Microcredentials are no longer a trend—they’re a transformative force in workforce development. As learners demand faster, more flexible ways to upskill, and employers seek evidence of real-world competencies, associations have a unique opportunity to lead the charge.
In this blog, we break down the three key strategies that help organizations not only enter the market but thrive.
Why Microcredentials?
Before diving into strategy, it’s important to understand why microcredentials matter:
- Demand is exploding: The microcredential market, valued at $9.9 billion in 2019, has some forecasts estimating it could reach $69.87 billion by 2032.
- Employers are on board: 72% of employers prefer candidates with microcredentials.
- Learners love them: They offer fast, affordable ways to gain job ready skills—often in under six months.
Strategy #1: Top-of-Funnel Entry Points
If your goal is to expand your customer base, start by building low-barrier, foundational microcredentials that attract learners early in their career journeys. These are designed for exploration and skill sampling—not deep specialization.
Example:
The CFA Institute’s Investment Foundations Certificate offers a flexible, online program covering finance and ethics basics. It’s geared toward professionals adjacent to finance (e.g., marketing or HR), providing a gateway into the industry.
Why it works:
- Low cost and time commitment
- Online, self-paced format
- Entry-level assessments with minimal friction
Strategy #2: Diversification for Mid-Career Professionals
Looking to retain and re-engage existing members? A diversification strategy creates specialized learning paths for professionals already in your ecosystem.
Example:
CFA Institute’s Certificate in ESG Investing caters to experienced professionals looking to deepen their expertise in environmental, social, and governance (ESG) practices. It’s a focused credential that responds to a timely, high-demand topic.
Why it works:
- Keeps content fresh and relevant
- Provides upsell opportunities
- Aligns with industry trends
Diversification allows you to monetize your existing learner base while increasing perceived value.
Strategy #3: Stackable Credentials for Long-Term Growth
Stacking microcredentials—both horizontally (skills across roles) and vertically (deeper specialization)—creates a clear career advancement path for learners and a scalable model for organizations.
Example:
American Medical Technologists stack their base RMA certification with specialized microcredentials to help professionals climb the career ladder or move into related fields. ISACA and others use similar frameworks to expand learning journeys over time.
Why it works:
- Encourages lifelong learning
- Increases retention and learner lifetime value
- Connects disparate programs into cohesive pathways
Stacking microcredentials transforms a fragmented product catalog into a strategic learning ecosystem.
Key Takeaways for Association Leaders
- Start with your goal: Are you trying to reach new audiences, re-engage current members, or build long-term value?
- Define the program scope: What’s the right length, depth, and price point based on your strategy?
- Align your technology stack: Ultimately, all learning and assessment data should connect through a single LMS to support personalization and insights.
- Measure what matters: Adoption, satisfaction, and learner progression will vary depending on your strategic approach.
Final Thoughts
Microcredentials offer an unprecedented opportunity to align the needs of learners, employers, and professional associations. By starting with a clear goal and leveraging proven strategies like top-of-funnel engagement, mid-career diversification, and stackable credentialing, you can build programs that not only educate but elevate.
Now that you've answered the "why" behind microcredentials, it's time to tackle the "what" and "how." Whether you're just starting or scaling, BenchPrep is ready to support you. Request a demo today.
