Are You Directing Work, or Developing People?
In every organization, professionals face a choice: Are you the reliable manager who keeps the wheels turning, or the influential coach who helps steer?
Your professional brand isn't a buzzword: it's your reputation, and moving your career to a different altitude begins with intentionally shaping that reputation. It requires a deliberate shift from directing tasks to developing people. Through its foundation of proven, globally recognized competencies, the University of Virginia's Organizational Leadership Coaching Program provides the path to building this high-impact brand.
Beyond Reliability to Integrity and Trust
A manager's brand is built on reliability. A coach's brand is built on integrity and trust. The OLC program's curriculum aligns with the International Coaching Federation, which is the global gold standard for coaching competencies. You'll master core skills like "Demonstrating Ethical Practice" and "Cultivating Trust and Safety," both of which give you the framework to navigate organizational change and tough ethical calls with confidence.
The most powerful brand shift is moving from "task owner" to "growth facilitator." A manager ensures a project is completed; a coach, on the other hand, empowers someone to own their outcome, grow from the process, and build leaders. The OLC program's 88 education hours focus on this shift and teach you to use active listening and powerful questions to evoke awareness in others.
Your Next Step to a High-Impact Career
OLC graduates receive certification in the DRiV assessment tool and training in the CSI 2 assessment tool. These proprietary, industry-leading tools allow you to offer clients and teams more than mere conversation; in effect, you can provide scientifically validated data on motivations, drivers and change styles.
Your professional brand is the story people tell about you. By investing in the skills and credentials of a certified coach, you ensure that story describes a strategic and transformative leader. With the coaching industry valued at nearly $5 billion and demand projected to rise, this brand offers a clear, measurable ROI in your professional future.
The application deadline for the January 2026 cohort is Dec. 15, 2025.