This article is the first in a series exploring how associations can expand their role in members' professional development by building on traditional learning capabilities, adopting new ones, and positioning problem-solving as a core competency in order to achieve a sustainable competitive advantage.

Post-pandemic investments in professional development by corporations vary widely across industries and tend to fluctuate based on economic conditions. As businesses adopt new technologies and respond to shifts in the job market, the knowledge, skills, and abilities (KSAs) required for employees to remain competitive are becoming obsolete at an increasing pace. This creates an urgent need for workers to continuously update their KSAs to stay relevant.

Corporate learning functions are increasingly challenged to keep up with these rapid changes, widening the gap between employees' current and desired performance.

According to the American Society for Association Executives (ASAE), over 80% of associations offer professional development and training programs, with about one-third providing certification or accreditation. Education and certification have become the third-largest revenue stream for associations, following membership dues and events.

This makes associations well-positioned to complement corporate efforts in workforce development for several reasons:

• Industry-wide focus: Serving entire industries, associations have a broad view of trends, skill requirements, and best practices, allowing them to create educational programs that address a wide range of professionals.
• Neutrality and credibility: As impartial bodies, associations offer training free from a specific company’s agenda, increasing the trust and credibility of their programs.
• Specialized expertise: Associations often have deep knowledge of their fields, working closely with industry leaders and regulators to deliver training that reflects best practices and future trends.
• Certification and credentials: Many associations offer industry-recognized certifications that enhance employability and are portable across job roles and companies.
• Ongoing development: Associations support continuous learning through diverse formats, such as conferences, webinars, and workshops, promoting career-long development.
• Networking opportunities: Associations provide platforms for professionals to connect, share knowledge, and stay current with industry trends, enhancing learning beyond corporate training programs.

Despite these strengths, associations fall short in some areas:

• Keeping pace with change: In fast-evolving industries, associations may struggle to update educational offerings quickly enough, leaving members with outdated skills.
• Customization and relevance: Broad programs can lack depth or specificity, failing to meet the diverse needs of professionals in niche roles.
• Accessibility and engagement: Limited availability of flexible learning options, such as on-demand or micro-learning, can exclude professionals with busy schedules or those unable to attend in-person events.
• Cost barriers: High costs of certifications or conferences can limit access, particularly for early-career professionals or those in industries with smaller budgets.
• Lack of innovation: Associations that rely on traditional methods may not adopt modern learning technologies, such as AI-driven or gamified learning, resulting in less engaging experiences.
• Limited career support: Many associations lack resources for career transitions, mentorship, or leadership development, leaving gaps in long-term career guidance.

Associations play a critical role in offering neutral, credible, and specialized learning opportunities that contribute to the workforce’s long-term competitiveness and adaptability. By addressing these gaps, associations can significantly enhance the value they provide to their members and remain competitive in an evolving professional landscape.

The next article in this series explores how associations can transform their educational programs by moving from reactive, ad hoc offerings to a strategic, mission-aligned approach. By focusing on intentional planning, competency-based models, and data-driven innovation, associations can create impactful, sustainable learning programs that drive member success and organizational growth.