How Professional Certification Can Digitally Transform Your Technology Company

POSTED BY   Sarah Etling
4th July 2017
How Professional Certification Can Digitally Transform Your Technology Company | TDMB Tech

In today’s ever-changing and evolving technology sector, industry-aligned skills and knowledge are a necessity to drive business growth and employee digital capabilities. We are a society driven by digital technology. Digital marketing has an incredible influence on people’s interactions, work, purchases and life habits.

How Professional Certification Can Digitally Transform Your Technology Company | TDMB Tech


As digital knowledge and expertise become more prevalent, fast growing tech startups and scale ups desire skills that are relevant, up-to-date and instantly applicable to any role. Professional certification can prove invaluable when growth is high on the agenda.  

Founders and Managers want cutting edge skills and agile thinkers as part of their learning and development initiative to become more efficient in software delivery and to improve the predictability of software deliveries. They want to outperform competitors by creating an outstanding culture that consists of autonomy, mastery and purpose, thus attracting talented people. This agile and mental model of entrepreneurship requires self-organising teams with a strong emphasis on product development. As a marketer, this requires a skill-set of continuous iteration. Certification can boost existing skills and teach new ones.

The benefits of professional certification can have an immediate impact on digital transformation and is seen as the best performing credential in many different dimensions such as learning, career advancement and value. When hiring a new employee as part of a growth strategy, the ability to assess skills could save time and money.

According to The Harvard Business Review, 80% of employee turnover is due to bad hiring decisions.

Another reason someone may not work out is due to what’s called the “cultural misfit.” This can occur when a candidate, who seemed perfect on nearly every level, clashes with the organisation’s culture, so it’s critical that an open definition of the company’s culture exists in some form.  New research shows workplace culture and opportunities for training are key to attracting, and keeping, the best marketing talent.

77% of companies consider missing digital skills as the key hurdle to their digital transformation.Click To Tweet

Professionals attribute a personal return on investment of 253% and an organisation ROI of 216% of professional certification. 67% of employers use certifications to measure the willingness to work hard and boost performance in their role. Employees with a Certification are 90% more productive and 60% more efficient compared to those without. Employees with the right skills can identify problems and provide a solution with confidence.

The question that many tech startups today struggle to answer is: “Do our Founders have the required skills to lead and deliver our digital strategy?”

In many cases, the answer is no.

Because even though digital may be the key route to delivering product launches even with the best intentions, they often fall short when put into practice. This is where a digital agency with a training arm can help.

After all, the statistics speak for themselves:

  • 77% of companies consider missing digital skills as the key hurdle to their digital transformation. (Capgemini Consulting)
  • Over ¾ of marketers think marketing has changed more in the past two years than in the last fifty – yet less than half of them feel highly proficient in digital. (The Guardian, Sep 2015, Training Deficit Means UK Faces Digital Skills Gap)
  • Only 4% of companies align their training efforts with their overall digital strategy (Capgemini Consulting)
  • Only a third of organisations acknowledge that digital marketing techniques are fully incorporated into their overall marketing operations, with “a shortage of talent” listed as the main reason. (Gartner)
  • No company spends more than 20% of its training budget on digital (Capgemini Consulting)

The digital revolution has changed the way in which decisions are made and commerce transacted, but the people that work within this industry cannot seem to keep up with digital transformation and neither can Founders of tech startups. Professional certification can bridge that skills gap.


How Professional Certification Can Digitally Transform Your Technology Company

Sarah Etling

Sarah Elting is Head of Marketing at TDMB. Following a degree in Marketing, she headed to Italy to start up a property consultancy. On her return to colder climates, she embarked on a marketing and creative journey that over the course of 12 years evolved from launching paint collections to heading up the marketing of a successful PropTech start-up and becoming CIM qualified. Sarah now writes about all aspects of strategic marketing and technology and continues to be interested in Property.

Get in Touch With Sarah Etling

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