How Micro-Credentials Drive Member Engagement

By Amber West, Serena Loy and Haley Wilson
Lately, there have been a number of challenges on the minds of learning and development professionals—from talent shortages to skill gaps and upskilling and reskilling. These problems may be hitting especially close to home for employers, but associations aren’t immune. Unhappy employees could be an existing or potential member who is searching for training they need to take the next step. This article outlines how micro-credentials drive member engagement and deliver professional development opportunities to help people stay competitive.
Micro-credentials can be a small but mighty tool in your association’s toolkit. Not only can they give members the easy and flexible professional development opportunities they’re looking for, but they can also support engaging and retaining members. This will help your association drive growth as we recover from the pandemic.
This article will look at what micro-credentials are and how micro-credentials drive member engagement.
What are micro-credentials?
Micro-credentials are representations of competencies or achievements that are earned through short, focused programs. They could be used for one-off qualifications that can be gained in a week. They could also be part of larger stacked training pathways that take a year or more as long as each micro-credential—each brick in the road—is geared toward nurturing a specific skill and can be achieved in no more than a few weeks.
When it comes to what kinds of skills micro-credentials can help build, the possibilities are vast. They can develop soft skills, helping people communicate more effectively in professional settings or implement specific styles of management in the workplace. They also can target fast-moving technical skills such as getting people up to speed with a new or updated software program, tool, process or standard.
How do micro-credentials work?
To receive a micro-credential, learners need to submit or show evidence that they’ve met the requirements you set out. Benchmarks could be tied to progress. Do they need to complete one or a set of activities, for example? They could also be tied to performance. Do they need to submit an assignment or assessment to prove they’ve mastered the skill?
Micro-credentials themselves also need to contain important information that makes them easier to verify and validate. This includes data about how the person achieved it, who issued it, and the evidence that’s available to back it up.
How members benefit from micro-credentials
For members, there are three primary benefits associated with micro-credentials:
· First, there’s speed. Because of the way micro-credential courses are designed, they don’t require the same time commitments that can come with longer programs like certifications. This makes them appealing to adult learners who are already trying to balance priorities in their work and personal lives.
· The second and related benefit is the relevance of micro-credentials. When we’re creating professional
development programs, we have to remember that adult learners expect learning opportunities to help them meet a real-world need. That could be solving a problem, or it could be giving them a skill they know they’ll be able to put to work. Because of how specific they tend to be, micro-credentials can help meet those demands.
· Third, micro-credentials are inherently portable. Once your members complete a program, they’re able
to easily share the accomplishment with their network via channels like social
media. They can also use it to give current and future employers insight into
their professional development efforts.
How micro-credentials drive member engagement
Micro-credentials also come with a number of positives for associations:
· First, they can be unique, giving your association a new way to attract members. With 85 per cent of associations saying they want to increase virtual professional development opportunities, it’s crucial for your association to do what it can to make your programs stand out.*
· They can also make membership stickier. Once people have their first micro-credential, which one will they want next? Will they need to renew at any point? Micro-credentials can motivate members to pursue
more professional learning opportunities—and make your association where they go to find them.
· Finally, micro-credentials can help drive alignment between what your members want to learn and the types of training and continuing education opportunities you provide. Are members taking advantage of the courses you’re offering? How can you improve and iterate them? What new topics do members want to see covered?
* This insight can be found on page 6 of the 2021 Membership Marketing Benchmarking Report
Read more informative content targeted at associations and not-for-profit organizations on the CSAE blog.