1.1. Describe differences between information, advice and guidance

This guide will help you answer 1.1. Describe differences between information, advice and guidance.

When working in information, advice, or guidance (IAG) roles, it is essential to understand the distinctions between the three concepts. Each term serves a unique purpose and requires different levels of responsibility, interaction, and expertise. This understanding is key in ensuring you meet the needs of individuals effectively and professionally.

What is Information?

Information refers to facts or details provided to an individual to help them understand a situation or make a decision. This does not include personal opinions, recommendations, or interpretation of what the individual should do. It is objective, straightforward, and presented as-is without bias.

Characteristics of Information

• Factual: Information purely involves details and data. For example, a bus timetable lists times and routes without additional input from the provider.
• Impersonal: No personal judgment or tailored advice is included when delivering information.
• One-way interaction: The provider gives information without needing extensive dialogue or reasoning with the recipient.
• Concrete resources: Information might be in the form of leaflets, websites, databases, or documented reports.

Examples of Information

• A job seeker asks what the minimum wage is. You provide the current rate as per government guidelines.
• A student asks for application deadlines for local colleges. You give them the specific dates and contact details.
• Someone wants to know what financial benefits they might claim. You hand them a leaflet outlining general benefit criteria.

In these examples, the provider simply offers data or directs the person to a source. There is no detailed assessment of the individual’s circumstances.

What is Advice?

Advice involves helping someone understand their options and offering suggestions based on their situation. It often builds on information but involves additional input from the person delivering it.

Characteristics of Advice

• Personalised: Advice is specific to the individual’s needs or circumstances.
• Engagement-focused: There is usually a two-way exchange where the adviser asks questions to gain clarity on the person’s situation.
• Expert insight: It sets out recommendations or solutions based on knowledge or experience.
• More responsibility: Giving advice carries a higher level of obligation on the part of the adviser.

Examples of Advice

• Someone asks about applying for benefits. After finding out their employment status and income, you suggest specific benefits they could explore further and explain where to apply.
• An individual wants to join a training course. You suggest a specific programme you believe matches their interests and goals.
• A parent asks about local childcare options. You recommend three nearby nurseries that match their budget and needs.

Advice involves interpreting information to suit the person’s situation. It adds a consultative element and helps the individual take their next steps.

What is Guidance?

Guidance takes things further. It involves a deeper level of support, often focusing on long-term issues or decisions. This is usually delivered by someone with more expertise or training in dealing with complex situations. Guidance may include analysing the individual’s broader circumstances, discussing feelings or goals, and helping them navigate through options.

Characteristics of Guidance

• Holistic: It often looks at an individual’s overall circumstances, not just a single question or query.
• Exploratory: Guidance involves discussion and reflection, helping individuals understand their own feelings, values, aspirations, or choices.
• Facilitative: The professional does not impose solutions but instead supports the person in identifying their own course of action.
• Specialised: It may need the input of a trained or qualified guidance worker, such as a careers adviser or counsellor.

Examples of Guidance

• A school leaver is unsure whether to attend university, start a job, or take a gap year. You organise several sessions to look at their skills, ambitions, and concerns before helping them narrow down their options.
• Someone wants to change their career but isn’t confident about their skills. You discuss their strengths, personal goals, and training opportunities, helping them clarify their next step.
• A client has multiple financial, housing, and employment difficulties. You guide them through strategies to address all these areas while prioritising their immediate needs.

Guidance is often more reflective and in-depth compared to advice. It requires building trust and exploring thoughts or emotions that influence someone’s decisions.

Key Differences

Level of Involvement:

• Providing information is transactional; you answer a specific question without ongoing involvement.
• Advice entails some engagement and personalised recommendations.
• Guidance involves more in-depth discussion, exploration, and support over time.

Tailoring to the Individual:

• Information is generic and applies broadly to anyone asking the same question.
• Advice considers the individual’s circumstances, offering specific recommendations.
• Guidance aims at helping someone make sense of a broader or more complex situation.

Expertise Required:

• For information, all you need is access to accurate, up-to-date facts or data.
• Advice requires understanding how to apply knowledge within a certain context.
• Guidance often demands advanced knowledge, empathy, and counselling or coaching skills.

Responsibility:

• Providing information involves minimal responsibility. You just need to ensure the facts are accurate.
• Giving advice carries some responsibility, as you’re offering suggestions that may influence the person’s actions.
• Guidance requires the greatest responsibility as it can significantly impact the person’s future decisions or direction.

Why Differentiating is Important

It is important to understand these differences in professional practice. Providing advice or guidance when only information is required might overwhelm or confuse the individual. Likewise, offering advice when only trained to deliver information could lead to unhelpful or inappropriate input. Understanding the boundaries between these roles helps protect you, the organisation, and the individual.

By recognising these distinctions, professionals in IAG services can deliver support that meets the person’s needs while staying within their competence and job remit. Always aim to clarify what is being requested—whether it’s facts, recommendations, or deeper exploration—and respond accordingly.

Using Real-Life Scenarios

Let’s imagine two individuals visiting your IAG service.

Example 1:
Sarah asks for details about local adult education classes.

• Here, you might simply give her a leaflet listing providers and their contact details. This represents information.

Example 2:
Liam has been unemployed for a year and is unsure what type of work suits him.

• You could ask about his past roles and suggest industries to explore and specific training to undertake. This would represent advice.
• If Liam wanted several sessions to discuss his career goals, assess his skills, and explore work-life balance, this crosses into guidance territory.

Final Thoughts

To determine whether someone needs information, advice, or guidance, ask yourself:

• Are they seeking facts only, without expecting further discussion? (Information)
• Do they want your input or suggestions for their situation? (Advice)
• Do they appear uncertain, require reflection, or need more personal exploration? (Guidance)

It’s also helpful to highlight your role to the individual. For example, say, “I can provide information” or “I can offer advice.” If the situation requires guidance outside your ability, you may need to refer them to specialist services.