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Certification programs can be a powerful tool for corporations—boosting user engagement, driving expertise, and creating brand advocates. But even the most successful programs can fall victim to one costly mistake that forces them to be redone in just a few months. I’ve seen this happen to four large companies this year, whose programs were performing well but had to be completely reworked within six months because they overlooked one key factor.

So, what’s the mistake that’s costing corporations both time and money? It’s relying on internal employees to record the certification content.

Why Is This Still a Mistake with a Stellar Team?
Your employees may know the product inside and out, but using them to deliver certification programs creates an unexpected challenge. People move on—leave for other companies, get hired by competitors, or shift into different roles. Yes, these four companies I mentioned above all had to scrap their entire education because the leaders who filmed it left and it was awkward to keep the content they filmed!

Instead of re-recording every time there’s a team change, consider a more future-proof approach. Hiring professional speakers, educators, or even super users ensures the content remains fresh and relevant. If you’re lucky you can find humans who are all three in one!

Why Professional Speakers and Super Users?
There are three big reasons to bring in outside experts:

1. It’s a Spotlight Opportunity
   By featuring an expert presenter or super user, you’re giving the stage to someone who already has a proven track record with your product and allowing the dollars of your organization to uplift someone who is stellar. Also, this builds credibility and trust with your learners, who are likely to value the insights of someone using the product in real-world scenarios vs someone who may be perceived as an insider who needs to meet their quotas.
2. Consistency and Durability
   External experts or speakers give you the advantage of someone whose profession will most likely not change in the next 6 months. This stability in their role means durability in the content creation and your certification will maintain its quality over time, even as your company goes through changes.
3. The Halo Effect
   When you bring in someone who’s well-recognized in their field, their credibility rubs off on your brand. This “halo effect” means their reputation as an expert boosts your company’s reputation as well. It signals to your audience that your brand is trusted by leaders in the industry, making your product or service more desirable.

According to LinkedIn Learning, learners are 2.5 times more engaged when content comes from credible experts outside their direct organization. This boosts the longevity of your certifications and raises your brand’s profile.

Future-Proofing Your Certification Program
Here’s the real beauty of evergreen certification programs: once they’re set up, you only need to make micro-updates when truly necessary. This could be when you launch new features, adapt to regulatory changes, or update best practices. These aren’t full overhauls—they’re small, targeted adjustments that keep your program fresh without the need to start from scratch.

By taking this approach, you’re not just ensuring consistency and quality—you’re also dramatically reducing the time and cost required for future updates. Your certification program stays current without constant rework, and your team can focus on growth strategies to promote the certification through different channels.

This is how you turn certifications from a short-term solution into a long-term, scalable strategy.

Much Love,