The perfect match: How to choose the right career coach for your goals

As the new year unfolds, along with our commitment to personal resolutions, many of us also set our sights on achieving professional milestones. Whether it’s scaling the heights of the corporate ladder, taking a leap into a new field, or finding deeper satisfaction in our current job, these aspirations form our career roadmap.

However, unlike personal resolutions like hitting the gym or eating healthier, navigating the complexities of career advancement isn’t as straightforward. It often requires more than just sheer willpower; it demands a strategic approach, one that is often best guided by the expertise of a career coach.

But, in a world brimming with coaches of every stripe, and over 11,500 coaches in the US alone, finding the right one for you can be overwhelming. It’s not just about credentials or price tags; it’s about resonance, alignment, and that elusive ‘click’ that transforms a professional relationship into a catalyst for success. So, how can we sift through the multitude of options and pinpoint the career coach who truly fits our needs? Let’s start by focusing inward.

Understanding what you don’t want, to discover what you do

Finding the right career path can be challenging, especially when unsure of your actual desires. This uncertainty is a common starting point for many, as was the case with Fontaine A. Gutierrez, a manager of communications in economic development with the West Philadelphia Skills Initiative.

She found herself at a crossroads: “I knew that part of the reason why I felt lost in my career was because I was entering a new phase of growth as a professional. I didn’t know if I wanted to commit to a master’s program, or if I wanted to start my own business.” This indecision was a clear sign that she needed to explore her professional desires more deeply. But what if, like Gutierrez, you still need to figure out your career goals? Focusing on what you don’t want is a valuable strategy. Often, we seek clarity in our desires, but clarity can also emerge from recognizing our dissatisfactions.

After experiencing burnout as a corporate recruiter in New York City, Chelsea Stokes realized it was time for a change. Transitioning into the role of a career coach, she now dedicates her efforts to helping ambitious women break free from career stagnation and gain clarity in their professional pursuits.

Drawing from her own journey of career change and guidance from coaches, Stokes offers advice on defining your goals: “Begin by evaluating your current situation and identify what’s unsatisfactory. Ask yourself questions like: Are you dissatisfied with the results of your job search? Do you believe your self-marketing strategies are falling short? Or are you facing mindset challenges in your job search?” By narrowing down your concerns to the top three things you are most dissatisfied with, you can gain clearer insights into what you might actually want, explains Stokes. This could range from issues like work-life balance and feeling undervalued to a lack of alignment with your company’s mission.

Once you better grasp what you don’t want, it becomes easier to transition towards understanding what you do want. From there, finding a coach who aligns with your newly discovered desires becomes a more streamlined process.

Stokes points out: “If your concerns include feeling underpaid, burnt out, or lacking growth opportunities, look for a coach who specializes in these areas.” Depending on your unique needs, she says, you might seek different coaches for different issues, such as a burnout coach and a career growth coach.

How to find the perfect career coach

1. Find a coach who has accomplished your goals already

In her search for the right coaches, Stokes prioritizes finding individuals who embody her own professional aspirations. She adopts a targeted approach, asking key questions like, “Do they hold positions I aim to reach? Have they accomplished the goals I’m setting for myself?”

For example, if your goal is to excel in a leadership role within a tech company, find someone who has successfully climbed the corporate ladder at a tech company or has coached others to significant leadership positions within similar organizations.

Selecting a coach with a proven track record in achieving your specific goals ensures targeted and experienced guidance toward your own success.

2. Find a coach with similar lived experiences

For Gutierrez, her search was about shared experiences: “It was extremely important to me that I work with someone whose lived experience at least slightly resembles mine. It’s invaluable to be able to relay a story without having to explain the microaggressions or feel the need to soften how it hurt me.”

A career coach who has navigated similar workplace cultures and faced similar societal issues like discrimination or microaggressions can more authentically relate to a client facing similar situations. Like when Gutierrez found Alex Richardson, their shared understanding led to more tailored advice, empathetic support, and a coaching strategy that resonated more deeply with her unique circumstances.

3. Find resonance with the coach

That brings us to another one of Stokes’s steps to finding the perfect career coach: resonance. That personal connection you feel with someone. She always asks: “Do I feel a connection with this coach’s approach, teaching style, and overall message?” She underscores the significance of finding a coach whose method and philosophy genuinely align with your own preferences and learning style.

For Gutierrez, her coach’s experience supporting alumni at the University of Pennsylvania aligned with the mission and vision of her organization: “Being able to work with someone who is aligned in that way [was] so powerful.” It was also about finding compatibility: “If Alex didn’t make me feel safe and casual, I wouldn’t have been able to be so transparent.”

But how can you tell if the coach is compatible?

Through testimonials and their personal branding, of course. When scrolling through a coach’s website and social media, Stokes asks, “What results have they achieved for others? What types of clients do they usually work with, and are they consistently able to replicate their success with a diverse range of individuals?” These questions will give you insight into their effectiveness and versatility.

“My advice is to follow your instincts as you browse through these profiles. Sometimes, something specific about a coach’s page might stand out to you—it could be their style, the content they share, or just a general feeling you get,” she says. Start with whatever draws you to them.

Social media, in many cases, offers a quicker and more intuitive way to gauge a coach compared to traditional websites or Google searches. Stokes adds, “You can get a good feel for someone by reading their posts or watching their videos.” Stokes has had success finding clients from TikTok. However, she says, “Instagram tends to provide more in-depth information, and, in my experience, Instagram is often where you’ll find some of the best coaches.”

Remember, finding the right career coach is a personal decision and journey. Trust your instincts as you explore different coaches, and focus on finding someone who aligns with your goals, demonstrates a proven track record, and resonates with you personally.

How does a coach find the perfect client?

Selecting the right career coach is a two-way street. Coaches need to ensure you are the right fit for them, too. Keep in mind that career coaches are most in-demand in New York City, meaning both coaches and clients must be discerning in their selection process.

As Stokes points out, coaches like her often use applications to gauge potential clients’ commitment. She adds: “If they don’t put effort into the application, it often indicates a lack of commitment, which is a red flag for me … We’re not looking to be someone’s Hail Mary. We aim to be a resource, an accountability partner, and a tool to help our clients achieve great results … [not] a quick fix or the ‘silver bullet’ solution.”

Another consideration is their location or industry. “We work with clients in niche industries, tailoring our approach based on our experience with similar clients. If we feel we lack the expertise to support someone in a specific area, we’re upfront about it,” she says.

Stokes’s ideal clients are those ready to take significant career steps. “If they’ve done their research and decide they want to work with us, they should demonstrate their willingness to put in the effort. It’s about showing they are ready to engage in a partnership,” she says.

It all comes down to finding that synergy where both parties are on the same wavelength, ready to collaborate and make meaningful progress. This mutual understanding and readiness to act are crucial for a successful coaching relationship.

Additional things to consider when finding the right fit career coach

1. Should you rule out coaches without specific certifications?

Stokes believes that while certifications are a factor to consider, they shouldn’t be the sole criterion for selection. “Yes, certifications are one thing, but I am not the biggest fan of only relying on [them] because anyone can get one,” she explains. According to Stokes, a coach without specific certifications could still best match your needs, so choose resonance over certifications.

2. Look for potential red flags

If a coach lacks client testimonials or doesn’t have references, that might be a cause for concern, explains Stokes. The legitimacy and effectiveness of a coach can often be gauged through these testimonials and by talking to their former clients.

3. How much should you pay for a career coach?

You should view career coaching as an investment in your career. Like any investment, explains Stokes, the focus should be on the potential return rather than just the cost. Stokes says, “Don’t fixate on the cost.” She herself has invested significantly in coaching, seeing it as an investment that brings returns. But, according to the International Coaching Federation’s 2023 Global Coaching Study, the average fee reported per one-hour career coaching session in North America is $272.

4. Tools and resources to help you find a coach

For those looking for resources to find a career coach, Stokes recommends platforms like LinkedIn and Upwork to help you find qualified coaches. Gutierrez recommends searching affinity groups on LinkedIn to ask for recommendations.

The power of genuine coaching relationships

The essence of a successful coaching relationship lies in genuine and comfortable interactions. Gutierrez’s main advice? Don’t settle. “The conversations you have with your coach need to be authentic to truly be worth your time. If you don’t feel safe, in every sense of the word, [they’re] not the best match for you.”

Just as we commit to New Year’s resolutions for personal growth, finding the right career coach is a step toward professional evolution. With the proper guidance, you can turn your career aspirations from a resolution into a reality, ensuring this year’s goals transcend beyond mere intentions.

Photo: Welcome to the Jungle

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