open badges at ibm: overview for external audiences
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A new recognition program to attract, engage and deepen commitment to IBM
Visit ibm.biz/badging
© 2013 IBM Corporation2 © 2016 IBM Corporation
Develops the skills our customers need mostWe must create a large pool of verified talent for our clients and BPs. Badges allow us to assess and measure skills at the “nano” level.” Badges also motivate employees to drive their own development.
Expands IBM’s leadership position We must enhance our ability to understand, attract and grow talent and establish the IBM brand as the source for industry talent and CAMSS expertise.
Attracts and motivates new talent to join IBMBadges provides instant recognition to build a personal brand to earn more money and warrant a promotion. Badges deepen a commitment to progress with IBM.
IBM is now poised to lead our industry with Open Badges
Differentiates IBM, increases our pool of talent, provides continuous
engagement and progression
Provides instant recognition. Captures a complete skills profile, from
structured training to code building
Provides IBM customers and BPs with verified skills data on employees
and potential hires.
• 65% of global leaders cite talent and leadership shortages as their top business challenge.1
• 60% say finding data scientist skills is very difficult.2
Badging will generate thousands of IBM brand instances dripping into LinkedIn, Twitter and Facebook every day.
LinkedIn profiles with certifications/badges receive 6X more views.
What is an Open Badge?• Digital emblem which symbolizes skills and achievements• Contains metadata with skills tags and accomplishments• Easy to share in social media: LinkedIn, Twitter, FB, blogs• Tethered to IBM to validate and verify achievement• Based on Mozilla’s Open Badges standard
Open Badges: Emerging as the IT industry standard to recognize achievements and nurture and progress talent
Who is already onboard?
Three topline benefits:• IBM: Differentiates IBM, increases our pool of talent,
provides continuous engagement and progression• Earners: Instant recognition. Captures a complete skills
profile, from structured training to code building• Employers: Provides IBM customers and BPs with verified
“nano-level” skills data on employees and potential hires. Motivates employees to drive their own development.
© 2013 IBM Corporation4 © 2016 IBM Corporation
Open Badges: A verified credential with rich metadata
Digital emblem which symbolizes skills and achievements
SHARE
Contains metadata with skills tags and accomplishments Easy to share in social
media: LinkedIn, Twitter, FB, blogs
Tethered to IBM to validate and verify achievement
Provides a progression path to advance commitment
Badging is how we will truly measure resume-worthy IBM skills in the market
Analytics provide insight into how a program is performing
Insights shows real-time labor market data – jobs, salaries, locations.
© 2013 IBM Corporation5 © 2016 IBM Corporation
Badge Types: Four unique emblems for resume worthy achievements
ExplorerKnowledge
Completes a quiz or assessment
• Academic knowledge• Formal training• Informal education• Mentoring
AdvocateSkills
Demonstrates a skill or has applied the skill
• Compete in Challenges
• Competes in Hackathons
• Answer questions• Author articles• Hosting a meeting• Present at an event• Teach on the subject• Create YouTube video• Create references and
testimonials
InventorCapabilities
Designs and develops new solutions
• Proves ability to build and implement novel solutions to exceptionally difficult and complex challenges - for IBM, clients or society
• Publishes an app on GitHub
• Publishes an app in the marketplace
CertifiedAuthority
Has completed a solution, certification or developed
a certification
• Provides an additional benefit which can automatically be shared to social media sites or included on their websites or e-mails
ExcellenceEminence
Deep understanding of highly complex subjects
• Deep expertise, exceeding the skill level of experienced professionals
• Influences and mentors others to help them make best use of IBM software and solutions
• Among the most trusted advisors, helps to grow and nurture the community of like-minded professionals
Case Study Results
© 2013 IBM Corporation7 © 2015 IBM Corporation
Badges are generating significant results for IBM and our ecosystem
WHAT BADGE EARNERS ARE SAYING
"I find the badge program a great way of learning and hope more badge
options will be offered soon.”
"In a recent interview, this badge gave me a chance to elaborate about a
learning activity that helped improve my skills.“
"More people are viewing my LinkedIn profile after adding the IBM badge to
my list of accomplishments.“
"A truly worthwhile initiative that allows validation of my knowledge and
skills. Way to go IBM! Thanks."
IBM BADGE EARNER SURVEY – JULY 2015
"IBM's success with Open Badges shows the IBM brand has real value in the market as an IT accreditation.” Peter Janzow, Senior Director, Open Badges Lead, Pearson VUE
IBM badge earners are also leveraging the power of Twitter and Facebook to promote their IBM emblem
© 2013 IBM Corporation8 © 2015 IBM Corporation
Big Data University Case Study: 14 Online Courses
Before July Oct
10589 12260
24253
129% Increase in enrollments compared to six week period leading up to launch of badge program
226% Increase in course completion rate when compared to six week period leading up to launch of badge program
Before July Oct
19% 29%
62%2,061
3,505
15,010
40% Avg for all other courses
694% Increase in number of students passing EoC assessments compared to six week period leading up to launch of badge programBefore July Oct
1189 1975
9442
255% Increase in the rate of students enrolled who went on to pass the EoC assessment
Before Jul Oct
11% 16%
39%1189 / 10589
1975 / 12260
9442 / 24253
23% Avg for all other courses
Student Enrollments
No. of Students Passing EoC Assessment
% of Enrollments Completing Courses
EoC Assessment Pass Rate to Enrollments
Value Proposition
© 2013 IBM Corporation10 © 2015 IBM Corporation
Broadcast AchievementsSignals skills and achievements to
peers, potential employers and others
Motivate ParticipationProvides recognition for achievement;encourages engagement and retention
Develop Personal BrandDisplays verified achievements across the web. Improves social connections
with peers, employers and clients
Generate Qualified LeadsAttracts new candidates to IBM who
seek recognition and opportunity
Enhance Our BrandSignificant social media benefit:
thousands of brand marks flooding LinkedIn, Twitter, Facebook, blogs and
company websites
Differentiate IBMIBM leads the industry with a cutting-
edge digital credential program
Track and Nurture TalentQuickly identifies skills gaps and
opportunities -- candidate or geo level
Verified SkillsProvides a trusted “seal of approval”
for employers validating existing talent or potential hires
Candidate SelectionProvides an easy way to identify candidates to hire or promote
Improved Company PerformanceMotivates employees to drive their own development and improve the
performance of the organization
Value Proposition: How does badging convert to real value for everyone?
Badge Earner IBM IBM Clients
Value: Badges will help IBM drive the behavior we need
Reduce customer serviceMotivate customers to develop skills to
reduce support calls and critsits
Solidify the client baseBuild advocacy and strengthen client relationship and commitment to IBM
Track skills at the nano levelCreate a heat map of critical skills for
achievements earned across the globe both internally and externally
Build a loyal skill baseBuild a vibrant and large pool of skilled developers and consultants to use and
support our solutions.
Enhance expertise analyticsAccess the issuing criteria associated
with each IBMers’ badges to infer expertise
Promote Technical Eminence Provide easily shared digital credential
for key IBM Technical achievements
Crowd-source critical skillsOrganizations create badges that reflect the skills that are most in
demand in the markets in which they complete
Recognize IBMersRecognize IBMers publicly for their
skills and achievements – a “modern” alternative to posting plaques and
certificates on the office wall
Acquire talentPre-screen external candidates who
have badges related to the roles and skills for which we are hiring
Increase license salesDrive increased engagement with
customers through solution downloads and trials
Achieve career milestoneCollect evidence of demonstrated
expertise in support of achievement of the next major career milestone
Accelerate shifts in expertiseProvide direction and signal change to
IBMers through the creation and issuance of badges
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The ROI of Open Badges affects every area of IBM
Reduced Employee turnoverRecognition reduces intention to leave by
half, from 51% to 25%. 1
Reduced Customer Sat ProblemsBadges increase customer skills, saving
$300+ per service call. 2
Increased Customer TrialsBadges are motivating increased
QuickStart downloads – up 60% in Big Data University. 3
Deepened Commitment to IBMThe engagement level increases from
28% to as high as 76% with recognition. 1
1 Dr. Haiyan Zhang, 2015, How do I recognize thee, let me count the ways; IBM Smarter Workforce Institute Whitepaper2 IBM Customer Support data analysis3 IBM Badging Pilot survey results.
© 2013 IBM Corporation13 © 2015 IBM Corporation
Eight areas where Open Badges provide significant benefit
1234
Increase verified talent for our clients
Drive skills progression toward advocacy
Increase crowd sourcing of innovation
Increase product sales and trials
5678
Decrease support calls
Increase client confidence with demonstrated skills
Motivate employees to drive their own development
Map available skills and specific gaps
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The social media impact is enormous: 2.8 million potential views for every 10,000 badges that are claimed
NOTE: LinkedIn profiles with certifications and badges receive 6x the number of profile views.
A printed certificate might reach 8 people who walk past an office and notice it on the wall
Profile ViewNewsfeed
© 2013 IBM Corporation15 © 2015 IBM Corporation
An important benefit: Digital badging creates a consolidated skills registry capturing all achievements across IBM
Name: Susan BallesterosLocation: Manila, PhilippinesSkills Tags: Bluemix, Security, Mobile, zSystems
Badge metadata and our analytics will provide a “nano view” of a person’s skills and help us determine next steps to progress toward our objectives.
Date Activity Location Outcome Progress To:
1/15/15 Workshop IIC Explorer Badge Hackathon
1/20/15 Hackathon Santa Cruz Advocate Badge Learnathon
2/20/15 GitHub Virtual Inventor Badge Certification
4/30/15 Certification Manila Certified Conference
© 2013 IBM Corporation16 © 2015 IBM Corporation
Open Badges: IBM badges have been issued to individuals from 81 different countries within the first eight weeks of the program
North
America
South
Ameri
ca
Europ
eAsia
Middle
East
Africa
Pacific
Caribb
ean
0%10%20%30%40%50%60%70%80%
75% 69% 63%48%
33%16% 15% 9%
15
03 0930
07
09 03 02
Regional PenetrationPercentage of countries by region where IBM badges have been claimed
Number of Countries by region where IBM badges have been claimed
IBM Confidential: For Internal Use and Distribution Only
© 2013 IBM Corporation17 © 2015 IBM Corporation
Every badge we issue includes dynamic labor market data to show real job market opportunities from employers to salary ranges
IBM Confidential: For Internal Use and Distribution Only
© 2013 IBM Corporation18 © 2015 IBM Corporation
Use Cases: Badges will help you drive the behavior you needSolidify the client
baseBuild a loyal
developer base Proliferate skills Track skills at the nano level
Increase license sales
Reduce customer service
ObjectivesBuild advocacy and strengthen client relationship and commitment to IBM
Increase the number of developers using our offerings
Build a vibrant and large pool of skilled labor to support our products
Create a heat map of critical skills for achievements earned across the globe
Drive potential customers to act by downloading trial versions of our offerings
Motivate customers to develop skills to reduce support calls and critsits
Benefits to earners
Earners will be recognized as having increased eminence on IBM solutions.
Earners receive digital credentials they can use to increase job and opportunity prospects, build a personal brand in social media.
Earners receive digital credentials they can use to increase job and opportunity prospects, build a personal brand in social media.
Provides a progression path and skills journey as we target offerings based on our analysis of their skill level and need.
Easy connection between a completed badge for a "how to" course leads immediately to a free trial product download
Earners receive digital credentials they can use to increase job and opportunity prospects, build a personal brand in social media.
Benefits to our clients
Badges count for points in a program that rewards customers with conference seats, services or marketing activities.
Verified application development skills in employees and potential hires. Badges motivate internal employees to self-manage and progress their learning.
Verified skills in employees and potential hires. Badges motivate internal employees to self-manage and progress their learning.
Verified solution skills in employees and potential hires.
Employees come to the table with a fundamental understanding of the product and the benefits, the beginning of a POC.
Reduced cost, customer satisfaction and opportunity cost. Badges motivate internal employees to self-manage and progress their learning.
Benefits to your organization
Increased public advocacy, references, case studies, plus as a social media drip marketing campaign generated by badges
Expanded developer base eager to advance with IBM.
Skilled labor to support installations. Reduced risk of poor deployments.
Ability to locate and progress deep technical skills for key IBM solutions
Increased exposure to IBM solutions through downloads.
Reduced cost, customer satisfaction and costs.
© 2013 IBM Corporation19 © 2015 IBM Corporation
Evidence: Badges provide real value to employers and badge earners
Allow employer to verify your credentialsVerify a job applicant's credentials
Receive notifications about job opportunities
Display your credentials online
81%
77%
73%
76%
“A lot of people in my LinkedIn list did not know that I am CCE certified till I posted my badge.”
“The ability to show customers the badge eases their minds when thinking about allowing me (the engineer) to get close to their environment.”
“A potential employer was able to verify my credentials.”
“As an IT Consultant I have noticed that during job interviews for new customer assignments the interviewer has already checked the consistency of my resume with LinkedIn.”
“I was contacted for a job by someone who saw the badge activity.”
“While my "alphabet soup" has always been listed, changing that for graphic badges has increased attention, comments and understanding of my credentials. “
Top four responses to Pearson VUE’s surveys on where badges show value:
IBM Confidential: For Internal Use and Distribution Only
How can your organization prepare for the open badge
program?
© 2013 IBM Corporation21 © 2016 IBM Corporation
Getting Started: Checklist to begin badging
1. Identify your badgeable activities (who, what, where, when, why and how many)
2. Determine how you will assess completion, track and maintain attendees
3. Complete a badge program participant profile
4. Meet with GSI team to review and implement
5. Establish a landing page for the activity – badge needs to point to an external page
6. Incorporate persuasive messaging into the activity
7. Issue badges and notify badge earners
8. Survey and measure results
• Develop a solid communication plan.
• Badge issuer must own the relationship with the badge earner
• Build consent (privacy, info sharing) into the activity
• Provide strong benefits statements (marketing) into the intro letter to badge earner
• Follow the template for badge landing pages
• Add certification / skills paths into the metadata for all badges
• Retro badges are less successful; limit time period to 90 days
• Names are important: nobody wants a “newbie” badge
Note: The Open Badge Program was designed to be lightweight, flexible and easy for you to participate. We have an easy-to-read “Getting Started” guide and support to help you launch quickly!
© 2013 IBM Corporation22 © 2016 IBM Corporation
Recipient Email: Email address of the badge earner being issued the badge
Issued To First Name: First name of the badge earner
Issued To Last Name: Surname of the badge earner
Issued At: Date the badge is issued.
Expires At: Date the badge is set to expire (if applicable)
Issuer Earner ID: Provides option of associating the badge with a unique badge earner ID
Evidence Name: Name of optional evidence the badge issuer associated with this badge
Evidence URL: Link to the evidence referenced in the Evidence Name field
Text Evidence Title: Plain text field the badge issuer can use to define badge earner evidence
Text Evidence Description: Plain text field the badge issuer uses to describe the badge earner evidence
Issuing Badges: Badge Earner Data SubmissionBadge issuers have two options for issuing badges:• Integration with Acclaim developer API - https://www.youracclaim.com/docs• CSV file submission via the Acclaim Bulk Submission tool (most common method –
described below)
RequiredOptional
© 2013 IBM Corporation23 © 2015 IBM Corporation 23
Customizing the badge template: Add your own personalization to generate brand recognition
Upper band can be personalized
IBM logo must remain
Icon can be personalized
Badge type can be removed
Lower band can be personalized with stars, text or left blank
Base Template Personalized Template
The Visual Language of Badges: What elements cannot be changed -- Color, shape, IBM logo, meaning
GreenKnowledge activities
OrangeReal skills demonstration
GoldInvention and innovation
BlueProfessional Certification
PurpleUsed for eminence
© 2013 IBM Corporation24 © 2016 IBM Corporation
Issuing Badges: Badge Earner Data Submission
Required Data Optional Data
© 2013 IBM Corporation25 © 2016 IBM Corporation
Reporting: Badge Offering and Badge Earner Analytics
Total Badges Issued Total Badges Accepted Total Badges Pending (Unclaimed)
Total Badges Rejected Total Badges Revoked Badge Sharing Stats (Social Media)
Badge issuers have access to analytics data for each badge offering:
Export Analytics Data: Badge analytics data can be exported to a CSV file, adding further flexibility in how badge reporting data is managed and usedTIP
© 2013 IBM Corporation26 © 2016 IBM Corporation
Badge Issuer Profile and Application:
Submit to: [email protected]
© 2013 IBM Corporation27 © 2015 IBM Corporation
The GSI pilot includes activities ranging from MOOCs to workshops
Phase II and Steady State: A groundswell of interest is building
Online Courses EcoD / Bluemix Learnquest Arrow Certifications• Big Data Fundamentals• Big Data - Hadoop
Fundamentals• Big Data - Administration• Big Data - Analytics• Big Data - Storage and
Retrieval• Big Data - Programming• Big Data - Spark
Fundamentals
• developerWorks Accredited Author
• Avnet's Highly Scalable Web and Mobile Application Building on Bluemix
• Cloud Developer Bootcamp• IBM Bluemix Fundamentals
• Intro IBM SPSS Statistics• WebSphere Message
Broker: Application Developer I
• Cognos Framework Manager - Design Metadata Models
• IBM InfoSphere DataStage Essentials 9.1
• IBM Cognos TM1: Design and Develop Models (V10.2)
• IBM Tivoli Storage Manager 7.1 Implementation and Administration
• IBM Tivoli Storage Manager 7.1 Advanced Admin, Tuning, Troubleshooting
• IBM Cognos Report Studio: Author Professional Reports Fundamentals
• WebSphere Message Broker: AppDev I
• IBM Certified Solution Advisor - Big Data & Analytics V1
• IBM Certified Solution Advisor - Cloud Computing Architecture V4
• PartnerWorld• IBM Certification• Cloud / Bluemix EcoD• Bluemix Fundamentals• Big Data University• Code Academies• Avnet• Arrow• LearnQuest
• Blueworks Live• Apple• IBM China BPs• Support• Software Asset Management• Watson Academy• Millennial Program • IBM Center for Advanced
Learning (CAL)
• Ingram Micro• Global Knowledge• developerWorks• MEA University• KYI• Maximo• Academic Initiative• Silverpop• Middleware
• Sales Learning• Think Academy• CAMSS University • Global Technical Sales• CTO Office• Lab Services• Instructor Program• GTS Learning - Master Blue• SCM Practice
Backup
IBM Open Badge Program Survey: What the Badge Earners are saying about the program
IBM Open Badge Program Survey: What the Badge Earners are saying about the program
IBM Open Badge Program Survey: What the Badge Earners are saying about the program
IBM Open Badge Program Survey: What the Badge Earners are saying about the program
IBM Open Badge Program Survey: What the Badge Earners are saying about the program
IBM Open Badge Program Survey: What the Badge Earners are saying about the program
An IBM badge strengthens my reputation
"I shared with few, they acknowledged right away without direct contact with them before."
"People are impressed with it."
"My peers started asking me doubts on the topic of my certifications and Its feeling really great for me. I am reading and growing in the area of my interest."
"I work on Hadoop and could showcase my expertise in niche skills like Spark."
"A truly worthwhile initiative in enabling us to be able to validate our knowledge and skill acquired. Way to go! Thanks."
"It's a great form of credentialing for both internal and external engagement."
"Very useful scheme and hats off!!!. I am able to exhibit my area of interest through this to the social media and to my peers. Great work!!!"
IBM Open Badge Program Survey: What the Badge Earners are saying about the program
Deepens my commitment to IBM / Attracts talent to IBM
"This is an excellent idea and motivated me even more to do the online courses and tests."
"Owning an IBM badge is always prestigious!"
"I am working on big data Hadoop badge now. Wanted to get more :)"
"I am associated with great company, IBM and after completing this badge why should I look for other opportunities outside of IBM. I find this big data technologies/Analytics interesting and need to move to Big Data Architect role in IBM."
"Yes, some of my friends now know that I am learning BigData, and now they are also interested to learn BigData from BigData University."
"It's great to have a flexible (social) awards program that encourages continuous learning based on (each) employee's effort. Great Job!"
"I got emails from my connections on Linkedln asking about the certification."
"All my connection know I am certified and started recommendation."
"I find the badge program a great way of leaning and hope more badge options will be offered soon."
"Please Introduce more Open Badge Program to motivate and Invite people to take part more and more. Thank You."
"Thanks, IBM!"
IBM Open Badge Program Survey: What the Badge Earners are saying about the program
Increases job opportunities
"In a recent interview, this badge gave me a chance to elaborate and specify about something where in I have studied by myself and improved my ability."
"Yes, i shared my badge in my LinkedIn profile and also i shared my badge through my resume..due to this my resume got some preference."
"Its a great initiative from IBM to provide badge which will help the employee to stay ahead in the competitive market."
"More job opportunities relate to the skills gained through the badge."
"My IBM Badge informs the Employers / clients whom I approach, my understanding / knowledge."
"I applied my badge to my CV and sent it to employers."
"Improved employment opportunities and got more recognition."
"I think that this program will improve the way that our abilities are exposed to the world."
"Till now I have just posted the open badges in my linked-in account and i already started getting messages from few employers based on those open badge skill set."
"More people on LinkedIn are viewing my profile."
"More number of views on LinkedIn Profiles on the day of sharing."
© 2013 IBM Corporation38 © 2016 IBM Corporation38
Certifications Badges
1. Standalone activity 1. Digital representation of an activity
2. Represents authority 2. Knowledge, skills, leadership, advocacy, capabilities
3. Designed to exclude 3. Designed to include
4. Legally defensible, psychometrically sound 4. Intentionally limited in legal defensibility and psychometric validity
5. Provides an accreditation 5. Marries accreditation, social and recognition
6. Limited social marketing strength 6. Unlimited social marketing strength
7. Limited progression, commitment 7. Significant progression, commitment
8. Aggregate view of capabilities 8. Line-item view of capabilities
9. Expensive to develop $ 9. Inexpensive to implement
10. Time-consuming to develop and update 10. Easy to update; matches modern update cadence
Certification vs. Badges: Ten differences
© 2013 IBM Corporation39 © 2016 IBM Corporation39
1. Must be legally defensible and psychometrically sound2. Has a shelf life of 24 months or more3. Is required by an industry governing body (i.e. to certify knowledge
around an industry standard for legal purposes)4. Is required for safety or security5. Is required by state law or license
Why Certify?
© 2013 IBM Corporation40 © 2016 IBM Corporation
By creating a registry of nano skills, Open Badges will solve the world’s skills gaps by teaming the best talent
Analytics
Machine Learning
Statistics
Calculus & Algebra
Data Munging
Visualization
Communication
Programming Analytics
Machine Learning
Statistics
Calculus & Algebra
Data Munging
VisualizationCommunication
Programming
Data Scientist(aka “Unicorn”)
Data Science Team(Collaboration across the globe)
? Help!