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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, and you can read the entire report here.

Improving training with marketing techniques infographic -- AllenComm

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 

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