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eCornell joins the Guild & Team USA Learning Network to support athletes

Laptop user sitting in hammock on the beach

By Molly Israel

Through the Guild and Team USA Learning Network, eCornell will be the preferred provider of professional education for Team USA over the next five years. The collaboration is designed to connect Team USA athletes—including Olympic and Paralympic athletes and hopefuls—with eCornell’s professional certificate programs that can help them build new skills off the field and propel their careers beyond athletics.

eCornell’s flexible, online certificate programs are uniquely suited to support Team USA athletes. 43% of Team USA athletes report working full or part-time jobs while training and the average age at which a Team USA athlete ends their Olympic or Paralympic career is 28.

“eCornell is proud to collaborate with Guild to support Team USA athletes,” said Paul Krause, vice provost of external education and executive director of eCornell. “Our professional certificate programs blend Cornell’s impactful education with online flexibility, empowering athletes to forge new career paths and transition seamlessly to what’s next.”

Read more on the Cornell Chronicle.

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Applied Machine Learning certificate prepares professionals for data science careers

Neuron illustration

Effective data analysis can make all the difference for a company’s efficiency. Advances in machine learning (ML) have helped data scientists harness the power of artificial intelligence (AI) and take their analysis to the next level. Brian D’Alessandro, head of data science for Instagram’s Well-Being and Integrity teams and author of Cornell’s Applied Machine Learning and AI certificate program, has 20 years of experience in ML model construction. D’Alessandro spoke to the eCornell team about the certificate, ML instructional approaches and career paths. 

What can students expect in the program?

“Even when students have learned how to build a model, I would argue that they haven’t learned to build a good model yet. There’s an empirical process required in tuning model parameters such that you get the prediction quality that you’re looking for. So, in this certificate,  we ensure students learn how to build a strong, basic model . . . how to tune it and validate it, and then we start to introduce more complex algorithms that are more often used in industry settings. We cover K-nearest neighbors, decision trees and linear models – the full spectrum. Throughout the program, we emphasize the consistency of the API across different machine learning algorithms.”

Are any important aspects of working with ML frequently overlooked?

“I really like to emphasize digging into data first before learning algorithms. The cliche at this point is “garbage in, garbage out,” and that’s very true for machine learning. So what I want to do here is build an appreciation for what will ultimately be 80 to 90 percent of the workload, which is data preparation. We emphasize the importance of it. [We] don’t dismiss it . . . this is the one area of machine learning that is often not spoken about or taught in textbooks.”

What about this program will help students upskill or pursue a career change?

“The program is oriented toward developing the core machine learning skills for most data science jobs or machine learning engineering. If you are a working professional and you want to get into either one of the fields, this certificate is designed to be one of the best starting points, presuming you’re co-learning, or have already learned, Python.”

Take the first step toward building successful machine learning algorithms in Cornell’s Applied Machine Learning and AI certificate program. Learn more and enroll now.

This story was drafted by eCornell marketing intern Justin Heitzman.

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A culture of intrapreneurship: 3 practices for organizational innovation

A worker sitting in front of a laptop and holding a lightbulb in his right hand

In business, reinvention does not happen overnight. It is the result of scaled innovation – years of experimentation to identify and implement solutions to evolving challenges.

However, some senior leaders see innovation only as a one-off like a new product, service upgrade or go-to-market strategy. The misconception can stall a company’s progress toward significant goals and lasting industry impact. Expert faculty from the Cornell SC Johnson College of Business and ILR School recently shared three tactics organizations can use to integrate innovation throughout their operations.

1. Create a culture of intrapreneurship.

Rather than limiting out-of-the-box thinking to specific projects, executives and managers can guide employees to operate like entrepreneurs within their businesses. Through this approach, known as intrapreneurship, leaders help team members function with the autonomy and accountability to contribute new creative ideas on a continuous basis.

“As I work with companies globally, the primary reason I see innovation ‘getting stuck’ is that organizations approach it as a singular task,” said Neil Tarallo, senior lecturer of management and organizations at the Cornell Nolan School of Hotel Administration. “Innovation is an ongoing process, and it requires commitment, adaptability and a willingness to embrace change.”

Great innovation, according to Tarallo, begins with the C-suite and moves downward throughout an organization. Executives can foster creativity from the top by dismantling rigid hierarchies and empowering employees at all levels to share ideas. Additionally, managers can encourage cross-functional collaboration among teams.

“The companies best positioned to innovate when it is most necessary are those that innovate in small ways every day,” said Tarallo. “These organizations operate in teams that bring a range of specialties and perspectives to each challenge they face. This approach leads to a more forward-thinking culture than can sustain a business in the long term.”

2. Support risk-taking and long-term thinking.

Innovation often requires risk. To help employees adopt a positive risk mindset, leaders can encourage – and reward – experimentation, set realistic expectations for results and make it clear that failures are opportunities to learn and not stairsteps to punitive consequences.

Yuan Shi, assistant professor of management and organizations at the Nolan School, offers additional guidance for executives and managers discussing innovation with backers and shareholders.

“External investors might not immediately grasp the value of ideas that bridge different fields, despite the eventual significant impact of these cross-domain concepts,” Shi said. “Breakthrough innovation demands considerable patience from investors and may face threats from short-term thinking in the market. Firms should embrace longer time horizons and prioritize longer-term returns.”

Shi advises leaders to communicate with transparency, detail the competitive advantages and financial value of innovation and provide regular progress updates with evidence of impact.

3. Earmark resources for innovation.

A lack of resources can be a barrier to success for innovation, but oftentimes the greatest obstacle can be the tendency not to view innovation as an initiative that requires tangible support. According to Brian Lucas, assistant professor of organizational behavior at the Cornell ILR School, leaders may want big ideas but they are unlikely to receive them unless they make provisions for creativity.

“People believe a breakthrough idea is something that just pops into someone’s head, maybe while taking a shower, riding the bus, talking with a colleague or just by thinking hard enough,” said Lucas. “Leaders think that they just need to put out a call for innovation, and eventually one of their workers will have a good idea. Sometimes this happens. But more often breakthrough ideas are the result of deliberate creative work that requires resources.”

Lucas encourages executives to consider the four categories of people, time, space and funding in their efforts to support innovation: “Ask yourself how many people do you have working on new ideas and can these people bring in other people if needed. Do the people have dedicated time for innovation, or are they expected to multitask? Is there dedicated space for creativity and conversation? Do they have money to buy data and research, materials for prototyping, consulting services, travel and more?”

As the use of artificial intelligence (AI) increases, companies can also take steps to ensure that human knowledge and the latest technology can coexist successfully. Businesses can use tech as a tool for employee innovation and provide upskilling resources necessary for new job opportunities.

“Historically, tech advancements lead to employment and economic growth,” Lucas said. “Companies and leaders who view innovation as ongoing work are best equipped to use AI as a resource for creativity and to benefit from its potential.”

Gain expertise in cutting-edge innovation practices in one of Cornell’s more than 30 online leadership certificate programs, including Intrapreneurship, Innovation Strategy and Leadership Agility.

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Cornell launches new general counsel executive education program

Cornell Tech campus

Senior in-house attorneys and corporate leaders are navigating a dynamic business environment full of opportunities and challenges, ranging from technological innovation to shifts in regulatory requirements. At the current pace of change, 45 percent of chief executives believe their businesses could fail within a decade unless they adapt.

Cornell Law School and Cornell Tech are set to host the General Counsel Summit – an immersive executive education program designed to help these professionals address new issues in corporate governance and compliance, intellectual property, artificial intelligence, cybersecurity, sustainability, ethics and more – on June 20 and 21, 2024, at Cornell Tech in New York City.

“It is imperative for in-house counsel to be on the cutting edge of business transformation,” said LizAnn Eisen, faculty director for the summit and acting professor of the practice at Cornell Law School and Cornell Tech. “These legal practitioners are pivotal in guiding companies through rapid global change. Our program is designed to help participants position themselves as strategic thought leaders and partners to executives in organizations working to capitalize on trends and avoid common pitfalls.”

The summit is structured to deliver valuable insights and practical knowledge in a variety of formats. Participants will engage in online and in-person presentations, panel discussions and hands-on workshops led by Eisen and other Cornell faculty experts, experienced corporate lawyers and decision makers, including:

  • Charles Whitehead, B.A. ’83, Professor, Cornell Law School
  • Matthew D’Amore, B.S. ’91, Associate Dean, Cornell Tech
  • C. Allen Parker, Former CEO, SVP & General Counsel, Wells Fargo
  • René Paula, Multi-Exit Executive, Public Company Officer, Board Director, Vaxxinity
  • Danielle Sheer, Chief Legal & Compliance Officer, Commvault
  • Nicholas Dorsey, J.D. ’09, Partner, Cravath, Swaine & Moore LLP
  • Elizabeth Morgan, Partner, King & Spalding
  • Michael Arnold, Partner, Cravath, Swaine & Moore LLP
  • Bill Priestap, Founder, Trenchcoat Advisors
  • ​​Alasdair Share, Chief Security Officer, Goldman Sachs
  • Machua Millett, Chief Innovation Officer, Lockton Financial Services
  • Margaux Knee, Chief Administrative Officer, LinkNYC
  • Susan Meisel, Executive Vice President, Sony Music Entertainment
  • Elizabeth Grayer, Non-Profit Executive and Attorney

Participants will also enjoy peer networking receptions. Eisen believes the program’s small size of no more than 50 professionals will enable productive one-to-one conversations on best practices and strategy during those gatherings.

“The significant changes sweeping through the corporate landscape demand a nuanced understanding of how areas such as technology, geopolitics, risk and crisis management intersect with the law,” Eisen said. “Following the summit, members of the cohort will return to their companies as stronger communicators, problem solvers and influencers on these topics. They will also gain an expanded network of fellow leaders to consult in challenging times.”

Participants who complete the program will earn the General Counsel Summit: Strategic Leadership Certificate from Cornell Tech, CLE credit and 25 Professional Development Hours.

Individuals interested in the program can learn more and register online through June 10. Early bird pricing is available for a limited time.

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3 strategies to keep your best employees

Three cheerful employees working at laptops.

Though U.S. employers kicked off 2024 with the addition of 353,000 new jobs, the job-switching trend that catalyzed The Great Resignation continues at near record-setting levels. Some sectors are experiencing greater churn than others. At 5 percent, the quit rate in hospitality is significantly outpacing other industries, and engineers are increasingly seeking new professions altogether.

Hiring is just half the battle — particularly in an employment landscape transformed by artificial intelligence (AI), flexible work options, economic uncertainty and worker disengagement. Employers must adapt quickly to stop the revolving door.

As director of the Center for Advanced Human Resource Studies and the William J. Conaty Professor of Strategic Human Resources at the Cornell ILR School, Bradford Bell contends that while attracting top talent remains crucial, retention is the real test of organizational resilience. He recently shared three steps organizations can take to keep their best employees.

1. Foster a skills-based culture.

One challenge in the talent management space is the rapid transformation of jobs due to technologies like generative AI that have shifted the competencies employees must have to be successful at work.

“Companies can address this challenge by becoming more skills based. Understand and assess your employees’ current competencies and figure out what future skills employees will need to be successful in their work as their jobs and your business evolves,” Bell said.

Through industry research and trend analysis, leaders can identify skill gaps and train current employees to close them. Some organizations might see benefits in relaxing degree requirements for internal upward mobility and providing personalized learning in mentorship programs, on-demand courses and external online certificate programs instead. Leaders can also restructure performance reviews to evaluate employees based not only on past performance but also on skill development.

“The future of work is a whirlwind of automation and disruption,” Bell added. “Help your employees navigate change, solve complex problems and increase their value within your organization.”

2. Learn to lead from a distance.

Remote and hybrid work models are changing the nature of leadership. Organizations need new strategies to make up for the distance — real and perceived.

“Leaders must set the course for their teams, making sure that all members are clear about the mission, goals and expectations to avoid the conflict and confusion that can arise particularly when members are virtual,” Bell said. “Managers should also support the social climate by being more purposeful about orchestrating interactions and building relationships among team members.”

Department heads should empower employees to be more responsible for managing their own work. To assist workers, Bell encourages organizations to facilitate the effective use of technologies by ensuring all team members have access to necessary tools.

“Now that employees and organizations have experienced flexibility and the benefits that it can offer, hybrid work models are here to stay,” Bell said. “No matter where employees are located, leaders must ensure they are using technologies and tools in the right situations and can adjust based on how tasks and environments shift over time.” 

3. Drive a positive employee experience.

Replacing experienced personnel can incur considerable costs in recruitment and training. High turnover can erode morale in a manner that damages current team dynamics and fosters a reputation that repels new talent. By effectively engaging employees, organizations can mitigate these risks.

“When we look at the research, we see a few key factors that impact employee engagement: the design of work itself, learning and career development and leadership,” said Bell, who asserts that it is important for employees to perform meaningful, varied tasks and view their work as significant.

Bell encourages leaders to consider how they can design jobs themselves to be more engaging and ensure that employees have access to professional development opportunities that present clear career paths within their organizations.

He encourages managers to look inward as well: “Leaders who are more transformational as opposed to transactional — those who can build strong relationships with their employees — are able to drive higher levels of engagement within their teams.”

Bell also encourages leaders to examine how they listen to employees, formally and informally. He recommends that leaders capture employee sentiment and voice through surveys and one-on-one discussions.

“This needs to be a multichannel and ongoing process in which organizations and leaders are constantly listening to employees, identifying the pain points employees are experiencing, taking action on the feedback and communicating back to employees the changes they are making,” he said. “Through that listening process, you create a productive cycle that enhances employee engagement and increases retention over time.”

Learn the latest best practices for talent management in one of Cornell’s online human resources certificate programs, including several coauthored by Bell: Hybrid Work Strategy, HR Analytics, Recruiting and Talent Acquisition and Strategic Human Resources Leadership.

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Navigating the future of product development

Cornell Tech networking event

Keeping pace with the swift disruption of artificial intelligence (AI) and other trends in tech has proven to be a challenge across industries. Cornell Tech product and technology experts Keith Cowing and Josh Hartmann know firsthand how emerging technologies and attitude shifts can prompt radical changes in the world of product development.

The Product and Tech Leadership Summit, which will take place this September at Cornell Tech in New York City, is an immersive learning and networking experience for professionals who lead product teams. They will learn from industry leaders, AI researchers and expert Cornell faculty how to leverage transformation techniques to build high-performing products and tech teams. Cowing and Hartmann recently shared a preview of the Summit’s topics:

Use Available Tools and Understand New Opportunities

While the rapid pace of change in the product development space can feel overwhelming, Cowing and Hartmann suggest using existing tools rather than shying away from them. According to Hartmann, it is unlikely that ChatGPT represents the full reality of the AI-integrated future, but professionals should be familiar with it and other current tools. Familiarity can empower executives to create plans of action: “You can’t shift the entire enterprise all at once, but what are the pieces of the enterprise that you can start to move over?” asked Hartmann, chief practice officer for Cornell Tech.

Hartmann and Cowing agree that companies must continue the work to understand and harness the power of AI. Generative AI can perform data analysis and write code, potentially allowing the automation of complex processes such as optimizing web pages for mobile.

“Some companies are building as their product – they’re AI companies. Some will put AI in their product and augment what they do. And then some will just be more efficient with it, and that’s going to affect everybody,” said Cowing, a visiting lecturer at Cornell Tech.

Breakthroughs in spatial computing technology, led by Apple’s recently announced Vision Pro, also present a range of critical product development opportunities and obstacles. “It’s too early to know if the vision – pun intended – is going to stand up. If it does, then we’re also going to see major reskilling required in our teams,” Hartmann said.

Focus on the Customer

A shift toward customer-focused strategy is driving change in the product development industry. Airbnb, for example, has made sweeping changes to its product with the intent of improving the customer experience. For Cowing and Hartmann, AI carries the potential to accelerate such processes.

“How do we implement AI and build a tooling around it that will help our customers get the job done? And that’s the key … the sweet spot comes when you can integrate AI and build value and context around AI on behalf of your customer. You can use and apply your deep understanding of your customers’ needs and use AI as an accelerant, a force multiplier,” Hartmann said.

Make a Positive Impact

While recent advancements in AI and spatial computing create many new possibilities, they also prompt serious ethical questions. Hartmann and Cowing contend that the difference that these technologies create in the world will depend on the people who implement them.

“Somehow [we must create] the incentives in the system so that people want to do the right thing and are encouraged to do the right thing,” said Cowing.

To influence positive change through new tech, Hartmann encourages professionals to pursue careers with mission-driven companies and leaders: “Be intentional about where you work. It really does come from the top,” he said.

Cowing and Hartmann look forward to welcoming professionals to the apply early.

Want to learn more before applying?

 

This story was drafted by eCornell marketing intern Justin Heitzman.

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Generative AI for Business Transformation certificate empowers leaders to improve productivity

Finger touching a screen and creating a sparkling effect against a blue background

As artificial intelligence (AI) continues to reshape industries, Cornell Tech and the SC Johnson College of Business have partnered to launch Generative AI for Business Transformation, a new, live online certificate program to equip professionals with the knowledge and skills needed to harness the power of AI.

“Organizations and individuals who can harness the potential of AI will gain a huge advantage, while those taken by the hype who don’t upskill and prepare will risk obsolescence,” said Karan Girotra, faculty author, Cornell Tech professor and Charles H. Dyson Family Professor of Management. “This certificate program is designed to provide participants with a deep understanding of the capabilities and compromises of AI, and empower them with skills to increase their managerial effectiveness and transform business processes.”

Recent advances in AI have enabled machines to outperform humans in several kinds of knowledge work, particularly in producing linguistic and visual elements based on large volumes of information. Girotra emphasizes the remarkable potential of the underlying technologies, which are facilitating breakthroughs in medicine, chemistry and physics.

The live online certificate program available through eCornell, will span five weeks, beginning April 29, 2024, and will be conducted by Girotra on Mondays and Wednesdays from 5 p.m. to 7:30 p.m. ET. Participants will evaluate the most effective ways to adopt AI technologies, exploring how AI enables new, automated, highly scalable and low-cost methods of cognitive work. The curriculum will also address AI’s ethical and legal concerns, underscoring the need for responsible adoption and policymaking.

Girotra notes that while AI offers immense opportunities, it also presents challenges: “These new capabilities also empower bad actors, open new ethical and legal concerns and test regulatory frameworks. There is also a significant probability of a monopoly provider of the technology. This could shift economic power to Big Tech, posing a long-term existential threat to smaller organizations engaged in work that can be automated. This program will help participants navigate these complexities and leverage AI responsibly.”

The Generative AI for Business Transformation certificate is positioned as a crucial resource for leaders looking to stay ahead in an increasingly AI-driven world. Organizations and individuals seeking to transform their businesses or careers are encouraged to explore this innovative offering from eCornell. The certificate will be delivered live and space in the program is limited. Learn more and enroll.

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3 ways sustainable businesses can prepare for climate challenges

Wind turbines in a field against a background of a cloudy sky

From supply chain disruption to regulatory compliance pressure, companies experience bottom-line impacts of climate change every day. Accounting for environmental disruptions and transitions is essential to corporate risk management and resilience plans.

Sustainability and ecological transformation experts from Cornell University identified three strategies businesses can implement to thrive – and protect the planet – in a changing climate.

1. Limit the guesswork.

Forecasting climate change impacts on a company’s future requires a data-driven approach. Organizations can use current and projected temperature and weather trends to inform sustainability efforts. Leaders can also consult research and models from reputable sources such as the National Oceanographic and Atmospheric Agency and the Intergovernmental Panel on Climate Change to become better informed about the challenges – and opportunities – they may face. Research-based sustainable business practices enable companies to replace speculation with evidence-based predictions and solutions.

“Senior executives need to be fully aware of how climate change is shifting every assumption they may have about the future,” said Michael Hoffmann, former executive director of the Cornell Institute for Climate Change Solutions and professor emeritus in the College of Agriculture and Life Sciences. “Grasping how our world is fundamentally changing, and how to respond, is critical for their businesses as well as all of society.”

Corporations can expect more weather extremes that will cause delays, shortages and increased costs in the coming years. Hoffmann contends that it is critical to understand climate change’s bigger picture.

“Water scarcity, reduced crop yields, migration, heatwaves – we have witnessed the consequences of these issues on global business operations and consumers,” Hoffmann said. “Precedent should serve as a baseline for how businesses approach sustainability in the future.”

2. Avoid the copycat trap.

Given the uncertainty around best practices for a sustainable and regenerative future, corporate leaders might be tempted to duplicate the tactics of peers and competitors. Differences in operational size, industry, geography and customer base are important considerations in an organization’s efforts to reduce its effects on the climate and the climate’s effects on the organization.

According to Glen Dowell, the Henrietta Johnson Louis Professor of Management at the Johnson Graduate School of Management, there is no one-size-fits-all approach to climate change challenges for businesses.

“Fit your methods to at least two factors: what your company’s vulnerabilities and opportunities are, and the culture, structure and capabilities your company possesses,” Dowell said. “If your vulnerability stems largely from potential disruptions to a supply of a vital resource, you need to think both about how to secure a less vulnerable supply and possibly how to innovate to find a substitute.”

Dowell asserts that climate change reveals how interconnected our social and ecological systems are. The symbiosis is found in every company in every sector.

“For example, palm oil is sourced all too frequently by razing forests, leading to huge CO2 emissions and reducing the land’s ability to absorb CO2 in the future. If my company depended upon palm oil, I would be derelict in my duty to shareholders if I were not working tirelessly to secure a more sustainable source while simultaneously looking for a suitable replacement,” Dowell said. “For palm oil suppliers, developing a sustainable substitute would represent a significant business opportunity – a chance to gain massive sales to companies that need the product.”

3. Maintain a global and interconnected perspective.

Effective corporate sustainability initiatives involve employees from all business areas. Leaders can set policies and goals for emissions cuts, waste reduction and renewable energy investment, but success requires across-the-board adoption – especially in a time when consumers and investors increasingly expect companies to operate sustainably.

“The business case for sustainability is generally justified by increased profits, environmental benefits and a competitive advantage for early adopters,” said Danielle Eiseman, lecturer in the Brooks School of Public Policy. “However, as the effects of climate change become more widespread, the case for action becomes much more critical than what’s good for the bottom line.”

Eiseman encourages executives to assess the risks and consequences of climate challenges on their businesses through the lenses of individual and global impact.

“For informed decision-making, leaders need to comprehend the broader consequences like socio-economic implications and geopolitical shifts on a worldwide scale. Businesses operate within an ecosystem in which disruptions in one part of the world can have cascading effects throughout the supply chain and markets,” Eiseman said.

Learn how to seize the opportunities in sustainability.

Faculty from Cornell University have designed online certificate programs on a range of environmental, social and governance (ESG) topics, including sustainable business, corporate sustainability and equitable community change. A four-week Climate Change Leadership course from the Cornell College of Agriculture and Life Sciences is also available online through eCornell.

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New Cornell Keynotes podcast features faculty experts

Cornell Keynotes podcast logo

According to the Pew Research Center, more than half of American podcast listeners tune in to learn. eCornell recently launched the Keynotes podcast to deliver a new audio option for audiences seeking knowledge from Cornell experts on current events and trending topics.

Episodes highlight content from the Keynotes webcast series which launched in 2018 and has aired more than 750 livestreamed video events to over half a million viewers. Guests include Cornell faculty and leaders from a diverse range of industries.

“Through the Keynotes podcast, we aim to bring the rich expertise of Cornell’s faculty and network of industry leaders to audiences in a manner that fits the busy lifestyles of lifelong learners,” said Molly Israel, senior director of communications and brand at eCornell. “We’re excited to provide an on-the-go experience to listeners around the globe to keep them informed on timely topics.”

In the podcast’s first release, “Demystifying Funky, Trendy Natural Wines,” international wine authority Cheryl Stanley joins senior producer Chris Wofford for a tasting tour and discussion of evolving consumer tastes.

Other featured Cornell faculty include:

  • Director of the Criminal Justice and Employment Initiative at the Cornell ILR School Timothy McNutt on addressing employment barriers for formerly incarcerated people.
  • JR Keller, assistant professor at the Cornell ILR School, and Angela Cheng-Cimini ’92, chief human resources officer for Harvard Business Publishing, on hiring from within an organization.
  • Cornell Nolan School of Hotel Administration professor Jan deRoos on industry trends in commercial real estate.

“It’s wonderful to have a platform for sharing the vast and varied knowledge of our professors with our university community and others,” Israel added. “Each episode offers their nuanced insights on current events and trends. We look forward to connecting with many more faculty members and sharing our conversations with listeners.”

A special episode “Holiday Drinks to Dazzle Your Guests” featuring Stanley and Doug Miller, senior lecturers in the Nolan School, is now available just in time for this season of celebrations.

The Cornell Keynotes podcast is available on Apple Podcasts, Spotify, Google Podcasts and Simplecast.

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Content Writing certificate teaches leaders to engage and persuade

By Justin Heitzman, eCornell marketing intern

From internal planning documents to external media releases, a convincing piece of writing can be a key to success for business initiatives – and for the professionals who lead them.

Cornell’s Content Writing online certificate program, offered through eCornell, empowers students with techniques to present information succinctly and engage readers with actionable next steps. Lauren Chambliss, senior lecturer in the Department of Communication at Cornell’s College of Agriculture and Life Sciences, is the faculty author. Chambliss was a journalist for 20 years in Washington, D.C., before coming to Cornell. She previously served as director of communication for the Cornell Atkinson Center for Sustainability and now teaches full time.

In developing the certificate program, Chambliss noted a trend: Organizations expect professionals across career fields to take on – and excel in – writing-focused responsibilities. Recent studies on effective management, such as Google’s Project Oxygen, show that employers view strong communication skills as essential and closely associated with good leadership, no matter the sector.

“In today’s professional landscape, writing is not just a task for copywriters. It’s a valuable skill across various roles and industries,” Chambliss said. “Regardless of your job title, having a strong writing portfolio sets you apart, paves the way for career advancement and opens doors to leadership opportunities.”

Even standard presentations are being replaced with written content in some organizations. At Amazon, PowerPoint slides have been phased out in favor of six-page memos at executive meetings. The company’s leaders contend that the practice encourages employees to pack as much information as possible into their proposals, creating more convincing narratives.

Students earning Cornell’s Content Writing certificate complete two courses on conciseness and persuasiveness in copywriting and three courses on effective writing for digital contexts: websites, online media and social media. In addition to gaining an understanding of copywriting fundamentals, participants learn an increasingly important skill: content targeting. Students complete a variety of writing and self-editing exercises throughout the program, building toward a final project.

The program also offers a symposium: three days of live, interactive virtual sessions that enable students, Cornell faculty and industry experts to engage in real-time conversations about pressing topics in marketing and communications.

“Creating engaging, lively content across multiple platforms is critical in today’s professional world, whether you are a content creator, a business owner or a copywriter in a big company, government agency or non-profit,” Chambliss said. “Dynamic writing requires us to keep adapting and improving our skills.”

Cornell’s Content Writing certificate program prepares professionals to craft content that engages and persuades. Are you ready to discover current best practices for your business communications? Learn more and enroll now.

This story was drafted by eCornell marketing intern Justin Heitzman.