Employers and Business Member Organizations (EBMOs) must be representative of the different segments of the private sector to voice the employers’ standings and be able to influence socio-economic policies. Large membership is the result of wellfunctioning EBMOs, providing for high quality services for members and exerting strong policy influence. To achieve this virtuous circle, one condition is to implement an efficient membership strategy, which conceptualize, plans and directs EBMOs’ actions to properly attract, retain, expand and engage members. This is even more urgent in time of economic uncertainties, when companies may struggle to identify the benefits of adhering to or engaging with collective bodies and be inclined to leave organizations for which the value of membership is not compelling.

This online training will built and strengthen the capacities of EBMOs staff and Board members to design and implement efficient membership strategies. The training will offer an innovative e-learning platform for hands-on knowledge transmission and exchange of experiences between employers’ organizations representatives in Asia. This specialized course enables you to join a virtual regional network of practitioners flexibly and without needing to travel.

The course consists of a number of online modules offered through the ITCILO e-Campus online platform to be completed from 27 July and 11 October, for a total of 60 learning hours. The course comprises different learning elements: (i) individual learning ‘at your own rhythm’ with weekly thematic modules; (ii) group assignments and exchanges with peers and experts during ‘live interactive sessions’; (iii) elective tracks to go deeper in small groups with a dedicated coach. Participants who successfully complete all assessments and the final assignment will receive a Certificate of Achievement.

The course is designed to provide conceptual and practical tools with sessions on:

• The benefits of adopting membership strategies and their building blocks
• How to structure EBMOs for them to be truly member-centred
• How to adapt marketing theories and tools for a more professional membership management
• How can communication and services provision support membership goals.

By the end of the programme, participants will have strengthened their technical knowledge to design and implement effective membership strategies for their organizations. In particular, participants will be able to:

• Describe how membership strategies impact EBMOs sustainability and how these strategies interact with other strategies notably the strategic plan
• Outline different indicators supporting membership strategies and select the most pertinent ones for one own’s EBMO
• Assess the internal organizational institutions and work flow and identify entry points for improvement
• Identify the membership recruitment, retention and engagement targets and tools that can be used by EBMOs and assess their use in own strategy
• Name other EBMOs practices that can be sources of inspiration when drafting one’s own membership strategy.

Participants can choose between 4 elective tracks on which to go deeper and improve their practical capacity to:

• Organize MSMEs and informal enterprises in EBMOs through the formulation of targeted strategies to reach out to these segments
• Use CRM support tools to improve membership management
• Develop, implement and analyse member surveys
• Develop a membership strategy document.

In addition to enhancing capacities and knowledge, the e-learning course aims to stimulate peer learning. Participants leave this online course connected to an international network of professionals and experts on membership strategies.

• The course has a hands-on approach, highlighting best practices and offering tools and methodologies that will help participants in their everyday work;
• Participants are encouraged to share individual experiences, thus building an international community of practice;
• Given its high-quality contents, the course brings participants at the heart of current debates and practices in the field of membership management;
• The course leads to a Certificate of Achievement bringing value to your career development.

This training course is organized by the Programme for Employers’ Activities of the ITCILO (ACTEMP) in collaboration with the Dutch Employers Cooperation Programme (DECP). The faculty is composed of membership specialists and experts from the ILO, ITCILO and DECP. Moreover, all EBMO representatives are expected to take an active part in the learning and share his/her practical experience with other participants.

Participants nominated by their EBMOs need to register online by 12 July 2020 by clicking here. Their profiles will be reviewed by the ITCILO and the DECP. Confirmed participants will benefit from a fellowship covering the participation fees.