Career guidance practitioners offer career guidance and career development services to diverse groups of people: students (at primary, secondary and tertiary levels), out-of-school youth (graduates and school leavers), workers in companies/organizations, and people in between jobs or looking to change careers. They may deliver services in settings such as schools, universities, colleges, TVET institutions, corporations, small or medium enterprises, and government agencies in a range of formats including one-to-one, small groups, large classes, or web-based.
The services they offer range from career counselling, advice and guidance, job placement and internships, employment services, recruitment, career coaching, training, career mentoring to coordinating work experience. For this reason, practitioners need to have core competencies to offer professional and quality services to their clients.
Career Development Association of Kenya has the following standards for those practicing in or entering the profession to uphold. These standards ensure that practitioners are equipped with the requisite skills and knowledge for professional and contemporary career guidance practice.