B Corps and employee engagement: why coaching could be the missing link

B Corp certification has rapidly become a hallmark of businesses committed to balancing profit with purpose. However, achieving certification is not just about proving strong environmental credentials - it’s about demonstrating a company’s positive impact across five key areas: governance, workers, community, environment and customers.

One area where many organisations struggle to maximise their score is the workers category. Within this, the Engagement & Satisfaction subcategory presents a significant opportunity for improvement. A topline analysis of the 2,000+ UK-based B Corps shows that approximately only half achieve a score of 5 or above in this area, highlighting a crucial gap in employee motivation, retention and development.

Could adopting a coaching culture help organisations bridge this gap and unlock higher levels of engagement and satisfaction?

Being values-led means more than a statement

B Corps are committed to being values-led organisations, but living those values requires more than a mission statement. It must be reflected in leadership behaviour, how teams interact and the way learning and development opportunities are provided. Without consistency, organisations risk a culture disconnect - where employees hear one thing but experience another. This can lead to disengagement, reduced trust and lower levels of satisfaction at work.

A coaching approach to leadership helps close this gap by ensuring that values are embedded in daily interactions, decision-making and team dynamics. Leaders who adopt a coaching mindset model the behaviours that foster trust, collaboration and empowerment, strengthening both culture and engagement.

Why the worker category matters in B Corp certification

The worker category in the B Impact Assessment evaluates how a business supports its employees across four dimensions:

• Financial Security – fair wages, benefits and income equality

• Health, Wellness & Safety – workplace safety, mental health support and overall wellbeing
• Career Development – training, professional growth opportunities and leadership development

• Engagement & Satisfaction – fostering a sense of purpose, belonging and motivation at work

Of these, Engagement & Satisfaction is where some UK B Corps fall short, yet it plays a pivotal role in overall employee experience and business performance. If organisations want to improve their B Corp score and build a thriving, purpose-driven workplace, investing in a coaching approach could be the key.

How a coaching culture boosts engagement and satisfaction

A coaching approach to leadership and corporate culture fosters deeper employee engagement by prioritising open communication, active listening and individual development. Here’s how it can drive higher B Corp scores in Engagement & Satisfaction:

1. Creating a culture of psychological safety

Employees are more engaged when they feel heard, valued and supported. Coaching principles encourage leaders to ask powerful questions, listen without judgment and create environments where employees feel safe to share ideas and concerns. This psychological safety leads to increased innovation, collaboration and trust – crucial factors in high-performing teams.

2. Empowering employees through personal development

Many workers disengage when they feel stagnant in their roles. Coaching helps individuals identify their strengths, clarify career goals and develop skills that align with both their personal aspirations and the company’s mission. A structured approach to career development not only improves job satisfaction but also strengthens retention rates.

3. Strengthening purpose and alignment

Purpose-driven businesses attract purpose-driven people. Coaching encourages employees to connect with their work on a deeper level, aligning their personal values with the organisation’s mission. This alignment fosters greater motivation and commitment, directly improving Engagement & Satisfaction scores.

4. Enhancing feedback and communication

Traditional performance management often falls short in fostering true engagement. A coaching culture promotes regular, two-way feedback that is constructive, forward focused and empowering. When employees receive meaningful recognition and guidance, they are more likely to stay engaged and perform at their best.

The impact of coaching in workplace culture

Karen Smart, head of consultancy at the AoEC, highlights the transformative role of coaching in building positive workplace cultures: "Through the work we do with organisational clients, we see the use of coaching and coaching skills really make inroads into building strong, positive workplace cultures. Coaching isn’t just about developing leaders - it’s about shaping the way teams collaborate, how people feel valued and how organisations truly embed their values in day-to-day behaviours. When leaders embrace a coaching approach, it creates an environment where employees feel empowered, motivated and connected to the company’s purpose."

The business case for investing in a coaching approach

Beyond improving B Corp scores, embedding a coaching culture delivers tangible business benefits. Studies consistently show that organisations with high employee engagement outperform their peers in profitability, innovation and customer satisfaction. With retention challenges on the rise across all sectors, investing in coaching or coaching skills for your people can provide a powerful foundation for sustaining long-term success.

For B Corps looking to maximise their impact, now is the time to ask: How can we better support, engage and develop our people? The answer may lie in the transformative power of coaching.