7 Key Steps to Create Successful Partnerships with Employers Using Alternative Credentials

Surging growth in the global market for alternative credentials is changing the game for business schools. A recent survey found that 71% of graduate business programs view alternative credentials as a critical strategy. Business schools are embracing certificates, micro-credentials and digital badges to meet market demand.

Collaborating with employers is essential when building an alternative credential program to identify the skills needed in the job market. A UPCEA report found that 40% of employers have already been engaged by higher education institutions to develop alternative credentials, and more than two-thirds (68%) would like to be engaged by higher education institutions to develop alternative credentials. Additionally, nearly three-quarters said they would like to be extremely or very active in the curriculum design.

Evidently, employers are interested in the benefits of alternative credentials and wish to collaborate with institutions of higher education to leverage these credentials in their respective industries. Business schools should capitalize on this opportunity by using employers' insights to develop a credentialing program that meets both student needs and future workforce demands.

For business schools seeking to grow an alternative credential program, this seven-step checklist will help build a program that benefits the institution, students, and employers.

To make sure you have a robust foundation, make sure to:

●    Determine the mission of the program and set goals to clarify what you hope to achieve
●    Identify key performance indicators
●    Convene a governing body to generate buy-in, spread the workload and promote accountability
●    Establish a common language by defining the terminology the program will use
●    Consider credential frameworks with categories such as prerequisites, time to complete and assessment
●    Explore how credentials will age. Will there be expirations, will it need updating, or will it ever require revocation?

To develop a team of experts, you should:

• Identify internal team members to lead interactions, such as individuals with industry credibility
• Identify internal staff who can be credential champions and translate course content into credentials employers want.
• Seek industry leaders in digital credential development
• Create employer working groups for feedback. A total of 10-15 employer voices from small, medium and large businesses is a manageable size that still taps into a wide spectrum of ideas and networks
• Reach out to other collaborators, including workforce development professionals, labor organizations, chambers of commerce and community groups.

To create an impactful partnership, make sure to:

• Create industry surveys to understand what skill gaps exist and which skills boost student employability the most
• Ask faculty to use information from employer surveys to see where existing offerings align with industry needs
• Create industry and employer profiles with information about employment, retention and projected employment rates
• Organize an industry or sector summit to define how digital credentials support industry goals. Include companies, internal subject matter experts, government representatives and other organizations
• Establish working groups with internal staff and employer representatives to review what you’ve learned and explore badge ideas

Here’s how you can create meaningful digital credentials:

• Identify skill development areas based on what competencies are lacking
• Begin creating a credential taxonomy to define what achievements the badges represent
• Determine how individual credentials relate to each other within your credential system
• Write a short narrative to describe each credential, what it represents and why it’s valuable
• Determine what assessment criteria will need to be met
• Design the look and feel of credentials to support your institutional brand

Consider these features:

• Enterprise-class features to support and scale programs without compromising performance
• Required authentication and verification procedures for issuers and recipients
• Seamless integrations with existing institutional systems
• Adherence to stringent data protection regulations
• Responsive customer support and robust training
• Comprehensive data and analytics to track ROI and monitor the lifecycle of your digital credentials

You can download our extensive checklist to help you choose the right digital credentialing platform for your institution.

To build an effective marketing campaign, make sure to follow the below:

• Prior to launch, develop messaging to clarify how digital credentials create opportunities for learners and employers.
• Highlight industry collaboration.
• Align your program with other initiatives, such as campaigns around student employability or alumni events.
• Develop a marketing plan and calendar for promotions and public relations.
• Encourage learners to share badges on social media.

You can analyze the credentialing program by taking the following steps:

• Debrief with employers to compare outcomes against the original objectives and determine the next steps.
• Solicit feedback from faculty and learners; review analytics to identify areas for improvement.
• Evaluate faculty and employer working groups to see where each provided additional value.