EmployID aims to support and facilitate the learning process of Public Employment Services (PES) practitioners in their professional identity transformation process. To perform successfully in their job they need to acquire a set of new and transversal skills, develop additional competencies, as well as embed a professional culture of continuous improvement. EmployID will offer efficient use of technologies to provide advanced coaching, reflection and networking services. Based on adult learning theories, the project focuses on technology developments that make facilitation services for professional identity transformation cost-effective and sustainable by empowering the individual to engage in peer learning and facilitation. This will include (1) e-coaching tools that make coaching processes more efficient and enables peers to develop coaching skills, (2) reflection tools that integrate into coaching processes and support on-going conversation across contexts, (3) novel networking and facilitation tools that support individuals in becoming effective facilitators for the learning of others, and (4) flexible scorecard visualizations as a form of workplace learning analytics, partially fed by data collected from the user activities and feedback. These new tools will integrate into existing learning and training infrastructures, such as existing LMS. Privacy aspects will be addressed carefully by appropriate technical and organizational means. The EmployID framework will help PES practitioners to become self-directed learners and competent in their job counselling and PES organisations in effectively managing the up-skilling of their staff. A comprehensive and empirically validated indicator framework for PES organizations adaptable to their needs will support the development of a performance improvement culture. Our holistic approach is targeting professional identity transformation on an individual, network and organisational level.