COUNTIF for a word within a phrase

[Nanaia]

I'm trying to count the number of times a word appears within a phrase. Each row lists an action taken by an agent (i.e. Policy: Transfer / Sellers). I'm trying to use COUNTIF to count how many of the row contain a specific word, like "Transfer" but it keeps giving the result as zero. I tested it and if "Transfer" is the only word in the cell it counts like I want it to. How do I get it to search the entire cell and pick out the word I'm trying to count when it doesn't show up the same number of characters from the left/middle/right in every occurence?

 

[Fluff]

If I understand correctly, how about
=COUNTIF(J:J,"*Transfer*")