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But some of the biggest MOOC producers may have figured out how to jump-start employer buy-in: Get big-name companies to help design them.

Nineteen colleges now work with Coursera to offer what amount to microdegrees—it calls them Course Specializations—that require students to take a series of short MOOCs and then finish a hands-on capstone project. The serialization approach has proved an effective way to bring in revenue to support the free courses—to get a certificate proving they passed the courses, students each end up paying around $500 in fees.

By helping develop MOOC-certificate programs, companies are giving a seal of approval to those new credentials that may be more important to some students than whether an accredited university or a well-trained professor is involved.