Associations usually focus the marketing of their education and credential programs on the individual learner. But your educational programs have two target audiences: individuals and the employers who pay for or encourage their continuing education.
Think of employers as the influencers who can help persuade members and prospects to register for educational programs or apply for certifications. They have the power of the purse. They also have the power to hire, promote, and fire. They see where existing and prospective employees are deficient. In fact, 92 percent of business leaders think Americans aren’t as skilled as they need to be, according to the Adecco State of the Economy Survey. 59 percent said the U.S. education system was to blame for gaps in workforce skills.
Associations can help bridge that gap. Become your industry’s educator of choice by partnering with member employers. Invite them to be on an advisory board that identifies skills gaps in your marketplace. Employers who help you design credential programs are more likely to send employees to them. Your association becomes an extension of corporate training.