To achieve the higher level IPA CPD Accreditation agencies will not only have met the full criteria for CPD Accreditation but will have far exceeded regular practice.
Robyn Adams, Worldwide Client Services Director, Posterscope (Gold Accredited 2008)
Judging criteria
The judges are looking to reward the submissions that clearly demonstrate the link between a holistic approach to Continuous Professional Development and business success. They will be looking for:
- Clarity of submission: How well written, presented and structured is the submission?
- Strength of Evidence: How convincingly does it establish the link between a CPD culture and business success?
- Scale of delivery: To what extent has CPD been embraced at all levels in the agency?
- How impressive is the implementation of CPD opportunities, from a creative and strategic perspective?
- Proof: Does the submission attempt to evaluate the effects of a CPD culture on the business and how notable is the result?
- Something new: Does the submission show us anything new about how CPD can be implemented successfully into a business?
The judges will particularly look out for entries that demonstrate innovative and creative solutions that inspire practitioners and set new standards of best practice: these could include how internal resources were used effectively, how you were creative with a low budget or how how the agency's dedicated and creative approach to Continuous Professional Development has yielded business results.
It goes without saying that to be considered for Gold Accreditation agencies must submit all documentation on time.
Unless using confidential material, avoid appendices where possible by incorporating any relevant illustrations and charts into the body of the text**. Support materials that help bring your case to life such as course literature and testimonials, are welcome in moderation.
Please take the opportunity to bring your case to life in such a way that the judges get a sense of the unique ethos and character of your agency. In other words, write it in a style that suits your agency rather than in the style of an HR textbook!
**It is our ambition to publish the submissions which are awarded Gold, so please do make sure that any confidential material is put into the appendix.
Guidlines on what the submission should cover
The following notes are intended as useful guidlines only: although not all their content will be relevant to your entry, they should provide prompts to help ensure your submission is as comprehensive as your case deserves.
Business objectives
What agency business needs has the initiative set out to meet? What were the measures for success?
Learning objectives
Which new skills did you want participants to develop? What would be the evidence of success?
Describe as precisely as you can how you expected participants' performance to change following the initiative. Identify also what tools were in place to provide evidence of whether the learning objectives had been met. These might include, for example:
- course evaluation forms
- discussion groups with participants
- presentation/training session by participants
- line manager appraisal/appraisal of direct reports
- 360 feedback
- client feedback
Learning Implementation
How was the initiative put into action? What obstacles did you encounter?
Describe how the programme was planned, designed and executed, highlighting any points of particular interest? What was the mix of activities? Highlight any particularly inspirational, innovative or creative tools you used. How well were individuals able to integrate their learning with their day to day responsibilities?
Learning Outcome
How effective has the initiative been so far?
Against previously defined objectives how has individual performance changed? What new skills were acquired? How was the learning applied and what were the results?
Sources of evidence, aside from those listed above under Learning objectives, might include:
- Demonstrable proficiency in a newly acquired skill (eg presentation and selling skills, ability to use a new IT or accountancy system)
- Successful completion of a task or project
- Client testimonials
- Personal impact on business performance
Benefits to the business
How and to what extent has the agency benefited?
The judges recognise the challenge of identifying precisely the tangible business benefits delivered by CPD. However, those entrants that work hardest to demonstrate these benefits and justify the original investment (be that time, energy or budget) will be best rewarded.
The benefits must relate back to the original business objectives. However, there may be additional benefits.
- Business benefits might include:
- Incresed staff retention
- Easier recruitment
- Better co-operation between departments and company offices
- Improved staff morale
- Imporoved productivity as measured by staff - to- earnings ratio
- Increased client satisfaction which might translate into increased billings
- New business wins
- More efficient processes reducing costs or saving time
- Positive media coverage
Overall, it is important that you make the evidence as tangible as possible: for example, a personal client testimonial is worth more than a generalised statement regarding client satisfaction.