The Demand Is Growing for Certificate & Certification Programs
Organizations and people share the same success principle: if you want to get ahead of the competition, you must stand out. You need to differentiate yourself by the value you can deliver. Organizations use marketing campaigns to promote their value. People prove their value by the certifications and certificates they’ve earned.
Certifications and certificates are proof that someone is committed to the industry or profession. They’ve made the investment of time and money to improve and acquire skills and knowledge. They’ve demonstrated mastery of those competencies and can bring that value to an employer.
A Quick Primer on Certifications and Certificates
Before we dive into why the demand for certification and certificate programs is growing and how your nonprofit and members can benefit from these programs, let’s take a look at these two terms: certification and certificate. Both are credentialing programs, but what’s the difference?
A certification validates and recognizes a person’s existing experience, skills and knowledge. It’s not tied to a specific educational program, like a certificate is.
The Certified Association Executive (CAE) and Certified Meeting Professional (CMP) are respected certifications in the association community. Each of them requires:
- A specific number of years of work experience, in the case of the CAE, that number depends on your role in the industry.
- A continuing education requirement, such as 100 hours of professional development for the CAE.
- An educational requirement, either an AA or BA degree.
- A passing score on the exam.
After submitting the certification application, meeting the requirements and passing the exam, a person earns the right to use the initials or designation (CAE or CMP) beside their name.
Certifications have an expiration date and maintenance (or renewal) requirements. For example, CAEs must take 40 hours of professional development every three years to renew their certification.
Certificate programs are tied to a specific educational program or series of programs. The learner is awarded a certificate when they prove their mastery of the skills and knowledge taught in the program(s). Certificate programs are an excellent way to get people started with professional development because, upon their successful completion of the program, they’ll have something to show for their efforts—a certificate.
Why the Demand for Credentialing Programs Is Increasing
If you’re in the professional development business, you’ve probably noticed an increase in the number of colleges, universities and for-profits who are offering certificate programs. They see the market demand. In a depressed economy or tight job market, credentialing programs offer a way for people to take control of their career, boost their resume and differentiate themselves by proving the mastery of in-demand skills and knowledge.
Employers and employees are on the hunt for new skills and knowledge so they can adapt to changing operating conditions, markets, compliance requirements and technology. A McKinsey report said,
“To emerge stronger from the COVID-19 crisis, companies should start reskilling their workforces now.”
Employees can acquire new skills in certificate programs and prove their mastery of those skills and the extent of their experience with a certification. These credentialing programs are a convenient alternative to more expensive, time-consuming degree programs. Unlike degree programs, certificate and certification programs focus on the skills and experience required in the learner’s profession or industry.
Young professionals are especially interested in education, in fact, professional development ranks as a top workplace priority for Generation Z. Because young professionals are eager to acquire the skills and knowledge they need to get out of dead-end jobs and get on the path to a successful career, they’re a ripe audience for entry-level certification and certificate programs.
Increase Engagement and Revenue With Credentialing Programs
When the pandemic is over, be ready for pent up demand. The U.S. Bureau of Economic Analysis says the national savings rate has sharply increased during the pandemic. Employers and employees will be ready to invest in their future.
Certification programs create demand for your educational programs that provide CE credits, such as virtual conferences, webinars and online courses. Educational programs give members (and customers) the opportunity to develop and strengthen relationships with fellow learners.
Once someone gets the learning bug, they will continue to enrich their life with education. Some of them may decide to stretch their skills by getting involved with your association in other ways, such as volunteering.
Credentialing programs also generate much needed revenue for associations:
- Registration fees for online and in-person educational programs
- Certification application fees
- Certification renewal fees
- Certification exam fees
- Certification study group registration fees
- Certification study course registration fees
- Publications required for certificate and certification programs
The demand for professional development will keep rising. Lifelong learning is not optional if members want to succeed. It’s even better when they have something to show for their efforts, like a certificate or that coveted certification designation beside their name. Find out how MemberSuite’s Certifications solution can help your association, members, and customers manage the entire certification process.