WP15 Value of Certification: An Exploration of Concept and Research Process

Why should credential holders and those who employ them care about your credential? Said differently, what’s in it for them? This is the focus of value of certification (VoC).

VoC seeks to understand the various stakeholder audiences for the credentialing organization, explore the factors important to them, and communicate these messages to the market and promote the credential. This white paper will explore the concept of VoC and its various intrinsic and extrinsic forms through the existing academic and professional literature. In addition, this paper will present examples from various credentialing bodies to demonstrate how organizations prioritize VoC factors and communicate them to credential holders, hiring managers, HR professionals, and executives.

The white paper will be most useful for credential managers or executives who are new to the concept of VoC or who have not previously researched and organized value indicators for a credential. This paper will serve as a guide for understanding what VoC is, how you can use it, and how to start your own VoC study, regardless of whether you use ICE’s Value of Certification Toolkit or engage an external consultant.

Meet the Author

Rory is the Vice President of Certification Services for PSI. In this role, he serves certification clients by leading a team of business development, client services, and test development/psychometric professionals. During his career, Rory has worked with over 80 associations, including well-known licensure programs and globally renowned certifications. Previously, Rory served as the President of International Credentialing Associates (ICA), providing test development, market research, and program management consulting for credentialing organizations. He also worked as a Product Manager of Credentials at the Project Management Institute (PMI), growing their flagship Project Management Professional (PMP)® credential through critical business changes and marketing. He also worked at Prometric, providing exam development and program design consulting.

Rory serves extensively throughout the certification community, including as the Vice Chair, Program Committee, for ATP’s Innovations Conference in 2016. In addition, Rory serves as Treasurer on the Board of Directors for the Credentialing Network Group (CNG) and the Chair of the Education Committee for ICE. He is also the current Co-Chair of the ATP Security Committee.

Rory received a Ph.D. in Organizational Leadership from The Chicago School of Professional Psychology. He also holds an MBA from Drexel University and B.A. in Psychology from Millersville University.

He is certified as a Certified Association Executive (CAE), Senior Professional in Human Resources (SPHR), and New Product Development Professional (NPDP). 

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