Reaching the Future Workforce: Messaging, Value, and Candidate Demand with NBCOT’s Angela Macauley

In this episode of Tried and Tested, host Isabelle Gonthier, PhD, ICE-CCP, speaks with Angela Macauley, PMP, President and CEO of the National Board for Certification in Occupational Therapy, about workforce demand, candidate pipelines, and the role credentialing organizations can play in helping professions stay visible, relevant, and understood. Drawing on nearly 20 years at NBCOT across marketing, communications, governance, strategy, and organizational leadership, Angela shares a broad perspective on the opportunities and challenges facing occupational therapy and the future professionals entering the field. As workforce needs shift and younger generations discover careers in new ways, Angela explains why credentialing organizations must think beyond certification as a final step and consider how they communicate value much earlier in the candidate journey. The conversation covers future-facing messaging, social media and digital outreach, education-to-workforce alignment, employer expectations, public protection, and how professions can make their pathways feel both credible and compelling to the next generation. What you’ll learn: Why candidate demand and workforce visibility are becoming strategic priorities for credentialing organizations How professions can communicate value before future candidates are actively thinking about certification Why occupational therapy must remain visible, understandable, and compelling to the next generation How younger audiences discover careers through digital channels, peer networks, and online communities What future candidates need to understand about cost, time, flexibility, growth, and long-term relevance Where education, certification, and employer expectations may need stronger alignment How credentialing organizations can support public protection while making career pathways feel accessible What workforce-led marketing can teach programs about messaging that resonates with prospective candidates Who should listen: Certification and credentialing leaders focused on workforce demand Program leaders responsible for candidate pipelines and future growth Marketing and communications teams supporting credentialing or professional associations Occupational therapy leaders and stakeholders thinking about the future of the profession Education and workforce partners aligning preparation with employer needs Organizations trying to make career pathways clearer, more visible, and more compelling Leaders balancing public protection, professional standards, and candidate engagement About the Guest: Angela Macauley is President and CEO of the National Board for Certification in Occupational Therapy (NBCOT), where she has spent nearly 20 years working across marketing, communications, governance, strategy, and organizational leadership. Her experience has given her a broad perspective on credentialing and the opportunities and challenges facing the occupational therapy profession. She leads NBCOT’s strategic direction and its work to uphold the standards that support safe, competent occupational therapy practice and advance its mission of public protection.