Coach goes back to basics in game plan for survival

UNDER THE RADAR:Eve Bulman, BrightSkills

IT’S A sign of the times that companies which used to use training and coaching to identify the managers of tomorrow, now often use it to prepare those same executives for the trials of telling staff they’re facing an uncertain future – or worse.

“The emphasis used to be on leadership and big thinking, but the recession is having an impact and in a lot of cases that’s changed,” says Eve Bulman (29), founder and lead consultant at BrightSkills Development Coaching.

“In a sense, it’s back to basics. Companies want to ensure that their executives have core management skills – and they’re still willing to invest in specific programmes that improve their competence and their behaviour and make them more effective.

“For instance, do they know how to handle today’s difficult conversations, such as telling staff they’re being laid off or they’re not going to get their bonuses? And are they aware of all the legal ramifications in those situations?”

As in the broader economy, the change Bulman describes has been extraordinarily rapid and unsettling, throwing the contrast with the days of the late Celtic Tiger into sharp relief.

“It was very easy to manage when there was plenty of money around. Motivation was based mainly on financial reward. But now businesses are having to think hard for the first time in years about how to keep staff focused and protect company morale.

“They’re having to be more creative about staff retention, though obviously it’s not the huge issue it was three or four years ago. And perhaps they’re beginning to realise that motivation is actually not all about money. It’s much more challenging than that.”

Bulman formerly worked with Google Ireland, where she managed the company’s “high-potential programme”, which identified staff – known fondly as googlers – on an upward trajectory in the organisation, and prepared them for the ascent.

“The programme was one we developed internally. It’s a very effective mixture of softer, academic-type stuff – which explores the participants’ leadership abilities, their different styles of communicating, and what motivates the way they interact with their colleagues – and, again, core management skills.

“The aim is to give people performing at a certain level the tools they need to make the best of their careers in the organisation, and to allow them to contribute to the best of their abilities.

It’s the strategy, or at least part of the strategy, which Bulman deploys with one of her key clients, Fingal County Enterprise Board’s Women in Business Network, of which she’s network manager.

“I was a member of the network and I gradually became more involved, mainly, I suppose, because coming from a training background, I’m used to engaging with people and facilitating discussions. And, of course, I also understand the particular challenges facing women in business. A lot of women choose to work for themselves because it gives them more control over when they work, how they work, and the kind of work-life balance they can achieve. So I see my job as providing a whole range of supports that help them maintain that balance.”

Interestingly, her own greatest professional need when she left Google and set up BrightSkills in May 2008, reflects Bulman, was to acquire a nuts-and-bolts business know-how. “When you’re confident of your own professional expertise, you figure you’ll have no problem selling it. But then you realise that as well as running and developing the business, you have to be your own marketeer, your own accountant and your own sales person.

“Staying motivated can also be a problem when you’re accountable only to yourself. So I set myself quarterly and annual goals, with regular reviews. And yes, I try to avoid saying to myself: you’ve been brilliant this quarter – you’re marvellous!”

IN THE RECORD:

Name:Eve Bulman.

Company:BrightSkills Development Coaching.

www.brightskills.ie

Job:Founder and Lead Consultant.

Age:29.

Background:Took a degree- equivalent course in marketing from DIT and the Marketing Institute of Ireland. Joined EBS in 2000 as a learning and development specialist, before moving to Google Ireland in 2006 where she worked as a management development specialist for Google EMEA.

Set up BrightSkills Development Coaching in May 2008, and in May 2009 became manager of the Fingal Women in Business Network. BrightSkills has worked with corporate clients such as McDonald’s, Accenture and Microsoft Ireland.

Challenges:"Adapting to the market during the recession, in terms of matching the services and the prices we're offering to the requirements and the budgets of our clients. The best way to do that is to have a chat over a cup of coffee . . .

Inspired by:"Im constantly inspired by the optimism and determination of people I meet through the Fingal Women in Business Network. They've kept me on track. They're not just content with surviving – they're out there building businesses with a future."

Most important thing learned so far:"Keep your eye on your long-term goals and don't let too much of your energy be distracted by side issues which should have systems in place to take care of them."

petercluskey@ireland.com