How workers construct a sense of positive occupational identity in a contested emerging profession: the case of career coaches

Purpose Using the empirical context of the coaching profession, this study explores how workers in a partially contested and emerging occupation construct a sense of positive occupational identity. Design/methodology/approach We adopted a grounded theory method, drawing on interviews with 43 Brazilian career coaches, supplemented by documentary analysis of archival materials related to the profession and non-participant observations conducted during training sessions for these professionals. Findings Participants report the ambiguity of their occupational roles as career coaches, with expectations from different groups sometimes aligning and sometimes conflicting. Instead of striving for a homogeneous expectation of how career coaches should be, they suggest finding a sufficient balance between their perceived selves and diverse expectations. This attainable authenticity is reflected in participants' reliance on validation from supportive social groups rather than those who disapprove of career coaching as a vocation. We contend that two combined factors were essential for these professionals in a simultaneously contested and emerging occupation to construct a positive occupational identity. The first involves recognizing that they cannot be entirely authentic in their profession but can be sufficiently authentic. The second is that they should not rely on universal societal approval but instead leverage approval from certain societal groups, accepting that not everyone will approve of them. Originality/value This paper represents an original effort to explore how career coaches endeavor to build a positive occupational identity, considering the context of a simultaneously contested and emerging occupation. The simultaneous consideration of these factors, through the specific case of career coaches, was innovative for the literature.