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Core Competency #1: Demonstrating Ethical Practice

Mary Chieu-Kwuan Loh

In the last episode of the Catalyst Coaching Certification Program, we delved into Principles of a Great Coach. In Episode 4, Coach Joan Chepkemoi taught the first Core Competency, being Demonstrating Ethical Practice and this is a natural progression from the discussion of Principles.


This Core Competency is of prime importance as it is referenced in the ICF Code of Ethics, that sets how we should conduct our business in a fair and honest way, aligning our behaviour with the highest standards expected in the industry.


Coach Joan discussed how the elements of business ethics could be seen in the ICF Code of Ethics and then went into some depth into the ICF Code of Ethics.



In summary, these are key points from the ICF Code of Ethics

  1. The Purpose of the ICF Code The ICF Code of Ethics serves to uphold the integrity of ICF and the global coaching profession by:

    1. Setting standards of conduct consistent with ICF core values and ethical principles.

    2. Guiding ethical reflection, education, and decision-making

    3. Adjudicating and preserving ICF coach standards through the ICF Ethical Conduct Review (ECR) process

    4. Providing the basis for ICF ethics training in ICF-accredited programs

  2. The ICF Core Values

    1. Professionalism - a commitment to developing a coaching mindset, encompasses responsibility, respect, integrity, competence and excellence.

    2. Collaboration - a commitment to social connection and community

    3. Humanity - a commitment to being humane, kind, compassionate and respectful towards others.

    4. Equity - a commitment to using the coaching mindset to explore and understand the needs of others so that we practice processes that creative equality for all

  3. Ethical Practices Ethical Practice was subdivided into 4 categories. Rather than summarising each of the sections (which we should read and regularly review), I will refer to only three points in my Reflections & Action.

    1. Responsibility to Coachees/ Clients

    2. Responsibility to Practice and Performance

    3. Responsibility to Professionalism

    4. Responsibility to Society

REFLECTIONS AND ACTION POINTS

  1. The Coachee is the CENTRE of All We Do. The Coaching mindset is seeded when we understand that Coaching is a service industry and the Client is who we serve. If the Client doesn't understand the nature and value in coaching, not understand the roles as to who should "do the work" or is not in agreement with how the coaching relationship is delivered (how and when), then the relationship will not yield the desired results we or he wants. We fail in serving. Hence, appropriate action points might be to:

    1. Strongly promote understanding of coaching in our marketing and educational materials not limited to social media, website and keynotes.

    2. Create Client Intake/ Profile Forms to set our co-creation agenda straight.

      1. Personal Particulars - In certain cases depending the type of coaching, family history and pertinent medical history ie is the person seeing a therapist/ counsellor and family background

      2. Personal and/or Professional Goals - Specific areas of growth interested in

      3. Important Timelines eg if seeking promotion, approximate dates for Performance Reviews

      4. Personal Data Protection Agreement Clause

    3. If the Client is an Organisation, to have concise documentation of desired outcomes in the form of meeting notes

    4. Create Client Agreements which include but are not limited to

      1. WHEN - Duration of coaching - Start date and end date, number of sessions and length of sessions

      2. WHO - Naming specifically who will be the coach

      3. WHAT - Scope of responsibilties of both Coach and Client

      4. HOW - Mode of delivery ie virtual via Zoom. Phone call or Whatsapp or in-person. If in person, the location of meetings should be fixed.

      5. HOW MUCH - Agreed rates of payment plus Terms of Payment. If there are add-ons and inclusions, it would be well to state.

      6. WHICH & WHYs include Confidentiality, Cancellation & Termination & Indemnities

    5. Administration may be a real pain when all we want to do is help people but contracts establish that both parties have understood and agreed on the 5W and 2H. As they say, "The Devil is in the details" and both examples given in the video where the complaints were made about ethics was about the Coach not respecting the wishes of the Client over the mode of delivery nor honouring the time.

  2. Coaching is an Art and a CRAFT. The commitment to Excellence is not a requirement to be a perfect coach but one who focuses on doing our best. We need to be self-aware and like CRAFTSMEN strive to improve through professional training, peer mentoring and personal reflection.

    1. To seek peer mentors who would be willing to give feedback and suggestions and to help hold up a mirror to both our faults and our virtues

    2. To identify and schedule regular professional training in the ICF calendar.

    3. To prioritise reading books and industry newsletters to stay up to date and keep my Curiosity muscle frequent workouts. This will also help me to understand where I am in my area of expertise and where I am not yet.

    4. If for some reason, my skillsets are not yet there or I may not have the necessary expertise, I should work with my Coachee during the reviews and recommend someone who would be able to serve him better.

    5. By becoming the best version of myself, I honor my Coachee because I expect him to do the work to become the best version of himself

    6. By elevating my own professional skills, I play a part in contributing to the good name of the Federation

  3. Respecting CULTURE and CONTEXT. We live in a Global Community where the internet has sometimes seemingly blurred social and geographical lines. ICF has stated that "clear, appropriate and culturally sensitive boundaries which govern interactions, physical or otherwise" should be maintained. Practicing fairness and equality (regardless of age, race, gender express, ethnicity, sexual orientation, religion, nationality, disability and military status) and maintaining the local laws and practices are requisite. Professional standards transcend these differences.

    1. I will do my best to be as truthful and honest but tactful and sensitive at all times

    2. I will do the work to learn about my Coachee's cultural background and religious practices. If it helps, having a diverse set of friends may aid in my understanding of differences in thinking, Where there are differences in ideologies, may I be humble to respect these differences.

    3. I must adopt the philosophy to DO GOOD and DO NO HARM


Final Thoughts

Initially, I felt that as a professional code, the ICF Code of Ethics seemed to only emphasise what would happen to you if you did not comply. Like all Codes of Ethics in any other profession, the ICF Code of Ethics is The Standard for the professional governing body to which its members have committed to comply when they subscribe whether their personal conviction may differ.


Coaching is a nascent industry dating back only to the 1980s and has not been regulated yet. There has been also distrust bred though unethical business practices by financial institutions and other businesses which have led to economic crisis. Ethics is a fuzzy word because now there is such a thing as situational ethics. I have no doubt that before there was an ICF Code, there might have been differing standards and "abuses".


In developing and practicing this competency, we create healthy work environments for ourselves, strengthen the image of the profession and promote industry growth. We are also guided on how to approach problems in our profession and are informed of the consequences should we fail to adhere to the Code. Failure to uphold the Code will not only lead to the loss of our own reputation but may cast a bad reputation for all coaches, sabotaging perhaps the further growth of the industry and the possible good that coaching can do for individuals who need it.


Like a base camp, a station at the foot of a mountain where climbers are prepared and resourced to venture forth on their tough expedition, the Code of Ethics serves as space which we can prepare to earnestly develop our practice and the space where we return to reflect and refresh our attitude whenever we seek another altitude.


Coach Maire, signing off.

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