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Are Professional Associations Still Relevant?
The short answer is yes, but….
Posted to:
Career+Work
Topics: Career Management
Are professional associations still relevant today when managing your career? The short answer is yes, but…. Many professional associations are struggling today because many prospective members do not see the value. There are many professionals who believe they can use social media to replace these kinds of organizations. People flock to LinkedIn and Facebook groups, where they can often find communities that suit their career needs. The business savvy ones take the conversations offline, where possible, to meet in real life (IRL). Professional association are especially struggling to attract members from the Millennial generation, who have specific needs that are often not being addressed. Because of that, millennials are attracted to professional associations that are millennial focused, and ones that millennials lead.
Buzz Marketing Group’s Professional Associations Survey Result
For your interest, Buzz Marketing conducted some research on professionals associations and found:
- 74 percent of respondents under 40 believe professional associations and communities are useful.
- 50 percent of respondents under 40 believe professional associations and communities are innovative.
- 45 percent of respondents under 40 believe professional associations and communities are tech savvy.
- 67 percent of respondents under 40 believe professional associations and communities have benefits relevant to them.
- 92 percent of respondents under 40 believe membership in today’s professional organizations provide strong opportunities for networking and social capital.
- 93 percent of respondents under 40 report that social capital is very important or important to their professional lives.
- 52 percent of respondents under 40 are more likely to join professional organizations that are invitation-only rather than open.
- 81 percent of respondents under 40 are more likely to join professional organizations that have a concierge to help members use benefits over one that is self-guided.
- 77 percent of respondents under 40, who are not currently a member of a professional organization plan to join one in the future.
- 58 percent of respondents under 40 belong to a professional organization, and 78 percent plan to stay for at least two years.
- 37 percent of respondents under 40 did not see value in the group.
- 45 percent of respondents under 40 left because membership was too expensive.
- 35 percent of respondents under 40 said the group wasn’t a community of their peers.
- 31 percent of respondents under 40 felt that groups lacked technological savvy.
- 27 percent of respondents under 40 said the professional organization lacked proper curation.
Source: Buzz Marketing Group’s, “Professional Organizations Study 2015 http://www.slideshare.net/twfashion/june-2015-buzzrepor
What Does the Results of the Survey on the Relevance of Professional Associations Mean?
Although the survey targeted professionals under 40, there are important insights that we can glean from the survey results. The results underpin the importance of the customer experience. There is no doubt that professional associations are still relevant today. However, there are specific things they must do to attract new members – they have to change with the times. One important thing, is to have diversity on their board of directors. That means that their board should reflect the members they are trying to attract. It’s no longer business as usual, diversity matters. The’ old boys club’ doesn’t cut it anymore. The program planning committee should be comprised of the professionals they are trying to attract, so they develop programs that people are interested in. This allows a professional association to become even more relevant to the members they are trying to serve. When this happens, there will be less turnover in membership.
Action Step: If you are a member of a professional association, or there is one that you would like to join, become a member, then get involved. Be proactive and get your voice heard. You will be able to influence the time of day when events are held, the types of events held, and ensure that there are both online and offline events. The online events could also include in-demand ones, so people can participate when it suits them.
Another important aspect, is that many professionals are interested in social capital, therefore professional associations have to align themselves with a cause that matters to their members. Even once a year, they need to give to a charity. People will perceive them as being socially responsible.
Action Step: The only way you can effect change is to get involved to get your voice heard. Invite yourself to the table.
Please read the blog post, “How a Professional Association Can Help You in Your Job Search” because it includes the benefits of joining a professional association. This blog post takes off from there. The Buzz Marketing Group Survey results are important, because they are illuminating, but in the end, professionals have to be proactive about managing their career. For professional associations to become more relevant to you, to meet your needs, you have to get involved. You have to invite yourself to the table. This is a career management strategy. Professionals associations still have a lot to offer its members.
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