In this episode of The Association Insights Podcast powered by OnWrd & UpWrd, we wrap up our special fall series with Highland, exploring how associations can better attract, engage and retain younger professionals.
Host Colleen Gallagher welcomes back David Whited, Principal of Research & Strategy at Highland, for a final conversation connecting the lessons from our association leader interviews with Highland’s broader research into what younger professionals really need.
David shares why associations must move beyond simply distributing benefits and resources to become trusted career partners – and how creating more intentional experiences at critical career moments can strengthen engagement and retention.
Key Highlights:
- From Benefits to Career Partnership: Why younger professionals are looking for more than programs and resources – and what it means for associations to become essential partners in their careers.
- The Five Behaviors of Great Partners: How anticipating needs, responding to emotions, offering timely guidance, building confidence and making progress possible can transform the member experience.
- Meeting the Needs Behind the Needs: Why associations should look beyond functional support to address the social and emotional needs surrounding important career milestones.
- Trust as a Competitive Advantage: What associations can uniquely offer in a world of LinkedIn, Reddit and countless other professional communities.
- Start With What You Have: Why improving one high-impact member experience may be more valuable than launching another program – and how three-year retention and experience-based measures can help track progress.
🎧 Tune in for a practical conversation about turning existing association resources into meaningful career partnerships—and giving younger professionals a reason to stay.
Resources:
🌐 Learn more about Highland: www.highlandsolutions.com
📊 Take the Young Professional Membership Index: https://www.highlandsolutions.com/member-index/sign-up
Stay Connected: Subscribe to The Association Insights Podcast powered by OnWrd & UpWrd on Spotify, Apple Podcasts or YouTube Podcasts to ensure you never miss an episode. Follow us on LinkedIn at OnWrd & UpWrd for the latest in association trends and strategies.
Coming Soon: More conversations with association leaders, innovators and industry experts sharing fresh perspectives, practical strategies and ideas shaping the future of associations. Stay tuned!
🎧 This special series was brought to you by our friends at Highland, where strategy meets research meets action.
