Considering Certification: Steps To A Decision

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Steps To Making A Decision

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1. Identify the critical questions for market research for sustainability.

2. Distinguish two type of certification competition

3. Examine a readiness certification check list.

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Write down three things you

already know about

certification? Then share

with a neighbor.

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Your Turn

Am I a

certification

advocate?

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When it’s right for an

organization, I am a

certification advocate.

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If it’s not, then I’m not.

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Key question

to ask

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If you develop a certification

program, will your industry

or members look any

different ten years from now

that it does today?

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All organizations

can develop a

certification program.

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All organizations

can develop a

certification program.

But not all

organizations should.

Credentialing Jargon Primer

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Your Turn

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Good News! Bad News!

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No governmental or private

agency charged with setting

and enforcing mandatory

credentialing standards.

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Good: You are free to develop

credentialing programs when,

how and for whom you want!

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Bad - incredibly confusing for

everyone since terminology is

often applied inconsistently.

Discuss with a partner, why an

organization would want to

have a certification program.

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Your Turn

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Why create a certification program?

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standards of performance

Why create a certification program?

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Why create a certification program?

1. Assess current knowledge

& skills

2. Identify those who meet

the minimum criteria

established

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Why create a certification program?

ensure customers have

access to qualified service

providers

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Why create a certification program?

increase visibility of

profession

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elevate a profession

Why create a certification program?

Elevate a profession

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transform an entire industry

Why create a certification program?

Transform an entire

industry

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Sometimes it does none of these things

Why create a certification program?

Sometimes it does none of

these things.

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Why create a certification program?

Sometimes it is simply an

expensive program that

serves a very small portion

of an organization's target

market.

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Why create a certification program?

additional revenue stream

Increase attendance at

educational events

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Why create a certification program?

Because a competing

organization has one and

you can do it better

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Why create a certification program?

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Big Toolbox Of Options Available

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Big Toolbox Of Options Available

1. Certification

2. Certification programs

3. Accreditation

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Big Toolbox Of Options Available

4. Awards

5. Member classification systems

6. Professional development

programs

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What Are You Trying To Build?

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Your Job Is

1. If its feasible to develop and

implement.

2. Is there sufficient market demand?

4. Are your leaders and staff all on

board?

5. Do you have sufficient resources

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Your Job Is

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National Study Of Certification

launched program w/ expectation

program would be self-sustaining

in five years

Knapp & Associates & American National Standards Institute

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National Study Of Certification

Met the goal

Knapp & Associates & American National Standards Institute

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National Study Of Certification

Reported a net gain in

2010

Knapp & Associates & American National Standards Institute

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Study recommendations

You may need to subsidize the

certification program for several

years, if not in perpetuity.

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Study recommendations

1. Identify strategies that

will support sustainability

2. Determine what assets

can be leveraged to

accomplish this goal

Early in process

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Study recommendations

Marketing is a

must have!

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Questions To Ask To Create

Sustainability

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Questions To Ask To Create

Sustainability

1. What is the size and

anticipated growth of the

market?

2. What percentage of eligible

individuals intends to become

certified?

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Questions To Ask To Create

Sustainability

3. What percentage of employers

would encourage or require their

employees to become certified?

4. Which market segments are most

likely to be interested in

certification?

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Questions To Ask To Create

Sustainability

5. What are the perceived benefits of

certification and obstacles to

obtaining the credential?

6. What program features would be

most desirable to potential

candidates and employers?

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Questions To Ask To Create

Sustainability

7. How much would candidates or

employers be willing to pay for

certification?

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Steps For Decision Making

Steps For Decision Making

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1. Identify an investigatory and/or

decision-making group.

2. Determine & prioritize challenges

What types of problems

would an organization or

stakeholders have for the

organization to considering

credentialing?

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Your Turn

Steps For Decision Making

3. Determine what type of program

addresses these challenges

4. Determine program target and goals

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Steps For Decision Making

5. Consider opportunities and

obstacles

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What are some of the

obstacles that could keep

from developing a

certification program?

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Your Turn

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Barriers

i. Stakeholder resistance (certified

population, employers, etc.)

ii. iIndustry competition

iii. Creating and sustaining value

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i. Stakeholder resistance (certified

population, employers, etc.)

ii. Industry competition

iii. Creating and sustaining value

iv. Resource intensive

v. Qualified certification staff

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vi. Certification professionals

vii. Legal liability

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Steps For Decision Making

6. Identify guiding principles

7. Design program concept

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Steps For Decision Making

8. Study feasibility

a. Should we go into this certification

business

i. gathering, analyzing and evaluating information

with the purpose of answering this question

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Steps For Decision Making

8. Study feasibility

b. Market Viability

c. Financial Viability

d. Organizational Capacity

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Two Types Of Competitors

A. Direct competitors

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Two Types Of Competitors

B. Indirect competitors

i. Academic degree programs

ii. In-house training programs

iii. Professional Develop Programs

iv. Education institutions

What are some

competitive advantages to

consider when starting a

certification program?

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Your Turn

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Certification Check List

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