Marketing for Career Coaches: What Works (and What Doesn’t)

Marketing a career coaching practice can feel overwhelming, especially when you’re trying to balance client work with content creation, outreach, and business development. The key to growth in 2025 isn’t doing everything; it’s doing the right things consistently. Here’s what does and doesn’t work when it comes to marketing your coaching services.

What Works: Thoughtful LinkedIn Presence
LinkedIn remains the top platform for career service professionals, but blasting your availability isn’t enough. What works: posting weekly content that offers job search tips, celebrates client wins, and shares your unique approach to serving clients. Stay visible and offer real value.

What Works: Clear Website Messaging
Your website should answer three questions within seconds: Who you help, what you offer, and how to book a consultation. Include real client testimonials, simple service descriptions, and a frictionless booking form.

What Works: Email Nurture Sequences
When someone downloads a lead magnet or attends a webinar, follow up with them. A series of email follow-ups that deliver value and introduce your service offering helps convert warm leads into paying clients. Use automation to stay in touch with your potential client pipeline at scale.

What Works: Targeted Collaborations
Partnering with recruiters, college career centers, or even résumé writers can unlock a steady stream of referrals. Look for professionals or organizations who serve the same audience with different skills and make the relationship reciprocal.

What Doesn’t Work: Spamming Facebook of LinkedIn Groups
Posting your services in every job-seeker or coach group may feel active, but it rarely converts. Focus on building relationships, not dropping links or pushing your services directly.

What Doesn’t Work: Copying Other Coaches
There’s no shortage of generic templates online, but what sets you apart is your voice, story, and framework. Borrow ideas and learn from others, but don’t blend in.

What Doesn’t Work: Ignoring Your Analytics
If you’re putting time into content, track what works. Are people clicking your call-to-action? Booking consults? Reading your posts? Without data, you’re marketing blind.

Want to grow your coaching practice with marketing that actually works? Explore the Certified Professional Career Coach (CPCC) program and get the tools, frameworks, and business guidance trusted by top career coaches.