How to Excel in Marketing Corporate Learning Internally?
Nowadays, we in the corporate learning field are fighting for employees’ and stakeholders’ attention. Due to their busy schedules among various other factors, employees’ need a bit of a pull to embrace learning opportunities. This is especially true for voluntary programs. So, how do create that pull? How do we convince the learners that the programs we provide are worth participating in? This is an area in which L&D professionals should look into the field of marketing. To help you get started, we’ve compiled here some best practices on marketing your corporate learning internally.
Using key opinion leaders to spread your message
One of the current trends in marketing is the use of well-known influencers to deliver and reinforce your message. For marketing corporate learning internally, you should likewise look into your organisation. Firstly, identify the individuals who your employees perceive as key opinion leaders within their teams, units or the business as a whole. Then, engage them to help you deliver the message. It can happen with word-of-mouth, social media, or on other mediums. Once the employees see the internal influencers vouching for the learning, they are likely more inclined to partake.
Leveraging user testimonials in marketing your corporate learning
Another highly leveraged tactic is to employe user- and peer reviews of content. Recommendations from one’s own personal network constantly top the ranks for the most effective way of user (or consumer) behaviour. Therefore, it makes sense to leverage them in marketing corporate learning as well. Your learning tools or learning management systems (LMS) might already come with possibilities for user reviews and recommendations on content. If not, you could also leverage internal social media or workplace productivity tools to display ratings, testimonials and reviews. Additionally, enabling users to rate content can tremendously help the L&D team to identify the most sought-after training topics.
Engaging line managers for focused promotion efforts
Further, as more and more learning happens in the flow of work, it’s important to engage people in the daily context and environment of work as well. Engaging the line managers who oversee the people on a daily basis is a good idea. Hence, consider spending a bit of time with the line managers to make them aware of what kind of learning activities there are on offer, as well as their benefits and relevance to the team in question. Once you’ve got the line managers on your side, things happen a lot smoother, as people tend to listen to recommendations from them. However, remember that the learning activities have to be efficient. You’re effectively stealing people from the line managers and taking them away from productive work. And quite frankly, most managers don’t seem to like that. So make sure your learning is delivered as efficiently as feasible.
Communicating the learning benefits clearly
Finally, a key factor in getting all of this right is communication. If you wish to be successful in marketing corporate learning programs internally, you need to communicate well. This is especially true for communicating the benefits of the learning to your employees and stakeholders. At this point, we often advise to steer away from the learning objectives. Because no one really cares. As much time as you’ve spent honing the learning objectives, the fact is that they’re irrelevant to most of the audience. The employees are looking for “what’s in it for me”. That’s one of the questions you should be answering; how does this learning program or activity benefit them personally? How about professionally? What kind of opportunities can this learning unlock for them in the organisation?
Following these steps, you should expect an uptake in your learning participation. However, a detrimental factor to remember doing this – like any marketing – is that you must deliver on the promises. If learners don’t like the learning activities or find them meaningful, there’s little you can do. Hence, make sure that you’re doing the best you can in developing engaging learning. A learner-centric design process can help tremendously in achieving that.
If you feel like you could use help in marketing corporate learning internally, we are happy to help. We can also assist you in developing more learner-centric design processes. Just contact us to find out more.