10 tips to overcome the training usage dip | webinar 01.08.15
TRANSCRIPT
TIPS TO OVERCOME THE TRAINING USAGE
DIP
10
WEBINAR BROUGHT TO YOU BY:
? What’s your biggest challenge with training program participation?
WHAT WE HOPE YOU’LL LEARN
Training and marketing aren’t that different.
Simple tips and best practices that you can implement to increase your training program participation and value.
TRAINING
MARKETING
POINT A POINT B
What are your business challenges and goals for growth?
How does the a specific training solution fit into your overall development strategy?
Do we have a clear definition of success?
BIZLIBRARY APPROACH: USING DATA TO DRIVE CLIENT SUCCESS
TIPS
10 1. COMMUNICATE BASED ON WHAT’S IN IT FOR ME
2. UNDERSTAND MOTIVATION AND DRIVE
3. ALIGN YOUR PROGRAM TO BUSINESS GOALS
4. GET YOUR MANAGERS ON BOARD
5. UNDERSTAND THE BARRIERS AND CHALLENGES
6. CREATE A MARKETING PLAN
7. SUPER LEARNERS AND STORYTELLING
8. COMMUNICATE, COMMUNICATE AND REPEAT
9. MEASURE AND COMMUNICATE THE IMPACT
10. TARGET YOUR MARKETING EFFORTS
WHAT’S IN IT FOR ME?
WIIFM? IDENTIFY YOUR TARGET AUDIENCE
CREATE KEY MESSAGING THAT CONNECT THE LEARNER AND PURPOSE OF LEARNING
CONSISTENCY, MOTIVATION AND INCENTIVES
1
Which set of learning objectives are more likely to make your employees feel engaged about compliance training?
STANDARD LEARNING OBJECTIVE: Understand the law of harassment and discrimination
EMPLOYEE FOCUSED LEARNING OBJECTIVE: Explain and demonstrate behaviors that contribute to a productive and safe work environment for everyone.
KEY MESSAGE: CONTRIBUTE TO A PRODUCTIVE AND SAFE WORK ENVIRONMENT
Which set of learning objectives are more likely to make your employees feel engaged about compliance training?
STANDARD LEARNING OBJECTIVE: Learn how managers and supervisors can be held individually liable for employee claims of a hostile work environment or other form of sexual harassment.
EMPLOYEE FOCUSED LEARNING OBJECTIVE: Show how we can help each other feel valued as contributors to organizational success.
KEY MESSAGE: VALUABLE CONTRIBUTOR TO ORGANIZATIONAL SUCCESS
A happy employee is not necessarily an engaged employee, and an engaged employee is not necessarily a happy one, but, we have found that to win in the marketplace…you must first learn what makes your employees want to be in your workplace.
SOURCE: The Employee Trinity: Engaged, Happy and Motivated, Shauna Sexsmith, SwitchandShift.com
MOTIVATION AND DRIVE
SUCCESS MOTIVATES
PERSONAL BENEFITS MOTIVATE
CLARITY MOTIVATES
POSITIVE THOUGHTS MOTIVATE
ENJOYMENT MOTIVATES
FEELING IMPORTANT MOTIVATES
2
Happy People
Happy (and Successful) Business
Happy Employees
ALIGN YOUR PROGRAM TO ORGANIZATIONAL GOALS AND OBJECTIVES
SET GOALS AND GUIDANCE
PERFORMANCE EXPECTATIONS
PROCESS OF CONTINUOUS ADJUSTMENT
3
GET YOUR MANAGERS ON BOARD (what’s in it for them?)
4
INCREASED EMPLOYEE SKILL
INCREASED PRODUCTIVITY LEVELS
IMPROVED EMPLOYEE MORALE
EMPLOYEE RECOGNITION
INCREASED CREATIVITY AND INNOVATION
Executives Want to See More Impact and Value
RANKED IMPORTANCE
TO EXEC’S MEASURE
LEARNING EVALUATION
LEVEL EXAMPLE
CURRENTLY MEASURED
1 Impact 4 “The Accel project contributed 20% to our reduction in error rates this fiscal.”
8%
2 Value 5 “Within one year, the East program will achieve a 2:1 benefit-cost ratio.”
4%
3 Awards 0 “Our learning program won an award from Chief Learning Officer magazine.”
40%
4 Application 3 “78% are applying their new skills to their jobs”
11%
5 Learning 2 “92% of participants increased their skills”
32%
6 Activity 0 “Last year 7,800 employees participated in our learning programs”
94%
7 Efficiency 0 “Formal learning costs $2.15 per hour” 78%
8 Reaction 1 “Employees rated our training very high with an average of 4.5 on a 5 point scale”
53%
Source: How Executives View Learning Metrics by Patti and
Jack Phillips, CLO Magazine, Dec 2010
UNDERSTAND YOUR BARRIERS, OBJECTIONS OR CHALLENGES
RESISTANCE SUCCESS STRATEGIES
No Help • Create an advisory committee
• Ask supervisors for support and provide them tools
Communication • Work with your internal learning team to develop strategies for high-level
and end-user communication
Not Enough Time • Focus on just-in-time learning: search and learn, job aids
• Deliver kickoff events, blended learning, learning labs
Fear and Anxiety
• Nurture safety and trust with perceived freedom of choice
• Focus on individual needs and help folks to see the benefits of having
online learning available
Not Relevant
• Emphasize on-the-job application
• Understand the goals of others and ask questions: “how can you use this
initiative to meet your goals?”
5
CREATE A MARKETING PLAN
PRE-RELEASE MARKETING: Raise employee awareness Establish expectations
AT RELEASE MARKETING: Motivate employees to participate Celebrate and communicate the importance of learning
POST RELEASE MARKETING: Keep the momentum going Support continuous improvement
6
MESSAGE PURPOSE METHOD TIMING METRIC OWNER TARGET AUDIENCE
Launch of Strategic
Sales School
Inform Article in company daily e-
newsletter
Pre-launch Awareness survey results
great than
10% of sales
team
Kim Sr. Leaders, Mid-level
Leaders, Sales
Leaders, Sales
People
Persuade Testimonials from
Sales Leaders
and Pilot
Participants
Launch Enrollment at
85%
Kim
Remind Participant
testimonials
Monthly Kim Sales People,
Sales Leaders
SUPER LEARNERS AND STORYTELLING 7
COMMUNICATE, COMMUNICATE AND REPEAT 8
ANATOMY OF A MARKETING EMAIL
DO IT!
Subject
Line
Call to
Action
Headline
Body Text
RECIPIENT
MEASURING AND COMMUNICATING THE IMPACT
IMPROVE EMPLOYEE PERFORMANCE IN AREAS THAT IMPROVE ORGANIZATIONAL OUTCOMES
9
WHAT THEY’RE SAYING…
“The course is pretty cool. It was very convenient for me to take it
when I could and the info was very accurate. I liked the eLearning
format because there is a lot going on during your first week and
people don’t generally like to ask questions. I like that I can refer back
to it when needed.”
Security Manager, Healthcare System
Annualized savings
Turnover down to first 90 days (2014)
$1.2M
8%
“5 Stars” Course evaluation feedback
What makes measurement so potent is its capacity to instigate informed action — to provide the opportunity for people to engage in the right behavior at the right time.
SOURCE: Dean Spitzer, PHD, Transforming Performance Measurement: Rethinking the Way We Measure and Drive
Organizational Success.
TARGET YOUR MARKETING EFFORTS
FOCUS ON A SPECIFIC GROUP OR AUDIENCE: For example - New Managers Customer Service Reps Team Leads
CONTEXT AND RELEVANCY EMBEDDED WITH COMMUNICATION
10
KEY TAKE-AWAYS
Training and marketing are similar – understand value and motivation to modify behaviors.
Keep your employees at the center of your efforts.
Motivating Your Employees
Reaching New Learners
THOUSANDS OF COURSES .
25 TOPIC AREAS . UNLIMITED ACCESS
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UPCOMING WEBINARS
THURSDAY 01.15.2105 Coaching Skills for Your Managers and Leaders Presenter: Chris Osborn
TUESDAY 01.20.2105 How to Create a Competency-Based Training Program Presenter: Chris Osborn
Jessica Petry
Sr. Marketing Specialist
@JessLPetry
@BizLibrary
Chris Osborn
Vice President of Marketing
@chrisosbornstl
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