Everywhere—from high school guidance offices to career podcasts—clients hear the same message: a “good” career means high pay, prestigious titles, and constant advancement. These ideas shape how clients imagine success, and how we as career advisors guide them, consciously or not.
These goals might work for some. But they don’t reflect everyone’s vision of a fulfilling life. When we default to conventional definitions of success, we risk ignoring the more personal and complex ways that our clients define a good career.
In Alberta’s diverse economic landscape, we can take an approach that works for everyone. We can stay aware of our own biases and make space for clients to define success on their own terms. We can shift our focus from giving advice to offering guidance. We can be curious about and explore what our clients really want and need.
The risk of prescriptive advice
Even when we mean well, it’s easy to fall into the trap of being prescriptive by telling clients what we think they should do. We might describe a career as “stable,” “in demand,” or “high paying.” But if we don’t find out what those things mean to the client, we could steer them toward something that doesn’t fit.
Think about the difference between these two ways of talking about the trades:
- “The trades offer great job security and earning potential.”
- “Some people find hands-on work really satisfying. What draws you to it?”
The first makes a value judgment. The second opens a conversation. It’s a small shift, but an important one. When we assume certain careers are “better,” we risk pushing clients toward goals that don’t reflect who they are. That can lead to burnout, regret, or the sense that they’re living someone else’s version of success.
As advisors, we need to watch our own blind spots:
- What careers do we see as more impressive or valuable?
- How do our own experiences shape the advice we give?
The moment we notice ourselves nudging clients in a certain direction is a good moment to pause and reflect. Then turn the focus back to what matters most: the client’s values, interests, and goals.
Redefining success with clients
Success doesn’t look the same for everyone. For one person, it might mean climbing the corporate ladder. For another, it’s a stable job that allows them to be home for dinner every night. Some people want to make a difference in their community, while others seek a role that helps them heal or rebuild after a tough chapter.
Your job is to help your clients figure out what success means to them. That starts with asking better questions. Instead of “What job do you want?” try “What kind of life do you want?” or “What makes a job feel worthwhile to you?”
Use tools like values assessments and storytelling exercises. Ask your clients about a time they felt energized or proud at work. What were they doing? Who were they with? What mattered most in that moment? These reflections often uncover themes such as creativity, teamwork, independence, or structure that can guide a client’s future choices.
It’s worth saying this out loud: Not every client hopes to follow their passion. Not everyone wants to be a high achiever. Some people just want something solid that pays the bills. There’s nothing wrong with that. It’s a valid goal that deserves as much respect and attention as any “dream” job.
Challenging ideas of a “good” career
By the time clients sit down with you, many have strong opinions about what counts as a “good job.” Those ideas may come from family, school, social media, or experiences with other career advisors. Clients might talk about high salaries, job security, or prestige, but they don’t always know if those things matter to them.
You can help unpack your clients’ assumptions. For example, we often frame tech careers, finance, or trades as smart or safe choices, but that’s only true if they line up with the person’s values, interests, and life situation.
Some clients chase high pay because they hope to retire early. Others want stability after years of financial stress. But these goals, while understandable, come with trade-offs. A “secure” job might feel rigid. A “lucrative” one might mean long hours or high stress.
Instead of focusing on superficial benefits, try asking:
- What’s pulling you toward this option?
- How do you think this job will feel day to day?
- What would you be giving up if you pursue this path?
- Does it support the kind of life you want outside of work?
Helping clients examine the “why” behind their goals is how you shift the conversation from outside expectations to personal fit.
Broadening the definition of “good”
When clients picture success, they often imagine a narrow version: full-time, 9 to 5, steady climb up the ladder, good benefits, and maybe a corner office. But for many Albertans, success looks different, and that’s OK.
You can offer space for clients to explore options that might fit better with their lives, goals, or values. For example:
- Portfolio careers—combine part-time jobs, freelance gigs, or creative projects for variety, flexibility, and multiple income streams.
- Remote work—can fit well for “digital nomads” who value autonomy, flexible locations, or work-life balance.
- Seasonal or part-time roles—might be useful for people managing caregiving, education, health needs, or other commitments.
- Job-sharing or compressed workweeks—can allow for deeper focus and more personal time.
- Mission-driven or community-focused roles—may not pay the most but might align with a client’s sense of purpose or social impact.
Your role isn’t to steer people toward any of these paths, but to validate them as legitimate options. That means helping clients think through what’s financially viable, what kinds of support they might need, and how their career can evolve over time.
When we treat these choices as serious, thoughtful paths rather than fallback plans, we empower clients to shape their work around their lives, not the other way around.
Supporting clients through change
Careers don’t stay still, and neither do people. What felt right in your 20s might not make sense in your 40s or 60s. Priorities shift. Health and family needs change. Sometimes, people just outgrow a job that used to fit.
One of the most valuable things you can do as a career advisor is to normalize this. Career change isn’t failure. It’s part of the process.
Help clients see their career as something they can shape over time. Encourage them to:
- Set aside time to reflect on what’s working and what’s not.
- Keep a journal or notes about what energizes or drains them.
- Talk to people in different fields to explore new possibilities.
- Take a class or try a short-term contract in a new area to test the waters.
When clients expect their needs and goals to evolve, they’re less likely to feel stuck and more likely to take proactive steps before burnout hits.
Remind them that changing direction isn’t starting over. It’s building on everything they’ve learned so far.
Your role is to hold space, not give answers
Clients come to you for guidance, but that doesn’t mean they need answers. What they often need most is space to think things through without judgment or pressure.
That’s where you come in.
You don’t need to have answers. In fact, trying to steer someone toward what you think is best can backfire. Instead, your job is to help clients uncover what’s right for them. That means:
- Asking open-ended questions
- Listening closely to what’s said (and what’s not)
- Helping them notice their own patterns, strengths, and hesitations
It also means checking your own assumptions. Are you nudging someone toward a certain field because it feels secure or respectable? Are you imagining what would work for you, not them?
Holding space isn’t easy. It takes patience, humility, and a belief in each client’s ability to figure out what matters to them. But it’s one of the most powerful tools you have.
In the end, a “good” career isn’t something you hand someone. It’s something they define for themselves with your support, insight, and encouragement.
Reframing our role
When we expand the definition of a good career, we open up space for more people to feel seen, heard, and supported in their work lives.
This doesn’t mean throwing out everything we know about labour market trends or in-demand skills. That information still matters. But a truly helpful conversation about careers blends practical advice with personal insight.
As Alberta’s economy evolves and people’s needs shift, career conversations must evolve too. Recognize that:
- Success doesn’t look the same for everyone.
- People’s goals and priorities change over time.
- Job satisfaction depends on more than salary and prestige.
- “Good” work comes in many shapes and sizes.
When we stop measuring careers by a single yardstick, we give clients permission to define success for themselves. That’s where the most meaningful growth happens—where we help Albertans build not just good careers, but good lives.
So, stay reflective, stay curious—and keep the client’s voice at the centre.