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@CraigTaylor74 suggested I write this article, following a brief twitter conversation, during which I stated that I was unlikely to join the ELearning Network or any other paid-for membership organisation.
What I'm going to say below may be based on a complete misunderstanding of the true situation, so I'd really appreciate any feedback. I'm prepared to have my mind changed!
In the field of learning & development there are a multitude of professional organisations you could join: ASTD, Learning and Performance Institute, Elearning Network, Association for Learning Technology, Chartered Institute for Performance and Development, British Institute for Learning & Development.
Pre-Internet, there was definitely a place for such organisations, but I would question their relevance in a world where we can all easily build up professional networks and trusted sources of information.
What do these membership organisations offer in return for your cash?
- Access to knowledge and new ideas
- Recognition of your skills and experience
- Collective access to senior policy makers
(although that is only the stated aim of one or two of the organisations)
I'll look at each of these in turn:
Access to knowledge and new ideas
I follow 888 people or organisations on Twitter, and track 413 blogs and other sites via Google Reader. Why do I need to pay to be part of a group of people, when they are already sharing their knowledge quite readily for free?
We're in what is known as a "gift economy", where people give away services for free. The expectation is that, even if you are initially solely a consumer, you may eventually be in a position to give away your knowledge too.
I agree, however, that there is a place for events where you can get direct access to individuals with knowledge. But I don't want to just be on the receiving end of a presentation - I'm looking for conversation. The presentation could have been done in advance through technology. I want to be in a group that is discussing ideas, not just consuming them. These events cost money to run, I know. But they don't have to be expensive - just look at the wave of Teachmeets going across the UK - even now into teacher training. With a bit of careful sponsorship, they could even be free.
Recognition of your skills and experience
When you're starting off in a career, qualifications are what counts. You've got nothing else to prove that you know what you're about.
As you progress, it's your reputation that becomes more important than your qualifications. I try not to keep track of how many followers I have, or who's reading my blog (given the stats engine on my blog software, that's pretty difficult anyway...), but my gut feel is that, amongst my peers, I've got a reasonable reputation. I hope someone would tell me if otherwise!
The problem comes when your employer, or potential employer, knows nothing about blogs, Twitter et al. And then it becomes a case of pieces of paper, backed up with tales of how well you've done at your previous jobs. That's where my LinkedIn profile comes in handy, as it's where I keep an up-to-date account of my jobs and achievements.
I did go for the CMALT (Certified Member of the Association for Learning Technology) qualification, and held that for a year. But I've let my ALT membership lapse now, so can't use those letters after my name any more. Not that it was important though, since, in corporate L&D, very few people really know about ALT anyway.
And that's the problem. There is no real, recognised qualification scheme that I fit into. There's no way I'd go down the CIPD route, as that would push me into HR and generic training manager roles - even though I do small bits of that. Similarly with the Learning & Performance Institute, as their qualifications are all about trainers and facilitators, even though I do some of that too.
For people like me, at the cross-over between IT, L&D and management consultancy, there is no professional body to join. And that's unlikely to change, since we're not a homogenous group of people. We all have different needs and experiences. Just like I don't fit into our competency framework, I'm not going to fit a certification scheme.
Collective access to senior policy makers
To be honest, I think ALT is the only learning technology related organisation that has a need to change public policies - given their roots in Further and Higher Education. If I was working in those sectors, then I'd definitely be an ALT member - mainly for that reason. The equivalent organisation in the primary & secondary sectors is NAACE - which I was also a member of for a while. But, working in the private sector, you feel very removed from government policy. Which is probably why none of the professional bodies seem to be at all worried about lobbying for policy changes. (At least, as far as I can see).
This is where the real strength of a membership organisation can be found. Just like unions, which exist to support each individual member when in need and to promote the needs of the entire membership, there is strength in numbers. It means you have the finances to provide support when needed, and it means people will listen to you.
Our professional membership bodies, however, don't seem to have any form of mutual support built into them (that's not what they're there for), and no clear idea of who needs to listen to them. They just become organisations for sharing ideas - which, as I said earlier - I can get elsewhere.
8 comments
Hi Mark,
I agree with you wholeheartedly.
I’ve also been approached by some of the organizations you mention for membership registration (after attending some online webinars they organized) and could not really find a reason to do so, at least not for the amounts they were asking for.
I think you nailed some of the important reasons for what I felt.
Another point I’d like to add is that for international members, such as myself, these memberships offer even less as the conference discounts and a great number of their certification plans are only face to face. And yet - international membership fees are usually higher than national (I assume they calculate the cost of sending the magazines or similar stuff globally).
This too goes to show that these organizations need to re-think the value they are offering to members.
Amir
I think you’re right that these organisations are struggling to catch up with the new status quo - the gift economy. As you said the bit you can’t replicate so easily is the face to face stuff. Dan Roddy and I have recently started an initiative similar to the teachmeets you mentioned called weelearning (west of england elearning) to try and do just that. We’ve only done one event so far and we only had a handful of people, but it was free, had a good mix of people from different learning backgrounds and we’re going to do it again. I think this kind of low cost, self organised event, where membership is not required is definitely one future alternative.
Thanks Amir,
It does seem odd that paper is still the default option. I wonder what’s wrong with ebooks or even pdf’s.
Sam, I’d seen what you and Dan had done in Bristol. I must pick your brains sometime to get an East Midlands event up and running.
Thanks for this post Mark, I had some similar thoughts earlier in the year here: http://kategraham23.wordpress.com/2011/05/12/what-was-going-to-be-my-first-post/
I still stand by what I said then: ‘I think the quality and wealth of freely available resources and networking opportunities out there has probably helped prompt some membership organisations to raise their game. They can’t rest on the laurels of their membership fees any more in an environment where there are hundreds of other organisations trying to get the attention of their members for free. I’d be really keen to hear the thoughts of others on the future of membership organisations and also about the quality of the resources, networking, learning and certifications that are out there and how they compare with the ‘free’ content that is available.’
One of the reasons I’ve recently put my name into the hat for the eLearning Network Board is that I feel there’s a great opportunity to take these membership organisations to the next level. As someone who works in marketing I’m acutely aware how much social media has altered the playing field. As Seth Godin would say, the ‘old’ rules no longer apply. And the same goes for membership organisations. The traditional model has got to change and move with the times, and having been an attendee at the first Wee Learning event that Sam mentions above, I can say I really do see the value in this change of direction.
However, there is benefit to the outside world of showing a professional qualification or affiliation as you say Mark. And for me personally, I love having access to a network of people that I might not otherwise come across. Often, fees are charged to facilitate events or buy software such as WebEx to deliver webinars and provide value for members. If they can see where there money is going and what it’s getting them (and it’s a reasonable sum!), I think there’s a great opportunity for some of these organisations in the future. But those that don’t adapt will suffer in the long run.
Very interesting Mark - nicely put. There’s something very attractive here about the tension between on the one hand increased individualism ("I *won’t* join one of our clubs!"), the sense that I can choose my own way without having to become an “insider” with all the potential for closed-mindedness…and on the other hand the hugely increased capability to connect with others in a meaningful way. It feels somewhat counter-intuitive, almost “inhuman", but as in so many ways we’re having to evolve extremely quickly.
Good points Mark, well made. As a Fellow of the LPI, Member of the BILD and the Chartered Management Institute, and Assoc Member of the CIPD, I am struggling to see what I am getting for a total annual outlay of some £450! (albeit that my employer pays one of those). I have a nice set of initials after my name, but I’m not sure how - if at all - that resonates with others as a confirmation of my professional competence. I’m reflecting more on this, and thank you for bringing to the surface something I’ve been mulling over for some time now.
Cheers.
Niall Gavin FLPI, MBILD, MCMI, AssocCIPD (see what I mean?)
Hi Mark
Being an ASTD member for three years now i feel i get good value for money from that membership but i do stop at that one.
Coupled with the fact that i speak at ASTD events both in the US & UK i guess there is a sense of loyalty that comes into my decision to stay as a member.
However one thing i think our industry suffers from is too many of these organisations that claim to be “the one to join” yet many are very commercial or self serving in nature - beome a member so we can promote our products and services more than give us a network that we can learn from, keep up to date with cutting edge learning, share thoughts and opinions that are welcomed.
I am a huge fan of “pay it forward” - pity not many of these organisations dont subscribe much to this mentality.
I will continue with my ASTD membership but struggle to see any real value in many of the others for the reasons many have already put forward.
As Kate says above - maybe time for them to change and adapt - remember the dinosaurs became extinct for a reason!
Cheers
David
Hi, great questions to generate discussions. Well positioned. I would like to add that in my experience as a vendor of an App Membership Connect that allows membership bodies to distribute, track and run analytics on any content (PDF, DOC, Videos), I found that membership bodies are stuck in the 80’s and all they can provide to their members is an annual networking event, a paper base catalogue every quarter and the false promise of a CPD certification to promote professionalism among their members. Many of them simply ignore or reject the 2014 & beyond technologies available to them in order to create the “community” feeling that would allow members to benefit from freely exchanging information. That is what we aim to address with Membership Connect once we launch it in the near future.
