Job Career and google - gobbledegook or a whole new language

I am a career development practitioner. What does this mean to you? If you are like most of the world's population, probably not much.

This is a problem. It is a problem for you, because without knowing about me and my colleagues and what we can do, you might be missing out on something unbelievably good: a better time at work, personal fulfilment,a feeling that life makes sense, and yes - achieving your dream career.

This is also a problem for me, and for my fellow career development practitioners, because without you, we have no job, we can't earn a living, and we can't achieve our own career dreams. We feel unfulfilled and dissatisfied.

The career development industry itself is just a little over one hundred years old. A man called Frank Parsons is the 'father' of our profession, establishing the first career assessment in 1907. Mr Parsons was the first person to show people that they could choose their own career. This was radical - prior to this time young people were handed a career, either through inheritance of the family business or because this was the work available in their area, and this was pretty much it for the rest of their lives.

Parsons' career planning tool was simple but effective, so effective in fact that career development practitioners still use a version of this today. Basically it involves establsihing career interests, working styles and personal preferences (or values) which become key career ingredients for that individual, then turning these into tangible career goals and developing a plan to make it happen.

Behind this simplicity, there is a lot of skill required. Unfortunatley, career development practitioners often do our jobs so well that we are almost invisible in the process. Let me explain.

If you are successful in your career and you have had the help of a career career adviser, counsellor, or coach, the success is all yours, and you will have put in some effort to make it happen. But perhaps a career counsellor was there at the start, helping you to sort through the haze of options, or to help you come up with ideas in the first place. Perhaps a course adviser was there to help you to make sense of the courses on offer to help you become accredited. Perhaps a career coach kept you motivated during times you thought it was all too hard.

These days, career development practitioners often take on all these roles to help you through each stage of transition. Obviously, to have all these skills requires a lot of training and ongoing skills development.

Even if you haven't ever actually seen a career person, our very existence has helped cause a mindshift. I am sure you would find it difficult to conceive of a time when you would have been stuck in a job for life, whether you loved, hated or loathed it. For this, you can thank the career professionals who have pioneered this way of thinking and working over the last hundred years.

If you have always thought that career people 'just work in schools', 'help with course selections', or 'are just for people who are not coping at work', it is time to think again.

You probably aren't aware that there are a lot of career development practitioners working from home offices or in co-located offices around the world. Alain de Botton's recent book called 'The Pleasures and Sorrows of Work' has a chapter on career counselling in which he describes the work of one rather quaint career development practitioner. Whether this is a good or bad advertisement remains to be seen; certainly people moving into this field come from a range of backgrounds and age groups, this is not addressed in de Botton's book.

OK, so what does all this have to do with google?

Given that the career development profession needs to be more widely marketed, and given that the Internet is arguably the best marketing tool in the world today, I am concerned that google may well dictate the future of our industry.

I have a website; it describes what we do accurately. Visitors often comment on how appealing it is, how easy it is to read, how professional it looks. They often decide to use our services. However, for every person who finds the site thousands of others do not. This is because the google search engine does not understand the words we use. Admittedly, it relies on input from searchers, who don't know what career development is - are you beginning to see the problem?

So, let's say you want to change jobs or figure out what you want to do with your life. What words do you enter into the search engine? Well, our recent research into google searches show that 'career advice' (which does not describe what we do at all well, nor does it sound attractive to most adults), 'resume help' and hardly sensible phrases like 'job career' and 'get help job' are popular. Should I change the words on my website from 'We are a group of career development practitioners' (which is the term we want you to know describes us and what we do) to 'We are job career people'?

Doctors, accountants and lawyers don't have these problems because their industry terminology was set well before the advent of internet search engines. But for the career development profession, we must now decide whether we should be led by the almighty cyberspace god Google, or to find some other way to get our message across.

I doubt that will happen, the Internet and google are far too entrenched. So just be aware that although we might just have to bow to public pressure and call ourselves 'career advisers', we don't actually give advice, but what we do give is so much more useful to you - we help you manage your working life in a way that reflects your individuality and prevailing needs at any one point in time.