A common objective, and often the most failed objective, of staff training, is to change employee behaviours. Old processes and beliefs are ingrained in company culture and can be incredibly hard to break.
This is where we can take a lesson from the world of marketing to create learning campaigns to drive engagement and change behaviours.
How does a learning campaign work?
The purpose of marketing is to influence and educate a consumer, so they change their behaviours so to purchase or use a product or service. By using similar marketing engagement techniques, you can influence how much the learner understands and the conversion rate.
Learning campaigns identify and capitalise off internal influencers and emotive response to increase engagement and accentuate behavioural change. This approach puts the Ebbinghaus Forgetting Curve into consideration, making your training more effective and cost-efficient.
How to implement a learning campaign in 4 steps
STEP 1: Who is your audience
Marketing is tactical, reaching only a specifically identified target audience. Your training needs to be just as targeted. Is there a need for the training? Who needs to do the training?
Training is most effective when it is relevant and beneficial to the learner. Otherwise, you risk the learner skim reading content, guessing their way through tedious quiz questions, and making no change to their behaviours.
Conduct performance evaluations, skills assessments, employee surveys, and management feedback to identify your ‘audience’.
This process will lay the basis for your whole strategy, so a step you cannot afford to miss.
STEP 2: Where to talk to your audience
Now you know who your audience is you need to be able to reach them in the places they most commonly interact. These areas are the Point of Contact.
PoC areas in your business could be meetings, hallways, staff rooms, tea areas, (offline); or intranet, email, newsletters (online). You need to utilise POC’s to trickle educational content and promotional content in bitesize and engaging ways. For example, online you could create videos, questionnaires, or e-learning modules to tease and educate employees about the upcoming training.
STEP 3: Know how to talk to them
You know your audience; you know where to speak to them; now you must identify what to say to them.
Investigate your audience's motivations, for example, is the learner seeking individual benefits like a pay increase or promotion? Perhaps they are more motivated by the wider team and want to help their business grow. The more information you can gather the more engagement you will create.
Also, you need to work on tailoring your messaging to suit each PoC channel but make sure there is a commonality to all your messaging.
STEP 4: Enhance the power of recall
Once the training is complete, ensure you continue using your PoC’s and messaging to do regular check-ups on the learning and continue the education beyond the class. Pop quizzes, prizes, posters, videos, reminders etc. are all effective methods that can help reinforce the learning and ultimately drive change.
The unison of marketing and L&D is an exciting collaboration and can help drive change in a person and a company. The extra time to create a learning campaign will motivate and engage your staff, which will positively impact the culture of your company and behaviours of your staff.