Training Industry Magazine - Fall 2016 - 48


CASEBOOK

OPEN BADGES
REIMAGINING THE CREDENTIAL SPACE WITH SIGNIFICANT, UNINTENDED BENEFITS

By David Leaser

According to a new OECD report, around 40
percent of employers in Europe and the United
States struggle to identify, attract and retain
skilled employees. That number jumps to more
than 60 percent in India, Brazil and Turkey.
How can a training organization help solve
this problem? To answer that question, IBM
looked to gaming. Gamification has taken
off and, with it, recognition in the form of
merit badges. In 2011, the Mozilla Foundation
developed a way to package information
about accomplishments and embed it into
portable image files as a digital badge: the
Open Badge.
Last year, IBM launched the IBM Open
Badge Program with activities that included
MOOCs, public classes, recognition programs
and certifications.

LEARNERS CAN
STACK BADGES
ONTO A CORE
CERTIFICATION
TO REPRESENT A
SPECIALIZATION
OR AN ADVANCED
DESIGNATION.

| 48

HOW IT WORKS
Open Badges are digital emblems that
symbolize skills and achievements. What
makes Open Badges unique (and valuable)
is the rich metadata with skills tags and
accomplishments that the badge issuer
embeds in them. That information always
accompanies the badge, allowing anyone to
verify the achievement.
Open Badges are easy to share on social
media such as LinkedIn, Twitter, Facebook and
blogs. This capability is a significant benefit
to the badge earner, who can build trust and
social eminence. Companies can also improve

their brand vitality with the social media
impressions that Open Badges generate.
IMMEDIATE SUCCESS
Our online training through BigDataUniversity.
com provided a good test case for Open
Badges. While the program had been a
significant success, we wanted to attract more
talent and improve completion rates. Within
a few months of launching the Open Badges,
we began to see benefits:
* 125% increase in new participants
* 226% increase in course completion rates
* 694% increase in course exam pass rates
* 64% increase in product trial downloads
The increase in product downloads was an
eye-opener that showed us Open Badges can
actually create a pipeline of leads.
Open Badges benefit every area of the
business and everyone in the ecosystem,
from the badge-issuing organization to the
badge earner and the "consumer," typically
an employer or hiring manager. Let's explore
some of those benefits.

Social media impressions
IBM generates about 2.5 million social media
impressions for every 10,000 badges we issue.
That adds up to hundreds of thousands of
dollars of viral social media marketing every
year. More than demonstrating brand vitality,


http://www.keepeek.com/Digital-Asset-Management/oecd/employment/getting-skills-right-assessing-and-anticipating-changing-skill-needs_9789264252073-en#page1 http://www.bigdatauniversity.com/ http://www.bigdatauniversity.com/ http://www.ibm.biz/badging http://www.ibm.biz/badging

Table of Contents for the Digital Edition of Training Industry Magazine - Fall 2016

Perspectives
Table of Contents
The Outcome of Engagement
Learning Outcomes: We Are Products of our Environment
Step Back and Disengage to Learn
Have Your Millennials Checked Out?
Performance versus Training: It Isn't Always a Training Issue
Mindfulness: A Critical Success Factor
Creating the Ideal Learning Environment
Passion in the Classroom: Can You Be a Sand Salesman?
The Leader as the Facilitator: How to Effectively Lead Knowledge Workers
Interaction Psychology: Why Characters, Clicks, Points and Badges Don't Translate
Learning Effectiveness by Design
Four Ways to Increase Learner Engagement
Open Badges: Reimagining the credential space
Bridging the Disconnect with Learners From Other Cultures
From Where I Sit
L&D’s Role in Moving the Needle on Employee Engagement
Deploying an After-Training Program
9 Ways to Get Business Leaders to Buy-in to Your Learning Efforts
Engaging Content Delivery for Coding Training
Company News
What's Online
Training Talk
Training Industry Magazine - Fall 2016 - Intro
Training Industry Magazine - Fall 2016 - Cover1
Training Industry Magazine - Fall 2016 - Cover2
Training Industry Magazine - Fall 2016 - Perspectives
Training Industry Magazine - Fall 2016 - Table of Contents
Training Industry Magazine - Fall 2016 - 5
Training Industry Magazine - Fall 2016 - 6
Training Industry Magazine - Fall 2016 - 7
Training Industry Magazine - Fall 2016 - 8
Training Industry Magazine - Fall 2016 - The Outcome of Engagement
Training Industry Magazine - Fall 2016 - 10
Training Industry Magazine - Fall 2016 - Learning Outcomes: We Are Products of our Environment
Training Industry Magazine - Fall 2016 - 12
Training Industry Magazine - Fall 2016 - Step Back and Disengage to Learn
Training Industry Magazine - Fall 2016 - 14
Training Industry Magazine - Fall 2016 - Have Your Millennials Checked Out?
Training Industry Magazine - Fall 2016 - Performance versus Training: It Isn't Always a Training Issue
Training Industry Magazine - Fall 2016 - 17
Training Industry Magazine - Fall 2016 - 18
Training Industry Magazine - Fall 2016 - 19
Training Industry Magazine - Fall 2016 - Mindfulness: A Critical Success Factor
Training Industry Magazine - Fall 2016 - 21
Training Industry Magazine - Fall 2016 - 22
Training Industry Magazine - Fall 2016 - 23
Training Industry Magazine - Fall 2016 - Creating the Ideal Learning Environment
Training Industry Magazine - Fall 2016 - 25
Training Industry Magazine - Fall 2016 - 26
Training Industry Magazine - Fall 2016 - 27
Training Industry Magazine - Fall 2016 - Passion in the Classroom: Can You Be a Sand Salesman?
Training Industry Magazine - Fall 2016 - 29
Training Industry Magazine - Fall 2016 - 30
Training Industry Magazine - Fall 2016 - 31
Training Industry Magazine - Fall 2016 - 32
Training Industry Magazine - Fall 2016 - The Leader as the Facilitator: How to Effectively Lead Knowledge Workers
Training Industry Magazine - Fall 2016 - 34
Training Industry Magazine - Fall 2016 - 35
Training Industry Magazine - Fall 2016 - Interaction Psychology: Why Characters, Clicks, Points and Badges Don't Translate
Training Industry Magazine - Fall 2016 - 37
Training Industry Magazine - Fall 2016 - 38
Training Industry Magazine - Fall 2016 - 39
Training Industry Magazine - Fall 2016 - Learning Effectiveness by Design
Training Industry Magazine - Fall 2016 - 41
Training Industry Magazine - Fall 2016 - 42
Training Industry Magazine - Fall 2016 - 43
Training Industry Magazine - Fall 2016 - Four Ways to Increase Learner Engagement
Training Industry Magazine - Fall 2016 - 45
Training Industry Magazine - Fall 2016 - 46
Training Industry Magazine - Fall 2016 - 47
Training Industry Magazine - Fall 2016 - Open Badges: Reimagining the credential space
Training Industry Magazine - Fall 2016 - 49
Training Industry Magazine - Fall 2016 - Bridging the Disconnect with Learners From Other Cultures
Training Industry Magazine - Fall 2016 - 51
Training Industry Magazine - Fall 2016 - From Where I Sit
Training Industry Magazine - Fall 2016 - 53
Training Industry Magazine - Fall 2016 - 54
Training Industry Magazine - Fall 2016 - L&D’s Role in Moving the Needle on Employee Engagement
Training Industry Magazine - Fall 2016 - 56
Training Industry Magazine - Fall 2016 - Deploying an After-Training Program
Training Industry Magazine - Fall 2016 - 9 Ways to Get Business Leaders to Buy-in to Your Learning Efforts
Training Industry Magazine - Fall 2016 - 59
Training Industry Magazine - Fall 2016 - Engaging Content Delivery for Coding Training
Training Industry Magazine - Fall 2016 - Company News
Training Industry Magazine - Fall 2016 - What's Online
Training Industry Magazine - Fall 2016 - Cover3
Training Industry Magazine - Fall 2016 - Cover4
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