Enrollment is now closed with next training starting in 2024 – Pre-requisite course required Enriching Professional Identity

Professional Identity Facilitator Course

Are you inspired by developing other people’s careers?
Help people define who they really are, not just what they do for work

“The notion of professional identity is probably the single biggest advance in career-development since the Millenium”

– John Niland

Gain the missing ingredient every career development practitioner needs to be successful at guiding people on their multifaceted career path.

This course will train you in how to discover and define the professional identity of your clients or staff and reveal their self- worth so that they…

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Feel more energized in their work

Can effectively communicate who they are, not just what they do

Attract new opportunities that truly fit them

Raise the value of their work, and

Gain capacity to lead others, in turn developing their professional identity

This certification is for you if:

1. You enjoy career coaching or call yourself a career advisor

2. You want to level up your tools and gain an incredibly effective strategy

3. You feel other career methods aren’t meeting the needs of today’s workforce

4. You are a manager or L&D professional who wants to develop talent in-company.

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What clients are saying

After taking this course on Professional Identity, I feel I can finally begin to open the door to see my self worth and appreciate it with wonder and gladness instead of slamming the door shut and cowering behind it. As a result, I find I am saying Yes and No with clarity, making clear requests, pursuing opportunities with fresh energy and less afraid to charge for my work.” Elizabeth Anderson

This course changed everything for me, by kickstarting my facilitating/coaching and finally making ripples. The emphasis on self-worth is a game-changer.” Frédéric Bergugnat

For me the course has been valuable in several ways. Firstly, it has encouraged and allowed me to really begin to figure out and understand how I am truly of value in my marketplace. This new understanding is taking me beyond knowing my title, my role, my effectiveness, my impact. I am beginning to understand and experience more just how I am valuable, and this has elevated passion and confidence levels within me. Secondly, as a PI mentor I now have a vital ‘product’ with a clear path to take to market that will make a difference for others. Thirdly, the course has provided me with a whole bunch of new colleagues and potential friends from around the globe who I can have fresh conversations with and talk about ideas (and insights)” Graeme Layzell

Immediate benefits in communicating my value to others. Being rooted in strengths, self-worth, & discovery really has a building effect… an enjoyable path to professional identity.”  Melissa Wall

Why this certification

As someone who supports the career development of others, you need to know how to help people unlock their full potential.  Professional identity development is a revolutionary approach that complements all career development strategies, including personality assessments.

Professional identity is about how you see yourself and how others see you. It’s not just your job title, or qualifications or accomplishments. It’s the fingerprint you leave on everything that you do.

Most people in career transition don’t realize they have permission to define themselves on their terms. The only way they can learn how to do this is with the help of a trained guide who can be their mirror. 

Your ability to lead people through identity discovery and definition is a transformative process. It will forever unlock the way they see and think about their self-worth as well as who they are in their career.

Framework behind this course

Four-key aspects of knowing


Develop your own Professional Identity


The true value of your work blossoms when your roots grow in the fertile soil of self-worth


When you understand economic trends and workforce needs you can be of greater value


Apply this knowledge to career development and personal branding strategies

Course requirements

This is a 90 hour certification programme:

hours of live online coursework (1.5 hours week/ 12 weeks)

hours of homework, reading, group work and assignments (2 to 3 hours a week/ 12 weeks)

40 hours of practicum and supervision in the field where you guide clients through this process

After passing all requirements, you’ll receive a PDF certificate stating you’ve successfully completed this training and are qualified as a professional identity facilitator

You’ll also receive a digital certification that can be added into your LinkedIn profile.

In order to become certified, here is a snapshot of expectations:

Live participation

18 live Zoom sessions will be held on Tuesdays for 1 hour
3 weeks on. 1 week integration.

4pm GMT/ 11am EST
(Participants may miss one live session)

Additional course content will be accessible through an online platform including a discussion board. 


There are three required projects to complete during the course including:

1. Defining and naming your professional identity

2. Passing a written assessment focused on key topics and concepts taught during the training

3. Delivering a final capstone reflection presentation 

Practicum & Ongoing Supervision

After successfully completing the live course and assignments, participants must demonstrate their ability to use this effectively with clients. 

You’ll have 8 months to complete 40 hours of supervised professional identity coaching.

By the end, you will be able to
1. Define Your Professional Identity
– You’ll know your true professional identity, what you call yourself in your work and why you call yourself that.
You’ll have tested this in your own marketplace and be confident that it works.
2. Gain Deep Knowledge, Expertise, and Credibility
– You will gain a deep understanding of what professional identity is and why it matters.
– You will be able to clearly articulate the benefits of a clear professional identity, with examples.
– You will be certified as a Professional Identity Facilitator, bringing compelling credibility to your client work.
3. Masterfully Guide Clients
– You’ll know how to use professional identity tools in a meaningful way with your clients.
– You will bring fresh insights to your client work that will distinguish you as a practitioner.
– You will have gathered compelling career-stories that will inspire others.
Meet your instructor

John Niland is best known as a professional speaker, as well as being a coach, author and regular guest lecturer at universities and professional associations. Based in London and Lisbon, John is passionate about the power of self-worth in work: encouraging professionals to build a strong professional identity as an anchor in today’s turbulent world.

In 2016, a series of personal events led him to write “The Self-Worth Safari”, to ignite self-worth in individuals and transform their careers and personal lives. In 2018, he established The Self-Worth Academy, a global network of professionals promoting self-worth as a foundation for life and work.

John’s previous books include “Hidden Value”, “100 Tips to Find More Time”, “Opportunity Conversations” and “The Courage to Ask” (co-authored with Kate Daly). 


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Join the 2024 Interest List

Please email John@SelfWorthAcademy.com

Or directly book a call with him using this link

What's the next step?

Book a call with John via this link

How much is the course?

£1500 for 18 LIVE group sessions and access to self-study modules for life

What are the calendar dates?

The live training is 6 months long, followed by 8 months of certification requirements. New Dates Released Autumn 2023.

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