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
- 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
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.
- 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
- Training consumption trends
- Learning assessment scores
- Tracking access to support materials
(1) Brand Training