Purpose In the context of desistance, employment has been described as a contributing factor in the formation of a non-offending identity. This study aims to examine the lived experiences of adult male ex-offenders who had served a custodial sentence in the UK, to explore the potential influence of employment as a desistance-promoting factor in the construction of a new, non-offending identity. Design/methodology/approach Interpretative phenomenological analysis was applied to eight semi-structured interview transcripts, up to 12 months after release from prison, from which five themes emerged. Findings Findings showed that lawful income through employment is associated with a shift in the values and goals of former prisoners, but only after transformation from an offending identity into a pro-desistance identity had taken place. The early days of prison, soon after induction, were reported as critical to catalyzing identity reconstruction. Once committed to a non-offending identity, desistance was then consolidated by employment and external support. Practical implications External support soon after arrival at prison may be useful in helping offenders to develop a non-offending identity. Professionals within the prison service could initiate identity reconstruction strategies in the days immediately following arrival at prison. This was shown to be a potential key phase of reflection for offenders, which could result in life-changing identity reconstruction. Originality/value The findings challenge previous research, which suggests that identity change occurs on release from prison or after sourcing regular employment. The application of identity reconstruction strategies, immediately following arrival at prison, might provide a useful approach when supporting the development of a non-offending identity among adult men serving a custodial sentence.