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A learning path to transformationSM Supermalls accelerates
organisational transformation with LinkedIn Learning
SM Supermalls, a subsidiary of integrated property developer SM
Prime Holdings, operates 74 malls in the Philippines and seven
malls in China, working with over 20,000 tenant partners to provide
one-stop family fun experiences for mall-goers.
In 2019, SM Supermalls jumpstarted its organizational
transformation journey to create malls of the future where engaging
customer experiences are delivered seamlessly on-site and online.
Aligning with the business strategy, the HR team embarked on a
three-year roadmap of innovating the employee experience journey
where learning and development is one of its key thrusts. This
meant rethinking their learning and development (L&D) programme
to upskill and reskill
employees with new skillsets, particularly around customer
experience and digital transformation, to better adapt to evolving
roles and changing business models.
Given the organisation’s keen focus on digitisation, it made
sense for the new L&D programme to walk the talk as well. SM
Supermalls chose to partner with LinkedIn Learning to transition
its traditional classroom learning to online learning, which had
previously been limited to onboarding and compliance courses.
The programme, branded DIGI-U and powered by LinkedIn Learning,
was launched in November 2019.
Head office: Pasay City, Metro Manila, Philippines
Industry: Real Estate Employees: 5,000+
“ We want to make learning an integral part of life at SM
Supermalls. We want it to be so deeply embedded into the employee
experience that it’s among the first things people think of when
they think of SM Supermalls as an employer. Our partnership with
LinkedIn Learning is moving us in that direction.”
Cheryll Ruth Lat-AgsaoayVice President of Human Resources, SM
Supermalls
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“ We view online learning as a step towards employee-centred
L&D design because it brings learning to our people, wherever
and whenever,” explained Xandra Feliza Galang, Assistant Vice
President of Learning and Engagement.
She shares that LinkedIn Learning was a natural choice for many
reasons, highlighting several in particular:
• Brand familiarity and intuitive interface makes onboarding
quicker and easier for the HR team
• The vast library of learning content meets the needs of SM
Supermalls’ diverse employees and allows the HR team to upload
customised content
• The availability of online and offline viewing on multiple
devices supports learning on-the-go without mobile data being a
barrier for employees
Building the business case
Challenge
• To design a new L&D programme that is aligned with
business objectives and that nurtures self-directed learners
• To support and empower employees as the organisation undergoes
digital transformation
Solution
• Ran a pilot to build a business case and secure executive
sponsorship
• Launched DIGI-U, an online learning programme powered by
LinkedIn Learning
• Used motivational internal marketing to encourage learners to
strive towards the benchmark of 40 learning minutes a week
Results
• Achieved 100% activation rate and exceeded benchmark by 1.5x
with an average of 60 learning minutes per week
• Recorded 40% increase in learning minutes during COVID-19
lockdown in March 2020
• Achieved 66% activation rate within 2 weeks of DIGI-U’s 2020
season launch
• Data-driven course recommendations based on global data is a
great benchmark and reference
The HR team started with a pilot programme to trial the
experience, gauge employee response and gather data to build a
business case for management approval. They were delighted to find
that all participating employees activated their LinkedIn Learning
licences and recorded an average of 60 learning minutes each week —
1.5x higher than the 40-minute benchmark they had set. With this
data, and by demonstrating the alignment between LinkedIn Learning
and the organisation’s transformation goals, the team was given the
green light to proceed in earnest.
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“ LinkedIn Learning is a convenient way to learn. I downloaded
the app, so every time I’m free, I learn a little instead of
spending my time browsing social media. If I encounter a problem, I
just search for a course that can help me. It has guided me to
adopt a broader perspective and become a better leader.”
Anonymous learner feedback
Introducing the habit of learning In November 2019, DIGI-U was
officially launched. The team organised a launch event that was
live-streamed to other office locations across the country to
involve as many colleagues as possible.
“ During the event, we set up experience booths with laptops. We
invited colleagues to log into LinkedIn Learning and search for any
topic they want. It was an effective way to reinforce the message
that the learning content they need is available and always
accessible,” shared Xandra.
1. Activate 100% of LinkedIn Learning licences by onboarding
learners through initiatives like DIGI-Cafe, a satellite learning
hub that introduced learning content by themes.
2. Engage learners to log into LinkedIn Learning at least 2x a
week and learn for 8 minutes a day through motivational marketing
and gamification strategies such as monthly leaderboard challenges
and digital achievement badges.
3. Ingrain the habit of learning by encouraging users to
complete their recommended courses and having at least 30% of
learners sharing relevant learning content with their
colleagues.
4. Optimise learning through the application of new skills at
work, using employee success stories to showcase the
possibilities.
At the same time, the HR team also conducted pulse surveys for
employees to share their feedback anonymously. This has become an
important source of information for the team, as they use it to
continuously review and refine their strategy.
This underscored SM Supermalls’ phased approach to creating a
culture of learning among its employees:
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Fast-tracking to the future SM Supermalls was on track in its
transformation journey when COVID-19 hit in early 2020. With the
situation triggering lockdowns in the Philippines and much of Asia,
and potentially changing the way people approach retail and leisure
experiences in the future, SM Supermalls’ digital transformation
plans have taken on greater urgency.
With DIGI-U in place and complemented by inhouse developed
webinars, SM Supermalls was able to ensure that its people remained
engaged through continuous learning despite the government-mandated
quarantine. Leveraging readily available course content and trend
data from LinkedIn, the HR team quickly rolled out a series of
virtual learning programmes that contributed to a 40% increase in
learning minutes in March 2020.
“I take pride in sharing that, throughout the lockdown in the
Philippines, learning at SM Supermalls never stopped,”said Cheryll
Ruth Lat-Agsaoay, Vice President of Human Resources.
In fact, despite the challenging business situation that the
global retail industry faces, SM Supermalls has increased its
investment in its employees’ learning. In July 2020, it extended
its LinkedIn Learning partnership with 30% more licences.
To this, Cheryll said,
“ A period of unprecedented disruption calls for transformation
where learning agility is key. Learning is empowering our people in
a variety of ways. Our Management acknowledges the need to enable
our people to be more agile and innovative, and recognises the
strategic role that L&D plays in preparing our organisation for
the changes that lie ahead. By investing in our people, we are
investing in our future.”
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LinkedIn Learning is a leading online learning platform that
helps professionals learn relevant skills and achieve their goals.
It combines a library of 16,400+ up-to-date courses in 7 different
languages with an engaging, intuitive, and personalised learner
experience. LinkedIn Learning also includes real-time skills
insights that help learning leaders identify skills gaps. For more
information, visit http://learning.linkedin.com.
“ Because LinkedIn Learning uses global skills data to inform
its content, our employees know that they are investing their time
on high quality, relevant learning content, while management is
assured that targeted training, meant to address skills gaps, is
being completed. We also leverage its data-driven course
recommendations to benchmark ourselves to global standards.”
Xandra Feliza Galang, Assistant Vice President, HR - Learning
and Engagement, SM Supermalls
“ I love LinkedIn Learning. The courses are easy to
understandand I can learn real time, especially when I really need
to be guided on current problems I have. I downloaded the LinkedIn
App so I can start learning anywhere and anytime I am free. There
is continuous improvement everyday, always have something to learn
before going to sleep. And that’s really fulfilling. Thank you
SM.”
Anonymous Learner