Diversity In Coaching And Why It’s Essential

Some executive coaches get all the best jobs - especially when they are white. It’s the 21st century, and yet the Western world continues to view life through the lens of white patriarchy. Racial stereotypes remain entrenched and unconscious bias for many, is not yet conscious and easier to control.

Recruitment panels are no exception. Panel members frequently look alike and unconscious bias is active. Small wonder that appointees often resemble those who hire them, including those in an organisation’s coaching pool. So, you’d be forgiven for thinking that there are few black and brown people in the UK coaching industry. And if you wanted a coach from Global Majority Communities, you’d be forgiven for not knowing where they hang out. Enter Jenny Garrett, action-taker and creator of the Diverse Executive Coaching Directory. If you are serious about finding black or brown executive coaches from the UK, this is the place to go.

Here’s what black and brown coaches experience: too many additional rivers to cross; fewer opportunities; under-representation in coaching establishments; receiving ‘almost tickets’ in job selections; feeling unwelcome in key networks; expected to have lower ambitions. When it comes to organisational coaching pools, we see an alarming lack of diversity. Yet, many employers either claim to be anti-racist or diverse and inclusive. With the death of George Floyd and the ensuing Black Lives Matter protests, some organisations have been forced to look internally and haven’t liked what they’ve seen. 

Surveys such as those from McKinsey and Co, and Price Waterhouse Coopers indicate that the business case for diversity and inclusion is stronger than ever. Diversity and inclusion are good for an organisation’s brand, reputation and performance; they give competitive advantage; they win and retain top talent. They are neither add-ons or luxuries, but integral parts of an organisation’s strategy. Although the evidence comes from senior level, it applies throughout organisations – including in the coaching pool.

Why hire more coaches of colour?

• Anti-racism, diversity and inclusion aim to create a level playing field, where people of all backgrounds can operate without fear of discrimination. Here, no-one is disadvantaged because of skin colour or any other protected characteristic. Taking diversity and inclusion seriously, means providing equality of opportunities at all levels of the organisation, for customers, existing and prospective staff and for suppliers too.
•  It enables clients to see a coaching service that reflects the demographic make-up of society, which offers them a proper choice and a broader range of skills, knowledge and experience - crucial for a service that can make the difference between individual success and failure.
• It provides people with experience of dealing with the blunt-end of an unequal society. People who know and understand – a major resource within any coaching group. And just to anchor this in our current reality, a recent research by Optimum emphasises a rise in the number of black people saying they had experienced discrimination in the last year, from 74% in 2019 to 81%.
• It makes it easier for coachees from Global Majority Communities to bring their whole self to the coaching relationship. No need to shut down those aspects of their lives that white coaches might find difficult. No need to fear opening up such experiences in case they are ignored or dismissed.
• It may be the deciding factor in whether or not a black or brown person accepts the offer of coaching. It gives a clear message that the service is inclusive; that coaching clients of diverse backgrounds are welcome.
• By opening up the coaching pool to more diverse groups of people, organisations have access to a broader pool of applicants and are more likely to hire the best. 

How to recruit and retain coaches of colour

• Start by making diversity and inclusion in the coaching pool an integral part of the organisation’s anti-racist, diversity and inclusion strategy.
• See diversity and inclusion, “as a cultural and practical norm as opposed to being segregated and considered an issue or problem to tackle” (PWC). Organisations are more likely to prioritise diversity and inclusion and give it the attention it deserves.
• Place your recruitment ads where people from Global Majority Communities are most likely to see them. Market your ads in a way that speaks to and attracts applicants from that group. 
• Use shortlisting methods that hide the name of each applicant and limits the kick-in of unconscious bias.
• Ensure recruitment panels include under-represented people. It signals that you’re committed to diverse views and perspectives; that you value diversity and inclusion. It also helps the appointment of better candidates.
• Ensure the workplace experience for black and brown people is one that makes them feel valued and included; one that allows them to flourish; one that gives a clear message of organisational commitment not just to diversity, but to inclusion too. 

Regardless of where an organisation is on its journey towards anti-racism and diversity and inclusion, hiring coaches of colour, gives a clear message to staff and the external world –we care and you’re welcome. Diversity and inclusion amongst the organisation’s group of coaches is as important as diversity and inclusion elsewhere in the organisation. So, give it the level of attention it deserves.

Are you seeking executive coaches of colour? Just click the link below. https://bameexecutivecoachdirectory.co.uk/

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Claudia Crawley is an executive coach enabling women managers, particularly social work managers, to address challenges within their role and career. She develops groups of anti-racist allies too. She's Mentor of the Year 2017 (City, University of London) and the author of 'Ordinary Women Doing Extraordinary Things'. To find out more, click here.