The Future of Certification: 2019 Trend Look Book - Competency & Credentialing ...
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The Future of Certification: 2019 Trend Look Book
3 Introduction
5 Trend 1: Personalization
6 Trend 2: Generation Z
7 Trend 3: Competency-Based Education
8 Trend 4: Education Hacking
9 Trend 5: “New” Collar Apprenticeships
10 Trend 6: Robotization, Machine Learning & Artificial Intelligence
11 Trend 7: Sides Hustles & Gigs
Table of Contents 12 Trend 8: The Non-Linear Career Path
13 Trend 9: Certifiers as Professional Development Partners
14 Trend 10: Activism & Resistance
15 Trend 11: Authenticity & Transparency
17 Trend 12: Stealth & Game-Based Assessment
17 Trend 13: Micro-credentials
17 Trend 14: Credentials for Kids
19 Think the Future is WAY out there?
21 About Knapp
Trends Impacting Professional Credentialing
We continuously monitor a wide variety of information and data sources to identify and track
trends in the categories presented below. After analyzing the potential impacts of these trends
on professional credentialing, we identify a select group of trends to feature each year in our
Future of Certification workshops, webinars, and presentations.
SOCIETAL (demographic, consumer, tech,
education & learning)
HOW WORK IS DONE
CREDENTIALING TRENDS
INDUSTRY TRENDS
INDUSTRY WORKFORCE
Trends for 2019
In this trend “look book,” you will find a preview of the trends we’ve curated for 2019.
Societal How Work is Done Credentialing
Personalization Robotization & AI Certifier as PD partner
Gen Z Side hustles & gigs Activism & resistance
Competency-based education Non-linear career journeys Authenticity & transparency
Education hacking Stealth/game-based assessment
“New” collar apprenticeships Micro-credentials
Credentials for kids
Personalization
It’s who I am
Personalization is the current evolution of a
trend which began as “mass customization” in
“My choices are like the late 1980s. Mass customization enabled
my fingerprints, customers to more finely tune manufactured
they make me products to their needs and preferences (e.g.,
unique.” selecting the colors for each component of their
Nike sneakers).
Today’s customers desire personalization of
products not just to finely tune these items to
their needs, but also to satisfy their desire to
Deepika Padukone present to the public what makes them unique.
Named by Time Magazine in 2018 as one of the
100 most influential people in the world The products that customers design and
purchase serve as reflections of their identities
and their personal brands.
Why it Matters
Consumer trends frame expectations for all products/services, including professional credentials, and
personalization has become a consumer expectation. It’s easy to imagine why prospective candidates
might desire a personalized certification that would permit them to depict to employers, colleagues, and
others the unique constellation of knowledge and skills which they possess and which differentiates them
from others. The problem: certification is a standardized, one-size-fits-all product.
Generation Z
Old souls in young bodies
Born between 1995 and 2012, the 61 million
members of Generation Z (Gen Z) will make up
40% of the U.S. population by 2020.
These digital natives grew up in an
environment which taught them life could be
challenging and unpredictable, and that
opportunity is not handed to them.
Gen Z’s are highly driven to learn and to
succeed in both their personal and professional
lives.
This generation is far more like Baby Boomers
than the Millennials with whom they are often
confused.
Why it Matters
Gen Z’s characteristics make them great prospects for professional credentials. Given their size and
motivation, Gen Z could become the biggest boost for professional credentials since the Baby
Boomers. However, Gen Z’s personalize everything and spend considerable time curating their
identities and personal brands. Will this generation see value in a standardized, one-size-fits-all
certification?
Competency-Based Education
Accumulate competencies – not hours
In competency-based education (CBE)
programs, progress is measured by the
competencies attained rather than by seat time
in the classroom.
Learners typically progress through CBE
programs at their own pace, completing
classes as soon as they’ve mastered the
requisite competencies.
Competency-based transcripts identify specific
competencies which are the expected learning
outcomes and indicate the learner’s level of
mastery of each competency.
Why it Matters
The focus of competency-based degrees on evaluating competencies which often pertain to specific job
roles (e.g., nurse, IT specialist) makes them both a potential threat and a potential opportunity for
certifiers. If students are required to demonstrate work-related competencies to obtain degrees,
certification could become irrelevant or at best, redundant. Alternatively, some academic institutions have
embedded a certification requirement within their degree programs (i.e., students must attain certification
to receive a degree).
Education Hacking
I did it my way
Cost concerns and doubts about the value of a
degree, in tandem with the availability of low
cost, high-quality online learning opportunities,
have been the impetus for students to “hack”
their education, with the goal of obtaining work-
related knowledge and skills in the shortest
period of time and for the least amount of
money.
Saving time and money are not the only
reasons students hack their education. A
significant advantage of this approach is that it
allows students to take their education into
their own hands, giving them the opportunity to
create a personalized learning program that
best suits their needs and preferences.
Why it Matters
Developing relationships with, and providing support to, education hackers may prove advantageous
to certifiers since this population has potential as a new target audience. In fact, education hackers
may be even more inclined to pursue certification than those who follow a traditional path because
the certification provides external validation that their “hacked” education was effective.
“New” Collar Apprenticeships
A win-win for students and employers
In the United States, apprenticeships have
historically been associated with the skilled
trades and manufacturing jobs.
By contrast, in Europe, apprenticeships are
available for a wide range of in-demand jobs,
including those categorized as “white collar.”
In the last several years, a greater appreciation
has developed for the role which
apprenticeships, particularly “white collar”
apprenticeships, can play in the development
of a qualified workforce in the U.S.
Why it Matters
Most guidelines for quality apprenticeships specify that the program includes the ability to earn
industry-recognized credentials, such as certification. Thus, these programs, the employers and
academic institutions that implement them and the governmental agencies that recognize
apprenticeships can be pipelines into certifiers’ credentials. As apprenticeships grow in number and
expand into new job roles, so too will this opportunity for certifiers.
Robotization, Machine Learning & Artificial Intelligence
Technology meets human
Technology is transforming not just how we
work (e.g., with mobile devices) but also what
we do in the workplace. Job tasks formerly
performed by humans are being automated.
Some estimate that for 60% of the occupations
that exist today, at least 30% of the work
activities comprising these occupations will be
automated.
As AI continues to evolve, machines will take
over not just routine human functions, but also
more complex cognitive functions.
Why it Matters
As intelligent machines take over work activities, those jobs which remain will be restructured. This
restructuring may require that job incumbents possess different sets of competencies than they do now.
A key question will be whether incumbents can acquire these competencies or whether workers with
different backgrounds (e.g., data scientists) will be needed to fill these roles. As more work is ceded to
machines, certification programs ultimately may need to focus solely on competencies that are uniquely
human (e.g., thinking strategically).Side Hustles & Gigs
Working to a different beat
For purposes of this brief, a “side hustle” is
defined as a means of making money outside of
one’s regular “day job” and the main source of
income. By contrast, a “gig” is freelance work
that serves as the main source of income.
From www.medium.com
For both side hustles and gigs, workers are
performing multiple job roles, often concurrently.
These jobs may be in different fields and work
settings and may require different competency
sets.
The Freelancers Union estimates that there are
currently 57 million gig workers in the U.S. (35%
of the workforce) and that 61% are engaged in
this type of work by choice (as opposed to being
unable to find full-time work as an employee).
Why it Matters
Different certifications may be needed for one’s day job and side hustle or different gigs. It’s possible
that in the future, workers will hold more certifications because of these multiple roles. The fluidity of
side hustles and gigs may require that new competencies be acquired and verified on an as needed,
on-demand basis and perhaps, in a non-traditional sequence. Less comprehensive credentials, such
as micro-credentials, may better meet the needs of these workers.The Non-Linear Career Journey
The long and winding road
In the past, there was a standard sequence of
education and work experience through which
one progressed to enter and advance in a
given career. But times have changed.
The traditional, linear career “path” has
become a career “journey” with many twists
and turns along the way.
The journey is not always a straight trajectory
up the career ladder. Workers are purposefully
making lateral moves to gain new experience
and skills and to avoid being “type cast” in a
particular job or work function. The journey also
may not be limited to a single career.
Why it Matters
Individuals taking non-traditional routes into a job role need products/services that help them get up to
speed quickly, enabling them to acquire competencies specific to their new job role and to receive
recognition for these accomplishments. On the other hand, they could be more accomplished in some
domains than traditional candidates, depending on what path they’ve taken. Like other experienced
professionals, they may be less inclined to pursue certification if they already have a proven track record
in the workplace.Certifier as Professional Development Partner
Treating customers like lifetime partners
Traditionally, certifiers focused primarily on
their role as standard bearer for the profession
by concentrating on the quality of their
standards and exams. Far less time has been
devoted to understanding customers’ needs
and experiences throughout the career journey.
Now, rather than simply asking what must be
done to maintain standards for the profession
and to operate a psychometrically sound
program, certifiers have begun to ask, “What
needs do our customers have related to their
careers and their professional development?”
And “How can we help to fulfill these needs,
whether on our own, in collaboration with
others, or by encouraging others to provide
needed programs and services?”
Why it Matters
Adding the role of professional development partner to that of standard-bearer enables certifiers to
serve their customers better. After starting their careers and even before, people are seeking to learn
and have this learning recognized with the ultimate goal being to expand opportunities to improve
their lives. Helping customers to address these needs engenders their loyalty and eliminating their
pain points increases certifiers’ competitiveness in an increasingly crowded market.Activism & Resistance
Customer power
Customers of for-profit businesses and
stakeholders of not-for-profit organizations
have become activists, demanding that their
voices be heard and that desired changes are
made.
Social media has heightened customers’ power
by providing the tools to amplify their voices.
As seen recently in the certification community,
candidates and certificants will resist if their
voices are not heard and desired changes are
not made.
Why it Matters
Customers and stakeholders now possess the means and motivation to vigorously resist on a
wide scale any certifier actions which they believe to be unfair, unwarranted or detrimental. This
resistance can damage the brand and reputation of a certifier and its credentials and make it
more vulnerable to competitive threats.Authenticity & Transparency
Keep it real!
In recent years there has been much
discussion of the need for greater authenticity
and transparency from all institutions of our
society.
Authenticity and transparency are more than
“buzz words” though. Seventy-eight percent of
global respondents do not believe that brands
are honest.
Authenticity and transparency influence
customers’ perception of brands and their
buying behavior. Customers’ evaluation of the
authenticity of a brand (and a company) is as
pertinent or more pertinent to the purchase
decision as price and quality.
Why it Matters
Certifiers can’t assume that stakeholders, particularly candidates and certificants, will fully trust their
motives, requirements, and processes. Demands for authenticity and transparency are not a
nuisance to be written off lightly with a “there they go again.” These demands are a reflection of
genuine dissatisfaction, which if not addressed, can lead to active resistance among stakeholders,
negative media attention and ultimately, lower candidate volumes and recertification rates.Stealth & Game-Based Assessment
Invisible assessment
“Stealth assessment” is the process of embedding
assessment into the learning experience such that
it is essentially invisible and does not disrupt
learning and engagement. There is no “stop and
test” moment.
Embedded assessments which leverage computer
technology and gaming theory (game-based
assessments) permit the measurement of abilities
not easily evaluated through other means (e.g.,
problem-solving, teamwork).
A particular advantage of game-based
assessment is that playing games requires a
series of choices. Consequently, data is collected
not just on the outcome achieved, but also the
path taken to arrive at the outcome, thus providing
a more multidimensional picture of the test taker.
Why it Matters
These approaches have the potential to improve assessment capabilities, enabling certifiers to
assess competencies and attributes that have proven to be the most challenging to evaluate and
which are the most important to employers and the workplace. And these competencies may become
of even greater importance in the more fluid work environment of the future.Micro-credentials
Small is the next BIG thing
The scope of micro-credentials is narrower
than traditional credentials, such as academic
degrees and professional certifications.
Earners of micro-credentials can assemble a
personalized credential portfolio that uniquely
represents and differentiates them from others
in the field.
Micro-credentials also can be accumulated one
at a time, eventually culminating in the award
of a certification.
Why it matters
Micro-credentials offer flexibility, providing individuals with opportunities to have their knowledge/skills
validated throughout the career journey, rather than only when they become eligible for a “big”
certification. Additionally, micro-credentials are well-suited to today’s (and tomorrow’s) rapidly
evolving work environment which requires that new skills be acquired and verified quickly and
efficiently -- either to maintain competence in a job role or to transition to a new role.Credentials for Kids
The desire for credentials has no age
limits
High School Students Earn
CNA Certification Through Today, even young children are earning
6-Week Summer Program
credentials. The Girl Scouts of the USA offers
cyber-security badges for Brownie Scouts (girls
in grades 2-3).
Increasingly, high school and college students
are graduating with certifications, typically in
fast-growing fields. More than 300,000
Microsoft certifications were earned by public
"I was planning on being a nurse when I was older, so this school students and teachers in just six years.
is very important, because it's a way to get into the medical
field. It's a great opportunity, because I get a chance to be
ahead of the game.“
Javiera Orellana-Barrera, High School Senior
Why it matters
There has been a recent trend of more certifiers creating credentials for new college graduates and
those still in college. The interest of even younger audiences in earning credentials presents an
opportunity for certifiers to: (1) build relationships with their target audiences earlier in the customer
journey and (2) foster loyalty to the certifying body.Think the future is still WAY out there? Think again. Artificial Intelligence in the Workplace When discussing the impact of artificial intelligence on a profession, practitioners typically react by saying, “It will never happen us,” the implication being that the work is too sophisticated or too “hands on” (literally) to be replicated by a machine. These doubters likely would be surprised to discover that robots are analyzing data from pre-operative medical records to guide a surgeon's instrument during surgery, leading to a 21% reduction in a patient's hospital stay. DNA Digital Storage Digital data is being stored on artificial DNA strands. “Capable of storing 215 petabytes (215 million gigabytes) in a single gram of DNA, the system could, in principle, store every bit of datum ever recorded by humans in a container about the size and weight of a couple of pickup trucks” (Science Magazine). In January 2019, researchers announced they had successfully performed data processing operations directly on the DNA using chemical processes.
The best way to predict the future is to create it Don’t get left behind!
Ready to future-proof your credentials?
Let’s deep dive together into the trends that matter most to YOUR organization.
We offer a variety of experiences to get you started.
Option 1: 2019 Trends Briefing Presentation (face-to-face or via webinar)
A high-level overview of the Look Book trends of greatest interest to your organization.
The presentation includes a handout with thought-starter questions to spark subsequent
discussions between board and staff.
“The Future of Certification trends briefing that Knapp & Associates provided to
PNCB’s board was invaluable! The information was particularly timely as the Board
plans to update our strategic plan in just a few months. We plan to use the thought-
provoking questions from the briefing on our monthly conference calls leading up to
our strategic planning session.”
Andrea A. Burns, MBA, CPA, CAE, CGMA
Chief Financial Officer
Pediatric Nursing Certification BoardOption 2: Future of Certification Workshop
Explore how the 2019 trends could impact your organization’s market, credential and
operations. Available in a half- or full-day workshop facilitated by Lenora Knapp. Features
small group activities designed to engage your participants.
“The Future of Certification workshop stimulated creative thinking about future
possibilities, brought attention to broader trends that could impact the success of
HRCI’s programs in the future, and jumpstarted the exploration of new opportunities
to further enhance HRCI’s success.”
Amy Dufrane, EdD, SPHR, CAE
Chief Executive Officer
HR Certification Institute
Option 3: Bespoke Future of Certification Experiences
Is your organization ready to take massive action? Do you need deeper discussions about
your future? Let’s customize a program to meet your specific needs. It might be a webinar
series, facilitation of an ongoing trend discussion group, ongoing consultation on future-
proofing your credentials or something else that we co-create. The future is calling, are
you ready to answer?What else does Knapp & Associates International do?
Since 1993, we’ve worked with more than 180 clients to design, redesign and future-proof
their credentialing programs. Our clients choose to work with us because we bring original
thinking to the process – we don’t follow a recipe book and we don’t follow tradition blindly.
This approach makes us unique in the industry. The best way to reach us is to email
info@knappinternational.com.
How do you help clients with How do you help clients
existing programs? considering new programs?
• Identify factors hindering success • Differentiate between real vs. illusory
• Recommend improvements for your market interest
credential portfolio • Determine IF a credential is the right
• Re-design credentials or provide answer for your market and organization
guidance for discontinuing them • Identify what type of credential best fits
• Quantify the value of your credential the needs of your market
• Guide you in future-proofing your • Develop the business case to understand
credential the investment and break-even point
• Create new types of credentials (e.g., • Evaluate your likelihood of success
micro-credentials) • Create a credential design roadmap
• Facilitate strategic discussions with staff • Facilitate strategic discussions with staff
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