5 Tools for Corporate Learning Campaigns
Finally it’s ready. You’ve just designed and rolled out a great learning program for your entire organisation. You’ve spent months working on it, but now it’s finally out there. The best content, great modalities of delivery, highly relevant topics – everything seems to be in place. But once you launch, the excitement stops. You find that only 15% of your people have used the program, whereas you intended it for the whole organisation. Rest assured, many L&D professionals face similar kinds of problems. They design great learning, but nobody knows about it, and therefore it goes to waste. However, you shouldn’t give up just yet! You just need to start running some corporate learning campaigns! Here are 5 tools for effective awareness generation at the workplace.
Email campaigns and newsletters
Despite the common sentiment, email is still a highly effective medium – just ask any marketing professional! If you want to create awareness around your corporate learning programs, email is a natural tool. As it’s probably the most widely used channel for official engagement, you have some of your work cut out for you. Nudging learners towards your content and reminding them about self-development can go long way. Also, should you want to add more marketing flair to it, you can consider e.g. newsletters. And don’t worry about getting your people to sign up to your learning campaign mailing list – you already have their emails!
Text messages get you closer
Some marketing research has found that text messages are in fact the medium with the highest open rate. People tend to open text messages immediately, contrary to e.g. email. Therefore, text messages can be more effective for inciting fast reactions. Some organisations have gone even further than just text message learning campaigns by using the medium for content distribution as well. E.g. you could easily distribute microlearning resources this way.
Follow the logic of banner ads
In organisations, especially large ones, there tends to be a lot of complicated software and tools that people have to use. Sometimes it’s too much to remember it all. Following the logic of banner ads that you see on just about every web shop, you could link learning resources back to their contextual environment. E.g. if an employees needs to deal with with the ERP system, you could display banner ads about the learning resources related to the use of that software within the software itself. In general, if your using company devices, it’s possible to display these kind of banners just about anywhere, e.g. on the employees’ desktop or screensaver.
Social channels can generate buzz
If your company has internal social media channels or similar kinds of productivity tools (e.g. Slack), they provide a natural habitat for corporate learning campaigns. These social channels enable you to spread the word quickly, and you can also enlist the help of your colleagues in spreading the word. Liking and commenting on posts, or sharing learning programs can provide the much needed personal testimonial that helps you to get more people to come onboard. You could also take a play out of the modern marketer’s playbook, and incentivise such sharing via referral campaigns.
Referral campaigns can create a snowball effect
The referral marketing scene has exploded in recent years. Just about any software or internet economy company has a referral program. In general, this is a trend that you could use in learning campaigns as well. Incentivise your people to share desired messages or their own testimonials about training programs and reward them for e.g. visibility, clicks, sign-ups or as their referrals complete the program. The rewards could range from non-monetary incentives to even aspirational ones. You decide how much you want to invest making sure people find your learning programs!
In our day-to-day, we see an unfortunate amount of learning programs and resources having sub-optimal usage or even going to waste. It’s not that the programs are not great, they are, it’s just that people don’t often know about them. Therefore, take a note of these learning campaign tools, and use them to get people to sign up for your own internal programs! If you need help in designing campaigns or the learning programs itself, we can help. Just drop us a note here.