Is There a (Career) Coaching Crisis?
John Davidsson, JD, PMEC
Award-Winning Career Counselor ✔ Resume Expert ✔ Proven Career Coach ✔ Interview Prep Pro ✔ Client Advocate ✔ Author ✔ Keynote ✔ Negotiator ✔ Ex-Fortune (Global) 500 ✔ Ex-LinkedIn ✔ Dragon Wrangler
What happens when a field emphasizes projects over people?
It's safe to say this article has been percolating for a while. These last couple of years, I've noticed some disturbing trends.
What a wild ride 2023 and 2024 have been. On a certain level, it's heartbreaking. It feels like more folks are coming to me incredibly angry and suspicious of career coaches and resume writers. Too many times, folks show me a "new" resume and I'll ask them some basic questions.
"Do you know who actually created this document?"
"Nope."
"Do you know how much time they spent on your materials?"
"Nope."
"Do you know if they simply used AI or ChatGPT to build this resume? Or LinkedIn profile."
"Nope."
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Ouch. Especially in 2024, folks ping me and seem oblivious to where their dollars went if they hired some kind of professional before I came into the picture. And just this year, in probably the most extreme case of my career, I had to get law enforcement involved for the first time ever after getting threatened by a client. Wowzer. I made a post about that some months back.
On top of that, I see much more ambivalence about simply lying on resumes and LinkedIn profiles. This year a client didn't think it was a big deal to list the PMP credential on their resume. I had to fire the client. I can't risk my reputation like that. But hey, if Congressmen can just make up stories on their resume, what's the big deal? And hey, if lawyers can just have cases made up by ChatGPT and get a slap on the wrist, who cares?
Sometimes, I don't know what world we're living in anymore.
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Lately, I've been wondering if the fields of career coaching, career counseling, and career consulting are in freefall. If these are, in fact, "professional fields" filled with practitioners, I'm concerned that it's a field that increasingly treats clients like mere customers. Â
When I started my business, it was like I had rekindled work I had done before. Before launch, I had worked as a faculty-nominated writing tutor—I helped folks with all kinds of documents, including resumes. And I loved it. Working with folks one-on-one to tell their story? Sign me up. Later, in my work as a personal trainer, I once again found I enjoyed working with folks one-on-one to unlock human potential.
And yet, this year, I'm increasingly worried that providers like me -- who legitimately provide one-on-one services and have solid credentials are in a whole new universe. Where's the empathy? Where's the one-on-one approach?
It sure seems the industry is shifting towards treating people like projects.
For example, just last month, LinkedIn made some seismic changes to how career coaches are supported. The new "pay-to-play" program seems more like something one would expect from Upwork or Thumbtack. But hey, I've been a paid consultant for LinkedIn. I was in the ProFinder program since 2016. Should I be concerned that LinkedIn doesn't want to vet providers like they used to? Maybe not. Heck, it's an unregulated industry for crying out loud.
It might have been the New York Times that pushed me over the edge.
Earlier this month, the vaunted New York Times conducted a deep dive into the coaching industry as a whole. I applaud them for attempting to illuminate life coaching (which arguably includes career coaching) as an industry.
The story dives into an unfortunate situation some clients find themselves in--getting coached to become a coach: "She is part of a growing cohort speaking out about the opaque underbelly of life coaching, an unregulated industry with an often-hefty price tag, and a significant cost reaching far beyond funds spent." These pyramid schemes may be the worst scourge of all in the coaching space.
It's not an easy read. In my opinion, just because someone spends the weekend at a Ramada Inn learning how to bully people does not make one a coach. That's one thing I've never done: try to sell my clients a program to become a career coach even though several would make a darn good one.
The NY Times article was like deja vu for me. This year, it seems I've had more "former coaches" reach out for advice or want me to outsource work to them.
Since I don't want this article to seem like a jeremiad, I'll refer back to an exercise I started over a decade ago.
I've long railed against the lack of standards in the realms of career coaching, career counseling, and yes, life coaching. Since 2013, I've provided a consumer's guide to hiring a career pro--whether that's a job coach, career coach, or resume writer. Right there on my website is a free guidebook and free download. It'll give you good questions to ask of a provider. Since I don't do referrals, it's become my go-to document when I can't take on a new client.
I thought it was a good idea. A real guide that would help consumers of career services make an informed choice--and give them questions to ask of a provider. If folks don't know before engaging with me, they sure find out that career coaching, career counseling, and resume writing are unregulated fields.
Don't believe me? Well heck, business is great in this Wild West of a profession:
"Business is booming. The International Coaching Federation, the world's largest nonprofit coaching association, estimated that the industry was worth $4.6 billion in 2022 and that the number of coaches increased 54 percent between 2019 and 2022. Because the industry lacks standardized accreditation, it's most likely larger — one of the dangers of life coaching is that anyone can claim the title of life coach." -- NY Times
Recommended by LinkedIn
Take a look at the Washington State Department of License database. Where in the heck can a pro like me get a legitimate credential as a practitioner?
Good question.
Take a look. No entries for "career counselor" or "career coach" at all. Yikes.
And yet the zeitgeist suggests Washington is going gangbusters for credentialing:
"The state Department of Health (DOH) credentials over 365,000 professionals across 81 professions. Four hundred new applications tumble in every day. These applications come from aspiring dentists, midwives, pharmacists, psychologists, and other professionals who have completed substantial education and training. They're ready to begin practicing, and credentialing is the final, crucial step." - Governor's Bulletin 6/28/24
Maybe I'm in the wrong profession?
***
Story time.
Back in the day, when I was a personal trainer, I had four national certifications: NASM, AFAA, ISSA, and the CSCS (from NSCA). My business card was stacked with alphabet soup. I was a damn good trainer. The credential I respected the most was the CSCS because it required a bachelor's degree (and a serious, proctored exam process). It was badass cert. I think it still is. It's still on the wall next to my law degree.
However, when it comes to resume writing and career coaching, I'm more ambivalent. So many times, I get hired by a client who has been burned or scammed by an alleged career coach or resume writer who was apparently "certified."
And how many box tops from your favorite cereal did it take to get that certification?
Beyond my snarkiness, my point stands. I've lovingly pointed out that many of my clients have more down-to-Earth hiring experience and HR expertise than what I see out among my career coaching brethren. Are certifications just poor stand-ins for legitimate experience? I had to work hard to finish law school--which resulted in a doctorate. I gladly call myself a counselor to this day. I've actually been in the trenches as a hiring manager. And that experience has paid off for my clients. The Better Business Bureau didn't just grant me an A+ rating. And I certainly didn't earn all those client reviews without my wonderful clients.
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In summary, I'm open to ideas about how to vet a career coach or a life coach. What do you think about my guidebook? Am I on track? Or off base? Is the (career) coaching field in crisis? Will AI eliminate us all?
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P.S. No, I don't plan to visit a Holiday Inn or Ramada to pick up a life coaching or career coaching cert anytime soon. I probably don't have enough box tops from my favorite cereals anyway.
P.P.S. To be clear, I'm no life coach. I'm still not sure who's qualified to be one.
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Obligatory Hashtags:
#CareerCoaching #CareerCounseling #Scams #ConsumerGuide #ResumeMills #RoboCoaching #DueDiligence #LifeCoaching
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Extra Credit / Sources:
Image
Rose Wong / NY Times
New York Times / They Spent Their Life Savings on Life Coaching
The Credentialing Craze in WA
WA State Professional Licenses
Career Coaching and Resume Writing Consumer's Guide
Reuters / New York lawyers sanctioned for using fake ChatGPT cases in legal brief
NY Times / Georg Santos Resume
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John Davidsson is a multi-award-winning Career Counselor and Resume Writer based in the Seattle area. He's been recognized regionally, nationally, and internationally as a career development professional. Originally from an old railroad town, he started his college education on the banks of the mighty Mississippi River. When he's not helping clients, writing, or getting into intellectual fistfights, he's an amateur YouTuber. He's used to be a semi-pro dragon wrangler. Whatever you do, don't call him a doctor (even though he has an honorary Ph.D.).