Counseling is sometimes difficulty to accomplish given the OPTEMPO of the element. However your directive to counsel is an order. Therefore the NCO should comply. Perhaps a better approach would be to sit down with the NCO and explain that his/her counseling of their soldiers is an action that proves he/she cares about them, their future, and their family. The NCO has a responsibility to counsel, identifying areas to sustain, areas that require improvement, allow the soldier to offer potential solutions/corrective action, and guide the soldier to correct weak areas, and then follow up. The counseling should also address upcoming events, recognition for achievements. By doing this the NCO has a formal record they can refer to when writing evaluation reports, awards, and/or separation/adverse actions.
Bottom-line: 1st take the high ground-explain why it is important, show that you are taking the time with the leader (because you care) and he/she should take the time with their soldiers (to show they care). Actions speak volumes! Should this fail counsel the NCO (formal), reference the previous directions/orders you have given them verbally. Indicate you will consider placing a bullet comment on their NCOER for disobeying an order for failing to properly develop subordinate, or look out for their welfare. Consider having the NCO bring you draft copies of the counselings they propose to give the soldiers, so you can review them together (corrective training), this shows you care about the product that is given the the soldier, and it shows the NCO you are serious about counseling and you are trying to develop them as a leader. In addition ensure you include in your counseling that the NCO needs to maintain a professional attitude when counseling his/her soldiers so that it does not come across like: I am being made to do this by a senior leader. It must come across as a team effort. Hope this helps.
