2025 Association Trends in Credentialing

Credentialing programs have been a staple for many associations for years while some are still trying to figure out how they fit into their overall strategy. In a recent webinar Pam Weber, Vice President, NAAEI at the National Apartment Association, and Chris Capistran, President of Cobalt, discussed five of the biggest credentialing trends for associations to consider as we enter 2025:

Watch the full version of Weber and Capistran’s webinar: Top 5 Credentialing Trends for Associations to Consider in 2025.

AI is clearly still dominating headlines across industries. But the credentialing sector has emerged as a group of early adopters with practical, value-driven implementations. Unlike many industries still searching for meaningful AI applications, credentialing organizations have found natural fits for this technology, particularly in test development and administration.

One of the biggest use cases is how organizations develop and validate test questions. AI is also making it easier to detect potential biases, and even proctor online examinations. However, this implementation comes with important considerations. One of the toughest challenges right now is how to develop comprehensive AI policies that address ethical use, human oversight, and copyright considerations. For accredited programs, it’s crucial to ensure AI usage aligns with accreditation standards.

The key to successful AI integration lies in finding the right balance between automation and human expertise. While AI can enhance efficiency and reduce bias, human review remains essential for maintaining the integrity and validity of credentialing programs.

DEI has emerged as a fundamental consideration in credentialing, moving beyond surface-level compliance to become a core component of program validity and relevance. This focus manifests in multiple ways:

Organizations are recognizing that DEI isn’t just about social responsibility—it’s about ensuring their credentials maintain relevance and value in an increasingly diverse professional landscape. When credentials are perceived as fair and inclusive, they gain greater industry acceptance and provide more value to certificate holders.

We’ve been talking about [microcredentials] for many years … in the credentialing space … We found this out through a training needs analysis survey of our membership this past summer: … people don’t have time to take longer courses or prepare for larger kinds of commitments of time or money. They want kind of quick hits in terms of recognition for skills earned so they can show their employer or their potential employer things like that. — Pam Weber

Microcredentials represent a significant shift in how organizations approach professional development and recognition. These focused, specialized credentials offer several advantages:

One of our clients, the Pharmacy Technician Certification Board, has really embraced microcredentials. There are so many specialties within the pharmacy industry, so having some specialty credentials around that has been a boon for them — and a really good way to highlight people’s different areas of expertise. So it’s not just a moneymaker, but something that also helps with career advancement. — Chris Capistran

The keys to associations implementing successful microcredential programs lies in market research and industry alignment. You have to work closely with employers and industry stakeholders to identify high-value skills and knowledge areas that warrant specific recognition.

Digital credentialing has evolved far beyond simple digital badges to become a sophisticated ecosystem of verifiable professional achievements. Modern digital credentials leverage technologies like blockchain to provide tamper-proof verification and real-time validation.

Some of the true value of digital credentials lies in their metadata—the rich information they contain about the achievement, including:

However, organizations must strike a careful balance in their digital credentialing strategy. While digital badges and credentials offer convenience and verifiability, their value can be diminished if they’re awarded too freely. Strategic implementation should focus on meaningful achievements that provide real value to credential holders and employers.

The traditional model of credentialing renewal—often involving bulk continuing education credits submitted every few years—is giving way to more dynamic continuous learning approaches. This shift reflects the reality of today’s rapidly evolving professional landscape, where staying current requires ongoing engagement.

Modern continuous learning programs often feature:

This approach offers several advantages:

It’s the changing professional needs that continue to drive the rapid changes in the credentialing industry. The association teams who successfully adapt to these changes an adopt trusted, secure credentialing systems have something timely and increasingly valuable to offer their members.

What will it take for associations to make the leap and keep up with everything that’s changing around credentialing?

For organizations looking to develop or update their credentialing programs, the key is to leverage the extensive expertise available in the credentialing community. Organizations like the Institute for Credentialing Excellence (ICE), Certification Network Group (CNG), and the American Society of Association Executives (ASAE) provide valuable resources and networking opportunities, while experienced consultants can help navigate the complexities of program development.

As we move forward, the focus should remain on creating and maintaining credentials that provide real value to professionals and their employers. By embracing these trends while maintaining high standards for quality and integrity, credentialing organizations can ensure their programs remain relevant and valuable in an ever-changing professional landscape.