IBM Digital Badge Program Overview
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The document discusses the challenges in finding skilled workers and the response by IBM to create a digital badge program to address the skills gap. This program uses open standards to provide verifiable, portable credentials that enhance personal branding and connect individuals to job opportunities, while also benefiting IBM by increasing client confidence and engagement. It highlights the program's wide adoption, significant results, and its role in shaping digital credentialing in the industry.
IBM Digital Badge Program Overview
- 2. PROBLEM THE WORLD IS FACING A SERIOUS TALENT
- 3. World leaders are telling IBM they have major challenges in finding workers with required skills 51% Industry executives citing finding appropriately skilled workers in local labor markets as the greatest challenge related to skills 71% Corporate recruiters that indicated they cannot find applicants with sufficient practical experience Sources: Multiple. See notes.
- 4. Changes in the labor market required us to change and rethink how we would meet the market demand for talent Line of Business Jobs now require IT skills Gig Economy requires a skills registry Rapid Technology Change requires “liquid skills” Rise of Teams require expertise location Shadow IT decentralizes IT New collar jobs require new credentials Contract Employee MONTHS 18 WEEKS 12 2014 2016 + + + +
- 5. SKILLS EVERYTHING POINTED TO A NEED TOCHANGE THE WAY WE DEVELOP AND TAKE INVENTORY OF
- 6. ☑ Timely ☑ Verifiable ☑ Portable ☑ Discoverable These signals required us to create a new credential structure to signal and surface capability: ☑ Differentiating
- 7. Digital emblem which provides timely symbol of skills and achievements SHAR E Contains metadata with skills tags and accomplishments Easy to share in social media: LinkedIn, Twitter, FB, blogs Tethered to badge issuer to validate and verify achievement Provides a progression path to advance commitment Analytics provide insight into how a program is performing Open Badges seemed to fulfill all of our requirements Portable: Standards-based on Mozilla’s Open Badges standard
- 8. How it works: Technology behind IBM’s Digital Badge program is based on Open Standards Badge earner candidate completes activity and qualifies to earn an IBM badge IBM badge issuer Initiates a notification to inform the badge candidate of eligibility to earn and claim an IBM badge IBM badge issuer submits badge earner name, email address, and badge credential earned to the Acclaim badge earner notification system via secure, encrypted file upload procedure or through a secure API Acclaim badge earner notification system generates and sends a badge claim notification email to the badge earner to alert them of the IBM badge earned, and to provide instructions for accepting the badge Badge earner receives badge claim notification and must initiate step 1 of a 2-step opt-in procedure to obtain their badge. Step 1 requires the badge earner to click the “Accept” button within the badge claim notification email to OPT IN Badge Earner “accepts?” YES NO Badge Earner Directed to Pearson Acclaim web site. Must create a profile on Acclaim, and accept Acclaim terms before badge can be claimed and added to the badge earner’s profile. Badge Earner Completes profile, claims badge and is presented with a range of opt-in based options for sharing the badge publically, etc. 2 1 3 4 5 6 7 8Badge earner candidate enrolls, registers, or declares their candidacy in an IBM related activity/program where a digital badge can be earned. Badge NOT accepted. Badge earner details archived within Acclaim for period of time specified by IBM, but not longer than IBM has an agreement with Acclaim. This allows the badge to be claimed in the future, and provides IBM with claimed/unclaimed badge reporting metrics. Badge earner details are not used for any further purpose by Acclaim.
- 9. A pilot begins (Is this going to work?)
- 10. Knowledge Skills Proficiency Certified General Badging is how we will measure resume-worthy IBM skills in the market We developed five unique digital badges to encompass the broad activities we host at IBM
- 11. We developed personas and identified high-level stakeholder needs • Broadcast achievements • Motivate participation • Develop personal brand • Connect with jobs • Generate qualified leads • Enhance our brand • Differentiate IBM • Track and nurture talent • Candidate selection • Improved company performance • Skills maps • Team building
- 12. We established objectives for the entire organization Reduce customer service and support Increase client confidence Map skills at the nano level Build a loyal skill base who want more Enhance expertise analytics Promote Technical Eminence Crowd-source innovation Recognize employees for achievement Acquire verified talent Increase license sales Achieve career milestone Accelerate shifts in expertise
- 13. We generated use cases with expected benefits Solidify the client base Build a developer base Proliferate skills Track skills @ nano level Increase license sales Reduce customer service Objectives Build advocacy and strengthen client relationship and commitment to IBM Increase the number of developers using our offerings Build a vibrant and large pool of skilled labor to support our products Create a heat map of critical skills for achievements earned across the globe Drive potential customers to act by downloading trial versions of our offerings Motivate customers to develop skills to reduce support calls and critsits Benefits to earners Earners will be recognized as having increased eminence on IBM solutions. Earners receive a nano credential they can use to increase job and opportunity prospects, build a personal brand in social media. Earners receive a nano credential they can use to increase job and opportunity prospects, build a personal brand in social media. Provides a progression path and skills journey as we target offerings based on our analysis of their skill level and need. Easy connection between a completed badge for a "how to" course leads immediately to a free trial product download Earners receive a nano credential they can use to increase job and opportunity prospects, build a personal brand in social media. Benefits to our clients Badges count for points in a program that rewards customers with conference seats, services or marketing activities. Verified application development skills in employees and potential hires. Badges motivate internal employees to self-manage and progress their learning. Verified skills in employees and potential hires. Badges motivate internal employees to self- manage and progress their learning. Verified solution skills in employees and potential hires. Employees come to the table with a fundamental understanding of the product and the benefits, the beginning of a POC. Reduced cost, customer satisfaction and opportunity cost. Badges motivate internal employees to self-manage and progress their learning. Benefits to your organization Increased public advocacy, references, case studies, plus as a social media drip marketing campaign generated by badges Expanded developer base eager to advance with IBM. Skilled labor to support installations. Reduced risk of poor deployments. Ability to locate and progress deep technical skills for key IBM solutions Increased exposure to IBM solutions through downloads. Reduced cost, customer satisfaction issues and costs.
- 14. The results exceeded our expectations
- 15. Our online courses saw triple digit grow in every metric
- 16. The results have exceeded our wildest expectations LinkedIn profiles with IBM badges receive 6x profile views. 87% increase 57% increase 64% increase 92% say verifies job skills Engagement Certifications Product Trials Employability 125% increase 694% increase $50-200K per 10,000 badges 195 countries Enrollments Completions Social Media Skills Registry
- 17. The benefits of our program went way beyond training program participation 87% say they are now more engaged with IBM 57% increase in certification pass rates 64% increase in product trial downloads 92% say badges are valuable to verify job skills Engagement Certifications Product Trials Employability NOTE: LinkedIn profiles with IBM badges receive 6x profile views.
- 18. We receive 2.5 million views for every 10,000 badges we issue resulting in $ millions in marketing benefit Social media impressions generate significant branding and demonstrate vitality for our programs
- 19. Retire the LMS! Every badged activity flows into a single skill registry, so we can now see all disparate activities
- 20. IBM Digital Badges are transforming every area of our business
- 21. 21 IBM DIGITAL BADGE PROGRAM BY THE NUMBERS 195 / 146 Countries 2273 / 729 Badged activities 498K / 246K Badge earners 1.4M / 876K Badges issued 91% / 95% Badge claim rate 3.8M / 2.4M Social media impressions Overall Program / IBMer Only Dec 31, 2018 Our ecosystem has overwhelmingly embraced Digital Credentials! IBM Internal Use Only
- 22. 76% 72% 58% 48% 41% 39% 36% 33% 31% 21% 17% 17% 13% 7% 4% Motivates employees and customers to develop current skills Recognizes employees for achievement Increases social media presence Helps me identify verified talent Promotes technical eminence Increases engagement Builds a loyal skill base who want more Accelerates shifts in expertise to meet the changing market Increases client confidence Maps skills at the nano level Enhances expertise analytics Helps me acquire verified talent Enhances the IBM brand in the market Reduces customer service and support Leads to an increase in license sales How do badges impact your business? Sources: IBM internal survey of badge issuers, 2017
- 23. Reporting & Analytics Managers have access to reporting and analytics Monthly report offers various types for pivot tables, by strategic skill, BU, top 10 badges, badge types etc. Real-time Cognos report Combines badge data with IBM demographics
- 24. IBM’s Your Learning platform offers cognitive capabilities to search and report on employees’ digital badges Your Learning See all digital badges earned Search for badges tied specific skills Recommended badges based upon employee’s expertise profile IBM’s hot roles and skills and associated badges and learning Manager Badge reporting
- 25. Optimizing the project staffing process through Digital Badges, to make more efficient and strategic staffing decisions IBM Professional Marketplace Project Managers can access real- time badge information of employees Search for Professionals by specifying keywords to be matched with the badge information in employees' profiles. IBM Professional Marketplace
- 26. Digital Badges are now embedded into every employee profile IBM Digital Resumes 26
- 27. Digital badges have significantly contributed to a better coverage and accuracy of inferred expertise IBM Expertise Discovery tool that quickly finds the experts Simple, fast, and efficient search It searches various expertise data sources including Digital Badges Showcase your expertise and easily make contact with experts
- 28. Industry & Institution Badges are turning transactions into progression @david_leaser
- 29. Digital badges automatically generate a digital resume with verified achievements . . . better than a paper resume? Bio or statement gives a brief overview Verified credentials can be double-clicked to see specific skills and links to evidence. Links to full social media profiles, like LinkedIn, Twitter and Facebook
- 30. IBM Digital Badges provide the ability to create heat maps to… Understand distribution of talent Identify where skill gaps exist These are brand influencers and advocates for your company! Heat map powered by: Digital badges are creating heat maps of advocates, skills and skill gaps to inform business strategies IBM Readiness
- 31. Industry & Institution Badges now act as “digital transcripts” for college credit Northeastern University + IBM: Turning digital badges into academic credentials will create opportunities and better college graduates
- 32. Digital Badges have added value and transformed our traditional certifications from transactions to relationships Badges add value to certifications: 1. Create progression activities 2. Issue continuing education credits 3. Create specialized credentials Legally defensible / psychometrically sound Shelf life of 24 months or more Required by an industry governing body Required for safety or security Is required by state law or license Liquid skills that change quickly Continuing education credits Passions and interests Demonstrated capabilities Inventions and innovations CERTIFICATIONS BADGES
- 33. By creating a registry of nano skills, IBM Digital Badges help solve the world’s skills gaps by teaming the best talent based on verified micro skills Analytics Machine Learning Statistics Calculus & Algebra Data Munging Visualization Communication Programming Analytics Machine Learning Statistics Calculus & Algebra Data Munging Visualization Communication Programming Data Scientist (aka “Unicorn”) Data Science Team(Collaboration across the globe) ? Help!
- 34. Every IBM Digital Badge is embedded with links to real- time dynamic labor market data – and actual job postings
- 35. IBM’s digital credential strategy is influencing public policy US Department of Labor, US Department of Education, US Chamber of Commerce have incorporated IBM’s strategy into their policy discussions.
- 36. The IT industry is looking to IBM to provide leadership as they develop digital credential programs Microsoft, Cisco and Project Management Institute and others consulted with IBM and have now launched digital badge programs
- 37. IBM’s digital badge program is winning the industry’s highest honors and shaping the future of credentials The IBM Open Badge Program has been awarded highest honors from IMS Global Consortium and the IT Certification Council, representing a dramatic transformation in the IT credential space.
- 38. The IBM Digital Badge Program is creating a bridge between colleges and corporations Make prior learning count IBM Digital Badges now qualify for prior learning credit in select programs at Northeastern University Alternative Credentials Colleges around the world are now issuing IBM Digital Badges as a signal of “New Collar” employability For more: http://ibm.biz/IBM-NEU-Project-Mgmt
- 39. Digital Certificate Programs that aligns (better) with the modern economy Prior learning credit for badges: Why should your learning not count? Employers search & verify the skills registry to find ideal matches Embedding into applicant tracking systems and talent agencies College credit for badges Alternative to college diplomas Integration with job placement Talent search and match The IBM Digital Badge Program is creating unintended benefits: A significant opportunity to solve the world’s talent gap
- 40. IBM Digital Badges are generating testimonials showing how they build trust and lead to employment “My IBM Open Badge allows me to effectively identify client business needs within a defined solution area and position the appropriate IBM hybrid cloud solutions to meet those needs. The credential I received, which is only available to IBM Business Partner employees, provides an easy way for my clients to authenticate my skills and capabilities.” ~ S. Sendhil Kumar Director, Global Knowledge India
- 41. Digital badges help the owner of an Indian IT company improve his business “IBM Digital Badges gave me confidence that I can promote leading technologies to students so that they are up-to-date with market trends. Previously, I was running my firm as a side business, but going forward it will be my primary business. IBM and Acclaim, I am thankful to you.” ~ Gyan Swaroop Tripathi, Owner, Gyan Labs, Agra, India
- 42. IBM Open Badges are changing lives: Creating employment I was having a tough time finding a job because my computer skills were considered 'out of date' and the IBM badges were the perfect way to show employers that I could easily get back up to speed and learn new skills. After sharing her badge to LinkedIn, Twitter and to her online portfolio, Coletta received a job offer after an employer verified her badge. Click the graphic to hear Coletta’s story or visit https://youtu.be/QrvxCw-Qf9c.
- 43. Lessons learned
- 44. Through trial and error, we learned what works and what does not. Here are important takeaways: 1. Develop a solid communication plan with persuasive language. 2. Develop measures of success. 3. Badge what you have. 4. Provide strong benefits statements (marketing) into the intro letter to badge earner. 5. Keep it simple and flexible. 6. Add progression and engagement paths into every badge. 7. Metadata matters, from skills tags to links of evidence. 8. Names are important: Nobody wants a “newbie” badge.
- 45. YOUR 10 STEP PLAN 1. Start with why • Drivers • Stakeholders 2. Executive buy-in • Strategic alignment • Outcome visibility 3. Operational framework • Critical • Start with a pilot? 4. Badging Platform • Simple, easy, scalable • Trusted 5. Measures of success • Engagement • Progress toward objectives 6. Badge design • Simple and flexible • Memorable 7. Badge what you have • Training completion • Certification and accreditation 8. Educate, Communicate, Promote • Tailor to each stakeholder • Expectations are essential 9. Timely issuing of badges • Improved badge acceptance rates • Improved ongoing engagement 10. Monitor, Evaluate, Adjust • Badging is evolving • Be prepared for change 10 STEPS TO A HIGH-IMPACT BADGE PROGRAM
- 46. • Website: ibm.com/badging • Twitter: @david_leaser • LinkedIn: linkedin.com/in/david-leaser-6b95505 • IBM: david_leaser@us.ibm.com Thank you!
Editor's Notes
- #4: Sources: Global Skills Study QI3 – What are your organization’s greatest challenges related to skills? n = 3,361 Pursuit of relevance: How higher education remains viable in today’s dynamic world. IBM Institute for Business Value. June 2015. 3. Q21 “What are your greatest challenges in recruiting the right candidates from higher education institutions?” n = 132 ________________________ Additionally, according to Manpower’s 1015 Talent Shortage survey of over 41,700 employers in 42 countries and territories, 38% of employers report difficulty filling jobs – the highest proportion since 2007. (Source: 2015 Talent Shortage Survey. ManpowerGroup. http://www.manpowergroup.com/wps/wcm/connect/408f7067-ba9c-4c98-b0ec-dca74403a802/2015_Talent_Shortage_Survey-lo_res.pdf?MOD=AJPERES&ContentCache=NONE)
- #5: "The gig economy...is now estimated to be about 34% of the workforce and expected to be 43% by the year 2020," Intuit (INTU) CEO Brad Smith said Wednesday on an earnings call. "We think self-employed [work] has a lot of opportunity for growth as we look ahead.” Specifically driven by the newer online platforms, there are about 4 million quintessential gig workers, research from Intuit and Emergent show. They expect that to grow to 7.7 million workers by 2020.http://money.cnn.com/2017/05/24/news/economy/gig-economy-intuit/index.html
- #13: Reduce customer service Motivate customers to develop skills to reduce support calls and critsits Solidify the client base Build advocacy and strengthen client relationship and commitment to IBM Track skills at the nano level Create a heat map of critical skills for achievements earned across the globe both internally and externally Build a loyal skill base Build a vibrant and large pool of skilled developers and consultants to use and support our solutions. Enhance expertise analytics Access the issuing criteria associated with each IBMer’s badges to infer expertise Promote Technical Eminence Provide easily shared digital credential for key IBM Technical achievements Crowd-source critical skills Organizations create badges that reflect the skills that are most in demand in the markets in which they complete Recognize IBMers Recognize IBMers publicly for their skills and achievements – a “modern” alternative to posting plaques and certificates on the office Acquire talent Pre-screen external candidates who have badges related to the roles and skills for which we are hiring Increase license sales Drive increased engagement with customers through solution downloads and trials Achieve career milestone Collect evidence of demonstrated expertise in support of achievement of the next major career milestone Accelerate shifts in expertise Provide direction and signal change to IBMers through the creation and issuance of badges
- #17: A quick study in one area of our business shows significant promise here. When certification test takers completed badge activities to prep them for the exam. The pass rates increased 58% versus the pass rate for those who did not earn those progression badges.
- #18: A quick study in one area of our business shows significant promise here. When certification test takers completed badge activities to prep them for the exam, their pass rates increased 58% versus the pass rate for those who did not earn those progression badges.
- #20: Badge metadata and our analytics will provide a “nano view” of a person’s skills and help us determine next steps to progress toward our objectives.
- #22: 21
- #23: This translates directly to improved productivity, effectiveness in every sense. From a client standpoint, if they are motivated to learn, they are motivated to buy, reduces cost. Provides line of sight into top performers Social media = brand vitality, awareness, true dollar RO and new enrollments
- #29: 28
- #31: 30
- #32: 31
- #39: 1) Northeastern recruiting page for IBM Project Management badge earners: http://ibm.biz/IBM-NEU-Project-Mgmt IBMers who have earned these badges will get prior learning credits from Northeastern. For example, an IBMer who has earned the IBM Executive Project Manager badge will receive three courses or 10 quarter Hours in prior learning credits toward a degree at Northeastern. 2) Northeastern recruiting page for Cognitive Class badge earners: http://ibm.biz/ibm-neu-bdu Students who earn an average of 85% or higher in the ‘Cognitive Class Analytic Technologies’competency modules will be awarded with one elective course (totaling 3 credits) advanced standing within the MPS in Analytics program at Northeastern University and an expedited enrollment process. 3) Northeastern portal page for Cognitive Class. This is the page Northeastern points their own students to so they can take IBM courses and earn credit: https://cognitiveclass.ai/northeastern/