How Finders Seekers uses coaching skills to strengthen client work and team growth

For Finders Seekers, coaching is much more than a tool: it’s a mindset. One that strengthens client relationships, supports employee growth, and ensures the team keeps asking the right questions, both with others and with themselves.

Finders Seekers is a globally operating talent agency specializing in tech recruitment and employer branding. In such a people-driven industry, creating authentic connections with clients is key. To deepen those connections, and to continue growing professionally, the FiSe team has been turning to the International Coaching Certification (ICC) course by the World Coaching Organization since the company's early days.

The outcome? New skills, new perspectives, and long-term impact both in client work and inside the organization.

“It’s a very useful course because it’s not really specified to any certain profession or role as such. We can also utilize it in business development with clients. I think it’s very versatile in that sense,” says Anni Helinen, CEO at Finders Seekers. 

A practical framework for impactful conversations

One of the key takeaways for FiSe has been the ROSA model, an easy-to-apply coaching framework taught in the ICC course.

“Because the nature of our work is very much about asking questions to understand clients’ situations and help them see where they should be headed, that aspect of coaching was super valuable for us. It gave us a structured and natural way of helping clients reflect on their work and improve”, explains Phuong Tran, Marketing Lead and Senior Employer Branding Strategist, who recently participated on the course. 

The model hasn’t just supported client conversations – it’s also shaped FiSe’s own business decisions: "We've followed the ROSA model for a lot of the strategy decisions we've made. It helps structure much of our planning and decision-making. And when we face difficult situations or problems, also with our clients, it's the go-to solution”, adds Saku Ruus, Co-founder and Head of Sales. 

Supporting growth from within

The benefits of coaching extend far beyond external client work. The course has helped FiSe team members better support new colleagues and adapt to different learning styles.

“After the course, we had a new trainee, and I understood better the difference between coaching and mentorship. I asked her what her preferred way of learning was – would she rather be coached, where I ask questions to help her figure things out herself, or mentored, where I show her directly? That distinction was really helpful for both of us in finding the best way to start a new job and learn the skills needed”, shares Phuong. 

Self-awareness that strengthens teams 

For the FiSe team, the ICC course isn’t just about tools; it's about inner growth. The course encourages participants to reflect on their personal values, needs, and sources of motivation, which has had ripple effects across the workplace.

“When we went through the aspects of our roots and understanding our value system, that was something I actively think about in terms of my career. What is it that is important in a workplace? What is it that I value? I think it also makes you more easily coachable when you understand what you need”, Phuong explains. 

This deeper self-awareness has also improved teamwork and leadership within FiSe.

“It makes you a better colleague in general. And if it’s about leadership, self-awareness makes you a better leader to other people”, the team conludes together. 

At its core, this curiosity and openness to growth is what drives FiSe forward. “I feel like we are inherently very curious and always looking to improve ourselves and others around us. And be challenged as well, which aligns very much with the course”, Phuong and the team add. 

Inspired by the facilitator and learning by example 

Another highlight for FiSe has been the course facilitator herself, Pauliina Hallama.

“Pauliina is phenomenal in leading the course and the training. That’s also one reason why we really like our people to attend: to simply listen to the way Pauliina facilitates and the way she engages people, and learn from her. Since we run a lot of trainings, we’re like: ‘Okay, how do we achieve Pauliina’s level of engagement, yet composure and calmness?'” the team praises. 

Gaining lasting business impact 

Even after completing the ICC course, the benefits continue to show in the way FiSe operates. Team members take greater initiative, approach challenges with confidence, and make sharper business decisions.

“The people who have gone through the coaching course tend to be more active. Afterwards, there’s more ownership: instead of waiting for someone else to suggest solutions, people come up with ideas themselves”, says Saku. 

“From a business perspective, the fact that we ask better questions, also from ourselves, has led to better business decisions. It’s easier to focus on what’s essential. There’s a lot of noise, but by asking impactful questions from each other and ourselves, we keep the focus", Anni shares. 

A safe space for transformation 

The ICC course creates an environment that encourages openness, connection, and personal transformation – qualities the FiSe team deeply appreciates. 

“The big value comes from the way you facilitate. Creating an amazing and safe space for us to be vulnerable and develop. Even in 30 hours together, it felt like we became close and knew a lot about each other’s lives. And I think… well, I’m not dating, but if I were, the questions I’d now ask on a date would be very different. Because it helps you get to know people on a deeper level”, Phuong laughs. 

“It was like a bubble we created. It was surprisingly easy to talk with everyone. No awkwardness. Every year, different people participate, but the quality is always top-notch. No fluctuation. Everyone’s always really happy with it,” the team adds. 

Coaching skills for every professional

The Finders Seekers team believes the course has value for professionals across industries, not just future coaches. 

“I would recommend the course for people who want to become a coach, but also for entrepreneurs, consultants, and people who want to be better leaders,” Saku concludes. 

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