Seizing Opportunities: Why Associations Should Offer Microcredentials to Industry Professionals

In light of the significant demands that any project places on an association’s limited resources, it is essential to have compelling reasons for venturing into new lines of business. An article by WBT Systems outlines several compelling reasons for associations to consider offering microcredentials to industry professionals, both existing and future.

First, there is a growing demand for microcredentials in the market, driven by learners and employers. Research indicates that students value microcredential programs for their affordability and shorter duration compared to traditional degree programs. Millennials and Gen Z, in particular, prefer bite-sized, practical learning experiences that offer tangible rewards along the way.

Employers, on the other hand, are increasingly skeptical about the preparedness of college graduates for the workforce. Microcredentials provide evidence of competency and initiative, making it easier for employers to assess prospective and existing employees’ skills. Furthermore, microcredential programs are cost-effective for employers.

Another driving force is competition, primarily from well-funded colleges entering the microcredential market to enhance their relevance and financial sustainability. The majority of higher education institutions view alternative credentials, including microcredentials, as crucial for their future. While their adoption is still evolving, colleges face bureaucratic challenges and may struggle to keep pace with technological advancements.

Associations have a unique advantage in this landscape due to their established name recognition and industry relationships. They can respond more swiftly to industry needs and technological advancements. Additionally, associations have the potential to offer learners tax benefits if legislation expands tax-exempt savings plans to cover association programs.

However, there are challenges for associations entering the microcredential market. Microcredentials can be confusing for both employers and learners, requiring market education and standardization efforts. Blockchain-based credential verification is suggested as a solution. Employers’ HR systems often struggle to recognize microcredentials, making collaboration between industry employers and associations essential in addressing this issue.

Associations, especially those serving industries with labor shortages, should consider forming employer advisory councils or workforce development councils to develop relevant microcredential programs. Employers are increasingly willing to collaborate on such initiatives to ensure training aligns with workforce needs.

Offering microcredentials presents a compelling opportunity for associations to meet the growing demand in the market, maintain their industry relevance, and create meaningful partnerships with employers.