Professional associations are facing challenging times - they're dealing with the competing demands and interests of baby boomers, Gen X and Gen Y workers as well as tackling the no-cost opportunities that social media provides to connect workers in a particular industry.
But the underlying reasons for joining a professional association - career development and continuing education - remain at the core of why managers of any generation can benefit from being involved with the peak body of their trade, industry or profession.
"Most people join a professional association in order to keep up to date with changes in their industry, to increase their skills and knowledge and to make themselves stand out in a competitive job market," the executive general manager for member services at accountancy body CPA Australia, Jeff Hughes, says.
For university graduates and those with only a few years' experience in the workforce, an ideal way to start developing a professional identity and profile is to join your industry's professional body. Membership will give you immediate access - through networking events and continuing education courses - to key influencers in your profession, all at discounted membership rates.
You can attend presentations from senior members of your profession as well as hear from specialists from related disciplines.
Tutors and guest speakers at continuing education events are also high-calibre influencers who can provide insights and referrals, especially for younger members who are building their careers. Mingling at networking events can be a way of meeting recruiters that specialise in your industry.
For example, CPA Australia has 130,000 members throughout 110 countries. It caters to them all through a range of services and events delivered traditionally, such as a course or networking event, or by using various forms of technology. In the past 12 months, 12,000 members have logged on to the organisation's "webinars".
While monthly magazines, e-newsletters, cheaper membership to the airline lounge and an annual cocktail party are often part of being a member of an association, it's the professional standing gained through continuing education that many members find most beneficial.
Levels of membership from associate (often available to students as well) through to fellow status are offered by many professional associations, depending on the level of education and experience achieved.
These membership categories permit the use of post-nominal letters - letters that can be used after your name - that indicate a level of professional standing and credibility.
"Professional recognition and status are two of the major reasons people join and why they pay their fees every single year," Hughes says.
"The designation 'CPA' isn't just about accounting - it's about how you go about being a professional and the depth of knowledge and experience that you bring.
"Often recruiters use a professional membership or post-nominal letters as a filter to assess the overall professionalism of a candidate."
Another way to build your profile within your profession is to volunteer for leadership positions in your association, such as joining a fund-raising subcommittee, or offering to help organise an event.
The general manager for membership, marketing and communication at the Australian Institute of Management, Nik Witcombe, says there is always a proportion of an association's membership base that is keen to engage more closely.
"You're going to get more senior people and have robust and interesting dialogue around key topics," Witcombe says. "Sometimes you can touch base with government people [and other senior key influencers]. It's a great way to fill out your experience by taking part."
However, as the membership base of associations has segmented between baby boomers, Gen X and Gen Y, association membership managers such as Witcombe are always looking for ways to attract, maintain and retain members. Often the answer is to use technology, especially to deliver relevant information in a digestible size.
"There is so much information out there that more and more we are trying to give our members short, sharp bits and then allow them to dig down to a deeper level if they wish," Witcombe says. For example, AIM members can access an online library or visit the organisation's physical library and bookshop.
Social media is also being used to reach members, especially those from Gen Y, who are very particular about how they access information.
"Gen Y wants to learn from success," Witcombe says.
"They have a thirst for immediate knowledge. They're looking for 'rapid download' and are asking: 'What are the things that will give me success and what boxes do I have to tick to avoid failure?' "
So what would be an ideal event for them? "Gen Y would want to have Richard Branson in a room for an hour giving them his 40 to 50 years' of experience on how to be successful," Witcombe says.
Ann-Maree Moodie is the managing director of the Boardroom Consulting Group.