Updated 4/19/23
Previously, we've discussed the importance of promoting your program to earners so that they understand what to do with your digital credentials. It may also be necessary to promote your program within your organization. This resource is intended to help you think about what you might need.
Identifying the stakeholders
There may be numerous stakeholders interested in your digital credential program. Most obvious would be your earners. If you are offering credentials for career enhancement, and you are not exclusively issuing to your own employees, you might want to socialize your program with external partners such as employers interested in hiring your graduates.
What makes an internal stakeholder unique? Depending on how you have structured your program and governance, internal stakeholders will need to understand your goals and operating procedures.
Internal stakeholders could include:
- Colleagues who have new ideas and want to develop credentials
- Other departments or business units within your organization
- Professional associations who would appreciate alignment between your program and their membership benefits.
Why internal promotion?
Promoting your program could be something that you initiate proactively, or it could be a reaction to a request. Let's look at a few common reasons for internal promotion.
Curiosity (others ask) - When others within your organization hear about what you're doing and the potential reach of your credential program, they may want to learn more. This could be as simple as explaining the program to leadership or justifying cost to the financedepartment. Either way, curiosity fuels much of the need for internal promotion.
Growth and scale (you’d like to see your program go further) - Similar tocuriosity, it is not uncommon for additional business units to reach out to existing administrators and ask how they might join. Or, you may have been thinking about the next level of credentials or new programs that you'd like to recognize with credentials. Your future growth and scale may depend on how well you socialize your program internally.
Consistency (you’d like to see everyone talking about similar outcomes) - Should you have the benefit of adding new business units or colleagues to your existing account, you will want to ensure consistency in the creation of your credentials and the overall governance. Therefore, it is imperative that anyone hearing about your credential program hears the same message. Working toward internal promotion will help you clarify that message for consistency.
Bigger reach, better recognition - The return on your investment is often better recognition of your programs and your organization in general. With internal promotion leading to growth and scale, you will undoubtedly have a bigger reach with your credentials and better recognition as those credentials get shared outside of your organization.
Promotional Activities
As you think about promoting your program within your organization, there are several easily identified moving pieces.
Internal media, announcements, intranet posts - What are the existing channels in your organization where you promote any new initiative? Getting space on the company's intranet page or inclusion in regularly scheduled communications is a strategy to consider in promoting your program. Think about this as an internal press release.
Visuals - A picture is worth 1000 words, especially if you are showing people an array of credentials as a taxonomy. This is a powerful method to promote the depth and breadth of your credential program and to identify gaps where other business units might assist. Could you work this visual into an internal landing page or site explaining the credential program?
Presentations - Facilitating short informational presentations to leadership (and others who are curious) may serve you well as you promote your program. We have slides that you could use in explaining how your program works and the benefits of hosting this program with Credly.
Lead by example (give them a credential) - Is there a credential that you might issue to those who need to understand the program? For example, you could develop your own “ambassador” credential that is awarded after interested parties hear your message in a presentation. Help those internal stakeholders experience the satisfaction of earning a credential.
Helpful slides attached
Feel free to download the attached PowerPoint for ideas on how to promote your program internally