How do you boost your learning program participation? In this webinar we’ll share ten marketing techniques to communicate the benefit of your training program and increase usage and adoption. www.bizlibrary.com

1. TIPS TO
OVERCOME THE
TRAINING USAGE
D
I
P
10
WEBINAR BROUGHT
TO YOU BY:

2. ? What’s your biggest
challenge with training
program participation?

3. WHAT WE HOPE YOU’LL
LEARN
Training and marketing aren’t that different.
Simple tips and best practices that you can
implement to increase your training program
participation and value.

4. TRAINING
MARKETING

5. POINT A POINT B

6. What are your business challenges
and goals for growth?
How does the a specific training
solution fit into your overall
development strategy?
Do we have a clear definition of
success?

7. BIZLIBRARY APPROACH: USING
DATA TO DRIVE CLIENT SUCCESS

8. T
I
P
S
10
1. COMMUNICATE BASED ON WHAT’S IN IT FOR ME
2. UNDERSTAND MOTIVATION AND DRIVE
3. ALIGN YOUR PROGRAM TO BUSINESS GOALS
4. GET YOUR MANAGERS ON BOARD
5. UNDERSTAND THE BARRIERS AND CHALLENGES
6. CREATE A MARKETING PLAN
7. SUPER LEARNERS AND STORYTELLING
8. COMMUNICATE, COMMUNICATE AND REPEAT
9. MEASURE AND COMMUNICATE THE IMPACT
10. TARGET YOUR MARKETING EFFORTS

9. WHAT’S IN IT FOR ME?
WIIFM? IDENTIFY YOUR TARGET
AUDIENCE
CREATE KEY MESSAGING THAT
CONNECT THE LEARNER AND
PURPOSE OF LEARNING
CONSISTENCY, MOTIVATION
AND INCENTIVES
1

10. Which set of learning objectives are
more likely to make your employees
feel engaged about compliance training?
STANDARD LEARNING
OBJECTIVE:
Understand the law of
harassment and discrimination
EMPLOYEE FOCUSED
LEARNING OBJECTIVE:
Explain and demonstrate
behaviors that contribute to a
productive and safe work
environment for everyone.
KEY MESSAGE:
CONTRIBUTE TO A PRODUCTIVE AND SAFE WORK ENVIRONMENT

11. Which set of learning objectives are
more likely to make your employees
feel engaged about compliance training?
STANDARD LEARNING
OBJECTIVE:
Learn how managers and
supervisors can be held
individually liable for
employee claims of a hostile
work environment or other
form of sexual harassment.
EMPLOYEE FOCUSED
LEARNING OBJECTIVE:
Show how we can help each
other feel valued as
contributors to organizational
success.
KEY MESSAGE:
VALUABLE CONTRIBUTOR TO ORGANIZATIONAL SUCCESS

12. A happy employee is not necessarily an
engaged employee, and an engaged
employee is not necessarily a happy one,
but, we have found that to win in the
marketplace…you must first learn what
makes your employees want to be in your
workplace.
SOURCE: The Employee Trinity: Engaged, Happy and Motivated,
Shauna Sexsmith, SwitchandShift.com

13. MOTIVATION AND DRIVE
SUCCESS MOTIVATES
PERSONAL BENEFITS
MOTIVATE
CLARITY MOTIVATES
POSITIVE THOUGHTS
MOTIVATE
ENJOYMENT
MOTIVATES
FEELING IMPORTANT
MOTIVATES
2

14. Happy People
Happy (and Successful) Business
Happy Employees

15. ALIGN YOUR PROGRAM TO
ORGANIZATIONAL GOALS
AND OBJECTIVES
SET GOALS AND GUIDANCE
PERFORMANCE EXPECTATIONS
PROCESS OF CONTINUOUS
ADJUSTMENT
3

16. GET YOUR MANAGERS ON
BOARD (what’s in it for them?)
4
INCREASED EMPLOYEE SKILL
INCREASED PRODUCTIVITY LEVELS
IMPROVED EMPLOYEE MORALE
EMPLOYEE RECOGNITION
INCREASED CREATIVITY AND INNOVATION

17. Executives Want to See More Impact and Value
RANKED
IMPORTANCE
TO EXEC’S
MEASURE
LEARNING
EVALUATION
LEVEL
EXAMPLE
CURRENTLY
MEASURED
1 Impact 4 “The Accel project contributed 20% to
our reduction in error rates this fiscal.”
8%
2 Value 5 “Within one year, the East program will
achieve a 2:1 benefit-cost ratio.”
4%
3 Awards 0 “Our learning program won an award
from Chief Learning Officer magazine.”
40%
4 Application 3 “78% are applying their new skills to their
jobs”
11%
5 Learning 2 “92% of participants increased their
skills”
32%
6 Activity 0 “Last year 7,800 employees participated
in our learning programs”
94%
7 Efficiency 0 “Formal learning costs $2.15 per hour” 78%
8 Reaction 1 “Employees rated our training very high
with an average of 4.5 on a 5 point
scale”
53%
Source: How Executives View Learning Metrics by Patti and
Jack Phillips, CLO Magazine, Dec 2010

18. UNDERSTAND YOUR BARRIERS,
OBJECTIONS OR CHALLENGES
RESISTANCE SUCCESS STRATEGIES
No Help
• Create an advisory committee
• Ask supervisors for support and provide them tools
Communication
• Work with your internal learning team to develop strategies for high-level
and end-user communication
Not Enough Time
• Focus on just-in-time learning: search and learn, job aids
• Deliver kickoff events, blended learning, learning labs
Fear and Anxiety
• Nurture safety and trust with perceived freedom of choice
• Focus on individual needs and help folks to see the benefits of having
online learning available
Not Relevant
• Emphasize on-the-job application
• Understand the goals of others and ask questions: “how can you use this
initiative to meet your goals?”
5

19. CREATE A MARKETING PLAN
PRE-RELEASE MARKETING:
Raise employee awareness
Establish expectations
AT RELEASE MARKETING:
Motivate employees to participate
Celebrate and communicate the importance of learning
POST RELEASE MARKETING:
Keep the momentum going
Support continuous improvement
6

20. MESSAGE PURPOSE METHOD TIMING METRIC OWNER
TARGET
AUDIENCE
Launch of
Strategic
Sales School
Inform Article in
company daily e-
newsletter
Pre-launch Awareness
survey results
great than
10% of sales
team
Kim Sr. Leaders,
Mid-level
Leaders, Sales
Leaders, Sales
People
Persuade Testimonials from
Sales Leaders
and Pilot
Participants
Launch Enrollment at
85%
Kim
Remind Participant
testimonials
Monthly Kim Sales People,
Sales Leaders

21. SUPER LEARNERS AND
STORYTELLING7

22. COMMUNICATE,
COMMUNICATE AND REPEAT8

23. ANATOMY OF A MARKETING EMAIL
DO IT!
Subject
Line
Call to
Action
Headline
Body Text
RECIPIENT

24. MEASURING AND
COMMUNICATING THE IMPACT
IMPROVE EMPLOYEE PERFORMANCE IN AREAS
THAT IMPROVE ORGANIZATIONAL OUTCOMES
9

25. WHAT THEY’RE SAYING…
“The course is pretty cool. It was very convenient for me to take it
when I could and the info was very accurate. I liked the eLearning
format because there is a lot going on during your first week and
people don’t generally like to ask questions. I like that I can refer back
to it when needed.”
Security Manager, Healthcare System
Annualized savings
Turnover down to first 90 days (2014)
$1.2M
8%
“5 Stars” Course evaluation feedback

26. What makes measurement so potent is its
capacity to instigate informed action — to
provide the opportunity for people to
engage in the right behavior at the right
time.
SOURCE: Dean Spitzer, PHD, Transforming Performance
Measurement: Rethinking the Way We Measure and Drive
Organizational Success.

28. TARGET YOUR MARKETING
EFFORTS
FOCUS ON A SPECIFIC
GROUP OR AUDIENCE:
For example -
New Managers
Customer Service Reps
Team Leads
CONTEXT AND RELEVANCY
EMBEDDED WITH
COMMUNICATION
10

32. KEY TAKE-AWAYS
Training and marketing are similar –
understand value and motivation to modify
behaviors.
Keep your employees at the center of your
efforts.

33. Motivating Your Employees

34. Reaching New Learners

35. THOUSANDS OF COURSES .
25 TOPIC AREAS . UNLIMITED ACCESS

36. HRCI CREDIT
CHECK YOUR EMAIL INBOX
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certificate within 24 hours.

37. www.bizlibrary.com/webinars
UPCOMING
WEBINARS
THURSDAY
01.15.2105
Coaching Skills for Your
Managers and Leaders
Presenter: Chris Osborn
TUESDAY
01.20.2105
How to Create a
Competency-Based
Training Program
Presenter: Chris Osborn

38. Jessica Petry
Sr. Marketing Specialist
jpetry@bizlibrary.com
@JessLPetry
@BizLibrary
Chris Osborn
Vice President of Marketing
cosborn@bizlibrary.com
@chrisosbornstl
#BIZWEBINAR