Open Badges: How IBM Launched a Bold New Initiative to Attract, Engage, and Progress Talent
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Transcript of Open Badges: How IBM Launched a Bold New Initiative to Attract, Engage, and Progress Talent
Session 318
Open Badges: How IBM launched a bold new initiative to attract, engage and progress talent
David Leaser, IBM
Las Vegas, NV | September 30 – October 2, 2015
Eight problems we all face in business
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Increase verified talent for our clients
Drive skills progression toward advocacy
Increase crowd sourcing of innovation
Increase product sales and trials
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Decrease support calls
Increase client confidence with demonstrated skills
Motivate employees to drive their own development
Map available skills and specific gaps
Open Badges: A new “nano credential” standard
Digital emblem which symbolizes skills and achievements
SHARE
Contains metadata with skills tags and accomplishments Easy to share in social
media: LinkedIn, Twitter, FB, blogs
Tethered to IBM to validate and verify achievement
Provides a progression path to advance commitment
Analytics provide insight into how a program is performing
Insights shows real-time labor market data – jobs, salaries, locations.
“Open Badges is a way to demonstrate tangible skills that have direct relevance to
careers today.”
~ Dean Garfield, CEO IT Industry Council
“Pearson’s open badge solution provides validated and easy to share
proof of qualifications and skills.”
President Bill Clinton Endorses Open Badges at Clinton Global Initiative
“Badges — not digital diplomas — seem to be the best and likeliest bet on accreditation’s future.”
~ Harvard Business Review
The world is moving quickly to adopt badges
How do Open Badges benefit earners?
Broadcast AchievementsSignals skills and achievements to peers, potential employers and others
Motivate ParticipationProvides recognition for achievement;encourages engagement and retention
Develop Personal BrandDisplays verified achievements across the web. Improves social connections with peers, employers and clients
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Evidence: LinkedIn profiles with credentials such as certifications and badges receive 6x the number of profile views.
How do Open Badges benefit you?
Generate Qualified LeadsAttracts new candidates to who seek recognition and opportunity
Enhance Our BrandThousands of brand marks flooding LinkedIn, Twitter, Facebook, blogs
DifferentiationYou will lead the industry with a cutting-edge nano credential program
Track and Nurture TalentQuickly identifies skills gaps and opportunities -- candidate or geo level
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How do Open Badges benefit consumers?
Verified NanoskillsProvides a trusted “seal of approval” for employers validating existing talent or potential hires
Candidate SelectionProvides an easy way to identify candidates to hire or promote
Improved Company PerformanceMotivates employees to drive their own development and improve the performance of the organization
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Social media: 2.8 million views per 10,000 badges
40,000 Views 2,700,000 Views 79,000 Views
A printed certificate might reach the 8 individuals who walk past an office and notice it on the wall
An important benefit: A consolidated skills registry
Name: Susan BallesterosLocation: Manila, PhilippinesSkills Tags: Bluemix, Security, Mobile, zSystems
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.
Date Activity Location Outcome Progress To:
1/15/15 Workshop IIC Explorer Badge Hackathon
1/20/15 Hackathon Santa Cruz Advocate Badge Learnathon
2/20/15 GitHub Virtual Inventor Badge Certification
4/30/15 Certification Manila Certified Conference
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The ROI of Open Badges affects every area of your business
Reduced Employee turnoverRecognition reduces flight risk by half, from 51% to 25%. Replacement cost
per employee is ~$120K.
Reduced Customer Sat ProblemsBadges increase customer skills, saving
$300+ per service call.
Increased Customer TrialsBadges are motiving increased
QuickStart downloads – up 60% in Big Data University.
Deepened Commitment to IBMThe engagement level increases
from 28% to 76% with recognition like badges.
The IBM Success Story
Four IBM badges for resume worthy achievements
ExplorerKnowledge
Completes a quiz or assessment
• Academic knowledge• Formal training• Informal education• Mentoring
AdvocateSkills
Demonstrates a skill or has applied the skill
• Compete in Challenges• Competes in Hackathons• Answer questions• Author articles• Hosting a meeting• Present at an event• Teach on the subject• Create YouTube video• Create references and
testimonials
InventorCapabilities
Designs and develops new solutions
• Proves ability to build and implement novel solutions to exceptionally difficult and complex challenges - for IBM, clients or society
• Publishes an app on GitHub• Publishes an app in the
marketplace
CertifiedAuthority
Has completed a certification at IBM
• Provides an additional benefit which can automatically be shared to social media sites or included on their websites or e-mails.
Generating significant results for IBM
WHAT BADGE EARNERS ARE SAYING
"I find the badge program a great way of learning and hope more badge
options will be offered soon.”
"In a recent interview, this badge gave me a chance to elaborate about a
learning activity that helped improve my skills.“
"More people are viewing my LinkedIn profile after adding the IBM badge to
my list of accomplishments.“
"A truly worthwhile initiative that allows validation of my knowledge and
skills. Way to go IBM! Thanks."
IBM BADGE EARNER SURVEY – JULY 2015
IBM badge earners are also leveraging the power of Twitter and Facebook to promote their IBM emblem
81 countries within our first eight weeks
North
America
South
Ameri
ca
Europ
eAsia
Middle
East
Africa
Pacific
Caribb
ean
0%10%20%30%40%50%60%70%80%
75% 69% 63%48%
33%16% 15% 9%
15
03 0930
07
09 03 02
Regional PenetrationPercentage of countries by region where IBM badges have been claimed
Number of Countries by region where IBM badges have been claimed
Dynamic labor market data in every IBM badge
Evidence: real value to employers and earners
Allow employer to verify your credentialsVerify a job applicant's credentials
Receive notifications about job opportunities
Display your credentials online
81%
77%
73%
76%
“A lot of people in my LinkedIn list did not know that I am CCE certified till I posted my badge.”
“The ability to show customers the badge eases their minds when thinking about allowing me (the engineer) to get close to their environment.”
“A potential employer was able to verify my credentials.”
“As an IT Consultant I have noticed that during job interviews for new customer assignments the interviewer has already checked the consistency of my resume with LinkedIn.”
“I was contacted for a job by someone who saw the badge activity.”
“While my "alphabet soup" has always been listed, changing that for graphic badges has increased attention, comments and understanding of my credentials. “
Top four responses to Pearson VUE’s surveys on where badges show value:
Getting Started: Checklist to begin badging
Identify your badgeable activities (who, what, where, when, why and how many)
Determine how you will assess completion, track and maintain attendees
Establish a landing page for the activity – badge needs to point to an external page
Incorporate the badge promotion into the activity and market like crazy
Issue badges and notify badge earners Survey results Repeat!
• Develop a solid communication plan.
• Badge issuer must own the relationship with the badge earner
• Build consent (privacy, info sharing) into the activity
• Provide strong benefits statements (marketing) into the intro letter to badge earner
• Add certification / skills paths into the metadata for all badges
• Retro badges are less successful; limit time period to 90 days
• Names of badges are important!
Use Cases: Badges will help drive the behavior you needSolidify the client
baseBuild a loyal
developer base Proliferate skills Track skills at the
nano levelIncrease license
salesReduce customer
serviceObjectives 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.
The engagement level of employees who receive recognition is almost three times higher than the engagement level of those who do not.
~IBM Smarter Workforce Institute
Thank you!
David [email protected] www.ibm.biz/badging
This presentation is also on Slideshare: http://ibm.biz/devlearn2015