BBC and SYSCO Named 2008 International ICF Prism Award Recipients

The BBC and SYSCO Food Services of Canada were recognized earlier this month in Montreal, Quebec, Canada at the ICF Annual International Conference for their commitment to coaching as a leadership strategy.

“The International ICF Prism Award recognizes entities who have enhanced excellence and business achievement through their commitment to coaching as a leadership strategy. Organizations that have won this award invest time, energy and finances into coaching and they realize a positive contribution and return on investment,” said Diane Brennan, MBA, MCC(1), and President of the ICF.

Wanting to maintain their leading edge in the industry, the BBC introduced coaching as a core part of their development of leadership, and employees have noticed the difference. Nearly 500 individual coaching relationships occur each year with BBC internal coaches. Coaching was in part recognized in score improvements on the most recent annual BBC Staff Survey. More staff reported having a better understanding of how their contribution fits into the overall aims of the BBC and report satisfaction with their employer.

“The BBC has a strong portfolio of training and development for its staff and one-to-one executive coaching has proven to be the glue which makes those things stick. For an individual to be able to apply learned theoretical input to their specific situation, supported and challenged by a dedicated thinking partner, is an extraordinary accelerator to that learning,” said Steve Kelly, Director, BBC People.

After a series of acquisitions and the introduction of aggressive sales growth targets, SYSCO created a three-year Leadership Development Program, a key component being professional coaching, to assist management to meet future challenges. Due to the program, 75 percent of participants have been promoted into more senior roles in the company and there has been zero turnover in this group of promoted employees.

“When you look at the performance of our graduates over the last several years and the bottom line results we have achieved in Canada, there is no doubt the ROI from this program has exceeded our expectations,” said Kent Humphries, President, SYSCO Canada.

Past winners of the International ICF Prism Award include: IBM, MCI, University of Texas at Dallas, Verizon Business, NASA and Deloitte.

ICF defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. Coaching is a distinct service and differs greatly from therapy, consulting, mentoring or training. Individuals who engage in a coaching relationship can expect to experience fresh perspectives on personal challenges and opportunities, enhanced thinking and decision-making skills, enhanced interpersonal effectiveness, and increased confidence in carrying out their chosen work and life roles.

The International Coach Federation is the leading global organization for coaches, with over 15,500 members in over 90 countries, dedicated to advancing the coaching profession by setting high ethical standards, providing independent certification, and building a worldwide network of credentialed coaches. The ICF is the only organization that awards a global credential which is currently held by over 4,400 coaches worldwide.

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