10 Tips to Overcome the Training Usage Dip | BizLibrary Webinar 11.04.2014

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

3

SET GOALS AND GUIDANCE

PERFORMANCE EXPECTATIONS

PROCESS OF CONTINUOUS ADJUSTMENT

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-

news

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

THE ANATOMY OF A MARKETING EMAIL

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.

RECOMMENDED RESOURCES

COURSE TITLE: Cutting Edge Success at Work: Build Employability Skills DURATION: 11 min.

COURSE TITLE: Creating Great Business Video: The New Learner DURATION: 6 min.

WWW.BIZLIBRARY.COM/FREE-TRIAL

7,000+ COURSES . 25 TOPIC AREAS . UNLIMITED ACCESS

Jessica Petry

Sr. Marketing Specialist

[email protected]

@JessLPetry

@BizLibrary

Chris Osborn

Vice President of Marketing

[email protected]

@chrisosbornstl

#BIZWEBINAR