Delivering a differentiated membership proposition

The response and progress

Council Meeting

16 September 2014

1

Reminder of our strategic objectives

• Rationale for change

1.To deliver a differentiated member proposition better aligned to career and professional development

2.To provide relevant support at all stages of the member journey and to simplify routes into the profession

3.To promote the profession as a career choice and enhance the student proposition to focus on student recruitment and grow pipeline into CIPD

4.To grow all levels of membership, relationships, reputation and relevance and to reinforce the position of CIPD as the pre-eminent leader of the HR and L&D profession in the UK and influence in our chosen international markets

2

3

We asked for your feedback and support to;

• Develop and launch a differentiated member proposition to support our strategic objectives

• Develop and launch new segmented benefits

• Approve a new differentiated fee structure based on grade which was developed from in-depth member research. We outlined the potential impact of this change on membership numbers

• Undertake an Iterative process over 12 months – you helped us to formulate our plans through positive feedback

4

How have members responded;

• Membership renewal rates are tracking neck and neck with 2013 on a YOY comparison

• Renewals as of 15 September 2014;

2014 - 109,066 (83.13%)2013 - 108,970 (83.15%)

• This exclude 4,778 members who pre-paid on an 18 and 15 month contract in the previous financial year

• Grades with the greatest increase in fees, Fellow, Chartered Member and Affiliates are all tracking ahead of budget

Current lapsing v’s budget 15 September 2014

* Excludes 4778 members who pre-paid before the start of the year

% paid by grade - 15 September 2014

* Excludes 4778 members who pre-paid before the start of the year

7

New benefits launched

• Quarterly Work. Journal – Digital and print offering

• Whistle blower advice line in partnership with PCaW

• New Business Centre

8

New benefits – nine month timeframe

• Bursaries for students

• Outplacement consultation for redundant members

• Volunteering to gain skills

• Life membership

• Greater peer to peer networking – regional Fellow events

• Special interest groups

• More strategic content

9

Key focus – embedding a culture of CPD

• Fundamental part of professional membership – commitment to CPD

• Reinforcing the saliency of our members

• Enhanced and transparent audit process – from January 2015

• Improved guidance on ‘output’ based CPD – what does this look like for me – case studies

• Member communications reaffirming our CPD policy and updated website

• MyCPDMap – will launch in November at ACE – November 2014

• Much improved, user-friendly self-assessment tool against the CIPD Profession Map

10

Key focus – embedding a culture of CPD

Members will be able to:

•Undertake intuitive and straightforward self-assessments

•Undertake multiple assessments at different bands of the map e.g. assessment

for their current role, and for new or different roles

•Access tailored CPD recommendations, based on their personal responses. 

•MyCPDMap will offer practical recommendations that can be undertaken within

the organisation, suggested reading and research, and also short courses or

qualifications that will support their development

11

Key focus – embedding a culture of CPD

12

Key focus – embedding a culture of CPD

13

Key focus – career partner for life

•Careers Support Services – segmented by grade

•New careers area on web

•CV service

•Back to work support

•Changing career - opportunities

The immediate focus for 2014

• Develop and pilot career services:

Work experience service – Oct 2014

Career Workshops – Jan – March 2015

Mentor service – November 2014

Test base:

100 student members – Salford, Westminster, Kingston, Leeds, Brighton and Hove, St Helens, National College of Ireland, Robert Gordon, Glasgow Caledonian, Solihull, Huddersfield, ICS,. DWP, CIPD

Sept 14 – May 15

Career workshops:

• Series of career management workshops

Face to face and webinar format

Core and additional sessions

Will be delivered at different levels/for different audiences

• First HR role

• Promotion

• Redundancy

• Returning to work

• Transition to senior roles

15

Mentor service:

• Developing activity

• Steps Ahead/Learning to Work

• Branches/groups

• Leaders network

• L&D Leaders network

• The pilot will test how we support these activities, and extend so that all members have access.

• Find ways to link across schemes

• Support with central training, admin support, guidance, web areas, webinars etc

16

Web careers area:

• New Career Hub for members:

• January 2015• CV, interview, application, job hunting advice, guidance etc• Info about HR roles: what they involved, career ladders, specialising etc• Case studies/career heroes (we have a good list, always looking for more!)• Regularly updated and dynamic content: blogs, articles, interviews case studies• More videos, quick fire content• Connections to opportunities on PM etc

• January 2015 - 2016• Interactive tools (CV, interview simulator)• Content delivered by membership level• Themed areas and weeks/months: getting your first job in HR, getting the

promotion, back to work after a career break, how to deal with redundancy (including outplacement services)

• Community aspect/social network links and groups

17

18

Growing Membership and relevance

• Engagement with Branches and Centres

• Growth in number of new students

• Decrease in lapsed students

• Reinforcing and supporting CPD

• International member proposition

• Leveraging the advantages of differentiated

member proposition

19

Our commitment to you

• Support from Membership Development Team now in place

I. Richard Goldsbrough – Student Development ManagerII. Joanne Davis – Membership Development ManagerIII. Lisa Harris – Membership Development Executive

• Continue to update Council, Board and MPD

• Keep the branch committees informed – last update in August

• Work with colleagues to seek solution to challenges e.g. Ireland

• Multi-media campaign to encourage retention and engagement

20

Breakout and feedback session

We would like you to spend 15 minutes having a table discussion about your views on the following:

1. How should the CPD audit process be strengthened?

2. Currently, our membership renewals are performing well in terms of numbers renewing. What are members saying locally about their CIPD membership ?