This article is part of the Learning by Association blog series, featuring insights from Fusion, D2L’s annual user conference. Throughout the series, you’ll hear directly from association leaders and industry experts as they share practical strategies, emerging trends, and real-world experiences to help organizations strengthen member education, grow learning programs, and create lasting value through learning.
As AI, automation, and evolving workplace expectations reshape industries, associations have an opportunity to play a larger role than ever before. During a D2L Fusion panel discussion, Bill Sheehan, Global Head of Association Strategy at D2L, interviewed Travis Kruger, Manager of Applications at Energy Safety Canada and Baijul Shukla, Vice President of Member Experience & Corporate Strategy at the Ontario Society of Professional Engineers (OSPE). The panel explored how associations can move beyond continuing education to become trusted partners in workforce development.
The role of associations in building the future workforce
Associations have the ability to bring together employers, industry experts, educators, and regulators to prepare today’s workforce for tomorrow’s challenges. As Bill said as he opened the discussion:
“Associations are uniquely positioned because of the way they’re set up with subject matter experts and volunteers from industry who can provide that trusted content and direction.”
1. Start by solving real business problems
For many years, professional learning was measured by course completion and continuing education credits. Today, employers expect much more.
To meet those evolving demands, the Ontario Society of Professional Engineers (OSPE) has shifted its approach to focus on providing training that solves workforce challenges.
Our goal is not to deliver content. Anyone can do that. Our goal is to offer solutions that the workforce can actually embed back in the workplace.Baijul Shukla Vice President of Member Experience & Corporate Strategy, OSPE
Rather than one-off webinars or courses, OSPE has developed learning pathways aligned to various stages of career progression, including:
- essential workplace skills
- career advancement programs
- tracks for internationally trained engineers
- leadership and management development
The focus is less on whether someone completed a course and more on equipping them to become more effective professionals.
2. Bring employers to the table to help design learning
One of the strongest themes throughout the discussion was that associations shouldn’t develop learning in isolation. The most effective programs begin by understanding employer needs.
OSPE regularly consults employers to understand workforce challenges before designing new learning pathways.
We’re not looking to create better learners. We’re looking to create better engineers that can provide value to the workplace.Baijul Shukla Vice President of Member Experience & Corporate Strategy, OSPE
Instead of being customers, employers become co-designers who actively help shape the competencies and skills future professionals will need.
3. Deliver the right learning at the right time
Energy Safety Canada faces a different challenge.
Workers often need certification immediately before arriving at a job site. To support that, the organization has focused on creating flexible, accessible learning that workers can complete whenever they need.
As Travis explained, it’s not unheard of for workers to finish required training Sunday night to be ready for work Monday morning. Learning is designed to be available 24/7 with self-service registration, online assessments, and digital certifications that allow workers to get on site quickly while ensuring safety requirements are met and improving workforce readiness.
4. Remember that even small learning can have a big impact
Not every learning experience needs to be a multi-day course. Energy Safety Canada increasingly delivers bite-sized learning through short videos and just-in-time resources that workers can access before beginning specific tasks.
This approach reflects a broader trend toward continuous learning rather than periodic training events.
5. Make trust your association’s greatest competitive advantage
In an age where AI can generate content in seconds, information alone is no longer valuable.
Trust is the differentiator.
Associations differentiate themselves because their learning is developed and validated by subject matter experts and industry leaders. When professionals and employers are searching for reliable guidance to help them grow in their careers and navigate evolving industries, that credibility becomes crucial.
AI will generate anything you want, but if it comes from a trusted source that’s actually been vetted—that’s where the value is.Travis Kruger Manager of Applications, Energy Safety Canada
6. Explore workforce intelligence as the next frontier
Beyond learning delivery, associations are beginning to play a larger role in helping industries anticipate future workforce trends. Rather than relying solely on annual surveys or historical data, they’re gathering more frequent insights to understand emerging skill demands.
The goal is to adapt learning before skills gaps become workforce shortages.
We have to tell our members where to go, not where we’ve been.Baijul Shukla Vice President of Member Experience & Corporate Strategy, OSPE
7. Become the place where connections and community grow
One message that rang clear throughout the session was that, despite groundbreaking advances in technology and AI, people still learn best from other people.
Associations still serve as hubs that connect professionals with peers, employers, suppliers, industry, and government representatives and other leaders. These connections are what create not only stronger, more resilient professions but better learning experiences.
Universities educate. Governments regulate. Industry hires. Associations bring people together.Baijul Shukla Vice President of Member Experience & Corporate Strategy, OSPE
Preparing people for what’s next
The role of associations is evolving.
They’re no longer simply providers of continuing education or networking opportunities.
They’re becoming strategic partners in workforce development—helping employers identify skill gaps, creating learning pathways that solve real business problems, and providing trusted, validated knowledge in an increasingly information-dense world.
As AI continues to reshape work, one thing becomes clear: The associations that thrive won’t be those with the largest course catalogs. They’ll be the ones that help professions anticipate change, build workforce capability, and create meaningful connections that support lifelong learning.
Because shaping the future workforce isn’t just about delivering education.
It’s about preparing people and entire industries for what’s next.
