The main objective of this paper was to examine the opinions and experiences of professional associates of pedagogues on the implementation of vocational guidance programs for students in primary and secondary schools in the city of Zadar, and to present the role of educators in the field of vocational guidance of students in selected institutions based on the data collected. The study was conducted using a qualitative semi-structured interview method and a total of 9 semi-structured interviews were conducted. The research sample is heterogeneous with regard to the type of institution and the professional experience of the associate educators. Given the constant and dynamic changes taking place within the education system and the labor market, pedagogues are facing a number of challenges. Therefore, the role of professional associates of pedagogues in achieving professional orientation becomes more and more necessary and valuable in every institution. The results show that expert pedagogues are aware of the importance of professional orientation, using various methods and forms of work in the implementation of the program. Furthermore, the research showed that there are minor differences in the attainment of a professional orientation with regard to the type of institution and the work experience of professional associates of pedagogues. The differences mainly arise in terms of engagement, initiative, attitudes, values and motivation of professional associates of pedagogues to achieve professional orientation. In addition, the realization of a professional orientation program requires direct work with students and cooperation with teachers, parents, the Employment Service and other external and internal factors of professional orientation.