marketing certification to your members value, value, value!
TRANSCRIPT
Marketing Certification to Your Members
Value, Value, Value!
Certification is everywhere!
• Certification is a common way to distinguish oneself in so many industries: law, construction, auto repair, nursing, IT, accounting, aerobic instruction, software development, waste water management
• Why?
It helps advance the profession
Benefits employers & employees
• Employers:– Evaluate potential new hires– Look at job performance– Select contractors– Market services
• Employees:– Recognition of competency– Demonstrates commitment to profession– Differentiation from others– Helps with job acquisition and advancement
Certification Helps!
“Two times in my career I was hired because I was certified, and the other final candidate was not. In both instances, I learned about a year after getting the job that the other finalists and I had similar backgrounds, educations, abilities, and experiences. But the other guys had not given anything back to their profession, and had not given anything back to themselves.”
Certification adds value
• 4-6% of our membership achieves a certification each year.
• In 2006, nearly 25% of SCTE’s members held at least one certification.
• Awareness!
“…I expect that folks in (chapter name) don’t know enough about the SCTE certification program or its career value…”
How do you market certification?
• Better than 87% of respondents were satisfied or very satisfied with the process used to achieve SCTE certification.
• Better that 75% of respondents said sitting for certification exams went smoothly or very smoothly.
• Approximately 90% of respondents described the overall perceptions of SCTE certification as somewhat or highly valued.
• Leading reasons respondents pursued certification:– Potential for career advancement– My company has communicated it’s value– Shows I possess necessary knowledge
Source: 2006 Certification Surveys
Members are talking – you need to tell others!
“I would like to see more activity promoting certification in our area.”
“I am motivated by my personal best, and I have always wanted to know how I stacked up against my peers.”
“No question, SCTE certification has been good for my career.”
“The certification exams were a great boost to my career, because I made them so. I was able to walk into a job interview and show a prospective employer that I was competent, motivated and on top of things. It made THE difference in several job offers.”
Source: 2006 Certification Surveys
How????
Communicate benefits & accomplishments!
• Speakers who believe in & have benefited from certification• Stats: Emails, posters, websites, newsletters• Company participation where appropriate• Celebrate & communicate when certification has helped someone in
your chapter• Reminders: Emails, websites, newsletters• Advertise what is available & when
Questions?
Debra Swann
VP – Marketing & Business Development
SCTE
610 524-1725 x221