The fast-changing world of work has justified the need for contemporary, accessible and inclusive models of lifelong guidance, underpinned by principles of social justice and equity, that meet a range of needs, and have the ambition of leaving no one behind. While guidance provision is widely available across most education systems, guidance for the labour force is less accessible and often fragmented, varying in quality, scope, evidence-base and practice. For services to be fully effective adult and employment guidance practice must find ways to transfer knowledge and experiences of the daily practice of guidance, to advance professional learning and development, and ensure its assimilation into practice and policy for the benefit of clients. Drawing on qualitative data, this paper illustrates the role of praxis in informing a new model of employment guidance, the MEEG, and the challenges for adult guidance practice within activation-oriented public employment systems.