know, one style does not fit all, so with a team of people to coach, you can practise adapting your approach to get the best out of each person.

The personal development opportunities for the coach are often overlooked and overshadowed by the perceived ‘extra workload’. Yes, learning to coach requires time and energy, however, the benefits far outweigh the outlay.

Being that person that your team member remembers as giving them confidence, believing in them and providing the support necessary for them to progress or take the next step is a benchmark for any people manager.

Benefits for the organisation

Creating a culture where your team feels supported to try new things and develop their skills can have lots of extra benefits over and above increased revenue.

When you are happy at work, you have fewer sick days. That’s partly because being happy makes us healthier both mentally and physically, and partly because you are more motivated to go to work when you feel like you are valued. 

Covering sick days is a huge cost to any organisation and puts extra pressure on the team members that need to pick up the slack. As we’ve all experienced in the last two years, being short-staffed makes life difficult, affects working conditions and culture and can lead to higher staff turnover.

On the flip side, being known for having a great culture helps you attract the right people, even in a tight labour market. We recently recruited for three roles, and every candidate we interviewed asked about our culture.

The relationship that a coach is able to build with their team members through getting alongside them and helping them develop their skills can’t be underestimated and has a huge impact on loyalty and retention. 

Providing feedback and development, both formal and informal, creates the type of workplace that attracts great talent. And it’s not only young people that want to be coached – everyone wants to feel confident and successful and feel like they’re learning.

Today’s top retailers succeed by embracing a culture grounded in learning, transparency and accountability. To achieve this level of success, teams need the right tools to accelerate their growth. 

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RedSeed is a learning eco-system focused on changing behaviour. Coaching is a key tool in driving personal and organisational development. We believe that learning is more than just knowledge; it’s being able to do something different and create improved outcomes.  Sign up for a free trial here.


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