The Holmes Corporation team had the privilege of hosting a discussion at ASAE’s Annual Meeting on the topic of microcredentials. Our panelists were incredible, and their expertise was so well-received that we decided to write a two-part article on why and how associations should develop microcredentials. Part one was published in September: Why Should Associations Care About Microcredentials? Here’s part two.
Understanding the strategic value of microcredentials is one thing. Building programs that deliver real impact is another. The difference between meaningful credentials and forgettable training modules lies in thoughtful design, rigorous development, and strategic implementation.
Here are 7 pieces of practical advice for association leaders who want to create microcredentials that truly serve their members and industries.
1. Start with a Solid Foundation
Elizabeth Moore, VP of Product Development at Holmes Corporation, uses a powerful analogy when discussing microcredential development: “You are building a house, and the most successful thing you can do is create a solid foundation so that it does not cave in or collapse on you.”
This foundation begins with thorough research before any content creation starts:
- Who exactly is your audience, and where are they in their professional journey?
- What specific skills gaps exist that aren’t addressed by current offerings?
- Who are your competitors, and how will you differentiate?
- What learning outcomes do you want participants to achieve?
2. Choose Your Subject Matter Experts Wisely
The quality of your microcredential depends heavily on your subject matter experts (SMEs), but choosing the right ones requires more than identifying technical expertise. Letty Kluttz, Senior Vice President at APIC, advises: “Be very mindful of who you’re tapping to review your content.”
Look for SMEs who:
- Understand your target audience and their needs
- Align with your association’s strategic goals
- Can balance comprehensive coverage with practical focus
- Recognize that content will evolve and improve over time
3. Design a Rigorous Assessment
The assessment component separates meaningful microcredentials from clickthrough training. Moore emphasizes that quality programs require participants to “demonstrate not only that they went through content but also completed a rigorous assessment.”
Effective microcredential assessments should:
- Test application of knowledge, not just recall
- Include scenario-based questions relevant to real work situations
- Provide multiple opportunities for learners to test understanding throughout the program
- Scale appropriately to the audience level (entry-level vs. senior professionals)
“Entry level may not have as many scenario-based questions as a more senior level,” Kluttz explains, ensuring learners can apply knowledge in realistic contexts.
4. Consider Time-Bounded Validity
Unlike traditional certifications that may last indefinitely, many microcredentials benefit from renewal requirements to ensure current knowledge. APIC’s approach provides a practical model: their microcredentials remain valid for three years, after which holders must retake the course and assessment.
“We didn’t want someone having taken a microcredential and then ten years later saying that knowledge was still applicable to them,” Kluttz explains. To make renewal sustainable, they offer a 50% discount for returning learners, encouraging ongoing engagement while recognizing the financial investment.
5. Build Internal Buy-In Strategically
Successful microcredential programs require organizational support beyond the association’s education team. This means connecting your proposal to existing strategic priorities rather than positioning it as an entirely new initiative.
“It’s really important to have a strategy and not just throw spaghetti against the wall,” Kluttz emphasizes. When building your business case:
- Link microcredentials to current workforce development goals
- Show how they complement existing certification programs
- Demonstrate potential for member engagement and new revenue streams
- Address concerns about market cannibalization with evidence-based positioning
- Present a phased approach that allows for learning and iteration
6. Partner with Quality Developers
The technical aspects of content development, instructional design, and platform delivery require specialized expertise that most associations don’t possess internally.
Look for development partners who:
- Understand association goals and member needs
- Have experience with rigorous assessment design
- Offer ongoing support beyond initial development
- Bring instructional design expertise specific to professional education
- Can integrate with your existing technology systems
7. Avoid Common Pitfalls
Based on real implementation experience, here are key mistakes to avoid:
- Rushing to Market: “Don’t rush to get something out there for the sake of just checking it off your list,” Kluttz warns. “Take your time to make sure that what you’re delivering is something that you’re proud of putting your name on.”
- Scope Creep: Resist the urge to cover everything in one microcredential. Focus on specific, narrow skills that provide clear value.
- Perfectionism: While quality matters, waiting for perfect content means never launching. Plan for continuous improvement rather than initial perfection.
- Ignoring the Renewal Strategy: Consider the full lifecycle from the beginning, including how you’ll keep content current and encourage ongoing engagement.
The Payoff
Done well, microcredentials become more than educational products—they become strategic tools for member engagement, industry leadership, and sustainable growth. As Moore notes, the associations that succeed will be those that “enter with their eyes wide open” and commit to ongoing learning and adaptation.
Your association already has the industry expertise and member trust that great microcredentials require. With thoughtful planning, quality development, and strategic implementation, you can create programs that genuinely advance professional competence while strengthening your organization’s role as an industry leader.
