Extending our reach and relevance- Membership

Sue UptonBranch Chairs and Council Representatives meeting

9 October 2013

1

Strategic priorities – 2013 and beyond

2

Membership vision

FROM TO

Flat growth Year on year growth

One size fits all Differentiated propositions and pricing.

Qualifications plus upgrade and EA as main routes to membership

More flexible and accessible routes to membership that recognise changing HR careers and specialisms

High lapse rates for key groups of members e.g. students, international

Delivery of relevant and valued propositions that drive retention

Members ‘stuck’ in wrong grades Fit for purpose structure and progression routes

Student relationship primarily with centre (300 plus centres)

CIPD closer to students and channel partners

CPD policy not perceived to ‘have legs’ Clearly articulated policy with clear signposting to development interventions

Employers and other stakeholders confused by the various accreditations (membership and qualifications) we offer and how they can be accessed

Clearer market and customer understanding and relevance.

To create a fit for purpose membership model (structure, routes, proposition, fees) that drives recruitment, progression and retention

3

eee

Chartered CompanionChartered CCIPD

Chartered FellowChartered FCIPD

Chartered MemberChartered MCIPD

Associate Member *Assoc CIPD

Graduate(Ending June 2014)

Student(on pathway to Prof Membership)

Affiliate(Subscriber)

Academic FellowAcademic FCIPD

Academic FellowAcademic FCIPD

Academic MemberAcademic MCIPD

Academic MemberAcademic MCIPD

Academic AssociateAcademic Assoc CIPD

Academic AssociateAcademic Assoc CIPD

By invite only

Professional membership

*From 1 January, Associate membership will automatically be awarded to members who have successfully completed a CIPD approved or awarded certificate or diploma qualification or undertaken an equivalent assessment. 4

Membership structure and routes

Networking

Career Development

Personal Development

Access to information

Professional status and recognition

CPD

Membership proposition and fees

CPD

CPD

People

Management

Pra

ctic

al t

oo

ls

Bran

ches

Profession Map

Professional

recognition

Com

munities

Res

earc

h

CPD

5

• Segmentation by grade to reflect the fact that needs vary at different stages in career

• Increase accessibility and flexibilityo joining feeso fixed renewal dateso price

• Strengthen student proposition – CIPD as ‘career partner’

• Invest in brand building in terms of the value of the ‘badge’, particularly at Chartered level

• No overall loss in membership revenue – any gains to be invested in improved member service

6

Design principles

 Student Associate

Chartered Member

Chartered Fellow

CIPD £138 £138 £138 £138

Chartered Management Institute

£65 £125 £150 £175

Chartered Institute of Marketing

£124 £146 £169 £220

Chartered Institute of Purchasing & Supply

£110 £110 £155 £188

Chartered Institute of Management Accountants

£103-£235 £247 £247 £2597

Some comparators

Qualitative proposition testing

Chartered Members and Fellows• 8 focus groups conducted by independent researcher to explore:

o how the status and value of Chartered Fellow and Chartered Member might be enhanced from the point of view of the members themselves

o willingness to pay a differential membership fee to reflect status, and to give something back to those at the start of their career

Student and centres• Interviews with centres prior to centres conference• Follow up focus groups and sessions at conference• Benchmarking with other professional bodies• Student research

Chartered Fellows from a mix of backgrounds 2 groups

Chartered Fellows working in private sector roles 1 group

Chartered Fellows working in public sector roles 1 group

Chartered Fellows working as independent consultants 1 group

Chartered Members from a mix of backgrounds 3 groups

8

Key findings

• The critical value associated with Chartered Fellow and Chartered Member status lies in what the badge says about the individual

• The range of resources provided by CIPD meet many day to day needs but there is scope for improvement

• CIPD seen to have upped our game in recent years and many members see signs of a more outward-looking and professional body

• Most Fellows and Members over-estimate how much they currently pay for their membership and believe we already operate a differentiated fee structure

• When viewed in the context of fees charged by other bodies, Fellows and Members feel the current fee is relatively modest and represents good value for money

9

Key findings – continued

• Most participants would accept a small rise in fees if this means students would be charged less – with or without any service enhancements

• Retired members and the unemployed/ not currently earning were also identified as groups we should do more for

• Willingness to pay more tends to reflect the individual's circumstances based on sector, salary and whether self-funding or not

• When prompted for thoughts on service enhancements, participants found it hard to come up with new ideas but would likeo better and cheaper access to services already in place (and more

access outside London/SE)o well targeted networking opportunities with a specific focus on issues of

relevance to senior practitionerso there is an appetite for more involvement in professional activities e.g.

coaching/mentoring and to contribute to our work in the media – Chartered Fellows are an untapped resource

• Acceptable range for Members and Fellows is in the range of £150-22010

11

Proposition proposed

Networking events• Networking events for seniors• Online networking opportunities with access restricted to seniors• Partnerships with other professions enabling networking and conversations, eg CFO, COO, CEO

Key findings –centres and students

© CIPD 2012

6-8 weeks for certification is too long

Renewal period doesn’t workNo membership outcome

makes it hard to sell

Provide CIPD accredited certificate on completion

You’re not relevant to international students

Don’t understand upgrading or why it’s

important

Resources good but difficult to find

No immediate value, no urgency to join

You’re too expensive

Clarify the relationship between the qualification

and membership

We don’t know who you are and

what you do

Improve the attractiveness of

HR as a profession

Make more effort to engage

with us

12

Proposed student journey

Position HR as an attractive and rewarding career option.

Promote CIPD qualifications.

Support CIPD centres to attract students on to their programmes.

Provide students with study support during their programme.

Contribute to their study experience by providing an

engaging community they can interact and grow in.

Provide ongoing support towards their development and enable

them to progress in their careers.

Provide clear guidance and support to helping them achieve

professional membership.

13

Likely proposal for Council approval in May 2014

• Flat joining fees between £40 - £60 • Differentiated fee structure with a minimum fee of £99 for

students and maximum fee of £199 for Chartered Fellows

• Explore ways to enhance in particular the student and chartered membership propositions

• Introduce anniversary of joining renewal from late 2014/early 2015

• Continue to support members in difficult financial circumstances

• Will have a dependency on changes to the Charter (AGM Jan 2014)

14

Questions?

© CIPD 2012

Breakout discussions

• What is your reaction to the proposed changes to the fees model?

• What are your thoughts on how we strengthen and develop the proposition foro Chartered Members and Fellowso Students?

Proposition proposed

Networking events• Networking events for seniors• Online networking opportunities with access restricted to seniors• Partnerships with other professions enabling networking and conversations, eg CFO, COO, CEO

Reactions to the proposition

Competitors already doing

this…Popular with all

types of memberQuick wins?

- Podcasts from ACE - Webinars

Too complex Unclear what the value would be

Directory

Success will depend on

qualityHighest

potential to add status?

Most appealing Most likely to

add valueHardest to “get

right”

Quarterly journal

Ideally, choice of format (paper

and/or app)And choice over

PM as well

- Tailored events- Networking

Combine into one event with both content

and networkingPricing is a real

concern

LEAST VALUE

GREATEST VALUE

Proposed student journey

Position HR as an attractive and rewarding career option.

Promote CIPD qualifications.

Support CIPD centres to attract students on to their programmes.

Provide students with study support during their programme.

Contribute to their study experience by providing an

engaging community they can interact and grow in.

Provide ongoing support towards their development and enable

them to progress in their careers.

Provide clear guidance and support to helping them achieve

professional membership.

Be part of something big

© CIPD 2012

ProfessionalDevelopment

GlobalNetwork

Link toEmployers

StudySupport

Accelerate your learning and career prospects

Meeting the right people at the right time

Find what you need when you need it

Every step is clear

© CIPD 2012

EngageProposition proposed