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IBM Digital Badge Program: Overview for external audiences
PROBLEM
THE WORLD
IS FACING
A SERIOUS
TALENT
World leaders are telling IBM they have major
challenges in finding workers with required skills
51%
Industry executives citing finding appropriately skilled workers in local labor
markets as the greatest challenge related to skills
71%
Corporate recruiters that indicated they cannot find applicants with sufficient
practical experience
Sources: Multiple. See notes.
Changes in the labor market required us to change and
rethink how we would meet the market demand for talent
Line of Business Jobs
now require IT skills
Gig Economy
requires a skills registry
Agile Development
requires “liquid skills”
Rise of Teams
require expertise location
Shadow IT
decentralizes IT
New collar jobs
require new credentials
Contract Employee
MONTHS
18
WEEKS
12
2014 2016
+ +
+ +
SKILLS
EVERYTHING POINTED TO A
NEED TOCHANGE THE WAY
WE DEVELOP AND TAKE INVENTORY OF
☑ Timely
☑ Verifiable
☑ Portable
☑ Discoverable
These signals required us to create a new credential
structure to signal and surface capability:
☑ Differentiating
Digital emblem
which provides timely
symbol of skills and
achievements
SHAR
E
Contains metadata
with skills tags and
accomplishments
Easy to share in social
media: LinkedIn,
Twitter, FB, blogs
Tethered to badge issuer
to validate and verify
achievement
Provides a
progression path to
advance commitment
Analytics provide
insight into how a
program is performing
Open Badges seemed to fulfill all of our requirements
Portable: Standards-based on Mozilla’s Open Badges standard
How it works: Technology behind IBM’s Digital Badge
program is based on Open Standards
Badge earner candidate
completes activity and qualifies to
earn an IBM badge
IBM badge issuer Initiates a
notification to inform the badge
candidate of eligibility to earn and
claim an IBM badge
IBM badge issuer submits badge
earner name, email address, and
badge credential earned to the
Acclaim badge earner notification
system via secure, encrypted file
upload procedure or through a
secure API
Acclaim badge earner notification
system generates and sends a
badge claim notification email to
the badge earner to alert them of
the IBM badge earned, and to
provide instructions for accepting
the badge
Badge earner receives badge
claim notification and must
initiate step 1 of a 2-step opt-in
procedure to obtain their badge.
Step 1 requires the badge earner
to click the “Accept” button
within the badge claim
notification email to OPT IN
Badge Earner
“accepts?”
YES
NO
Badge Earner
Directed to Pearson
Acclaim web site. Must
create a profile on
Acclaim, and accept
Acclaim terms before
badge can be claimed
and added to the
badge earner’s profile.
Badge Earner
Completes profile, claims
badge and is presented with a
range of opt-in based options
for sharing the badge
publically, etc.
2
1
3
4
5
6
7 8Badge earner candidate enrolls,
registers, or declares their
candidacy in an IBM related
activity/program where a digital
badge can be earned.
Badge NOT accepted. Badge
earner details archived within
Acclaim for period of time
specified by IBM, but not
longer than IBM has an
agreement with Acclaim. This
allows the badge to be
claimed in the future, and
provides IBM with
claimed/unclaimed badge
reporting metrics. Badge
earner details are not used for
any further purpose by
Acclaim.
A pilot begins
(Is this going to work?)
Knowledge Skills Proficiency Certified General
Badging is how we will measure resume-worthy IBM skills in the market
We developed five unique digital badges to encompass
the broad activities we host at IBM
We developed personas and identified high-level
stakeholder needs
• Broadcast achievements
• Motivate participation
• Develop personal Brand
• Connect with jobs
• Generate qualified leads
• Enhance our brand
• Differentiate IBM
• Track and nurture talent
• Candidate selection
• Improved company
performance
• Skills maps
• Team building
We established objectives for the entire organization
Reduce customer
service and support
Increase client
confidence
Map skills at the
nano level
Build a loyal skill base
who want more
Enhance expertise
analytics
Promote Technical
Eminence
Crowd-source
innovation
Recognize employees
for achievement
Acquire verified
talent
Increase license
sales
Achieve career
milestone
Accelerate shifts in
expertise
We generated use cases with expected benefits
Solidify the client base Build a developer base Proliferate skills Track skills @ nano
level
Increase license sales Reduce customer
service
Objectives 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 results exceeded our
expectations
Our online courses saw triple digit grow in every metric
The benefits of our program went way beyond training
program participation
87% say they are now
more engaged with IBM
57% increase in
certification pass rates
64% increase in product
trial downloads
92% say badges are
valuable to verify job skills
Engagement Certifications Product Trials Employability
NOTE: LinkedIn profiles with IBM badges receive 6x profile views.
We receive 2.5 million views for every 10,000 badges we issue
resulting in $ millions in marketing benefit
Social media impressions generate significant branding
and demonstrate vitality for our programs
IBM Digital Badges are
transforming every area of
our business
We have seen significant adoption in every internal and
external group in our ecosystem
183
Countries
1,084
Badged activities
258K
Badge earners
495K
Badges issued
84%
Claim rate
112M
Social media impressions
Retire the LMS! Every badged activity flows into a single
skill registry, so we can now see all disparate activities
Our Digital Badge Program has build a heat map of skills
at the “micro” level in more than 178 countries
We can now see and map “nano” skills around the globe to
create teams and match business needs
Digital Badges have added value and transformed our
traditional certifications from transactions to relationships
Badges add value to certifications:
1. Create progression activities
2. Issue continuing education credits
3. Create specialized credentials
Legally defensible
/ psychometrically
sound
Shelf life of 24
months or more
Required by an
industry
governing body
Required for
safety or security
Is required by
state law or
license
Liquid skills that
change quickly
Continuing
education credits
Passions and
interests
Demonstrated
capabilities
Inventions and
innovations
CERTIFICATIONS
BADGES
By creating a registry of nano skills, IBM Digital Badges
help solve the world’s skills gaps by teaming the best
talent based on verified micro skills
Analytics
Machine Learning
Statistics
Calculus & Algebra
Data Munging
Visualization
Communication
Programming Analytics
Machine Learning
Statistics
Calculus & Algebra
Data Munging
Visualization
Communication
Programming
Data Scientist (aka “Unicorn”) Data Science Team(Collaboration across the globe)
?
Help!
Every IBM Digital Badge is embedded with links to real-
time dynamic labor market data – and actual job postings
IBM’s digital
credential
strategy is
influencing
public policy
US Department of Labor, US Department of Education, US Chamber of Commerce have incorporated
IBM’s strategy into their policy discussions.
The IT industry is looking to IBM to provide leadership as
they develop digital credential programs
Microsoft, Cisco and Project Management Institute and others consulted
with IBM and have now launched digital badge programs
IBM’s digital badge program is winning the industry’s
highest honors and shaping the future of credentials
The IBM Open Badge Program has been awarded highest honors from IMS Global Consortium and the
IT Certification Council, representing a dramatic transformation in the IT credential space.
The IBM Digital Badge Program is creating a bridge
between colleges and corporations
College Credit
IBM Digital Badges now qualify
for prior learning credit in select
programs at Northeastern
University
Alternative Credentials
Colleges around the world are
now issuing IBM Digital Badges
as a signal of “New Collar”
employability
For more:
http://ibm.biz/IBM-NEU-Project-Mgmt
Digital Certificate Programs
that aligns (better) with the
modern economy
Prior learning credit for
badges: Why should your
learning not count?
Employers search & verify
the skills registry to find
ideal matches
Embedding into applicant
tracking systems and talent
agencies
College credit
for badges
Alternative to
college diplomas
Integration with
job placement
Talent search
and match
The IBM Digital Badge Program is creating unintended
benefits: A significant opportunity to solve the world’s
talent gap
IBM Digital Badges are generating
testimonials showing how they
build trust and lead to employment
“My IBM Open Badge allows me to effectively
identify client business needs within a defined
solution area and position the appropriate IBM
hybrid cloud solutions to meet those needs. The
credential I received, which is only available to
IBM Business Partner employees, provides an
easy way for my clients to authenticate my skills
and capabilities.”
~ S. Sendhil Kumar
Director, Global Knowledge
India
IBM Open Badges are changing lives: Creating employment
I was having a tough time
finding a job because my
computer skills were
considered 'out of date'
and the IBM badges
were the perfect way to
show employers that I
could easily get back up
to speed and learn new
skills.
After sharing her badge to LinkedIn, Twitter and to her online portfolio, Coletta received a job offer after an
employer verified her badge.
Click the graphic to hear Coletta’s story or visit https://youtu.be/QrvxCw-Qf9c.
Lessons learned
Through trial and error, we learned what works and what
does not. Here are important takeaways:
1. Develop a solid communication
plan with persuasive language.
2. Badge issuer must own the
relationship with the badge earner.
3. Build consent (privacy, info
sharing) into the activity.
4. Provide strong benefits
statements (marketing) into the
intro letter to badge earner.
5. Follow a template for badge
landing pages.
6. Add certification / skills paths into
the metadata for all badges.
7. Retro badges are less successful;
limit time period to 90 days.
8. Names are important: Nobody
wants a “newbie” badge.
• Website: ibm.com/badging
• Twitter: @david_leaser
• LinkedIn: linkedin.com/in/david-leaser-6b95505
• IBM: david_leaser@us.ibm.com
Thank you!
ibm.com/training
@david_leaser

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IBM Digital Badge Program: Overview for external audiences

  • 3. World leaders are telling IBM they have major challenges in finding workers with required skills 51% Industry executives citing finding appropriately skilled workers in local labor markets as the greatest challenge related to skills 71% Corporate recruiters that indicated they cannot find applicants with sufficient practical experience Sources: Multiple. See notes.
  • 4. Changes in the labor market required us to change and rethink how we would meet the market demand for talent Line of Business Jobs now require IT skills Gig Economy requires a skills registry Agile Development requires “liquid skills” Rise of Teams require expertise location Shadow IT decentralizes IT New collar jobs require new credentials Contract Employee MONTHS 18 WEEKS 12 2014 2016 + + + +
  • 5. SKILLS EVERYTHING POINTED TO A NEED TOCHANGE THE WAY WE DEVELOP AND TAKE INVENTORY OF
  • 6. ☑ Timely ☑ Verifiable ☑ Portable ☑ Discoverable These signals required us to create a new credential structure to signal and surface capability: ☑ Differentiating
  • 7. Digital emblem which provides timely symbol of skills and achievements SHAR E Contains metadata with skills tags and accomplishments Easy to share in social media: LinkedIn, Twitter, FB, blogs Tethered to badge issuer to validate and verify achievement Provides a progression path to advance commitment Analytics provide insight into how a program is performing Open Badges seemed to fulfill all of our requirements Portable: Standards-based on Mozilla’s Open Badges standard
  • 8. How it works: Technology behind IBM’s Digital Badge program is based on Open Standards Badge earner candidate completes activity and qualifies to earn an IBM badge IBM badge issuer Initiates a notification to inform the badge candidate of eligibility to earn and claim an IBM badge IBM badge issuer submits badge earner name, email address, and badge credential earned to the Acclaim badge earner notification system via secure, encrypted file upload procedure or through a secure API Acclaim badge earner notification system generates and sends a badge claim notification email to the badge earner to alert them of the IBM badge earned, and to provide instructions for accepting the badge Badge earner receives badge claim notification and must initiate step 1 of a 2-step opt-in procedure to obtain their badge. Step 1 requires the badge earner to click the “Accept” button within the badge claim notification email to OPT IN Badge Earner “accepts?” YES NO Badge Earner Directed to Pearson Acclaim web site. Must create a profile on Acclaim, and accept Acclaim terms before badge can be claimed and added to the badge earner’s profile. Badge Earner Completes profile, claims badge and is presented with a range of opt-in based options for sharing the badge publically, etc. 2 1 3 4 5 6 7 8Badge earner candidate enrolls, registers, or declares their candidacy in an IBM related activity/program where a digital badge can be earned. Badge NOT accepted. Badge earner details archived within Acclaim for period of time specified by IBM, but not longer than IBM has an agreement with Acclaim. This allows the badge to be claimed in the future, and provides IBM with claimed/unclaimed badge reporting metrics. Badge earner details are not used for any further purpose by Acclaim.
  • 9. A pilot begins (Is this going to work?)
  • 10. Knowledge Skills Proficiency Certified General Badging is how we will measure resume-worthy IBM skills in the market We developed five unique digital badges to encompass the broad activities we host at IBM
  • 11. We developed personas and identified high-level stakeholder needs • Broadcast achievements • Motivate participation • Develop personal Brand • Connect with jobs • Generate qualified leads • Enhance our brand • Differentiate IBM • Track and nurture talent • Candidate selection • Improved company performance • Skills maps • Team building
  • 12. We established objectives for the entire organization Reduce customer service and support Increase client confidence Map skills at the nano level Build a loyal skill base who want more Enhance expertise analytics Promote Technical Eminence Crowd-source innovation Recognize employees for achievement Acquire verified talent Increase license sales Achieve career milestone Accelerate shifts in expertise
  • 13. We generated use cases with expected benefits Solidify the client base Build a developer base Proliferate skills Track skills @ nano level Increase license sales Reduce customer service Objectives 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.
  • 14. The results exceeded our expectations
  • 15. Our online courses saw triple digit grow in every metric
  • 16. The benefits of our program went way beyond training program participation 87% say they are now more engaged with IBM 57% increase in certification pass rates 64% increase in product trial downloads 92% say badges are valuable to verify job skills Engagement Certifications Product Trials Employability NOTE: LinkedIn profiles with IBM badges receive 6x profile views.
  • 17. We receive 2.5 million views for every 10,000 badges we issue resulting in $ millions in marketing benefit Social media impressions generate significant branding and demonstrate vitality for our programs
  • 18. IBM Digital Badges are transforming every area of our business
  • 19. We have seen significant adoption in every internal and external group in our ecosystem 183 Countries 1,084 Badged activities 258K Badge earners 495K Badges issued 84% Claim rate 112M Social media impressions
  • 20. Retire the LMS! Every badged activity flows into a single skill registry, so we can now see all disparate activities
  • 21. Our Digital Badge Program has build a heat map of skills at the “micro” level in more than 178 countries We can now see and map “nano” skills around the globe to create teams and match business needs
  • 22. Digital Badges have added value and transformed our traditional certifications from transactions to relationships Badges add value to certifications: 1. Create progression activities 2. Issue continuing education credits 3. Create specialized credentials Legally defensible / psychometrically sound Shelf life of 24 months or more Required by an industry governing body Required for safety or security Is required by state law or license Liquid skills that change quickly Continuing education credits Passions and interests Demonstrated capabilities Inventions and innovations CERTIFICATIONS BADGES
  • 23. By creating a registry of nano skills, IBM Digital Badges help solve the world’s skills gaps by teaming the best talent based on verified micro skills Analytics Machine Learning Statistics Calculus & Algebra Data Munging Visualization Communication Programming Analytics Machine Learning Statistics Calculus & Algebra Data Munging Visualization Communication Programming Data Scientist (aka “Unicorn”) Data Science Team(Collaboration across the globe) ? Help!
  • 24. Every IBM Digital Badge is embedded with links to real- time dynamic labor market data – and actual job postings
  • 25. IBM’s digital credential strategy is influencing public policy US Department of Labor, US Department of Education, US Chamber of Commerce have incorporated IBM’s strategy into their policy discussions.
  • 26. The IT industry is looking to IBM to provide leadership as they develop digital credential programs Microsoft, Cisco and Project Management Institute and others consulted with IBM and have now launched digital badge programs
  • 27. IBM’s digital badge program is winning the industry’s highest honors and shaping the future of credentials The IBM Open Badge Program has been awarded highest honors from IMS Global Consortium and the IT Certification Council, representing a dramatic transformation in the IT credential space.
  • 28. The IBM Digital Badge Program is creating a bridge between colleges and corporations College Credit IBM Digital Badges now qualify for prior learning credit in select programs at Northeastern University Alternative Credentials Colleges around the world are now issuing IBM Digital Badges as a signal of “New Collar” employability For more: http://ibm.biz/IBM-NEU-Project-Mgmt
  • 29. Digital Certificate Programs that aligns (better) with the modern economy Prior learning credit for badges: Why should your learning not count? Employers search & verify the skills registry to find ideal matches Embedding into applicant tracking systems and talent agencies College credit for badges Alternative to college diplomas Integration with job placement Talent search and match The IBM Digital Badge Program is creating unintended benefits: A significant opportunity to solve the world’s talent gap
  • 30. IBM Digital Badges are generating testimonials showing how they build trust and lead to employment “My IBM Open Badge allows me to effectively identify client business needs within a defined solution area and position the appropriate IBM hybrid cloud solutions to meet those needs. The credential I received, which is only available to IBM Business Partner employees, provides an easy way for my clients to authenticate my skills and capabilities.” ~ S. Sendhil Kumar Director, Global Knowledge India
  • 31. IBM Open Badges are changing lives: Creating employment I was having a tough time finding a job because my computer skills were considered 'out of date' and the IBM badges were the perfect way to show employers that I could easily get back up to speed and learn new skills. After sharing her badge to LinkedIn, Twitter and to her online portfolio, Coletta received a job offer after an employer verified her badge. Click the graphic to hear Coletta’s story or visit https://youtu.be/QrvxCw-Qf9c.
  • 33. Through trial and error, we learned what works and what does not. Here are important takeaways: 1. Develop a solid communication plan with persuasive language. 2. Badge issuer must own the relationship with the badge earner. 3. Build consent (privacy, info sharing) into the activity. 4. Provide strong benefits statements (marketing) into the intro letter to badge earner. 5. Follow a template for badge landing pages. 6. Add certification / skills paths into the metadata for all badges. 7. Retro badges are less successful; limit time period to 90 days. 8. Names are important: Nobody wants a “newbie” badge.
  • 34. • Website: ibm.com/badging • Twitter: @david_leaser • LinkedIn: linkedin.com/in/david-leaser-6b95505 • IBM: david_leaser@us.ibm.com Thank you!

Editor's Notes

  1. Sources: Global Skills Study QI3 – What are your organization’s greatest challenges related to skills? n = 3,361 Pursuit of relevance: How higher education remains viable in today’s dynamic world. IBM Institute for Business Value. June 2015. 3. Q21 “What are your greatest challenges in recruiting the right candidates from higher education institutions?” n = 132 ________________________ Additionally, according to Manpower’s 1015 Talent Shortage survey of over 41,700 employers in 42 countries and territories, 38% of employers report difficulty filling jobs – the highest proportion since 2007. (Source: 2015 Talent Shortage Survey. ManpowerGroup. http://www.manpowergroup.com/wps/wcm/connect/408f7067-ba9c-4c98-b0ec-dca74403a802/2015_Talent_Shortage_Survey-lo_res.pdf?MOD=AJPERES&ContentCache=NONE)
  2. Reduce customer service Motivate customers to develop skills to reduce support calls and critsits Solidify the client base Build advocacy and strengthen client relationship and commitment to IBM Track skills at the nano level Create a heat map of critical skills for achievements earned across the globe both internally and externally Build a loyal skill base Build a vibrant and large pool of skilled developers and consultants to use and support our solutions. Enhance expertise analytics Access the issuing criteria associated with each IBMer’s badges to infer expertise Promote Technical Eminence Provide easily shared digital credential for key IBM Technical achievements Crowd-source critical skills Organizations create badges that reflect the skills that are most in demand in the markets in which they complete Recognize IBMers Recognize IBMers publicly for their skills and achievements – a “modern” alternative to posting plaques and certificates on the office Acquire talent Pre-screen external candidates who have badges related to the roles and skills for which we are hiring Increase license sales Drive increased engagement with customers through solution downloads and trials Achieve career milestone Collect evidence of demonstrated expertise in support of achievement of the next major career milestone Accelerate shifts in expertise Provide direction and signal change to IBMers through the creation and issuance of badges
  3. A quick study in one area of our business shows significant promise here. When certification test takers completed badge activities to prep them for the exam, their pass rates increased 58% versus the pass rate for those who did not earn those progression badges.
  4. A quick study in one area of our business shows significant promise here. When certification test takers completed badge activities to prep them for the exam, their pass rates increased 58% versus the pass rate for those who did not earn those progression badges.
  5. 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.