open badges at ibm: overview for external audiences

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A new recognition program to attract, engage and deepen commitment to IBM

Visit ibm.biz/badging

© 2013 IBM Corporation2 © 2016 IBM Corporation

Develops the skills our customers need mostWe must create a large pool of verified talent for our clients and BPs. Badges allow us to assess and measure skills at the “nano” level.” Badges also motivate employees to drive their own development.

Expands IBM’s leadership position We must enhance our ability to understand, attract and grow talent and establish the IBM brand as the source for industry talent and CAMSS expertise.

Attracts and motivates new talent to join IBMBadges provides instant recognition to build a personal brand to earn more money and warrant a promotion. Badges deepen a commitment to progress with IBM.

IBM is now poised to lead our industry with Open Badges

Differentiates IBM, increases our pool of talent, provides continuous

engagement and progression

Provides instant recognition. Captures a complete skills profile, from

structured training to code building

Provides IBM customers and BPs with verified skills data on employees

and potential hires.

• 65% of global leaders cite talent and leadership shortages as their top business challenge.1

• 60% say finding data scientist skills is very difficult.2

Badging will generate thousands of IBM brand instances dripping into LinkedIn, Twitter and Facebook every day.

LinkedIn profiles with certifications/badges receive 6X more views.

What is an Open Badge?• Digital emblem which symbolizes skills and achievements• Contains metadata with skills tags and accomplishments• Easy to share in social media: LinkedIn, Twitter, FB, blogs• Tethered to IBM to validate and verify achievement• Based on Mozilla’s Open Badges standard

Open Badges: Emerging as the IT industry standard to recognize achievements and nurture and progress talent

Who is already onboard?

Three topline benefits:• IBM: Differentiates IBM, increases our pool of talent,

provides continuous engagement and progression• Earners: Instant recognition. Captures a complete skills

profile, from structured training to code building• Employers: Provides IBM customers and BPs with verified

“nano-level” skills data on employees and potential hires. Motivates employees to drive their own development.


Open Badges: A verified credential with rich metadata

Digital emblem which symbolizes skills and achievements

SHARE

Contains metadata with skills tags and accomplishments Easy to share in social

media: LinkedIn, Twitter, FB, blogs

Tethered to IBM to validate and verify achievement

Provides a progression path to advance commitment

Badging is how we will truly measure resume-worthy IBM skills in the market

Analytics provide insight into how a program is performing

Insights shows real-time labor market data – jobs, salaries, locations.


Badge Types: Four unique emblems for resume worthy achievements

ExplorerKnowledge

Completes a quiz or assessment

• Academic knowledge• Formal training• Informal education• Mentoring

AdvocateSkills

Demonstrates a skill or has applied the skill

• Compete in Challenges

• Competes in Hackathons

• Answer questions• Author articles• Hosting a meeting• Present at an event• Teach on the subject• Create YouTube video• Create references and

testimonials

InventorCapabilities

Designs and develops new solutions

• Proves ability to build and implement novel solutions to exceptionally difficult and complex challenges - for IBM, clients or society

• Publishes an app on GitHub

• Publishes an app in the marketplace

CertifiedAuthority

Has completed a solution, certification or developed

a certification

• Provides an additional benefit which can automatically be shared to social media sites or included on their websites or e-mails

ExcellenceEminence

Deep understanding of highly complex subjects

• Deep expertise, exceeding the skill level of experienced professionals

• Influences and mentors others to help them make best use of IBM software and solutions

• Among the most trusted advisors, helps to grow and nurture the community of like-minded professionals

Case Study Results


Badges are generating significant results for IBM and our ecosystem

WHAT BADGE EARNERS ARE SAYING

"I find the badge program a great way of learning and hope more badge

options will be offered soon.”

"In a recent interview, this badge gave me a chance to elaborate about a

learning activity that helped improve my skills.“

"More people are viewing my LinkedIn profile after adding the IBM badge to

my list of accomplishments.“

"A truly worthwhile initiative that allows validation of my knowledge and

skills. Way to go IBM! Thanks."

IBM BADGE EARNER SURVEY – JULY 2015

"IBM's success with Open Badges shows the IBM brand has real value in the market as an IT accreditation.” Peter Janzow, Senior Director, Open Badges Lead, Pearson VUE

IBM badge earners are also leveraging the power of Twitter and Facebook to promote their IBM emblem


Big Data University Case Study: 14 Online Courses

Before July Oct

10589 12260

24253

129% Increase in enrollments compared to six week period leading up to launch of badge program

226% Increase in course completion rate when compared to six week period leading up to launch of badge program

Before July Oct

19% 29%

62%2,061

3,505

15,010

40% Avg for all other courses

694% Increase in number of students passing EoC assessments compared to six week period leading up to launch of badge programBefore July Oct

1189 1975

9442

255% Increase in the rate of students enrolled who went on to pass the EoC assessment

Before Jul Oct

11% 16%

39%1189 / 10589

1975 / 12260

9442 / 24253

23% Avg for all other courses

Student Enrollments

No. of Students Passing EoC Assessment

% of Enrollments Completing Courses

EoC Assessment Pass Rate to Enrollments

Value Proposition


Broadcast AchievementsSignals skills and achievements to

peers, potential employers and others

Motivate ParticipationProvides recognition for achievement;encourages engagement and retention

Develop Personal BrandDisplays verified achievements across the web. Improves social connections

with peers, employers and clients

Generate Qualified LeadsAttracts new candidates to IBM who

seek recognition and opportunity

Enhance Our BrandSignificant social media benefit:

thousands of brand marks flooding LinkedIn, Twitter, Facebook, blogs and

company websites

Differentiate IBMIBM leads the industry with a cutting-

edge digital credential program

Track and Nurture TalentQuickly identifies skills gaps and

opportunities -- candidate or geo level

Verified SkillsProvides a trusted “seal of approval”

for employers validating existing talent or potential hires

Candidate SelectionProvides an easy way to identify candidates to hire or promote

Improved Company PerformanceMotivates employees to drive their own development and improve the

performance of the organization

Value Proposition: How does badging convert to real value for everyone?

Badge Earner IBM IBM Clients

Value: Badges will help IBM drive the behavior we need

Reduce customer serviceMotivate customers to develop skills to

reduce support calls and critsits

Solidify the client baseBuild advocacy and strengthen client relationship and commitment to IBM

Track skills at the nano levelCreate a heat map of critical skills for

achievements earned across the globe both internally and externally

Build a loyal skill baseBuild a vibrant and large pool of skilled developers and consultants to use and

support our solutions.

Enhance expertise analyticsAccess the issuing criteria associated

with each IBMers’ badges to infer expertise

Promote Technical Eminence Provide easily shared digital credential

for key IBM Technical achievements

Crowd-source critical skillsOrganizations create badges that reflect the skills that are most in

demand in the markets in which they complete

Recognize IBMersRecognize IBMers publicly for their

skills and achievements – a “modern” alternative to posting plaques and

certificates on the office wall

Acquire talentPre-screen external candidates who

have badges related to the roles and skills for which we are hiring

Increase license salesDrive increased engagement with

customers through solution downloads and trials

Achieve career milestoneCollect evidence of demonstrated

expertise in support of achievement of the next major career milestone

Accelerate shifts in expertiseProvide direction and signal change to

IBMers through the creation and issuance of badges

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The ROI of Open Badges affects every area of IBM

Reduced Employee turnoverRecognition reduces intention to leave by

half, from 51% to 25%. 1

Reduced Customer Sat ProblemsBadges increase customer skills, saving

$300+ per service call. 2

Increased Customer TrialsBadges are motivating increased

QuickStart downloads – up 60% in Big Data University. 3

Deepened Commitment to IBMThe engagement level increases from

28% to as high as 76% with recognition. 1

1 Dr. Haiyan Zhang, 2015, How do I recognize thee, let me count the ways; IBM Smarter Workforce Institute Whitepaper2 IBM Customer Support data analysis3 IBM Badging Pilot survey results.


Eight areas where Open Badges provide significant benefit

1234

Increase verified talent for our clients

Drive skills progression toward advocacy

Increase crowd sourcing of innovation

Increase product sales and trials

5678

Decrease support calls

Increase client confidence with demonstrated skills

Motivate employees to drive their own development

Map available skills and specific gaps

14

The social media impact is enormous: 2.8 million potential views for every 10,000 badges that are claimed

NOTE: LinkedIn profiles with certifications and badges receive 6x the number of profile views.

A printed certificate might reach 8 people who walk past an office and notice it on the wall

Profile ViewNewsfeed


An important benefit: Digital badging creates a consolidated skills registry capturing all achievements across IBM

Name: Susan BallesterosLocation: Manila, PhilippinesSkills Tags: Bluemix, Security, Mobile, zSystems

Badge metadata and our analytics will provide a “nano view” of a person’s skills and help us determine next steps to progress toward our objectives.

Date Activity Location Outcome Progress To:

1/15/15 Workshop IIC Explorer Badge Hackathon

1/20/15 Hackathon Santa Cruz Advocate Badge Learnathon

2/20/15 GitHub Virtual Inventor Badge Certification

4/30/15 Certification Manila Certified Conference


Open Badges: IBM badges have been issued to individuals from 81 different countries within the first eight weeks of the program

North

America

South

Ameri

ca

Europ

eAsia

Middle

East

Africa

Pacific

Caribb

ean

0%10%20%30%40%50%60%70%80%

75% 69% 63%48%

33%16% 15% 9%

15

03 0930

07

09 03 02

Regional PenetrationPercentage of countries by region where IBM badges have been claimed

Number of Countries by region where IBM badges have been claimed

IBM Confidential: For Internal Use and Distribution Only


Every badge we issue includes dynamic labor market data to show real job market opportunities from employers to salary ranges



Use Cases: Badges will help you drive the behavior you needSolidify the client

baseBuild a loyal

developer base Proliferate skills Track skills at the nano level

Increase license sales

Reduce customer service

ObjectivesBuild advocacy and strengthen client relationship and commitment to IBM

Increase the number of developers using our offerings

Build a vibrant and large pool of skilled labor to support our products

Create a heat map of critical skills for achievements earned across the globe

Drive potential customers to act by downloading trial versions of our offerings

Motivate customers to develop skills to reduce support calls and critsits

Benefits to earners

Earners will be recognized as having increased eminence on IBM solutions.

Earners receive digital credentials they can use to increase job and opportunity prospects, build a personal brand in social media.


Provides a progression path and skills journey as we target offerings based on our analysis of their skill level and need.

Easy connection between a completed badge for a "how to" course leads immediately to a free trial product download


Benefits to our clients

Badges count for points in a program that rewards customers with conference seats, services or marketing activities.

Verified application development skills in employees and potential hires. Badges motivate internal employees to self-manage and progress their learning.

Verified skills in employees and potential hires. Badges motivate internal employees to self-manage and progress their learning.

Verified solution skills in employees and potential hires.

Employees come to the table with a fundamental understanding of the product and the benefits, the beginning of a POC.

Reduced cost, customer satisfaction and opportunity cost. Badges motivate internal employees to self-manage and progress their learning.

Benefits to your organization

Increased public advocacy, references, case studies, plus as a social media drip marketing campaign generated by badges

Expanded developer base eager to advance with IBM.

Skilled labor to support installations. Reduced risk of poor deployments.

Ability to locate and progress deep technical skills for key IBM solutions

Increased exposure to IBM solutions through downloads.

Reduced cost, customer satisfaction and costs.


Evidence: Badges provide real value to employers and badge earners

Allow employer to verify your credentialsVerify a job applicant's credentials

Receive notifications about job opportunities

Display your credentials online

81%

77%

73%

76%

“A lot of people in my LinkedIn list did not know that I am CCE certified till I posted my badge.”

“The ability to show customers the badge eases their minds when thinking about allowing me (the engineer) to get close to their environment.”

“A potential employer was able to verify my credentials.”

“As an IT Consultant I have noticed that during job interviews for new customer assignments the interviewer has already checked the consistency of my resume with LinkedIn.”

“I was contacted for a job by someone who saw the badge activity.”

“While my "alphabet soup" has always been listed, changing that for graphic badges has increased attention, comments and understanding of my credentials. “

Top four responses to Pearson VUE’s surveys on where badges show value:


How can your organization prepare for the open badge

program?


Getting Started: Checklist to begin badging

1. Identify your badgeable activities (who, what, where, when, why and how many)

2. Determine how you will assess completion, track and maintain attendees

3. Complete a badge program participant profile

4. Meet with GSI team to review and implement

5. Establish a landing page for the activity – badge needs to point to an external page

6. Incorporate persuasive messaging into the activity

7. Issue badges and notify badge earners

8. Survey and measure results

• Develop a solid communication plan.

• Badge issuer must own the relationship with the badge earner

• Build consent (privacy, info sharing) into the activity

• Provide strong benefits statements (marketing) into the intro letter to badge earner

• Follow the template for badge landing pages

• Add certification / skills paths into the metadata for all badges

• Retro badges are less successful; limit time period to 90 days

• Names are important: nobody wants a “newbie” badge

Note: The Open Badge Program was designed to be lightweight, flexible and easy for you to participate. We have an easy-to-read “Getting Started” guide and support to help you launch quickly!


Recipient Email: Email address of the badge earner being issued the badge

Issued To First Name: First name of the badge earner

Issued To Last Name: Surname of the badge earner

Issued At: Date the badge is issued.

Expires At: Date the badge is set to expire (if applicable)

Issuer Earner ID: Provides option of associating the badge with a unique badge earner ID

Evidence Name: Name of optional evidence the badge issuer associated with this badge

Evidence URL: Link to the evidence referenced in the Evidence Name field

Text Evidence Title: Plain text field the badge issuer can use to define badge earner evidence

Text Evidence Description: Plain text field the badge issuer uses to describe the badge earner evidence

Issuing Badges: Badge Earner Data SubmissionBadge issuers have two options for issuing badges:• Integration with Acclaim developer API - https://www.youracclaim.com/docs• CSV file submission via the Acclaim Bulk Submission tool (most common method –

described below)

RequiredOptional

© 2013 IBM Corporation23 © 2015 IBM Corporation 23

Customizing the badge template: Add your own personalization to generate brand recognition

Upper band can be personalized

IBM logo must remain

Icon can be personalized

Badge type can be removed

Lower band can be personalized with stars, text or left blank

Base Template Personalized Template

The Visual Language of Badges: What elements cannot be changed -- Color, shape, IBM logo, meaning

GreenKnowledge activities

OrangeReal skills demonstration

GoldInvention and innovation

BlueProfessional Certification

PurpleUsed for eminence


Issuing Badges: Badge Earner Data Submission

Required Data Optional Data


Reporting: Badge Offering and Badge Earner Analytics

Total Badges Issued Total Badges Accepted Total Badges Pending (Unclaimed)

Total Badges Rejected Total Badges Revoked Badge Sharing Stats (Social Media)

Badge issuers have access to analytics data for each badge offering:

Export Analytics Data: Badge analytics data can be exported to a CSV file, adding further flexibility in how badge reporting data is managed and usedTIP


Badge Issuer Profile and Application:

Submit to: [email protected]


The GSI pilot includes activities ranging from MOOCs to workshops

Phase II and Steady State: A groundswell of interest is building

Online Courses EcoD / Bluemix Learnquest Arrow Certifications• Big Data Fundamentals• Big Data - Hadoop

Fundamentals• Big Data - Administration• Big Data - Analytics• Big Data - Storage and

Retrieval• Big Data - Programming• Big Data - Spark

Fundamentals

• developerWorks Accredited Author

• Avnet's Highly Scalable Web and Mobile Application Building on Bluemix

• Cloud Developer Bootcamp• IBM Bluemix Fundamentals

• Intro IBM SPSS Statistics• WebSphere Message

Broker: Application Developer I

• Cognos Framework Manager - Design Metadata Models

• IBM InfoSphere DataStage Essentials 9.1

• IBM Cognos TM1: Design and Develop Models (V10.2)

• IBM Tivoli Storage Manager 7.1 Implementation and Administration

• IBM Tivoli Storage Manager 7.1 Advanced Admin, Tuning, Troubleshooting

• IBM Cognos Report Studio: Author Professional Reports Fundamentals

• WebSphere Message Broker: AppDev I

• IBM Certified Solution Advisor - Big Data & Analytics V1

• IBM Certified Solution Advisor - Cloud Computing Architecture V4

• PartnerWorld• IBM Certification• Cloud / Bluemix EcoD• Bluemix Fundamentals• Big Data University• Code Academies• Avnet• Arrow• LearnQuest

• Blueworks Live• Apple• IBM China BPs• Support• Software Asset Management• Watson Academy• Millennial Program • IBM Center for Advanced

Learning (CAL)

• Ingram Micro• Global Knowledge• developerWorks• MEA University• KYI• Maximo• Academic Initiative• Silverpop• Middleware

• Sales Learning• Think Academy• CAMSS University • Global Technical Sales• CTO Office• Lab Services• Instructor Program• GTS Learning - Master Blue• SCM Practice

Thank You!

[email protected]

Web Page: ibm.biz/badgingCommunity: ibm.biz/BdHqt3

Backup

IBM Open Badge Program Survey: What the Badge Earners are saying about the program


An IBM badge strengthens my reputation

"I shared with few, they acknowledged right away without direct contact with them before."

"People are impressed with it."

"My peers started asking me doubts on the topic of my certifications and Its feeling really great for me. I am reading and growing in the area of my interest."

"I work on Hadoop and could showcase my expertise in niche skills like Spark."

"A truly worthwhile initiative in enabling us to be able to validate our knowledge and skill acquired. Way to go! Thanks."

"It's a great form of credentialing for both internal and external engagement."

"Very useful scheme and hats off!!!. I am able to exhibit my area of interest through this to the social media and to my peers. Great work!!!"


Deepens my commitment to IBM / Attracts talent to IBM

"This is an excellent idea and motivated me even more to do the online courses and tests."

"Owning an IBM badge is always prestigious!"

"I am working on big data Hadoop badge now. Wanted to get more :)"

"I am associated with great company, IBM and after completing this badge why should I look for other opportunities outside of IBM. I find this big data technologies/Analytics interesting and need to move to Big Data Architect role in IBM."

"Yes, some of my friends now know that I am learning BigData, and now they are also interested to learn BigData from BigData University."

"It's great to have a flexible (social) awards program that encourages continuous learning based on (each) employee's effort. Great Job!"

"I got emails from my connections on Linkedln asking about the certification."

"All my connection know I am certified and started recommendation."

"I find the badge program a great way of leaning and hope more badge options will be offered soon."

"Please Introduce more Open Badge Program to motivate and Invite people to take part more and more. Thank You."

"Thanks, IBM!"


Increases job opportunities

"In a recent interview, this badge gave me a chance to elaborate and specify about something where in I have studied by myself and improved my ability."

"Yes, i shared my badge in my LinkedIn profile and also i shared my badge through my resume..due to this my resume got some preference."

"Its a great initiative from IBM to provide badge which will help the employee to stay ahead in the competitive market."

"More job opportunities relate to the skills gained through the badge."

"My IBM Badge informs the Employers / clients whom I approach, my understanding / knowledge."

"I applied my badge to my CV and sent it to employers."

"Improved employment opportunities and got more recognition."

"I think that this program will improve the way that our abilities are exposed to the world."

"Till now I have just posted the open badges in my linked-in account and i already started getting messages from few employers based on those open badge skill set."

"More people on LinkedIn are viewing my profile."

"More number of views on LinkedIn Profiles on the day of sharing."

© 2013 IBM Corporation38 © 2016 IBM Corporation38

Certifications Badges

1. Standalone activity 1. Digital representation of an activity

2. Represents authority 2. Knowledge, skills, leadership, advocacy, capabilities

3. Designed to exclude 3. Designed to include

4. Legally defensible, psychometrically sound 4. Intentionally limited in legal defensibility and psychometric validity

5. Provides an accreditation 5. Marries accreditation, social and recognition

6. Limited social marketing strength 6. Unlimited social marketing strength

7. Limited progression, commitment 7. Significant progression, commitment

8. Aggregate view of capabilities 8. Line-item view of capabilities

9. Expensive to develop $ 9. Inexpensive to implement

10. Time-consuming to develop and update 10. Easy to update; matches modern update cadence

Certification vs. Badges: Ten differences

© 2013 IBM Corporation39 © 2016 IBM Corporation39

1. Must be legally defensible and psychometrically sound2. Has a shelf life of 24 months or more3. Is required by an industry governing body (i.e. to certify knowledge

around an industry standard for legal purposes)4. Is required for safety or security5. Is required by state law or license

Why Certify?


By creating a registry of nano skills, Open Badges will solve the world’s skills gaps by teaming the best talent

Analytics

Machine Learning

Statistics

Calculus & Algebra

Data Munging

Visualization

Communication

Programming Analytics

Machine Learning

Statistics

Calculus & Algebra

Data Munging

VisualizationCommunication

Programming

Data Scientist(aka “Unicorn”)

Data Science Team(Collaboration across the globe)

? Help!

open badges at ibm: overview for external audiences

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