The Institute of Leadership & Management launches coaching product ‘Coaching Conversations’, as its new research finds managers are not coaching as effectively as they think they are.

Research findings

In a study of more than 1,000 line managers and staff, a clear difference of opinion emerged between managers and managed staff as to whether managers use coaching approaches.

Managers agreed or strongly agreed that they:

  • assist individuals in setting their goals (99%) (whereas only 78% of managed staff agreed with this)
  • encourage individuals to find their own solutions (98%) (compared to 87% of staff who agreed)
  • listen to their staff more than they speak (92%) (but only 65% of staff agreed this happened)
  • take responsibility for continued staff development (98%) (however only 70% of staff agreed their manager did this)

New product

Coaching Conversations can bridge this gap: anyone who coaches as part of their role can now enhance their coaching capability using recorded examples of their real-life coaching sessions as the basis for a unique, practical, online assessment, helping leaders and managers to improve their performance in this business-critical field

Leaders and managers can access up-to-date, curated resources designed by Institute experts who have unrivalled knowledge and experience of coaching before recording examples from their real-life workplace coaching conversations, which will be confidentially assessed against The Institute’s standard, without the need for any lengthy, written assessments.

Users can upload an mp3 recording of their audio Coaching Conversation to The Institute’s website, which they can edit prior to upload.  They will then be notified if they have met the Institute’s standard and be recognised for their coaching capability with a digital badge, which they can share on social media.  If the standard has not been met, the team will create a detailed, personalised feedback report with advice on areas for improvement.

The benefits of a coaching culture

Coaching is not only an effective way for organisations to develop their people but also, at an organisational level, coaching contributes to a culture that is defined by active listening, constructive questioning, individual empowerment, the building of rapport and an emphasis on holding real two-way conversations.

Kate Cooper, Head of Research, Policy and Standards at The Institute of Leadership & Management, said: “The best leaders and managers use coaching approaches to motivate and inspire their teams, which leads to increased productivity and upskilled staff – in turn impacting the bottom line and creating better, more successful businesses. This is why we designed Coaching Conversations - to unlock this potential through better communication - helping organisations to raise the bar while setting the standard for coaching.”

Kate continued: “Coaching is a catalyst for building confidence – getting people to buy into the idea that they really are better than they think they are or encouraging them to achieve more than they might have thought possible is incredibly powerful.  Having the ability to be a catalyst for change is vitally important in our fast-changing and pressured world.  It’s why organisations should view leaders who coach as the key to ensuring that their people are better equipped to handle the ambiguity and uncertainty that are commonplace already and that will become even more pronounced in the years ahead.”

The Institute’s coaching credibility

This product is a natural step for The Institute, which has long recognised the importance and role of coaching within organisations.  The Institute’s research team has looked at how organisations use coaching to influence culture and the impact on management success of adopting coaching approaches (Creating a Coaching Culture, 2011).  This was followed by Coaching for Success: the key ingredients for coaching delivery and recruitment (2014), a report on what makes a great coach and in 2017, the Successful Coaching: Demonstrating its Value report explored how the success of a coaching programme may be measured and return on investment evidenced.

The addition of Coaching Conversations to The Institute’s existing leadership development and programme accreditation services creates a comprehensive solution for leadership and management development support.

To find out more about Coaching Conversations and upload your Conversation, please visit

Notes to editors:

For further info please contact Pippa Hanson/Luke Aldridge at Camargue [email protected] / [email protected] or on 01242 577277. You can download a press pack about The Institute here.

Additional resources:

  • Kate Cooper, Head of Research, Policy and Standards at The Institute of Leadership & Management available for interview

The Institute of Leadership & Management is a world-renowned specialist membership body that raises professional standards of more than 30,000 leaders, managers, coaches and mentors. Our mission is to inspire great leadership, everywhere. We are a registered charity and governed by a board of trustees.