ASTD Rebrands to Broaden Its Focus

Organization changes name, addresses full range of talent development

By Theresa Minton-Eversole May 16, 2014

WASHINGTON, D.C.—The American Society for Training & Development (ASTD) is will rebranding itself during the next 12 months to expand the organization’s focus to include all aspects of talent development and training, according to a May 6 announcement made during the organization’s annual conference.

In a presentation live-streamed to its membership, President and CEO Tony Bingham cited the evolution of the training profession as a key reason the organization is changing its name to the Association for Talent Development (ATD).

“You know better than most, your work is so much broader than training alone,” Bingham told those attending the event, noting the increased emphasis on “talent development” within the business community and the breadth of work done by professionals who develop workforces. “You take the talents and capabilities of others and develop them to their full potential.”

Association members and customers will see immediate changes to the association’s website, which will be co-branded for several months. This summer, T+D magazine—its flagship publication—is slated to become TD magazine, while the Infoline series will be renamed TD at Work. In addition, the organization plans to launch new online communities of practices and a new magazine by early 2015.

Materials and resources also will be developed to help the association’s more than 100 chapters and international groups with their own rebranding efforts.

Bingham emphasized, however, that the organization would continue to support the association’s core membership of training professionals, noting for example that it will continue to offer its Certified Professional in Learning and Performance (CPLP) Certification prep program and designation.

“It is critical to remember that training and development is absolutely at the core of our work,” he said. “It’s the foundation of the profession.” But, he added, “Now is the time for ASTD to align with where the profession has been, and where it is going.”

To learn more about the changes or to sign up for continued updates on the transition, visit the website, which features a recording of the announcement and other materials.

Theresa Minton-Eversole is an online editor/manager for SHRM.


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