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: s, posters, websites, newsletters Company participation where appropriate Celebrate & communicate when certification has helped someone in your chapter Reminders: s, websites, newsletters Advertise what is available & when

Questions? Debra Swann VP – Marketing & Business Development SCTE x221