Your enrollment team is furtively evaluating fast-track routes students can take to achieve career growth. How can we promote a new product that clearly has growing demand when its consumer adoption will reduce demand for our primary revenue source?

With rising tuition (a 30-year drumbeat on that one), and fewer traditional aged students in the pipeline, the pressure to produce new revenue is intense. Repackaging what you already produce in new, bite-size chunks makes so much sense to everyone, right?

Credentials in new formats is not new to the scene, but student adoption is growing in large part because employers have woken up to their value. The Intead team did research on graduate level certificates six years ago for one of our top 50 US institution clients and found global employers were still evaluating whether a certificate was as valuable as a full MBA. Employers were not familiar with the new credential and what it would deliver. In 2023, employers in a highly turbulent job market and in need of talent, have decided. Certificates and stackable credentials work just fine. Let’s GO!

And you are in a position to do something about it.

Data from a relatively recent Rand Corporation Report Stackable Credential Pipelines, Evidence on Programs and Earnings Outcomes gives us concrete evidence of value and the direction things are going.

In brief, Rand Corporation partnered with the Ohio Department of Higher Education to build a better understanding of how Stackable Credential Pipelines have played a role in the education and training of individuals in Ohio, a state that has taken a leadership role in developing these types of initiatives. The report itself focuses on three fields: health care, manufacturing and engineering technology (MET), and information technology (IT). There’s a lot of good stuff to glean from the report. We were particularly keen on the ROI data (aka job growth). That is, after all, the name of the game for the vast majority of prospective students these days.

Your traditional revenue stream is taking a hit already. Demand for short-term credentials will continue to grow. If your institution does not develop strength in this educational opportunity, your competitors will (or already have).           

It’s time to align your internal team around this and convince those holding you back. Time is running out. Read on for 4 key takeaways on what the RAND Corporation report has to say about student ROI tied to shorter-term stackable credentials. (You’ll especially appreciate takeaway number 3!!!)