In today's competitive landscape of professional education, the demand for engaging, high-quality content is not just beneficial—it's essential. Professionals today are pressed for time and require learning materials that are not only informative but also engaging and relevant. When learners connect with the content, it results in higher engagement rates, better retention, application of knowledge, and ultimately, improved performance outcomes.

Julie Gurican is the Vice President of People at BenchPrep, where she has dedicated over 5 years to the company. In her role, Julie leads BenchPrep's People function, overseeing hiring and employer branding, learning and development, talent planning, culture, engagement and retention, diversity, equity, and inclusion, as well as performance management and total rewards initiatives. When BenchPrep defined its 2024 business goals and prioritized its commitment to the continuous education sector, I was excited for the chance to mirror our People Strategy knowing our team’s deep-seated passion for learning.

In the rapidly changing professional education landscape, supporting your learners on their journey to obtaining career-changing certifications is paramount. Without this support, you risk high dropout rates, unsatisfied learners, and revenue left on the table.

Lifelong learning is essential, yet many struggle to develop certification and continuing education programs that are not only valuable but also profitable.

Professional athletes dedicate their lives to it. Famed authors write about it. And today’s learning professionals are doing it more and more to meet the changing demands of the skills-based hiring market.

The facts are clear: more than 50 percent of association members cite support for certifications and certification training programs among the membership benefits they value most. So if your learning programs leave members feeling unprepared, it’s going to cost you.