INTGRTY ARTICLES WRITTEN BY OUR LEARNERS

This year we piloted the Advanced Certificate on Occupational Learning: Learning and Development Advisor, on NQF Level 7. Learners had to submit more than 50 practical assignments to be declared ready for the EISA. This gave me the idea to share their products with other learning providers and learners in occupational and vocational learning. So, I asked the learners who achieved a distinction for assignments for permission to publish their submissions as articles on our Intgrty website.

We have the written permission of the learners to publish their work. However, it had to be done anonymously.

Approaching relevant stakeholders to find out which marketing parameters you should use

When approaching relevant stakeholders to identify the most effective marketing parameters for learning and development (L&D), it is important to engage with various internal and external parties who influence or are affected by the L&D programmes. These stakeholders include senior leadership, HR, L&D teams, marketing teams, employees (learners) and external partners.

SENIOR LEADERSHIP

 

Key Question: What are the strategic goals of the organisation that L&D should align with?

• Alignment with Business Strategies: L&D programmes should focus on the skills that are most relevant to the organisation’s future goals. These may include leadership development, digital transformation or innovation.
• Return on Investment (ROI): Leadership may emphasise the importance of marketing L&D programmes in a way that showcases the value they bring in terms of productivity, engagement and/or profitability. This means focusing marketing efforts on measurable outcomes.
• Targeting Key Talents: Identify high-potential employees and future leaders and develop targeted marketing campaigns to encourage their participation in L&D programmes that enhance key leadership and technical skills.

HR AND TALENT MANAGEMENT TEAMS

 

Key Question: How can we align L&D marketing with recruitment, retention and career development goals?

• Employee Growth and Retention: Market L&D programmes as a crucial part of the company’s career development and talent retention strategies. Show how participating in these programmes leads to promotions, new roles, or enhanced skills.
• Tailored Communication: Use personalised marketing tactics to highlight programmes that fit the specific career paths of employees. This could involve segmenting employees by their career level (e.g. entry-level, mid-career, leadership) and targeting them with relevant courses.
• Diversity and Inclusion Focus: HR may advise marketing to emphasise inclusivity, ensuring that L&D initiatives cater to employees from diverse backgrounds, supporting diversity and inclusion goals.

L&D TEAM

 

Key Question: How do we market L&D programmes to maximise engagement and learning outcomes?

• Highlight the Learning Experience: Use marketing to promote not just the content, but also the experience. Focus on interactivity, collaboration and how the programme’s delivery (e.g. workshops, online courses, blended learning) enhances engagement.
• Use Success Stories: Showcase testimonials and case studies from employees who have benefited from the programmes. Real-life success stories can make marketing messages more relatable and compelling.
• Regular Updates and Reminders: Create campaigns that provide on-going engagement with learners, such as regular email updates, social media content and internal newsletters that keep them informed about upcoming programs and new learning opportunities.

MARKETING TEAM

 

Key Question: What channels and messaging strategies will best engage employees and stakeholders in L&D programmes?

• Omni-channel Approach: Use a variety of communication platforms such as email, intranet, social media (internal and external) and mobile notifications to reach employees. Different employees engage through different channels, so a multi-channel approach increases visibility.
• Branding and Messaging: Marketing teams might advise developing a strong brand identity for L&D programmes that align with the company’s overall brand. Consistent, engaging, and visually appealing branding can increase participation.
• Data-Driven Marketing: Use analytics and employee data to understand what kinds of content resonate most with different employee groups. Segment audiences based on factors like department, career stage, previous participation in training programmes and tailor messaging accordingly.

EMPLOYEES (LEARNERS)

Key Question: What motivates employees to participate in L&D programmes?

• Personal Relevance: Employees want to know how the L&D programmes will benefit them directly in their current role or future career. Marketing should focus on how the programme will solve specific problems or help them achieve personal and professional goals.
• Convenience and Flexibility: Busy employees often value learning programmes that are flexible and convenient. Highlight flexible scheduling, self-paced learning options or on-demand content in marketing materials.
• Engagement and Recognition: Employees may suggest that recognising participants or offering incentives (e.g. certifications, badges and promotions) be incorporated into marketing. Rewards for completion can increase motivation and buy-in.

EXTERNAL PARTNERS (TRAINING PROVIDERS, CONSULTANTS)

 

Key Question: How can external partners help in marketing and delivering L&D programs?

• Leverage Expertise and Reputation: External training providers may advise using their brand and reputation as a selling point to market the L&D programmes. Featuring expert trainers or industry-recognised certifications in the marketing materials can enhance credibility.
• Joint Marketing Initiatives: External partners may collaborate on marketing campaigns by providing co-branded content, promotional materials and events (e.g. webinars, workshops) that showcase the quality and expertise they bring to the programme.
• Tailored Content for Specific Needs: Providers may offer insights on which programmes to market more aggressively, such as those that align with industry trends (e.g. digital skills, AI, leadership development) and help the organisation stay competitive.

LEARNING AND TECHNOLOGY PROVIDERS

 

Key Question: What role does technology play in marketing L&D, and how can we use it to our advantage?

• Leverage Learning Platforms: Use the learning management system (LMS) or other digital platforms to track learner engagement, progress and feedback. This data can be used to tailor marketing and follow-up campaigns.
• Mobile-Friendly Content: Highlight the availability of mobile-friendly learning options, which is critical for busy professionals or those working remotely. Promoting easy access to learning on-the-go can increase participation.
• Gamification (the application of typical elements of game playing): Promote features like gamification (badges, leaderboards, competitions) that create an engaging and fun learning experience. Gamification can be used in marketing to draw attention to the interactive elements of the programme.

FEEDBACK FROM PREVIOUS L&D CAMPAIGNS

 

Advice from Previous Campaign Analysis:

• What Worked and What Did not

Analyse previous marketing efforts for L&D programmes to understand which strategies successfully attracted learners. This may include examining click-through rates, attendance rates, survey responses and feedback from past participants.

• Iterate and Improve

Use data from these analyses to refine your marketing approach, focusing on the channels and messages that resonated most with the target audience.

KEY MARKETING PARAMETERS BASED ON STAKEHOLDER ADVICE

1. Target Audience Segmentation: Market different programmes to different employee groups based on career level, department and personal learning goals. Tailor content and messaging accordingly.
2. Value Proposition: Clearly communicate the benefits of the L&D programmes for career advancement, skills development and personal growth.
3. Channels and Platforms: Use a mix of internal communications (email, intranet), social media and mobile platforms to promote L&D programmes.
4. Personalisation: Customise messages based on employees’ past engagement, learning preferences and career aspirations.
5. Branding and Design: Ensure that the L&D programme has strong visual branding and aligns with the company’s overall identity to make the marketing materials professional and engaging.
6. Incentives and Recognition: Use rewards like certifications, career advancement opportunities and public recognition to motivate participation.
7. Metrics and Feedback Loops: Monitor engagement metrics such as enrolment numbers, attendance rates and completion rates. Use this data to continuously improve marketing efforts.

By incorporating the advice from these stakeholders, you can create a well-rounded marketing approach that effectively engages learners and aligns with organisational goals.