How To Overcome Learner Hesitation In Committing To Certification Programs

    Although there is a high demand for skills development, many potential earners are hesitant to commit to professional certification. Discover why and learn actionable approaches to overcome reluctance.

    calendar-plus-01 July 17, 2023
    user-circle Credly Team
    hourglass-01 4 min read
    Learners looking to sign up the upcoming product certification programs

    Product certification programs play a vital role in equipping individuals with the necessary skills and knowledge to excel in their respective industries. Research shows employers increasingly value professional certificates, with 88% confirming that they strengthen job applications.

    Skill development is also a top priority for 83% of employees, while 90% of individuals who earned a digital credential agree that it helped them achieve their career goals.

    But despite the clear benefits training can offer and the fact that employers want to see continuous learning in their workforce, many potential earners hesitate to commit to professional certification.

    Product certification providers, therefore, need to understand the concerns driving this learner’s reluctance and explore strategies to address them. This blog aims to provide an actionable approach for providers to overcome earner reluctance and highlight how digital credentials can help.

    Why Earners Are Hesitant to Commit

    Let's begin by examining some of the main reasons why learners may be hesitant to participate in a training program, despite its proven benefits.

    • Time Commitment and Flexibility: A key factor that leads to hesitation among learners is the concern about time constraints and inflexible schedules. Many are working professionals with demanding jobs personal commitments that make it challenging to dedicate significant time to training programs. In fact, 1 in 2 employees find themselves too busy with existing workloads, impeding their ability to find time to focus on self-improvement. To alleviate this issue, providers need to accommodate learners' schedules and consider offering flexible learning options such as self-paced courses or blended learning models that combine online and in-person components.

    • Financial Considerations: The costs associated with certification programs can be a significant deterrent for earners. They may hesitate to invest in training, especially if they are unsure about the return on investment or the cost is prohibitively high. For example, certifications related to cloud computing can range from a few hundred dollars to several thousand dollars, depending on the level of certification and the provider. Providers can address this concern by clearly communicating the value proposition of their programs. This can include highlighting previous earners' success stories and showcasing certification's impact on career growth.

    • Lack of Understanding of the Purpose: Hesitation can stem from a lack of awareness about the benefits and value of product certification programs. Some learners may perceive such programs as unnecessary or fail to understand how they can enhance their career prospects. To overcome this, providers should emphasize the tangible outcomes and career advantages of earning a certification. This is particularly important for younger learners, such as millennials and Gen Z, who are willing to leave their employment for an offer elsewhere if they perceive better opportunities to upskill. In fact, 74% cite a lack of career mobility and skills development options as the impetus for their plans to resign within the coming year.

    The Role of Digital Credentials in Engaging Earners

    Digital credentials play a crucial role in engaging earners by providing various benefits and opportunities. Here’s how:

    • Communicate Program Outcomes: Digital credentials with rich metadata offer detailed information about skills and criteria required to earn the badges. This helps learners understand more about the learning process and the potential outcomes after earning the credentials. By clearly communicating the program outcomes, providers can alleviate concerns and demonstrate the value of their certifications.
    • Recognition and Opportunities: Digital credentials serve as verifiable proof of a learner's capabilities and achievements, making them more visible to employers and recruiters. Hesitant learners seeking career growth or new opportunities will be motivated by the potential for advancement that digital credentials provide.
    • Personalized Learning Pathways: To cater to learners' specific needs and interests, product certification providers can offer modular or stackable credentials. This flexibility allows hesitant learners to choose programs that align with their career goals and preferences, increasing their motivation to learn. By tailoring the learning, providers can address individual concerns and boost learner engagement.
    • Data-Driven Insights: Tracking the usage and outcomes of digital credentials can offer significant insights into the learners' experiences, expectations, and areas where the program may need improvement. By keeping tabs on learner satisfaction and identifying areas that require attention, providers can enhance the learning experience and address any concerns that may impede learner engagement.

    Understanding Your Learners Is Key

    Understanding learners' hesitation to commit to product certification programs is crucial for providers seeking to attract and engage a wider audience. By implementing effective strategies and embracing the power of digital credentials, product certification providers can unlock the potential to attract more learners and empower them to upskill and reskill effectively.

    To find out more about the upskilling imperative and how you can utilize it to your advantage, download our latest whitepaper, ‘Why Learners Need You: Demonstrate the Value of Your Certification Training' below. 

    Download whitepaper

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