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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.

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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