Associations play a critical role in the formation of professions. The ASAE Foundation’s forthcoming Practice to Profession research reports will provide an in-depth examination of this role, including the specific ways in which associations support professionalism in their fields and how they evolve in response to changes in the professional landscape.

One area that the study explores is how associations identify quality in those who practice in the profession—their level of knowledge, professionalism, and trustworthiness—and how organizations convey it to the public, particularly to employers and customers. The research shows that associations typically signal quality in one of two ways: by pursuing state regulation and licensing or by cultivating market reputation for their profession. Both approaches have advantages and drawbacks that should be considered carefully.

State Regulation

State oversight can range from a voluntary registration for members of an industry to strict licensing requirements. Some professional groups find the legitimacy conveyed by regulatory requirements advantageous. However, when subject to state regulation, a profession gives away autonomy and invites a higher level of external scrutiny.

The study raises another significant concern: a growing public view that licensing has become excessive. Lawmakers in some states are introducing legislation to curb licensing requirements. These laws have the potential to diminish the value of a state-sanctioned license, or the license itself might be eliminated, taking away a marker of quality for a profession.

But even associations without licensing requirements should be concerned: These laws may also have consequences for association certification programs unaffiliated with government entities. Association leaders who oversee certification programs, or who are considering a move toward external regulation, should consider the potential impact of related legislative activities before investing the resources required to pursue these goals.

Market Reputation

Most associations engage on some level in signaling quality by cultivating the reputation of the profession in the marketplace. In general, they do this by

• defining standards of entry into the profession, often in collaboration with education providers or employers
• providing professional development, such as certification programs and continuing skills development
• establishing, promoting, and enforcing a code of ethics.

An association may establish its own certification or work with the higher education community to standardize a curriculum that serves as a prerequisite for entry into the profession. Education and certification-related activities can effectively convey practitioner qualifications, assuming they are recognized and respected by employers and the public.

Establishing, promoting, and enforcing a code of ethics has several challenges. While an ethics code may engender trust and create a perception of integrity in the profession, most associations lack legal or other standing to enforce a code, and attempting enforcement can lead to murky legal issues, including antitrust and defamation. Most associations adopt voluntary codes of ethics and encourage, but do not require, compliance. 

How an association conveys the quality and trustworthiness of the professionals it represents will vary depending on the industry and the specific needs of its members. As professions and public perceptions of them evolve, association leaders will need to continuously evaluate the ways they signal quality and adapt them accordingly.

Findings from the ASAE Foundation’s Practice to Profession research study will be available this winter.