Innovating Member Learning and Industry Development

Professional associations provide specialized learning solutions across their member organizations presenting a variety of opportunities and challenges. Cathy Butler, the EVP of Talent, Equity, and Learning Solutions at the 4A's (American Association of Advertising Agencies), explains how the association adds value to its members through comprehensive and innovative training programs. 

 

Show Notes:

4A’s Cathy Butler shares the importance of fostering a learning culture that goes beyond traditional training and development. She offers many key points in her interview. 

• Build a Holistic Learning Culture: Deliver learning offerings that provide professional development to individuals while advancing member organizations.
• Establish Comprehensive Training Programs: The 4A's offers a wide range of training programs, from early career development and new manager training to certification programs in specialized areas like media and Generative AI. These programs are designed to meet the varied needs of their members and adapt to industry changes.
• Generative AI Certification: The 4A's has introduced a certification program for Generative AI, reflecting the growing demand for skills in this area. The program includes self-paced learning,live instruction, and networking with a peer cohort providing a comprehensive learning experience that caters to different learning styles.
• Create Innovative Business Models: To address underutilization of training programs, the 4A's is piloting a subscription model that offers unlimited access to a selection of training programs. This model aims to provide flexibility and encourage more frequent use of training resources by members.
• Integrate Talent, Equity, and Learning: Cathy Butler's role at the 4A's integrates talent development, equity, and learning . This approach emphasizes creating inclusive environments that address the career development needs of diverse groups, fostering a more equitable industry.

Powered by Learning earned Awards of Distinction in the Podcast/Audio and Business Podcast categories from The Communicator Awards and a Gold and Silver Davey Award. The podcast is also named to Feedspot's Top 40 L&D podcasts and Training Industry’s Ultimate L&D Podcast Guide.

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