This series of articles provides a comprehensive look at the LIFT certification process from two critical perspectives: the peer reviewers who evaluate and endorse the certification and the company that has successfully achieved it. Through first-hand insights, we will uncover how LIFT-certified learning functions embedded impactful learning into their organisational framework and the benefits that ensued.

The Union of European Football Associations (UEFA), the governing body of football in Europe, oversees 55 national associations, promoting unity, ethical standards, and fair play across the sport. As part of its mission to develop football, UEFA founded the UEFA Academy, which provides knowledge sharing, research activities, and educational programmes to its members and stakeholders, including clubs, leagues, players, and agents, with 3,500 graduates from 170 nationalities across 60 countries. Its key goals are addressing learning needs at all career stages, innovating educational formats, and providing football executive expertise. The UEFA Academy’s values (be explorative, thrive on perpetual improvement, build communities) are demonstrated through high participant satisfaction, ongoing programme enhancement, and the establishment of a global alumni network.

The LIFT certification enabled the UEFA Academy to conduct a strategic, external review of its approach to delivering impact, recognising its programmes’ impact-driven design and viability. It also helped ensure that its growth remained aligned with its mission of providing football executive education that empowers both individuals and organisations to achieve their development goals, as highlighted by Andy Smith, Learning Director for Executive Education at London Business School and a member of the peer review team.

Thomas Junod, Head of UEFA Academy, shares insights into their LIFT journey:

What were your motivations for going through the LIFT certification?

We have two primary reasons for pursuing certification:

• Strategic review and continuous development: With the rapid growth of the UEFA Academy in recent years, it is crucial to conduct a thorough review of our activities and their impact. This ensures that our development aligns with our goals, especially now as we shift focus towards measuring the impact of our programmes rather than just participant satisfaction. The certification process provides an opportune moment for this reflection.
• Legitimisation: Both internally and externally, the certification could serve to legitimise the UEFA Academy’s work. While top management appreciates our efforts, and feedback from stakeholders is positive, obtaining certification from an external organisation adds another layer of credibility. This external validation not only reinforces the value of our work but also contributes to our ongoing growth and development, also vis-a-vis some new audiences.

What benefits did you perceive through conducting a self-assessment on how you were currently approaching learning impact?

Conducting a self-assessment on our approach to learning impact brought several key benefits. Firstly, it provided a valuable opportunity to step back and review the developments we’ve made over the years. This reflection helped us appreciate our progress and identify areas for further improvement. Additionally, we engaged with our graduates and partners to gain insights into their perceptions of our programmes and their impact. This engagement was crucial in understanding the real-world effects of our initiatives.

Moreover, the self-assessment allowed us to thoroughly review our entire approach to programme creation, from inception to evaluation. This comprehensive review led to significant improvements in our processes, ensuring that our programmes are more effective and impactful. By examining each stage of our programme development, and through the feedback we received from the peer-review team, we were able to pinpoint specific areas where changes could enhance the overall learning experience. This process of reflection, engagement, and improvement has not only strengthened our current offerings but also laid a solid foundation for future programme development.

The self-assessment has been an invaluable exercise in continuous improvement, which is a core value of the UEFA Academy and will help us to be more responsive to the needs of our stakeholders.

What were the benefits of bringing your key stakeholders, the EFMD peer review team and your team together for a discussion?

Bringing together our key stakeholders, the EFMD peer review team, and our team for a discussion yielded numerous benefits. As a team, this exercise was particularly interesting because it allowed us to step outside our usual focus on the programmes we are running. This broader perspective was invaluable in understanding the overall impact and direction of our initiatives.

Engaging our stakeholders was crucial. For our academic partners, this discussion provided a great opportunity to further align our efforts and ensure we are moving forward in the same direction. Hearing firsthand feedback from our graduates was incredibly rewarding, as it highlighted the transformative impact of our programmes. Their insights were not only affirming but also instrumental in helping us think about how we can enhance our programmes to improve learning outcomes even further.

The involvement of the peer review team added significant value. Their comments lent further legitimacy to some of the actions we have implemented, and their suggestions offered clear guidance on how our programmes could evolve. This external validation and constructive feedback were essential in refining our strategies and ensuring our programmes continue to develop effectively.

 What value did UEFA Academy get from the LIFT certification, and how are you using it?

The UEFA Academy gained significant value from the LIFT certification, which serves as a formal recognition of the extensive work we have been doing over the years. This is very useful internally, but also externally toward our stakeholders. The certification highlights the quality and impact of our programmes, reinforcing our reputation and credibility in the field.

On the practical side, the feedback we received from the EFMD peer-review team was instrumental in enhancing our programmes. Many of their suggestions have already been integrated into our processes, from programme design to evaluation. This has led to tangible improvements in how we develop and assess our initiatives. The peer-review insights have also helped us communicate more effectively about the learning impact of our programmes.

By incorporating these recommendations, we have been able to refine our strategies and ensure that our programmes are continuously evolving to meet the needs of our stakeholders. The LIFT certification, therefore, not only validates our past efforts but also provides a framework for ongoing improvement and excellence in our educational offerings.

 For further insights into the LIFT certification process and its role in advancing UEFA Academy’s initiatives, check out the interview with Andy Smith, Learning Director for Executive Education at London Business School and a member of the peer review team.

About LIFT

The EFMD LIFT certification allows learning functions to evaluate and benchmark their maturity in how they deliver impact. It enables them to engage stakeholders, analyse impact, and align practices with industry best standards, fostering a culture of continuous improvement.

To learn more about how EFMD’s Learning Impact Certification (LIFT) can help your learning function benchmark its approach to delivering impact and receive insights into how it can further mature, check out the LIFT website or contact Shanshan Ge.