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. Here’s part one. Watch for part two in September.
The professional education industry is buzzing with talk about microcredentials. In fact, according to Credential Engine, there are more than a million microcredentials now in the market. But what are they exactly, and why are they becoming so popular? What does it all mean for associations’ professional development portfolios?
Defining Microcredentials
At its core, a microcredential represents a “narrow scope of knowledge, skills and abilities” that “can be as granular as a single skill or competency,” according to Denise Roosendaal, Executive Director of the Institute for Credentialing Excellence. This focused approach differs fundamentally from traditional certifications, which cover broad bodies of knowledge across entire professions.
“I’ve heard some people refer to this as ‘snackable content,'” Roosendaal notes, “because you can do it quickly, digest it, and move on.”
But don’t mistake “snackable” for superficial. A quality microcredential requires rigorous assessment and demonstrates genuine competency in a specific area, which is a crucial distinction from the mindless training modules we’ve all clicked through while multitasking.
How They Fit Your Existing Programs
For associations already offering certifications, microcredentials aren’t competition; they’re strategic complements. Elizabeth Moore, VP of Product Development at Holmes Corporation, explains the relationship: “If you start to think about the body of knowledge and certification as the breadth, microcredentials should go deep into individual content areas.”
Letty Kluttz, Senior Vice President at the Association for Professionals in Infection Control and Epidemiology (APIC), has seen this complementary approach work in practice. “We see microcredentials as actually a stepping stone or an entree into certification,” she explains. “I think it’s a really great way to help someone feel comfortable with their knowledge in a particular area before pursuing certification.”
But microcredentials deliver value for a wide range of members:
- Early professionals can demonstrate specific competencies to enhance job prospects
- Experienced professionals can stay current with evolving skills
- Certification holders can earn continuing education credits efficiently
- Career changers can build knowledge, confidence and credibility
Filling Several Market Needs
The numbers tell a compelling story about shifting workforce needs and why microcredentials have become the response. According to LinkedIn data, 76% of hiring managers now prioritize skills over academic credentials, while Coursera’s 2025 Micro-Credentials Impact Report found that 94% of students want microcredentials to count toward their degree programs. Meanwhile, 73% of adults consider themselves lifelong learners, with 94% of online learners preferring to study at their own pace.
The microcredential boom isn’t just about new training formats. It’s about meeting the needs of a time-constrained, skills-focused, and rapidly adapting workforce. As Moore observes, “There are jobs that will exist in a month that we don’t even know about today because of the advancements in technology.”
Education providers of all types are taking notice. “The question is more who isn’t getting into the game,” Moore observes. Educational institutions are using them for flexible learning options, corporations for upskilling initiatives, and even individual subject matter experts are creating specialized programs.
Why Associations Have a Unique Advantage
Despite increased competition, associations possess advantages that other providers can’t easily replicate:
- Trusted Authority: According to the Independent Sector, associations enjoy nearly 60% trust from the public for their programs—dramatically higher than other institutions struggling with single-digit trust levels.
- Industry Expertise: Associations are the source of truth for their professions and industries.
- Responsive Agility: With a pulse on industry needs and access to leading experts, associations can capture a new emerging skill set, create a microcredential and offer it to members quickly.
- Strategic Integration: Associations can design microcredentials that align with broader educational offerings, creating clear professional development pathways rather than isolated training experiences.
The Differentiation Challenge
The abundance of microcredential options creates both opportunity and risk. With more than a million credentials in the marketplace, quality and focus become critical differentiators.
Associations must leverage their unique position. As Moore advises, “You’re the trusted authority in your industry. So stay focused on your industry.”
Kluttz learned this lesson while developing APIC’s microcredential program: “Not everything could or should be a microcredential because you don’t want to dilute the marketplace. It can become too much choice, too much information.” Kluttz and her team concentrated on specific skills within infection prevention, each representing deep, specialized knowledge that extends their expertise to new audiences while maintaining clear relevance to their core mission.
Beyond the Hype
The microcredential market opportunity is real, but it requires strategic thinking rather than reactive program development. The associations that will be most successful are those that integrate microcredentials into their comprehensive professional development strategies.
For associations ready to think strategically about professional development, microcredentials offer a path to deeper member engagement, expanded industry impact, and sustainable growth in an evolving education marketplace.
To learn more about microcredentials, download our Microcredentials Playbook: How Associations Can Drive Growth Through Targeted Learning and check out I.C.E.’s Microcredentialing Toolkit.
