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June, 2023

Professional certifications can give you that career edge

In today’s competitive workplace, professional certifications are important for career progression as they add credibility to your expertise and standing as a professional marketer.

Certification involves receiving recognition for your competency, with documentation that attests to your level of achievement. Often, there is certain theoretical and practical training involved before an assessment confirms your competency and awards your certification. The certifying body usually adheres to specific regulations and standards, creating consistency in the knowledge of certified professionals.

In some professions, certification is virtually mandatory. In others not so. But one thing is for sure, having a professional certification can give you the edge in your career.

These days, many employers are increasingly looking for marketers that have industry certification as a way of showing that they are keeping up to date with the latest marketing trends and developments. It’s no longer the case of completing your university studies in marketing and the rest will happen ‘on the job’.

I frequently get younger marketers ask me: “So I’ve done my undergraduate studies, but what’s next?” They point to peers in other disciplines, such as accounting and engineering, who are progressing with their professional certifications.

Although continuing education and certification programs are an investment of time and resources, they help provide recognition for your specialised knowledge or skill set, which can be a significant benefit when it comes to landing a new role or promotion.

The AMI’s Certified Practising Marketer (CPM) is the leading certification standard for professional marketers in Australia. CPM accreditation officially recognises both formal education and the successful application of your marketing knowledge and skills in practise. All CPMs are required to complete a minimum of 100 points of professional development over a one-year period as part of the Professional Maintenance Program (PMP) in order to retain their CPM status. In this way, they can keep up-to-date with the latest developments in marketing and the skills required to meet these developments.

Here are the key benefits to keep in mind if you’re intending to pursue CPM certification.

Gain a Competitive Advantage. Professional Certification can differentiate you from other professionals in your field, showing that you have a demonstrated commitment to understanding and excelling in your profession. This can give you an advantage, which is particularly important in today’s competitive market. Stay on top of trends and learn how to apply them before others do.

Boost Your Efficiency. The skills development, information, and knowledge you gain from PMP can provide you with up-to-date tools and strategies that will serve to guide and direct you in the execution of your role, allowing you to manage all aspects of your work more effectively.

Grow Your Knowledge and Skills. The PMP will help you enhance your skills, knowledge, and expertise as a professional marketer. This can lead to improving your prospects for promotion and/ or Increasing Your Earning Potential. The time and effort invested in gaining professional certification often result in increased income. Most employers understand that those employees with up-to-date skills and expertise are more likely to add greater value to the organisation and the achievement of its objectives.

Overall, you can Establish Your Professional Credibility. Many employers may desire (or may even demand) to employ marketers that have certain certifications from recognised professional organisations, such as the AMI. Certification demonstrates your commitment to superior professionalism, upholding industry standards, and continued learning. These merits can help boost your professional credibility and prestige within your own network, with your current employer, and when pursuing new career opportunities.

Professional Certification is a worthwhile investment because of the many advantages it can provide throughout your career. As you move forward, and as your career evolves, be sure to keep your certifications up-to-date so you can continue to realise these benefits. Also, be sure to publicise your certifications on your social media profile, such as LinkedIn.

To find out more about becoming a Certified Practising Marketer (CPM) please click here. Oh, and if you are not able to qualify for CPM certification right now, we will give you guidance on how to gain the skills and experience necessary to qualify for CPM certification.

Author: Andrew Thornton, Chair, AMI