Expanding your association’s certification program beyond your domestic audience can be a powerful strategy for growth. While many organizations begin their international journey by focusing on membership, credentialing programs can present a stronger value proposition in many parts of the world, particularly among professionals seeking an advantage or entry point with large, international employers.

Here are eight key considerations for taking a certification global:

1. Identify target countries for expansion so you can focus your association’s time and resources where there is demand for your certification. Not sure where to start? Look at countries represented in your membership or leads database and consider countries that deliver a high volume of traffic to your website or social media following. Focus on countries in which language, economics, culture, and regulations are not barriers to entry and set official guidelines or metrics for expansion to avoid the pressure of responding to ad-hoc requests.
2. Perform a content readiness assessment to determine the extent of the localized content in your body of knowledge, such as country-specific laws and regulations. Anything over 10-15% will not be suitable for the international marketplace. If you have a significant amount of localized content, consider creating an international version with a more globalized viewpoint. Some associations offer a version of their exam that excludes U.S.-specific content and legislation. Others offer a specialty credential or micro-credential for specific regions to test concepts that are based on local laws, regulations, and practices.
3. Evaluate the need for translation. While English is a good baseline language serving more than 1.4 billion people around the globe, chances are other languages will be in demand once you expand. When it comes to exams, quality translation is most critical. You will ultimately save time and money by working with reputable translation firms and expert quality reviewers. Also, be sure to translate your body of knowledge, exam syllabus, related standards, and codes of ethics.
4. Consider the administration and proctoring of your exams. If your exam requires independent proctoring, contract with a global assessment company that can administer your exams both online and at in-person testing centers around the world. Two of the biggest global players in the industry are Pearson VUE and Prometric. If you offer a credentialing program with an embedded online final assessment, consider the technology requirements and access to reliable internet in your target countries.
5. Develop certification study materials and training. The need for quality certification exam preparation materials and training is universal. They are proven to increase adoption, generate revenue, and elevate exam pass rates. According to Holmes Corporation, developers of global certification preparation programs, candidates’ pass rates can be expected to rise 20-25% with the right learning systems. Consider developing instructor materials at the same time since instructors and education partners can promote your certification while expanding the course portfolios in their local markets.
6. Review the pricing structure of your certification program — application and exam fees, study materials, retakes, and renewals. Is your program affordable to candidates in your target countries, where the purchasing power may be different than in your home market? If it’s expected that employers will pay for the certification, there will be less price sensitivity. If candidates are the buyers, then you may consider country-based discounts or World Bank-scaled pricing.
7. Expand your marketing reach. If you want your certification program to succeed in new markets, you need to build awareness and demand. Whether through grass roots events with local chapters, employers, and industry groups or through digital marketing channels, such as Google Ads, LinkedIn, or other social media, there are plenty of options to target specific regions. CultureWiz, which specializes in intercultural communications, cautions associations to be mindful of terminology differences and preferences. Even words like certifications, credentials, designations, and certificates have different connotations around the world.
8. Turn to expert partners. You aren’t the first association to expand your certification program globally, and while there may be unique aspects to your program or market, there are experts who can make your expansion quicker, less frustrating, and more likely to succeed. From finance and legal issues to distribution, translation, and marketing, working with experienced partners on these tasks can help ensure relevance and quality. When working with a partner, be sure to establish agreements that protect your intellectual property.

Successfully expanding your association’s certification program to new markets requires careful planning and strategic execution. With the right strategies in place, your association can thrive in new markets, delivering valuable credentials that meet the diverse needs of a global audience.