Self-coaching Label



  • “a human development process that involves structured, focused interaction and the use of appropriate strategies, tools, and techniques to promote desirable and sustainable change for the benefit of the coachee and potentially for other stakeholders” (Bachkirova, Cox, & Clutterbuck, 2014, p. 1);
  • “helping people to identify, scaffold, and leverage the learning that is just beyond their current capabilities yet within their reach and necessary for the next step forward” (David Drake, 2018)

From a technology perspective, coaching can be defined as a dialogue process, started within a neutral space and based on a benevolent and trusted relationship, between an individual (coachee) and any other coaching system (a human coach or a coaching system). The coaching dialogue needs to be established on and sustained by the ethical principles of coaching (that are explained  in a Code of Ethics). The dialogue process is a set of interactions that trigger cognitive and emotional human responses with the goal of facilitatingthe coachee’s reflection and empowering his or her choices. The coaching dialogue process and its interactions are not meant to guide coachees through advice and pre-built solutions but rather to understand and use their own perceptions, judgment, experiences, feelings, ideas and beliefs to step-back, analyze, learn and make the choices that best align with their goals, values and needs. In this way, we see coaching as an enabler, a practice that develops human skills and that is not reliant on humans; this means that technology and human coaches can combine their benefits to create positive outcomes.


Self-coaching is a an individual ability to practice coaching with ourselves in autonomy or with the use of third-party intermediary systems such as technology, books, questionnaires  or other tools that support an individual in developing his or her own coaching process.


The purpose of the Self-Coaching Label is to recognize, create visibility, support and help academic, learning  and training organizations that are engaging in and promoting self-coaching cultures or initiatives. The goal of such organizations being to train and equip individuals with work and life skills such as: critical and creative thinking, self-awareness, self-regulation, self-management, self-esteem, self-confidence, resilience, communication, collaboration, emotional intelligence. More information about skills is available in this article.
With the Self-Coaching Label, we intend to build and promote a community of partners that are human-centered and competency-oriented, and that support the transformation of the education system by developing innovative learning and support methods for the wellbeing and success of their learners.

While this label targets education and training organizations, the audiences of the self-coaching initiatives are any kind of learners, whether students starting university or professionals going back to study, learners in corporate and public organizations , teachers, education leaders, graduates and young professionals starting their professional life.


  • Questioning: a capacity to regularly question oneself.
  • Listening: the capacity to hear, understand, integrate and use what others are saying.
  • Human empowerment: the act of helping individuals create skills and giving them the freedom to act.
  • Life-long learning: the act of regularly engaging in learning activities to improve one’s skills.
  • Innovation and creativity: the opportunity to act on ideas, experimenting with new things.
  • Embracing change: the capacity of accepting change and perceiving it as an opportunity.
  • Ecology: personal ecology is the capacity of making choices and realizing goals for ourselves and not under the influence of others; social ecology is about acting in awareness and respecting  others’ choices and goals; environmental ecology is about acting with awareness, respect and protection of our surrounding environment, whether natural, urban or social.
  • Diversity: the combination of different sources of knowledge, people, ethnicities, personalities, stories and goals.
  • Democratization: the act of enabling a service or product for all in order to address discrimination and inclusion issues.

Label’s benefits

  • Provides an opportunity to promote the use of coaching innovation and coaching principles to support learners and so develop a competitive advantage.
  • Access partners’ expertise in coaching, learning, human development, innovation, technology and ethics to improve their initiatives and quality.
  • Become part of a community of education and training leaders and leaders in societal change.


  • Participate in the piloting committee and label delivery
  • Meet at least twice a year to share the trends and evolution  in the education, training and coaching industries
  • Communicate officially to promote the label on the partners’ official channels and networks
  • Partners commit to launching new or maintaining and improving existing self-coaching initiatives and actions in their communities and programs to engage learners, students or professionals to developing their self-coaching capacities.

Obtaining the label

  • Partners need to be offering digital or non-digital educational or training programs intending to build human competencies (ex: critical thinking, creative thinking, collaboration, communication, digital literacy, emotional intelligence, citizenship).
  • Partners need to list actions and initiatives to promote, launch, maintain and improve their educational and training programs (ex: launching 21st-century degrees, integrating human-coaching initiatives in programs etc.)
  • The label runs for 2 years and will be reviewed with the partner at the end of the 2 years
  • Failure to demonstrate the continued Implementation and conformity to the values of the Self-Coaching Label may lead to suspension.


  • The label is being used to promote a partner’s commitment and efforts in promoting human-centered and competency-based initiatives and is not only for marketing or CSR “image”
  • The partner promotes   the label on their website and programs
  • The partnersupports the promotion, development and improvement of the label itself through periodical meetings with all or part of the committee members


Self-Coaching Label Director(s) and Quality Manager(s) are responsible for ensuring labeling procedure is implemented effectively. Self-Coaching Label Director and administrative coordinator are responsible for sending warning, suspension and withdrawal letters and notifying the partner organization and other involved parties.

Suspension rights

  • The Self-Coaching Label is suspended for a specified period based on the following conditions:
  • Organization does not allow audits within the specified time frame;
  • Organization did not complete corrective actions within agreed time scale;
  • Organization voluntarily requested to suspend participation in the label.


The committee is made of a diversity of profiles from private, public, for-profit and non-profit organizations in Education, Technology, Recruitment and Coaching that are centered around a shared vision of improving Education and Work by developping individual-led and invidual-centered inititiaves for learning and skills development.

  • PocketConfidant Artificial Intelligence: Olivier Malafronte, President; Nikita Lukianets, Chief Technical Officer; Isla Reddin, Chief Learning Officer.
  • Centre International du Coach: Valérie Ogier and Fanny Deveaucoup (associates).
  • IAE Nice School of Management: Nadine Tournois, Director.
  • University Côte d’Azur, IDEX Masters of Science: Aurélie Delort, Operational Director.
  • A3D – Atelier du Dirigeant Durable : Catherine Charmoille, President year 2020.
  • Adecco Monaco : Renaud Durand, Branch Director.
  • DAVI: Yannick Gérard, R&D Projects Responsible.