Employment coaching is increasingly considered an alternative to traditional case management in Temporary Assistance for Needy Families (TANF) and other employment programs. In employment coaching, coaches work collaboratively with participants to set individualized goals. These goals could be directly related to finding, keeping, or advancing in a job, or could be indirectly related to employment, such as completing education or training programs. This Office of Planning, Research & Evaluation brief describes the lessons learned about the coach–participant relationship from talking with coaching program staff and participants as part of the Evaluation of Employment Coaching for TANF and Related Populations. It discusses the benefits of strong coach–participant relationships, approaches to building them, program features that can affect them, and how program leaders can promote them.