1. The Value of ICF Magdalena Mook ICF CEO/Executive Director Fiona Toy
Strategic Regional Director, Asia Pacific

2. Today’s Presentation Value of ICF Membership for the Coach
Value of ICF for the Consumer
Future Relevance
Resources

3. Value of ICF Membership
For coaches
There are many ICF Member benefits, including resources to help you be a better coach and run a better business. Most importantly, we’re here to ensure the entire coaching profession maintains high standards. This is a quick overview. Our Monthly Meetup with ICF Membership on our Facebook Page goes over a different member benefit each month.

4. Connections
Local ICF Chapter: Opportunity to network, develop leadership skills and help local community flourish
Communities of Practice: Opportunity for coaches in similar fields to communicate best practices and ideas.
Reciprocal Peer Coaching Program: Opportunity to coach and be coached by a peer
Mentor Coach Registry: Credential applicants can connect with a high quality Mentor Coach to be coached on their coaching skills

5. Lifelong Learning and Development
ICF Members receive discounts and/or exclusive access to educational content, including:
ICF Chapters’ virtual and in-person educational content
ICF Global’s virtual education series such as ICF Business Development Series and ICF Advance
ICF Global’s in-person conferences and events
BDS: To help coaches grow their coaching business
ICF Advance: Connecting theory to practice; designed for those who want to take their skills and knowledge to the next level. Registration for ICF Advance closes tomorrow, and the series begins next week.

6. Lifelong Learning and Development
ICF Converge 2019 Prague, Czech Republic October 23-26, 2019
ICF Converge 2019 will be our next global, in-person event. Additional information is forthcoming!

7. Research
ICF Members receive free or discounted access to our research reports
Done in work with PricewaterhouseCoopers (PwC) and the Human Capital Institute (HCI)
Garners increased media awareness
Informs coaches of industry trends
Research Portal
Access to over 2,500 coaching research articles (some are only available behind an ICF Member login)
Recently released “Building a Coaching Culture for Change Management” is fifth installment of ICF and HCI “Building a Coaching Culture” research. Free for ICF Members.

8. Standards and Credibility
ICF Members pledge commitment and accountability to ICF’s Code of Conduct
Ethical Conduct Review process provides a fair review, investigation and response to all alleged unethical practices
Discount on ICF Credential application

9. Business Development
ICF Members have access to a variety of business development resources:
Permissible use of ICF logo
Discounts and special pricing for a wide range of products and services, through the ICF Business Solutions and Media Partners
Access to marketing collateral, various templates (coaching agreements, press releases, etc.) and other materials in the Member Toolkit
Inclusion in the Credentialed Coach Finder (if an ICF Credentialed- coach Member), where consumers can find you and request services

10. Value of ICF
For clients

11. Membership
Did your coach hold any specific membership to a professional organization?
Yes
At a very basic look, the majority of clients prefer to work with coaches who are a part of a professional organization.
Overall Base: 7,971
Overall Base: 3,419
2017 ICF PwC Global Consumer Awareness Study

12. Benefits of an ICF Member Coach
Clients hire ICF Members because:
ICF brand represents credibility and high standards, ensuring that coaches are ethical and have undergone proper training
Coaches’ access to ongoing education, latest industry research and peer professional groups, allowing clients to feel confident that their coaches’ skills and knowledge are up to date
Many ICF Members are also ICF Credential-holders
Can mention benefits of Ethical Review Complaint process here, too, as clients have a way to “protect” themselves, which they won’t have with a non-ICF coach

13. Revelance in the Future
And what ICF is doing to prepare

14. Obstacles for the Profession
When asked to identify the biggest obstacle for coaching over the next 12 months, concerns included:
Marketplace confusion
Untrained individuals who call themselves coaches
Over regulation
2016 ICF PwC Global Coaching Study

15. Consumer Awareness
The more aware consumers are of coaching, the less marketplace confusion there will be
66% of respondents said they were aware of professional coaching, yet only 30% of them recognize it as the ICF definition
Survey respondents saw a randomized list of definitions, but were not given a list of corresponding words (e.g., mentoring, coaching, etc.). The terms are provided for your reference.
Consumer awareness increased 8 points since our 2014 study, so awareness of coaching is gaining traction over time.
2017 ICF PwC Global Consumer Awareness Study

16. Consumer Awareness ICF is working to increase awareness through:
Industry research
Media relations and coverage
ICF Chapters and Members by equipping them with information and tools
[You could discuss how you’ve seen awareness of coaching grow over time while you’ve been CEO/ED and how ICF efforts have helped this.]

17. Credentialing
To differentiate the untrained from professional coach practitioners
First ICF Credentials awarded in 1998
ICF currently offers three credentials for varying experience levels in coaching
More than 26,000 individuals currently hold an ICF Credential
That means, within 20 years of the ICF Credential being established, more than 26,000 people have recognized the importance of it to differentiate themselves from others. As we’ve already covered today, we know how important credentials are to consumers.

18. Credentialing Credentials are important to consumers
Among those who have been in a coaching relationship, 83% said certification/credential is important
For those aware of coaching but not yet been in coaching relationship, 76% considered certification/credential important
According to our research, 86% of Millennials said that credentials are important or very important, and 80% of Gen Z agreed. Increasingly, more consumers may require coaches to have a credential.
2017 ICF PwC Global Consumer Awareness Study

19. Credentialing Micro-credentialing is an emerging trend
Certification in a specific topic area rather than an overall field/profession
ICF Global Board and staff remaining aware of this trend and considering how it might fit in
Could it potentially bring more legitimacy to coaching and further distinguish professional coach practitioners from untrained individuals who call themselves coaches?
[You could reflect on how quickly Credentialing has grown and how it’s helped to legitimize coaching and how micro-credentialing may help to further establish coaching as a legitimate service.]

20. Regulation
52% of coach practitioners believe that coaching should be regulated
83% of coach practitioners said that regulation should be with professional coaching organizations
ICF monitors for any potential regulation and helps local coaches advocate for what’s right for them, while educating lawmakers as to what coaching is
[To quote you from the APA article, “Do not treat the possibility of regulation as a threat. Instead, look at it as an opportunity to educate the marketplace about your profession and the wonderful benefits it brings to the public in general.” If an example comes to mind to share, go for it!]
2016 ICF Global Coaching Study

21. What Else Would You Like to Know?

22. Resources

23. ICF Research
2017 ICF Global Consumer Awareness Study coachfederation.org/research/consumer-awareness-study/
2016 ICF Global Coaching Study
ICF Research Portal

24. ICF Resources
ICF Member Benefits
ICF Credential
ICF Ethics

25. Other Resources
Matt Barney, “Is Coaching Going Extinct?”
David Drake, “Coaching in a non-clinical setting with clients who access mental health services” article (available in ICF Research Portal):
John Hagel III, “3 Kinds of Jobs that will Thrive as Automation Advances”
Joseph Pistrui, “The Future of Human Work is Imagination, Creativity and Strategy”