The Value of Certification

I’m surprised at how many certification programs don’t address the value of their credential more directly with stakeholders; potential certificants in particular. The first communication a potential certificant receives is often an explanation of how to earn the credential not why they would want it in the first place.

Educating interested certificants on the process of certification is important, but you’re assuming that they have already decided to sit for the exam (or whatever assessment instrument you have). What if they haven’t made that decision? Or, what if they’ve got other certifying agencies to choose from?

We looked into this issue to find out how other certification agencies define the value of their credential to different audiences. We found some information you might find useful in creating, or updating, your own communications. For example, here are some sample value statements.

For the sponsoring organization:
Standardized practice and/or standards within an industry
Advances the specialty/field and increases cooperation between organizations in the same discipline
Provides means to establish and enforce an ethical code
Provides a means for an industry to self-regulate

For the certificants:
Recognition by a third party
Credibility
Enhances professional reputation
Personal accomplishment
Supports continued professional development
Demonstrates a high level of commitment to the field of practice
Demonstrates a certain level of knowledge and skill
Increases opportunities for career advancement and/or increased earnings
Increases and/or validates skills and knowledge
Meets employer or governmental requirements

For employers:
Improved customer satisfaction
Increased safety (in applicable industries)
Increased competence level of employees
Used in making employment decisions
Provides professional development opportunities for employees
Ongoing enhancement of knowledge and skills
Increased confidence in employees abilities
Demonstrates employers commitment to competence
Provides compliance with industry regulation or government requirements

For the public:
Helps in identifying qualified service providers
Increases confidence in service providers
Disciplinary process to follow in case of complaints

Links to organizations that provide materials for certificant’s use in promoting their credential:
American Academy of Wound Management (form letters)
Oncology Nursing Certification Corporation (slideshow and talking points)
Pediatric Nursing Certification Board (tool kit)

Web sites that list reasons to become certified:
American Board of Opticianry/National Contact Lens Examiners
American Nurses Credentialing Center
Commission for Case Manager Certification
Competency & Credentialing Institute

Documents that discuss the value of certification in specific fields:
Certification of Ophthalmic Medical Personnel: Invisible assets, Tangible benefits
National Board for Certification of Hospice and Palliative Nurses