Why more companies are hiring ‘Culture Coaches’
Organizations are increasingly turning to “Culture Coaches” to address workplace challenges that traditional management approaches can’t solve. These specialized professionals bring outside perspective and emotional intelligence strategies to help teams build stronger communication patterns, employee engagement, and alignment. In this article, experts share insights on how culture coaching is reshaping the way companies approach employee growth, leadership development, and organizational success.
Leaders Shape the Operating System of Business
Companies are hiring Culture Coaches because many leaders are finally recognizing that culture is not a perk and not a mood. It is the operating system of the business. Most cultural breakdowns start in leadership behaviors: how decisions are made, how conflict is handled, how communication lands, and how trust is built or eroded in daily interactions. A Culture Coach gives leaders the mirror, structure, and practice to strengthen those patterns so teams can collaborate with clarity instead of confusion. When leaders shift their habits, the culture follows.
The impact is tangible. Engagement rises when employees feel seen, heard, and supported. Alignment improves because leaders stop sending mixed signals. Collaboration improves because teams feel safer challenging ideas and offering better ones. And performance improves because clarity reduces rework and friction across the system. Companies with coaching-supported cultures consistently see stronger engagement, stronger retention, and better performance outcomes.
A concrete example from my own experience: At a high-growth company I worked with, the leadership team was deeply capable but stretched thin. Decisions were made reactively, communication was inconsistent, and the team began losing trust in one another. A Culture Coach helped the executives slow their reaction cycle, name the patterns, rebuild communication agreements, and establish clear decision ownership. Within months, the shift was visible. Meetings became more honest, tension eased, and teams had clearer direction. Leaders modeled steadiness instead of urgency, and that stability cascaded into the organization. Culture did not shift because of a program. It shifted because the leaders did.
Culture Coaches do not fix culture. They strengthen the leaders who shape it every day. And when leaders have more awareness, more clarity, and more skill, the culture becomes a competitive advantage instead of a liability.
Lena McDearmid, Founder, Wryver
Culture Lives in Daily Feelings at Work
I am seeing more companies look for Culture Coaches because they are finally admitting something important. Culture does not live in a policy manual. It lives in how people feel day to day at work.
I often step into an informal Culture Coach role for my clients. I sit with senior leaders and ask very direct questions. How does it really feel to work here? Who is thriving and who is quietly checking out? Where are your values visible, and where are they only marketing language? Those conversations are where the real culture work begins.
A Culture Coach makes it safer to name what is not working. My role is to translate what I hear from employees into language leaders can act on. Sometimes that means rethinking how feedback is given. Sometimes it means changing who is in the room when decisions are made. Often it is about slowing down long enough to listen before launching the next big initiative.
Inside my company, my team holds me accountable in the same way. We are a lean, mostly remote group, so I invite honest feedback on how our workload, communication style, and tools actually feel in practice. If something feels heavy, confusing, or unfair, I want to know. That input shapes how we set expectations, run meetings, and protect rest.
The impact of a Culture Coach is not just a nicer atmosphere. It is clearer decisions, fewer unspoken tensions, and a workplace where people feel safe enough to tell the truth. When that happens, engagement and performance follow, but they grow from a real foundation, not from a slogan.
Alysha M. Campbell, Founder and CEO, CultureShift HR
Emotional Intelligence Builds Thriving Workplace Cultures
Right now, company culture is one of the most critical prerequisites for multiple younger generations. They are no longer willing to work in a hostile environment controlled by micromanagers. Companies are losing their top talent due to leaders with low emotional intelligence.
My work has involved working with companies for over two decades, teaching emotional intelligence and building thriving cultures. In the last year alone, there has been a sharp increase in the desire and need for outside expert support.
Creating a thriving culture is not a quick fix; it requires courageous and dedicated leaders willing to address their own shortcomings.
In one such company that hired me, turnover was constant! They were losing enormous resources with this one challenge alone; yet, the backbiting and lack of safety made it miserable even for employees who stayed. Now, employees love coming to work and remain loyal, even during tough economic times.
During the process, leaders were incredulous at first, until results began to show. Workplace gossip plummeted; employees worked through their own conflicts; leaders’ transparency increased; employee drama decreased; and a foundation of trust and open communication rose dramatically. Leaders went from disbelief to “hmmm” to “wow,” then relaxed into “ahhh.”
Nothing beats a workplace where people love coming to work!
Jennifer Williams, Executive Coach & EQ Leadership Trainer, Heartmanity
Adaptive Leadership Shifts Patterns Through Behavioral Experiments
Companies are turning to Culture Coaches because they’re finally recognizing what many of us in adaptive leadership have known for years: you can’t delegate your way out of a culture problem. Culture is the lived patterns of behavior a system rewards, tolerates, or ignores. And those patterns don’t shift because a CEO announces a new initiative; they shift because someone is helping people see their system clearly, experiment with new behaviors, and stay in the discomfort long enough for real change to take root.
A clear example stands out for me. An international institution brought us in to conduct listening sessions and map a plan to reengage critical staff and signal a more collaborative and accountable culture following a change in leadership and direction. Traditional consulting had handed them a tidy road map, which did not adequately incorporate staff input, nor did it account for the loss and frustration they had experienced. With groups of key staff, we facilitated a gap analysis of where the organization was and where they wanted to be. Small groups, each working on one theme, then identified behaviors to bridge that gap and plotted the impact of each idea as a function of their difficulty to implement. Six months later, staff reported feeling heard, retention stabilized, and the system could better focus on their core mission.
That’s the tangible impact: a culture where people are not managed into compliance, but coached into capability.
Kirsti Samuels, Founder, Women Igniting Leadership Lab
Coaches Provide Safe Space for Employee Growth
Companies that hire Culture Coaches are finding that their employees are increasingly happier, less overwhelmed, have tools to navigate growth and performance better, and create strategies to be more visible and relevant. This equates to better retention, work, and outcomes for overall company goals.
Seldom in our adult lives do we have a space to talk openly about our fears, imposter syndrome, and what’s holding us back, and doing it with key relationships in the office can be terrifying because of optics and the stakes feel too high.
Employees who have this type of coaching opportunity are supported in positive regard, free of bias, find strategies to overcome these fears, and champion more productive conversations with leadership or their direct reports while quietly and powerfully making a positive shift in culture through each and every conversation.
If every employee is on autopilot on a never-ending hamster wheel working, there is no pause for reflection, to find ways to navigate friction, or the pieces of the work experience that don’t feel right. Being able to work with a coach can help address these in the most positive ways and keep an employee from being disconnected, resentful, or lost. It also might keep them from leaving and help them be more productive!
As a coach that works for a Fortune 100 tech company, I’ve supported my clients in finding strategies to:
Onboard more successfully by working on tools for mastering their line of business and building key relationships, so they more quickly become comfortable in their role as well as valued team players.
Have conversations with leadership that are more productive and drive visibility and relevance for the employee.
Ask for what they want. Everyone in the workplace is human, never mind leaders, and finding the language and the ask that feels best has elicited the best outcomes. One of my clients finally asked for a promotion, and his manager’s response was, “I had no idea you wanted more.” They are now working on what’s next collaboratively.
Be more authentic with their team and leaders, leading to less overwhelm even though the amount of work didn’t change.
There are dozens more examples, but all these moments have made my clients more hopeful, confident, and excited about their roles. Many have gone from, “I want to leave this place,” to, “I found tools to address my needs and I like it here; I want to stay.”
The benefits are endless, and an amazing tool for organizations to harness.
Shannon Bloom, Leadership & Transformation Career Coach & Founder, PCC, Radiant Firefly
Outside Perspective Reveals Gaps Leaders Miss Daily
Companies are turning to Culture Coaches because they’re finally realizing that culture isn’t a poster on the wall or a gorgeous website—it’s the day-to-day habits, decisions, and communication patterns that shape how people feel at work. Most leaders weren’t trained to spot culture issues early or to talk about them honestly, or they are so busy with the day-to-day that they are unable to diagnose culture cracks. Having someone who can name the gaps, coach leaders through them, and build simple systems for consistency makes a noticeable difference. A Culture Coach brings outside perspective without the baggage of internal politics, which helps teams move faster and with more clarity. This is especially true when an organization scales and the informal ways of working that once “just worked” start to break down.
In my own work as a fractional people leader, I’ve stepped into this role many times. In one organization I supported, the team had expanded but the culture hadn’t kept pace (though in fairness, there hadn’t been intentional thought here). Staff and mid-level leaders (especially those who had recently joined) were reporting low levels of inclusion, while senior leadership—who were the same founders who built the organization—were both surprised and confused. What we uncovered was that the values were still deeply held by senior leaders, but they hadn’t been translated into clear, consistent practices consistently communicated as the organization grew. Without that structure, opportunities for growth started to feel subjective and political. Together, we mapped out key priorities and a road map to define organizational competencies and pathways for growth. We also communicated this to the organization as a whole so that everyone had visibility into the findings and the new direction.
Lisa Friscia, President and Founder, Franca Consulting
Intentional Culture Supports Ambitious Startup Goals
Companies are increasingly hiring Culture Coaches for a few different reasons.
1. They have the resources and foresight to plan ahead, likely startups with funding trying to become a venture-scale business that recognize the importance of developing an intentional culture to achieve challenging goals.
I have hired Culture Coaches for this purpose at past startups I have worked at, including Patreon and Clara. At both of these companies, the founders understood the importance of an intentional and aligned company culture from the beginning. They were aiming to grow rapidly and disrupt a traditional market. To do this, you need more than a basic business model; you need a team intrinsically motivated behind your mission and work. You need the company culture (i.e., actions and behaviors or DNA) to align with your ambitious goals. A Culture Coach in this setting comes in to help you refine vision, mission, and values and integrate those things into daily systems and practices.
2. The company has received feedback via engagement scores, performance reviews, or retention data and exit interviews that the culture is causing a problem, a “toxic” culture. This may be on a specific team or within the org as a whole. For this example, I have joined as the external “culture” coach. Here, you take a similar path, learning about the company’s goals and vision, and from there, develop the behaviors needed to be successful, and then, using listening tours and 360s, observe the culture and behaviors that exist today. You prioritize adjustments based on impact and begin intentional changes with feedback loops in a design thinking model to slowly adjust the culture over time.
3. The company may be preparing for rapid growth or another big change. In this example, the company may be aware, advised, or dealing with some early indicators of trouble with the culture. Regardless of the impetus, the company will pursue a “culture” coach, also a role I have taken, to support identifying the culture that exists today and the culture that will be needed throughout and after the change. This can be very helpful in undergoing a merger, international expansion, or dramatic shift in product/service offering and market.
Chelsea Seid, CEO & Founder, Talent Praxis
Regulate Nervous Systems to Transform Workplace Behavior
Companies are bringing in Culture Coaches because they’re realizing something fundamental: you can’t create a healthier workplace by only teaching leadership skills. You have to teach leaders and teams how to be regulated humans first.
A large portion of what’s labeled as “performance issues” is actually nervous system dysregulation showing up as reactivity, tension, poor communication, and burnout. A Culture Coach helps shift the internal state that drives external behavior, and that’s where culture genuinely starts to change.
One of the clearest examples of this comes from my work with a construction company whose owner, Jac Ryan, later wrote about their experience. She shared that what immediately stood out was that my approach wasn’t the traditional top-down leadership training they were used to. Instead of piling on more skills or telling people how they should behave, we focused on helping their trainers and field teams understand their own nervous systems, how their state, presence, and energy were shaping every conversation on the job site.
As Jac put it, the work was “refreshing, insightful, and deeply human.” Once their trainers understood how to center themselves, everything shifted:
They communicated more constructively instead of reactively.
They reframed tough conversations instead of escalating them.
Their attitude set a steadier tone for the whole team.
The entire field environment became more collaborative and less chaotic.
What impressed leadership most was watching their team open up, make honest shifts, and actually want to show up differently—not because they were told to, but because they finally understood themselves.
Jac described the shift as “noticeable and inspiring,” calling it a true top-down change that energized their entire company.
That’s ultimately why Culture Coaches are becoming essential.
They don’t just improve performance—they transform the internal capacity of a workforce. And when people feel regulated, safe, and centered, culture improves organically. Companies feel that immediately in engagement, communication, retention, and the overall human experience of work.
Karen Canham, Entrepreneur/Board Certified Health and Wellness Coach, Karen Ann Wellness
Clear Communication Norms Eliminate Expensive Business Obstacles
A Culture Coach is someone who comes in and translates the values, practices, and desires of a business into what happens on a day-to-day basis, then moves pieces into alignment with that vision. When we think of culture in a global sense, we think about the physical spaces, language, customs, laws, foods, slang; we think of the lifestyle. A company has a culture as well. It can go badly when the culture is not tended or respected, it has evolved but not well, or it was not established clearly at the start. When I was a classroom teacher, my first few years were rough: I did not know how to create a classroom culture so everyone felt they belonged and knew what to expect. Once I got this down to a science, students excelled, even ones who struggled in other places.
When you are part of a strong culture, it signals to your human brain that you belong there, you are part of something, and you are safe. From there, from that psychologically safe place, you are more likely to take risks, which leads to vulnerability, connection, innovation . . . these are things that eliminate expensive business obstacles, like disengagement and talent loss.
I have a client that recently scaled from a four-person team to a 10-person team. They are in the business of social support, so everyone has a big heart, but you have, for example, legacy members who hate tech, newbies without experience, misunderstood neurodivergent staff, seasoned but overwhelmed leaders . . . and no one has established lanes of function, communication norms, or respectful discourse. No one has talked about why huddles and retrospectives matter.
We started simply: list everything the company does and where everyone fits. Then we explored why overwhelm was predictable and how it shows up for different people. From there, we defined what requires permission, how communication should happen, and how to escalate something. They chose their norms and scheduled trainings on the tools (Slack, email, request forms, etc.). Everyone left with a communication chart and escalation map.
In one month, the CEO’s time opened up dramatically. He could actually lead instead of putting out fires. Duplicate efforts disappeared. People understood each other better. Communication became clearer. They estimate a 600% ROI based on time gained, fewer bottlenecks, and the overall improvement in how it feels to come to work.
That’s exactly why Culture Coaches are on the rise: when you fix the culture, everything else starts working again.
Sandra Bean, Founder + Strategist, Global Girl Boss
Mirrors Normalize Healthy Behaviors and Team Alignment
Culture Coaches exist to ensure that the workplace is a good place to be, because if it isn’t, great employees quickly exit, and for those who do stay, their engagement and performance will decline. What does a good place to work look like? It looks like a space where healthy working relationships are expected, where work-life balance is the rule, not the exception, and where individuals treat each other with kindness, whether they are in the room or not.
When I serve in the role of culture coach, I exist as the mirror. I model what it looks like to be a team player, a listener, an advocate, and a clear communicator. My role includes validating the great work that many staff are doing, and simultaneously motivating those who are not in alignment with our company culture to explore opportunities that are more aligned with their own core values.
Sometimes, employees are asked to schedule a meeting with me. In this meeting, I get to wear my coach hat, which rotates between life coaching, career coaching, and leadership coaching. Some staff are elated to have an hour dedicated to their professional success. But not everyone welcomes having the support of a coach. Some staff have the complete opposite reaction and do everything in their power to avoid spending one-on-one time with a coach. This galvanizes an organization. Staff with a growth mindset get supported and increase their performance, and those with a fixed mindset realize somewhere else would be a better fit for them.
Having the right culture coach in your organization is a huge win for your staff. They get supported, healthy behaviors get acknowledged, and a trusting, effective team gets built that can crush business goals together and celebrate each other’s wins in the process.
Kate Vawter, Founder and CEO, Ascent Solutions
Gen Z Demands Purpose Beyond Competitive Salaries
It’s because leaders have finally figured out that employees need more than free coffee and monthly lunches to fix team culture. Especially with Gen Z entering the workforce, and how much they care about having a sense of purpose more than a competitive salary, you definitely need a professional who’s solely dedicated to making teams open up and work together honestly. That’s how you build trust between employees and give them a sense of belonging.
Unlike HR, Culture Coaches are a lot more hands-on, and they work with everyone, both the employees and the managers. That’s the crucial part because if your employees are making an effort but your managers are still aloof or don’t know how to tackle things like burnout, then the whole exercise is redundant.
I think they’re incredibly valuable, but even more so in tech startups, and I’ve seen how these coaches remove all sorts of blockages that get in the way of innovation. They’re really great at helping founders spot which old-school habits are killing creativity.
Mario Hupfeld, CTO and Cofounder, NEMIS Technologies
