From learning to earning: getting more value from CPD
In July I attended the Memcom Leadership Forum, held in the glorious setting of London’s brutalist Barbican Centre. The content was exceptionally well curated, with speakers from a wide range of professional bodies and membership associations. I picked up relevant insights and actionable ideas from every presenter – and then spent an hour the next morning chasing down all the links, reports and other useful resources that they mentioned. It was excellent CPD, and I shared some of my learning reflections with the Chair of our Board, Fiona Gray, in our regular catch-up.
This got me thinking about how we can all do a better job of demonstrating the value of our formal and informal learning to the people we work with. I’m a strong believer in the value of continuing professional development (CPD) for many reasons. Personal growth and acquiring new knowledge and skills are key benefits, but I would also argue that CPD is a powerful tool for demonstrating professionalism and building trust with our clients and colleagues. I also think that professional translators and interpreters can leverage their CPD activities to more effectively stand out in an increasingly competitive market.
Demonstrating the value of CPD to your clients
When communicating the value of your CPD to clients I’d suggest that you focus on how it directly benefits them. Here are a few thoughts:
Staying relevant: Keeping up to date with linguistic developments, industry trends, and best practices enables you to deliver services that suit the current context and are tuned in to the contemporary cultural nuances that will ensure that your client’s messages are meaningful and relevant to their audience.
Specialist expertise: Developing knowledge in specific subjects or industries allows you to offer tailored insights and solutions. This also builds trust by demonstrating your commitment to fully understanding your client’s business area, including its challenges and opportunities.
Risk mitigation: Continuous learning helps to avoid the risks that arise from inaccuracies, outdated knowledge, or cultural insensitivities. This minimises the likelihood of errors and ensures messages are communicated effectively and ethically.
Adaptability: Your enthusiasm for learning shows clients you can adapt to changing requirements, emerging technologies, and evolving industry standards, optimising efficiency and enhancing their overall experience.
Using your CPD as a marketing tool
Your CPD achievements can strengthen your marketing in two key ways:
Showcase your expertise: Mention your key CPD achievements in your marketing materials, online profiles, and CV – but make sure that you focus on the activities that are most relevant to your clients. If you are an ITI member you can add your CPD badges (verifying the number of CPD hours completed) to your email signature and website. And embrace the ‘show, don’t tell’ principle. You can demonstrate your professional credibility through sharing insights from your training activities via social media, blogs, or professional forums. This is much more effective than simply claiming you have certain skills or knowledge.
Differentiate yourself: In a competitive landscape, highlighting your commitment to ongoing development sets you apart from those who don’t prioritise enhancing their skills, positioning you as a reliable and forward-thinking professional.
You can also demonstrate your professional values and outlook through the learning that you undertake. For example, if you’ve undertaken carbon literacy training to help you reduce your business’s carbon footprint then mentioning this in your marketing might nudge ethically-minded businesses to choose your translation or interpreting services as a result of your shared commitment to climate action. Training in the use of accessible and inclusive language has clear value in terms of increasing your linguistic knowledge but also demonstrates your awareness of wider social issues and your personal advocacy for diversity and inclusion.
Looking ahead
As language professionals who facilitate cross-cultural communication, building bridges between businesses and people, you have a responsibility to demonstrate the value of professionalism, including the commitment to high standards and ethical behaviour that comes with professional status. But you also have an opportunity to better articulate the value you bring to your clients as a result of your continuing professional development. Your CPD activities represent an investment, not just in your own development, but in the long-term success of your client relationships. By talking more openly about your learning journey, you're not just demonstrating professional commitment you're helping clients understand why working with a dedicated professional matters more than ever in our rapidly evolving industry.
