Improving Training with Marketing Techniques [Infographic]

Allen Communication partnered with Training Industry to create a survey and report about what roles marketing and training departments play in customer education and employee training. We surveyed 248 companies about how L&D is viewed in their company, the roles of each department, learner engagement and branding in training. This infographic summarizes the results of the survey.

The Incentivizing Training: The Role of Marketing in Corporate Learning survey from Training Industry and AllenComm reveals the strategies and marketing techniques of L&D departments are using to meet the changing needs or an organization’s enterprise training strategy.

Your training department must have a comprehensive marketing strategy to make learning a driver of…

• Organizational culture
• Employee and customer behaviors that impact business performance

Here’s why 

• 88% of organizations believe that relevant & consistent training content makes L&D more appealing.
• 70% believe that L&D has favorable brand equity with employees
• 73% agreed that L&D communications need to stand out more
• 63% agreed that the L&D brand in their company should be more focused

Who’s responsible

L&D: is more responsible for employee learning audiences

Marketing: is more responsible for B2B & consumer audiences

Regardless of learning audience, incenting, & attracting learned is a shared responsibility

What you can do

• Use a mixture of curriculum & campaign approaches to training initiatives.
• Promote learner awareness of training offerings.
• Include sharable objects in courseware to increase engagement with materials.
• Publicize training initiatives & events within the company
• Host regular meetings with stakeholders to ensure brand alignment.
• Develop an L&D landing page that mimics the company’s parent brand.
• Incentivize learners to enable continuous engagement.

Evaluate

• Learners reactions to training 
• Post-training knowledge sustainment
• Transfer of learned knowledge & on-the-job skills 
• The impact of training on the company’s brand

*use reactive metrics to identify opportunities for learner engagement

Include

• Training consumption trends
• Learning assessment scores
• Tracking access to support materials  

Sources

(1) Brand Training