The TopClass Blog

What would it take to get employers to think of your association first when searching for training programs? Imagine not having to worry about the competition because your association’s credentialing programs are the most sought after in your industry.  

To better position your association’s credentialing programs in the marketplace, think about training needs from the employer’s perspective. How do your programs help companies address employee recruitment, training, and retention challenges?

The value of your credentialing programs for employers   

🏫Address unprecedented skills gaps

Employers are seeing a disconnect between the skills of recent graduates and their hiring needs. New entrants to the workforce need upskilling, but many companies don’t have sufficient resources to dedicate to in-house onboarding and training.

Early-career employees aren’t the only ones in need of new skills. Mid- and late-career employees must also commit to continual professional development to stay relevant and promotable. 

🏎️ Get employees up to speed quickly

A microcredential is a skills-based credential earned in a short timeframe. Microcredentials address current industry needs, adhere to professional credentialing standards, and serve as indicators of competence. They help employers identify jobseekers and employees with specific skills and expertise.

👩‍🎓 Identify the best talent

New entrants to the workplace, recent graduates, military veterans, and career changers who earn microcredentials demonstrate their commitment to career advancement in your industry. 

Microcredentials help employers identify qualified people for employment, promotion, and leadership development. With credentialed employees, companies see an increase in productivity, competence, and compliance with best practices. 

💼 Improve employee recruitment and retention

Employers who support professional development enjoy recruiting advantage. Growth and learning opportunities are priorities for jobseekers and employees, especially younger generations. Employees are more likely to stick with companies that budget for their professional development.

Increase employer interest in your credentialing programs

🎖️ Design stackable microcredentials

With stackable microcredentials, learners proceed through a series of short programs, earning microcredentials as they go. For example, offer a series of introductory programs for early-career professionals. These credentials can be combined (stacked) and counted toward a more comprehensive certification—keeping learners (and their employers) invested in your association’s programs.

🎓 Offer specialized microcredentials for mid- and late-career professionals

Develop programs related to new technology, emerging issues, and new workplace regulations or practices. 

👨‍💻 Recruit an employer advisory council

This group of company representatives helps you identify skills gaps and design programs to meet those needs. Employers who feel a sense of ownership in your programs are more likely to support their employees’ participation. 

📑 Regularly ask for employer feedback

Give employers an opportunity through surveys and focus groups to provide their perspective on existing programs and training needs. Tell them how you will act on what you learn, for example, focusing on the most in-demand skills and sunsetting what’s no longer relevant.

🙏 Provide post-program support

Sweeten the deal for employers by offering individual and group mentoring or volunteer career advisors to credentialing program alum—but for members only.

🆘Help employers manage training

Many employers lack the ability to identify training needs and monitor training. With the help of your LMS, you can help employers assess employee skills and track their progress through your programs. Corporate training partners can use a branded LMS portal to boost their training efforts.

Promote the value of your credentialing programs to employers

📢 Design new marketing campaigns

Associations usually promote online learning to individuals only. Put the same emphasis on marketing to employers. Develop value propositions for credentialing programs that focus on the employer ROI.

• Accelerate employee onboarding and upskilling

• Free up training resources

• Reduce training costs

• Mitigate workplace risk

• Improve employee performance, satisfaction, and retention

💽 Leverage testimonials and program data

Find out how credentials have made a difference in program alum’s work performance and career advancement. Ask supervisors for information about the program’s impact too.

Gather testimonials (quotes and/or videos) for marketing campaigns from program participants and their employers. Collect data from professionals who have a credential and those who don’t to see if there’s evidence of salary or career benefits correlated to the credential.

🏆 Award digital badges

When learners successfully complete the program and assessment, award digital badges for them to display online. Remind them to show off their credentials in email signatures, resumes, job boards, and LinkedIn.

🏠 Encourage in-house marketing

Credentialing program alumni are your best marketers. They can describe the learning experience and impact of the credential. Because prospective learners are more likely to act on the referral of someone they know, award these in-house marketers promo credits for each successful referral.

Create co-branded marketing materials for employers to promote the programs.

📰 Use all relevant marketing channels

Promote credentialing programs via social media posts and advertising. Highlight programs in your booths at industry shows, especially those attended by C-suite and HR professionals in your industry.

💻 Dedicate website space

On your workforce development or career website, devote a section to your credentialing programs, with a focus on early-career microcredentialing. Show how these programs fit into learning and career pathways.

🗨️ Talk it up with members

Mention these programs in association town halls, webinars, briefings, and other events where discussion of workforce skills and trends is taking place. Collaborate across departments to get your colleagues on board.

🏅 Never assume employers know about credentials

Despite all your marketing efforts, some people won’t get the message. Identify large employers whose staff aren’t participating. Schedule meetings to discuss your programs with decision-makers.

How employer support of your credentialing programs benefits your association

💸 Increased revenue

Employer support means more program registrations. Charge for employee self-assessments and learning pathway advice. Encourage bulk enrollment or learning subscriptions for employees. Companies using a corporate learning portal on your LMS keep the learner pipeline full.

👥 Expand your audience

As your relationship strengthens with employers, awareness of your programs spreads to non-member employees.

📒 Encourage a learning habit

Program participants take pride in mastering new skills and proceeding through learning pathways. As they become familiar with your LMS, they know where to find their next learning experience.

📈 Increase member recruitment

Since education programs are discounted for members, many employers will take advantage of that savings. Offer members-only benefits to sweeten the pot, such as mentoring, career advisors, and cohort groups.

Early-career microcredentials attract a younger audience. Although many may not be ready to spring for membership now, keep them close via special newsletters and offers.

✅ Differentiate your association from the competition

Microcredentialing programs demonstrate your association’s responsiveness to the industry need for upskilling new hires and employees. Employer support enhances your association’s reputation in the marketplace.

Credentialing programs help your association fulfill its mission to advance your industry and the professionals working in it. Find out how TopClass LMS helps your association deliver the online learning programs needed by employers and employees in your industry in this quick tour of TopClass.