The current state of credential programs
When we initially brainstormed this project, we wanted to learn about the “state of” organizations issuing credentials. What types of credentials are they issuing? What are their motivations? And what can we learn from the most successful programs?
Two-thirds of issuers consider their program successful
63% of issuers consider their credential programs extremely or very successful. While every program has its definition of success, looking at what these “successful issuers” are doing differently than their peers is revealing.
Look for this symbol throughout the report to learn what successful issuers are doing differently.
These are data-driven signals of things you can experiment with to improve your program.
Digital credentials are common, but the field is still new
The issuers we surveyed have extensive experience with all types of credentials. 93% offer digital credentials, and 55% offer paper and/or PDF credentials.
Among those who issue digital credentials, the most common reason for adopting them was to increase:
- Credential sharing
- Brand awareness
- Program referrals
- Program growth
These goals, in turn, directly support the top three program priorities issuers identified: increasing brand awareness, growing program revenue, and increasing enrollment and renewals. And signs show the move to digital credentials is helping advance those priorities. 94% of issuers who have adopted digital credentials report a positive impact on their business.
Successful issuers are also seeing a higher rate of positive results than their peers in several areas, including:
- Increased learner engagement
- Increased course enrollments and completions
- Increased credential sharing online
- Increased program referrals and growth
One example of a program having success is the online learning platform, Frogames, which implemented digital credentials and launched 12 learning pathways across its more than 200 courses. Co-founder Juan Gabriel Gomila Salas shared, “Since we introduced digital credentials, our course completion rate has improved by three times. People aren’t just paying for courses. They’re completing them, talking about them, and sharing them with their peers.”
Even better? Since launching digital credentials, Frogames has increased credential sharing by 67%, which led to a 3% increase in referral traffic, with more people discovering the brand every day.
67%
increase in credential sharing for Frogrames since launching digital credentials.
Successful issuers are more likely to have a rigorous approach
While the value of digital credentials is clear, we’re still in the “early majority” stage of market adoption. Only 40% of respondents have been offering digital credentials for at least 4 years.
Regardless of how long you have been offering credentials, our research reveals that successful issuers are more likely to have a sophisticated approach to their credentialing program. That is, they are more likely to have a credential framework and strategy to implement, scale, and measure their program.
Successful issuers are more likely to have a documented credential framework.
Through her work helping organizations such as MIT, CFA, Google, the University of Oxford, and MetLife develop credential frameworks via Accredible’s Professional Services, Maise Hunns knows firsthand the value of establishing one for program success.
Said Hunns, "A well-designed credential framework is the backbone of any successful credentialing initiative. It provides structure, clarity, and purpose to the entire process, ensuring that credentials are meaningful, relevant, and aligned with industry needs.”
Beyond having a documented credential framework, successful programs track and act on key performance indicators (KPIs) at each stage of the learning journey to optimize program performance.
“We like to monitor traditional educational metrics. But we've gotten savvier — particularly with the tools in Accredible — about monitoring the marketing aspects of digital credentials,” said James Swisher, Director of Continuing Education at the Institute of Industrial & Systems Engineers (IISE). “We like to look at open rates and share rates to understand the reach of our programs. How do they share their accomplishment? Are they proud of it?”
Very successful issuers tend to have more sophisticated tracking. Specifically, they are more likely to track:
- Number of credentials issued
- Credential share rate
- Referral traffic from credential shares
- Referral to new learner conversion rate
“We like to monitor traditional educational metrics. But we've gotten savvier — particularly with the tools in Accredible — about monitoring the marketing aspects of digital credentials. We like to look at open rates and share rates to understand the reach of our programs. How do they share their accomplishment? Are they proud of it?”
James Swisher
Director of Continuing Education, Institute of Industrial & Systems Engineers (IISE)
The value of courses and credentials
Discover why learners are taking courses and what value they place on credentials.
