WP21 Using Online Research Techniques to Better Understand Your Audience

The following white paper introduces best practices for successfully promoting certifications by investing time in market research. The authors assembled a list of available resources to create a simple approach for marketing the certification by paying special attention to online tools, from free social media resources to more advanced subscription platforms. The authors leveraged the data available online concluding
that, thanks to the transparency of social media and extensive reporting available about job market activity, certifying organizations have the opportunity to make informed decisions about how they can promote their certifications.

Download the Table of Contents.

Member Price: FREE; Non-member Price: $50

You must log in to your account, become an ICE member or create a non-member account to register for and/or purchase this item.

If you receive ICE emails, you already have an account. Click 'Login to view purchase options' to login or retrieve your password using the "Username and/or Password Help" link at the bottom of the page.

It is important to ICE that you enjoy this offering. Please email ICE staff at and identify any needs and accommodations requested.  

Login to view purchase options

About the Authors

Amy Jauman.png





Dr. Amy Jauman, GPHR, SMS, is the Program Director for the master’s program in human resources management at Saint Mary’s University of Minnesota. She is also a published author, ghostwriter, and international speaker. In her work, she focuses on using experiential learning techniques and online resources to make information meaningful to adult learners in traditional and remote business and educational environments. Her audiences have included traditional and nontraditional learners around the world. She has supported local businesses through board service with the Women Entrepreneurs of Minnesota, the Children’s Hospital Association and the Association for Talent Development. 

In addition to ghostwriting projects, Jauman authored the National Institute for Social Media (NISM) textbook, Comprehensive Field Guide for Social Media Strategists: Master the Six Content Domains of the SMS Exam. In 2018, she released Certification Success: Create Your Personalized Study Plan, through Kendall Hunt Publishing.

In addition to her two books related to supporting individuals seeking certification, Dr. Jauman has contributed the following to the advancement of credentialing through the Institute for Credentialing Excellence (I.C.E.). 

Jauman is a certified social media strategist and instructor through the NISM and a certified global professional human resource professional through HRCI. She holds a master’s degree in experiential education and a doctorate in organization development. In 2017, she completed the Credentialing Specialist Certificate issued by I.C.E. and has spoken at three consecutive I.C.E. Exchange conferences. 


Joe Seegers headshot-web version.jpg




Joseph Seegers earned a bachelor’s degree in business management and a master of business administration from Saint Mary’s University of Minnesota. During his studies, he completed projects locally and internationally, including work in Italy with Cinecitta Studios as a consultant, recommending strategies to further the brand. 

Seegers’s current role is human resource representative at Fanatics in Winona, Minnesota. He currently works in many different areas of human resources, including each phase of the recruiting process. He runs new employee orientation and maintains all employee personnel and related data files, including compensation, benefits, tax, attendance, performance reviews, disciplinary actions and terminations. He is also responsible for providing information about FMLA, writing reviews and creating new employee programs. 

As part of his role at Fanatics, he is creating an internal certification program for employees who are cross-trained to work in at least three different departments. Successful completion of the certification will allow employees to receive a higher yearly wage within the organization. A committed member of the HR community, Seegers is currently preparing for the SHRM-CP exam and writing a book about time management for Bookboon.