Student counsellors, as the backbone of ideological and political education for university students, are responsible for fostering virtue through education. However, with the integration of ‘Internet+Education’ and changes in Generation Z students, their work faces challenges like ambiguous role definitions, insufficient technological empowerment and occupational burnout. Based on research at S Vocational College and other institutions, this study analyzes the practical challenges of student counsellor work in the new era. From the perspectives of role transformation and competency restructuring, it proposes pathways such as constructing a ‘professionalisation + digitalisation’ competency matrix, refining a ‘dual-track’ career development system, and innovating a ‘segmented’ student development model. It argues that new-era student counsellors should shift from “administrative managers” to “professional educators” and enhance capabilities in mission-driven leadership, regulatory safeguards, emotional connection, and team collaboration. This will drive the development of the student counsellor workforce towards greater specialisation, professionalisation and expertise.