Career guidance plays a crucial role in helping individuals make decisions about their future and can influence whether rural young people choose to stay or leave. Traditional models focused on “career progression” and ideal job matches often fail to reflect rural labour markets, where opportunities tend to be more limited and fragmented (Alexander and Fuqua, 2024). In these contexts, the very concept of “career” and career guidance must be re-envisioned in a more place-conscious way: moving beyond narrow economic matching, valuing informal and locally gained knowledge and connecting to broader life aspirations and the idea of a good life (Alexander & Fuqua, 2024). Such services can strengthen student decision-making about educational choices, career pathways and desired spatial futures, facilitating pathways for staying, leaving and returning and supporting the functioning of both local and national higher education provision (Alexander, 2024).