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LinkedIn education has some great folks that do presentations or post about building the brand. (I also started using Instagram and Pinterest).
As for how to help, in my personal experience,
1) I would have appreciated internal knowledge about what a career path might look like at the company. Asking what do you want to do is like looking at a giant buffet and saying you can have only one thing.
I have had project managers move to finance, risk, become developers, etc.
2) Asking the question, what do you like doing here? What would you wish you could try? Would get them thinking about their strengths.
3) Offer to work on elevator speeches or scenarios on how they can promote themselves. Having a conversation with a peer vs 1st/2nd level manager vs C-suite is very different. Now add promoting yourself on top of that.
A great way to create visibility (which they need to do themselves), is to get involved in different projects, where available. This helps get them in front of other people around the organization, reflects a sense of ownership, showcases their talents others may not have noticed, etc.
This may read silly but I purchased two books which may be worth a look. Brand Yourself and Hype Yourself by Lucy Werner. Check them out.