Strategies for Embedding Coaching as a Core Element of the Workplace Culture

In Building an Organizational Coaching Culture, Behnam Bakhshandeh and William J. Rothwell provide a unifying definition of a coaching culture—“When people and groups use coaching to improve their own mindsets, attitudes, and behaviors in the workplace by creating a formal or informal coaching relationship and collaboration, coaching cultures are created.”

In essence, a coaching culture is an environment where coaching is embedded into interactions, leadership approaches, and professional development, to foster continuous growth and collaboration.

How do you build a coaching culture?

Establishing a coaching culture is a journey, not a one-time initiative. Bakhshandeh and Rothwell outline a three-step process:

1. Shift the Mindset – Align coaching with organizational values, management attitudes, and personal responsibility.

2. Do the Work – Plan and implement the coaching program, develop strategic partnerships, and ensure effective delivery.

3. Achieve the Results – Drive measurable improvements in productivity, collaboration, development, and talent retention.

Cultural shifts take time—some organizations may see progress within months, while others may require years to fully embed coaching as a core element of their workplace.

Who will actually do the coaching?

Organizations can leverage internal coaches, external coaches, or a combination of both to build a strong coaching culture. Each approach comes with its own challenges:

• Internal Coaches: Ensure they are properly trained and have the capacity to take on coaching responsibilities without compromising their primary roles.

• External Coaches: Secure sustainable funding to provide long-term coaching access rather than treating it as a short-term perk.

What are common challenges with building a coaching culture?

1. Sustaining Commitment

Shifting from the current culture to a coaching culture can take time, depending on existing values and leadership attitudes. Leaders must stay committed and champion coaching over the long term, recognizing that at its core, building a coaching culture is about leading transformation.

2. Time Investment

A major hurdle in coaching initiatives is time—coachees don’t magically get extra hours in their workweek for coaching. Leadership must actively prioritize coaching by adjusting workloads or expectations.

For example:

• If departments are evaluated based on billable hours, adjustments may be needed to ensure coaching participation.

• If performance is measured by production levels, time for coaching must be factored into workflow planning.

These small yet significant shifts signal to employees that coaching is a priority, not just an “extra” responsibility.

3. Clear Communication

Poor communication can derail even the best initiatives. Employees need clarity on:

• The purpose and benefits of coaching

• How to engage in coaching

• The expected impact on their roles and the organization

A well-structured communication plan, developed with human resources or an internal communications team, ensures that coaching is introduced effectively and with widespread buy-in.

4. Education and Training

If your organization relies on internal coaches, ensure they are properly trained. Consider:

• Do managers coach their employees?

• Can employees apply to become coaches?

• Are selected leaders trained to coach?

Coaching skills should never be assumed. Additionally, coachees need education on what coaching is and how to engage in productive coaching conversations. Providing foundational training at the program’s launch helps set expectations and enhances engagement.

5. Financial Investment

For organizations utilizing external coaches, funding must be sustainable. A coaching culture isn’t built in a three-month engagement—it requires long-term investment. Leaders should assess available budgets and explore reallocating resources to support coaching as an ongoing initiative.

Why build a coaching culture?

Beyond boosting performance and productivity, a coaching culture unlocks:

• Critical Thinking. Employees learn to analyze challenges from new perspectives.

• Optimism. A growth mindset fosters resilience and adaptability.

• Change Readiness. Coaching prepares employees for transformation and innovation.

Are you ready to transform your organization? Start embedding coaching into your culture today and watch the impact unfold.