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Understanding Micro-Credentials
In today's rapidly evolving job market, the demand for skilled workers is constantly shifting. Micro-credentials allow learners to engage in shorter forms of learning, typically lasting from ten weeks to six months, focusing specifically on core competencies sought by employers. New micro-credential companies emerge each year, and some colleges and universities are also venturing into offering their own certifications and short-term learning solutions. However, as the number of micro-credentials continues to grow, it has become increasingly challenging for high-quality, effective programs to stand out among learners.
To better understand the challenges and opportunities with these programs, WGU Labs embarked on a comprehensive exploration of the micro-credential landscape. We sought to understand the supports and resources of the programs, learners’ overall thoughts about the programs, and the impact of the programs on the learners’ careers. From 2021 to 2023, the team collaborated with three leading micro-credential companies to delve deep into the efficacy and outcomes of their offerings. Through surveys, interviews, and data analysis, WGU Labs analyzed every aspect of the learner experience, from program engagement to post-completion career trajectories.
Through this exploration, WGU Labs has uncovered various challenges associated with micro-credentials — and strategies to mitigate them. Additionally, we have gained valuable insights into the preferences and needs of learners in this evolving landscape. These insights can empower micro-credential organizations to differentiate themselves and attract new learners by providing the necessary support and solutions for them to excel in their programs.
Micro-Credential Landscape Analysis Reveals Challenges and Opportunities
- Clearly Articulating (and Ensuring) Workforce Alignment is Critical: Organizations that offer micro-credentials need to ensure the value and workforce alignment of their offering is clearly articulated to boost value and enrollments. In our research, we found a strong demand for information about the tangible benefits and real-world applications of micro-credential programs. Learners want assurance of academic enrichment and how their newfound skills could translate into career advancement and financial gains. Micro-credential programs should align the skills taught in their programs with those highly valued by employers in the job market and give learners a clear roadmap of how their educational pursuits could directly impact their professional trajectory. This practical approach can enhance the perceived value of the micro-credentials and empower learners with a deeper understanding of the potential outcomes awaiting them upon completion of said program. Consistent with other research, we found that most learners already possessed a degree and were interested in building upon the degrees they had already obtained.
- Pricing Must Meet the Learner Where They Are: Certain micro-credential companies struggled to recruit learners during our exploration. One of the core challenges that emerged from our analysis was the importance of clearly calibrating the cost-benefit analysis for potential enrollees. Based on our analysis, we learned that programs must align with the financial capabilities of their target audience while also reflecting the program's workplace value. Programs can address this by revisiting their pricing strategy. By carefully calibrating the cost to match the average prospective learner's salary range and adjusting prices to incentivize completion, programs can create a pricing model that would attract learners and motivate them to see the program through to its conclusion.
- Timing Is Everything: 2-4 Month Programs the Sweet Spot: Shorter sprints of 2-4 months seem to be ideal times for learners to complete a micro-credential and remain actively engaged. Longer programs (closer to one year or more) do not incentivize the learner to complete the micro-credential in a timely manner actively. Shorter programs (2 months or less) seem to be stressful for learners who are also working and have other commitments. During our learning content pilots with micro-credential companies, we found that when too little time was provided, extensions were often required to increase the engagement and completion of the program.
- Micro-Learning, Macro Support Needed: Many nontraditional learners sign up for micro-credential courses, often because of their flexibility, workforce alignment, and cost-effectiveness. A nontraditional learner refers to someone who doesn't fit the typical mold of a student in an educational setting, such as adult learners and students who work full-time. Some of these learners struggle with the additional course load, leading to retention and completion challenges. The availability of support plays a crucial role in boosting completion rates. Common support mechanisms include live coaches and frequent email communication. We found that when companies implemented dedicated success coaches and divisions to provide tailored assistance to learners, they saw improved completion rates.
Our exploration of the micro-credential landscape has illuminated various challenges and opportunities within this rapidly evolving educational sector. Through rigorous research and analysis, WGU Labs has gained invaluable insights into the preferences and needs of learners, as well as the efficacy of micro-credential programs. It is clear that effectively marketing the value-added by micro-credentials, revisiting pricing strategies, and optimizing program duration are critical factors in attracting and retaining learners. Additionally, robust support mechanisms are essential for ensuring learner success and program completion, particularly among nontraditional learners.
Armed with these insights and strategies, micro-credential organizations can differentiate themselves in a saturated market and empower learners to excel in their educational pursuits and advance their careers. As we continue to navigate the ever-changing landscape of education, the transformative potential of micro-credentials remains undeniable. They offer accessible and targeted learning opportunities for individuals striving to adapt and thrive in today's dynamic job market.
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