How Your Association Can Better Attract, Support and Retain Adult Learners

The Council for Adult and Experiential Learning (CAEL) research report, “Adult Learner Leaders for Institutional Effectiveness,” offers recommendations for attracting, supporting, and retaining adult learners.

The first strategy is data-driven planning, which involves conducting market research to align program offerings with the skills and competencies needed in the job market. Understanding the learners’ goals and collecting outcome data is also crucial.

Affordability is the second strategy, as adult learners are cost-conscious. Offering payment plans and scholarships can make professional development more accessible. Emphasizing the program’s value and return on investment in marketing materials is important.

Third, career connections and relevance are key to attracting and retaining adult learners. Providing career coaching and instruction on applying learning at work helps learners improve their professional status. Consulting with employer advisory boards ensures program relevance to job requirements.

Diversity, equity, and inclusion are addressed in the fourth strategy. Institutions should identify and bridge gaps by partnering with groups that can help reach underserved communities.

The fifth strategy focuses on student support and empowerment. Understanding learners’ diverse backgrounds and offering flexible learning options, such as microlearning and recognizing prior experience, help them balance learning with other responsibilities. Providing support and feedback throughout the learning experience is crucial.

Faculty and staff professional development is the sixth strategy. Instructors should undergo training in adult learning principles to enhance program value.

Lastly, forming partnerships with external organizations, such as workforce boards and educational institutions, expands an association’s capacity to connect learning and the workplace.

Implementing these seven strategies will help associations create a conducive learning environment for adult learners, making their online education programs more valuable and visible.