The launch, marking the professionalisation of the eLearning field, is much overdue. One of WillowDNA’s challenges as supplier is in the recruitment and development of the sophisticated skills required to develop highly valued and effective online learning. 

"We have been liaising and recruiting from local universities and colleges as an excellent source of bright, young people", says Debbie Lawley, CEO of WillowDNA, "but digital learning is not a clearly identified profession for many students." The online-learning profession has not been an accredited professional field, yet the skills required are challenging, ranging from excellence in design and understanding and articulation of pedagogy through to technical and project-management skills. "This qualification will help us both to recruit and also to enhance our training scheme for our employees", added Suzanne Jones, resources manager, WillowDNA.

The qualification is targeted at level 3 and level 4 students and includes digital-assessment design, user-experience design through to using social media technologies and graphic design and imagery. Says Debbie Lawley, "As a learning business, we felt it was imperative that we not only got involved as a potential employer but that we also gave our time to this important initiative. It is a long-overdue recognition, not just of the demand for this skillset but also the complexity of the profession."

Says Lesley Price of the Learning and Performance Institute, "The LPI are delighted to support this new qualification, as it will not only provide a career path for young people joining the profession, but also give those already in these roles the opportunity to obtain a qualification."