Executive Leadership & Career Development Coaching
everything you’ve ever wanted is on the other side of fear. - George Add air
The Pathway Project (TPP) is a creative coaching practice based in Dubai, UAE that focuses on providing executive leadership and career development coaching for professionals, entrepreneurs, organizations and government entities. TPP was founded to serve the professional development needs of the tremendous emerging talent in the Middle East, helping them realize their true potential. TPP is led by two certified coaches, Salma El-Shurafa and Veronique Ademar. Their multi-cultural background and experience gained in the Middle East and Europe make TPP unique. Their combined 20 years of experience as HR professionals, entrepreneurs and coaches enables them to better understand the development needs of global professionals, and serves as a cornerstone of TPP’s coaching programs Our à la carte services and coaching programs are client-focused, and designed to propel growth and excellence by helping individual’s gain a thorough understanding of themselves and their environment. Through proven assessment tools and questioning techniques, our customized programs test boundaries and get clients to think outside the box. Our coaching process assists in carving out a path to achieving the performance and results needed to succeed in a competitive market. We partner with leading Canadian career and leadership coaching company, CareerJoy, to offer industry-leading programs. CareerJoy has 10 years of experience in the coaching industry with 9 locations across Canada.
*CareerJoy: leading Canadian career coaching company founded by Alan Kearns, a Workopolis career expert, author of Get the Right Job Right Now!, and a regular contributor to Canadian media on latest trends in career development. Careerjoy is affiliated with HigherBracket.ca, Workopolis, and Workcabin and has been chosen as the official career-coaching firm for the alumni of Carleton University, Queens University and Athabasca University.
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the mind is everything. what you think you become. - B u ddh a
about salma el-shurafa Fo u nder & Exec u tive Co ac h Salma El-Shurafa is the founder of The Pathway Project (TPP) and this creative coaching practice draws on her 11 years of experience as a Human Resources professional, leader, entrepreneur and coach who excelled in navigating the dynamic UAE market. Her passion for transforming individuals has led her to flourish by working with high-potential staff, leaders, executives and entrepreneurs. The Pathway Project was born as a vessel, focused on guiding the region’s talents. Through TPP, Salma applies her professional experience to support emerging leaders in the Middle East on their own journeys to selfdiscovery. Salma’s multi-cultural background makes TPP unique. Having grown up in Germany, Palestine, Egypt, Canada, and gained her professional experience in Kuwait and UAE, she capitalizes on a global understanding of professional development. This feeds into TPP’s coaching programs, which propel the growth of individuals and organizations in the region, with an eye to global trends. Salma is an Associate Certified Coach (ACC) by the International Coach Federation (ICF) and a Certified Professional Co-active Coach (CPCC) from the prestigious industry leader, Coaching Training Institute (CTI). She has also completed CTI’s Co-active Leadership Program and is a Faculty Member. As a Faculty Member she introduces and trains individuals to the art of CTI’s coach training curriculum. Additionally, she holds a designation as Associate from The Chartered Institute of Personnel and Development and an Agile Profile Trainer and Coach. Salma holds a Bachelors Degree in Human Resources Management, Industrial Relations and Marketing from Saint Mary’s University in Halifax, Canada. Her past positions include working in HR for one of the leading banks in the Middle East,, the National Bank of Kuwait, as well as the world’s largest building materials supplier and cement producer, CEMEX in Dubai. Finally, Salma was a partner at UAE-based family business, Elevay, one of the top immigration consultancy companies in the Middle East. The opportunity allowed her to make fundamental contributions to the company’s growth and gain much-valued experience as an entrepreneur.
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do not follow where the path may lead. go instead where there is no path and leave a trail. - Ralph Wal do Emerson
about veronique ademar Part ner & Exec u tive Co ac h Veronique Ademar is a Partner and Executive Coach at The Pathway Project (TPP) where she focuses on providing professional career and leadership development coaching. The Pathway Project practice draws on her 12 years of extensive experience as a People Manager and Internal Coach. Passionate about Human nature and excellence, Veronique applies her professional experience to support the development of high-potential staff, leaders, executives, entrepreneurs and emerging leaders on their own journeys to self-discovery and growth. Veronique’s multi-cultural background, (French, Italian and Caribbean), makes the TPP approach unique. Having grown up Switzerland and the UK, and gained her professional experience in both Switzerland and UAE, she capitalizes on a global understanding of professional development. This feeds into the coaching programs offered, which propel the growth of individuals and organizations in the region, with an eye to global trends. She held various Regional roles such as Recruitment Manager, HR Business Partner and Talent Manager with several Fortune 500 companies in the UAE and Switzerland for both the private and public sector. The industries she has worked in include the Pharmaceutical, Tobacco, Oil & Gas and Hospitality sector. Her areas of expertise in HR lie primarily in Coaching, Recruitment, Employee Relations, Performance Management, People development, and Processes & Procedures. She holds the Internal Coach Intensive certification from the Teacher’s College/ Columbia University in New York city, and the Fundamental Certification in CoActive coaching from the Coaches Training Institute (CTI), she’s qualified from the Chartered Institute in Personal Development (CIPD), Myers Briggs Type Indicator certified (MBTI), a Neuro Linguistic Programing practitioner (NLP) and a member of the National Federation of Neuro Linguistic Programming (NFNLP). Additionally, she holds a Diploma of Commerce and Tourism from Lausanne, Switzerland. As a real change agent, her aim is to assist professionals in defining their own professional path so that they can leave their own trail. Success can come in different ways, shapes or forms and she sees it as her job to support individuals achieve it! 6
why coaching?
let the numbers** talk . . . 86% companies made their return on investment 72% improved communication skills 70% improvement in work performance 61% improved business management 57% improved time management 51% improved team effectiveness
**as reported by the international coaching federation
learn more about what we do What is Coaching, anyway? Coaching is a dynamic partner-based process that assists individuals and organizations in making a commitment to action and development of lasting personal and professional growth. It helps you or your organization create effective personal and professional decision-making patterns by gaining a coherent understanding of yourself and your environment. It facilitates exploration of thought processes, passions, motivations, needs, and skills. How does it work? Working with a certified coach provides significant benefits for individuals and organizations. Through various proven questioning techniques meant to provoke you, push your buttons and break boundaries, a coach will help you clarify your own thoughts. A coach will help you identify concrete solutions, goals and action plans, elevating your performance while honing your problem solving skills. Coaches hold individuals accountable and provide them with tools and perspective through a structured process. What Coaching isn’t. Coaching is not consulting, counseling or mentoring. Although there are great similarities, coaching is a unique experience. A coach does not provide answers, but instead facilitates your organic growth. The coach helps clients ‘test the waters’ as they choose a path, enabling them to formulate ideas and solutions that are right for them. Through unconditional support and positive regard for the individuals’ views, lifestyle and aspirations, a coach ensures that clients develop a healthy regard for their own capabilities, needs, motivations and goals. What’s at the finish line? A successful coaching experience will set you into “action mode”, deepening your learning process and forwarding your action. It helps you gain an empowered perspective focused on the present, but with an eye to the future. You will leave coaching with a better grasp of yourself and what matters to you most—your unique characteristics, passions and goals—as well as the skills needed to make those aspirations a reality. You will have trained yourself to easily tackle future challenges and make decisions with clarity and confidence. In short, the power is in you. Through a coach, you will have the framework you need to unleash it. 8
our programs & services organizations and government entities A game-changing experience is on the horizon for you and your staff. Whether your organization is small or large, coaching • Increases employee loyalty, confidence, motivation and efficiency, thus enhancing organizational, individual and team performance. • Helps employee(s) clarify goals and work proactively to reach them. • Develops effective leadership styles in team members as well as a greater awareness of what constitutes good leadership. • Enhances employee(s) creativity, learning and knowledge in order to both increase the retention of high potentials and develop future leaders within your organization Executive Coaching Leading an organization is not an easy endeavor, yet a leader’s character and competencies are decisive to an organization’s performance and success. We work with leaders to identify their challenges, define the skills required in their role, and create action plans for fostering good leadership. How We Do It The Leadership Identity Program provides your executives with: • • • •
Coaching them one-on-one sessions via Skype, phone or in-person Leadership Abilities Assessment to identify strengths and gaps. Leadership Competency Assessment to examine passions, values, environments and lifestyle and define core competencies, strengths and weaknesses within the context of effective leadership. Leadership Development Plan to set concrete goals in the realm of personal and professional development.
In-Boarding Internal hiring is the most cost-effective and efficient way for filling vacant positions; current employees do not need as extensive training as new hires and already understand and participate in an organization’s culture. They also have the requisite knowledge of and experience in the organization. The possibility for movement internally also increases employee motivation, productivity and retention. How We Do It We can help you identify the internal candidate that is right for the job. Our In-boarding Program provides a framework to match candidates to the most optimal role. This is done by:
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Coaching them one-on-one sessions via Skype, phone or in-person A comprehensive assessment of your employees’ strengths and weakness.
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Ability Assessment Tool®: a three-hour online tool that benchmarks skills. Career Options Report®: an identification of the full spectrum of the most optimal internal career options for them. Career Planning Tool®: a personalized map for the successful candidate’s next steps.
High-Potentials The High-Potential Leadership Program identifies high-potential employees’ strengths and development areas, and improves their knowledge, skills, style and abilities to prepare them for a more challenging role. How We Do It
We help High-Potential employees through our multi-dimensional Leadership Abilities program by: • • • • •
Coaching them one-on-one sessions via Skype, phone or in-person Identifying leadership strengths and gaps Learning which leadership positions best suit their abilities Maximizing their leadership in team settings Designing a personal leadership development plan
Team Coaching Team Coaching is designed with the purpose of developing a coordinated, resultsdriven team with the intention of using collective resources to build relationships, communicate efficiently and accomplish work and set goals. Every team is a collection of unique individuals with varied experience, styles, education and backgrounds. It takes careful coaching and a customize approach to transform this group into an effective team who can successfully work together to achieve tangible results and make the important transformation from an “I” to a “we” dynamic. How We Do It
Whether you are dealing with a new team or changing dynamics within an existing team, the Team Coaching process allows the group to discover, clarify and develop a plan of action for existing problems or challenges while being held accountable. We do this by • • • • •
Through face-to-face team coaching sessions Individual one-on-one coaching sessions via Skype, phone or in person. Use our assessment tools to identifying team strengths and gaps Maximizing their abilities and skills in team settings Designing a team development action plans
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individuals and entrepreneurs A powerful experience is right around the corner! Our coaching programs will help you: • • • • • • • •
Discover your skills and clarify your values and goals in order to enhance your personal impact and performance. Enhance your career and leadership planning by creating a strategy with an actionoriented plan and accountability. Leverage on your strengths and improve your confidence and motivation. Challenge you to explore other possibilities and stretch your comfort zone. Achieve a balance between your personal and professional lives. Prepare you for role or career changes; Identify a new career path Be an impartial sounding board
Leadership Identity As you move up the career ladder, continuously developing your leadership skills is essential to fulfilling your increased responsibilities. We help you maximize your potential as you discover your values, talents, skills, strengths and possible areas for development. How We Do It The Leadership Identity Program is a comprehensive program that includes: • • • •
One-on-One Coaching sessions via Skype, phone or in person providing you with methods and tools to improve your leadership skills. Leadership Abilities Assessment to identify strengths and gaps. Leadership Competency Assessment to examine passions, values, environments and lifestyle and define core competencies, strengths and weaknesses within the context of effective leadership. A development plan that sets concrete goals for your personal and professional growth, helping you hone your skills and focus on your key competencies.
Executive Coaching Leading an organization is not an easy endeavor, yet a leader’s character and competencies are decisive to an organization’s performance and success. We work with leaders to identify their challenges, define the skills required in their role, and create action plans for fostering good leadership. How We Do It The Executive Coaching Program provides you with • •
One-on-One Coaching sessions via Skype, phone or in person Leadership Abilities Assessment to identify strengths and gaps.
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Leadership Competency Assessment to examine passions, values, environments and lifestyle and define core competencies, strengths and weaknesses within the context of effective leadership. Leadership Development Plan to set concrete goals in the realm of personal and professional development.
Career Transition Getting promoted? Starting a new career? Ready to start your own company? This program helps you clarify your concerns/challenges and allows you to focus on making your dream career a reality. How We Do It The Career Transition Program can include a selection of the following tools and techniques: • • • • • • •
One-on-One Coaching sessions via Skype, phone or in person Career Identity Program®: a comprehensive assessment of your strengths and weakness using the latest assessment tools and methodologies. Career Option Report®: an individualized report that identifies the full spectrum of your career options and highlights those that promise the greatest potential. The 90-Day Career Search Program®: a program that teaches you to market your talents, abilities and qualifications to get the job you want. The Leadership Assessment Program: an evaluation of key leadership strengths and weaknesses. Leadership CV Package: CV and professional cover letter. 90-Day New Role Program®: you will be provided ongoing support to help you successfully transition into your new position for the first 90 days.
Career Identity Unhappy about your current career, yet unsure about where to start? Trying to figure out what makes you tick? The Career Identity Program helps you identify the right career. How We Do It This program begins with a comprehensive evaluation of your unique experiences, interests, priorities, skills and values to explore options and define a career path inspired by your passions. Based on an evaluation process we put together an appropriate Career Identity Program that will include a selection of these tools and techniques: • • • • • •
One-on-One Coaching sessions via Skype, phone or in person Biographical Career Report®: a comprehensive assessment of your strengths and weaknesses using the latest assessment tools and methodologies. Ability Assessment Tool®: a three-hour online assessment that benchmarks your skills. Career Options Report®: a report that identifies the full spectrum of your career options and highlights those with the greatest personal potential. Career Planning Tool®: a personalized map for your career transition. Effectively use the tools and reports listed above in order to implement a plan for advancing on the career path you always wanted.
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students Whether you are a recent graduate or an active student looking to gain some insight on the next steps in your career path, we provide planning tools to help you recognize your talents, strengths, interests and goals while developing a strategy for moving forward. Student Career Identity To help you make the right career choices early on, this program is designed to help you choose a post-secondary program, area of study or career that best fits your strengths, skills, abilities and passions. How We Do It The Student Career Identity Program can include: • • • •
One-on-One Coaching sessions via Skype, phone or in person A report of your talents, strengths, motivation, personality and areas for development based on a three-hour online assessment tool. A report that outlines career options best suited to your talents and interests. Assessment of post-secondary options that will further your career plan your key competencies.
Graduate Transition
By discovering the right combination of skills, talents and passions you will learn how to build on your education, manage your career and position yourself as a leader in your field. We will help you leverage your education as a springboard for landing your dream job. How We Do It The Graduate Transition Program can include: • • • •
One-on-One Coaching sessions via Skype, phone or in person In-depth assessment of your leadership strengths and weaknesses. Identification of the types of leadership positions that best suit you. Lessons in the power of personal branding and how to build an effective marketing profile.
Professional CV Writing Today, more than ever, you need your CV to stand out. Competition in the job market is increasingly fierce. According to a recent study, recruiters spend an average of 10 to 15 seconds screening a CV before making an initial ‘fit or no fit’ decision —that’s less time than most of us spend choosing which coffee to order in the morning! We will work with you to ensure that your CV quickly reveals your unique qualities, abilities and achievements, and best markets your skills and experience.
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How We Do It Our packages can include (but are not limited to) the following: • • • • • •
Professional CV Writing. Cover Letter Job search, interview, networking and negotiation coaching LinkedIn profile assessment Professionally prepared bio Personal branding coaching
workshops Team Stretch Workshop – Agility Agility is the ability to ANTICIPATE and INNOVATE in a COOPERATIVE way, to meet the needs in a changing environment. The goal of agility in organizations is to teach managers and their teams to behave in an agile way to meet the demands of their dynamic environment. Agility is the ability of Leaders, Teams and Individuals, to better: • • • •
Understand the context and anticipate change, Mobilize resources through communication and cooperation, Act quickly and appropriately together, in a coordinated way, To create the conditions for sustainable performance
How It Works This experiential workshop for teams and individuals provides: 1. The ability to evaluate the strengths and weaknesses of a team 2. An evaluation of each member’s individual agility capabilities: • Anticipate (intuitive and proactive anticipation) • Cooperate (systemic empathy and synchronization) • Innovate (constructive rebellion and relational pedagogy) 3. A common action plan to reach the right level of agility and its implementation.
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Career Identity Workshop - Choosing the Right Path Unhappy with your current career, yet unsure about how to change it? Trying to figure out what makes you tick? The Career Identity Workshop helps you identify the right career at any stage in your career. How It Works This workshop covers: • • • • • •
A comprehensive evaluation of your unique experiences, interests, priorities, skills and values to explore options and define a career path inspired by your passions A comprehensive assessment of your strengths and weaknesses using the latest assessment tools and methodologies. Ability Assessment Tool®: a three-hour online assessment that benchmarks your skills. Career Options Report®: a report that identifies the full spectrum of your career options and highlights those with the greatest personal potential. Career Planning Tool®: a personalized map for your career transition. The tools and reports listed above in order to implement a plan for advancing on the career path you always wanted.
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you must do the thing you think you cannot do. - Elea nor Roosevel t
client buzz: inspiring journeys “I was not happy with the way my career was progressing, so I decided to work together with Salma on defining my professional goals and ways to achieve them… [Since then,] I’ve changed my job and have chosen a profession that aligns with my strengths. Salma’s coaching approach is excellent and powerful. It gave me the will and techniques to focus and work on the progress of my career! …Those tangible techniques are easy to apply and proved to have immediate effect—I can only recommend [that others] try it. I believe that every successful person needs a coach on his/her side to continuously pursue their goals and dreams.” - amir melad, project manager, dubai, uae “On more than one occasion, when I was confronted with lawyers who were not performing or who were at risk of being lost to the competition, Veronique was able to coach me in understanding the motivations of the professionals involved. Veronique has an innate ability to read people, to draw them out of their shells and to help them articulate their issues and goals. These were very useful skills as a manager and have enabled me to better manage my department. Veronique has all the skills that a Career and Executive Coach should have.” - fernando tovar, general counsel, dubai and currently ceo and general director, central america “After five years of working in the same company, I needed a career change due to poor work/life balance and a lack of new challenges. I was not sure, however, which path to take and something seemed to always be holding me back. Salma’s coaching sessions allowed me think about the situation in a more practical and pragmatic way. Her structured and creative approach helped me identify what is important to me in terms of a career… Salma also spent adequate time after the coaching sessions to follow up on my activities. As a result, I am happy to say that, [after] a few months, I accepted a job offer for an exciting new position that fulfills both my personal and professional goals.” - youssef fraiwat, general manager, honeywell, doha, qatar
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the achievements of an organization are the results of the combined effort of each individual. - Vinc e L ombardi
client buzz: inspiring journeys (con’t) “When I first made the decision to change certain attributes of my lifestyle, I was still a bit skeptic of how a coach could help out... [But working with Salma] wasn’t just a coach-client relationship; it was a conversation between two friends. She stood by me through my deepest and darkest moments while letting me know that I would conquer those issues without difficulty. She always made me laugh and always kept me positive by the end of each session... She raised questions that I never asked myself, pushed my limits by constantly challenging me, and sprung motivations that I never thought existed in me. Through her methods I was able to find a whole new side of me that I had completely ignored, a side of that I’m in love with… I owe my happiness to her and to myself, and I will be forever grateful for what she has done.” - hazem ghorab, executive producer, dubai, uae “I was faced with a dilemma that I could not resolve by myself and I knew that I needed to consult someone who is impartial, attentive and very honest. I knew immediately that that person was Veronique. Veronique helped me by firstly taking myself out of the situation and analyze it as if I were on the outside. She then guided me to review each aspect of the dilemma one by one with a series of exploratory questions. One thing I really liked was her approach; it was soothing, patient and direct all at the same time. Through her questioning and unconditional support, I was able to abandon the emotion I was attaching to the dilemma and think much more rationally. What I always like about approaching Veronique is her sense of inner balance and non-judgment. She puts you at ease almost immediately and gives you an utmost air of confidence and attention. I have turned to Veronique on many occasions because she is sincere, professional and endearing. I will continue to turn to her for the invaluable insight, guidance and support she provides, with sincerity and full attention. I would definitely recommend her to anyone to address all concerns and issues be it personal or professional. She truly is a wonderful coach and an amazing human being.” - rupinder walia, hr business partner, dubai, uae
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leadership is practiced not so much in words but in attitude and in actions. - H arol d S. Geneen
client buzz: inspiring journeys (con’t) “Veronique has been and is still providing me career coaching for the last three years. She helped me regularly in finding my focus as to what I wanted to achieve career-wise. I discussed career opportunities and growth options with her to see if they matched my aspirations and personality. She is extremely insightful and will help you discover your true professional drivers. She is motivating and intelligent. I would highly recommend her to anyone! We all need a Veronique in our professional life from time to time.” - erik christaen, deputy general counsel, dubai, uae for more client buzz please visit www.pathwayproject.ae
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saleh bin lahejbuilding,office 210, al garhoud po box 36566, dubai, uae +971 56 681 2878 | info@pathwayproject.ae www.pathwayproject.ae