Marketing is an essential part of any company’s strategy. Knowing which customers to reach, where, and when based on their profile is a day-to-day task every business has to undertake if it wants to sell its products or services. But it’s not just potential customers companies should be taking into consideration as part of their marketing plan. Employees also play a crucial role, especially when it comes to learning and development.
Company training ends up being redundant if the workforce doesn’t want to take part in it. It’s no easy challenge with screen time at an all-time high and attention spans lower than ever before. That’s why it’s important to design programs with your employees in mind if you want to successfully implement a training plan that yields real results.
What is learner marketing and what are its benefits?
Learner marketing is a process that involves treating your employees like prospective clients and “selling” your training to them, just as you would a product or service to your target audience. Its purpose is to encourage active participation that helps you to achieve your training objectives by developing a type of marketing strategy that puts the employee at the center. Below we explore some of the key benefits of learner marketing, as well as how to implement a learner marketing strategy for your company training.
Increased engagement and participation
By effectively marketing training to employees, you encourage them to see the value in participating. This is particularly important for non-mandatory training which your team might be less inclined to take part in but is of equal value for all training projects when it comes to fostering meaningful engagement.
Productivity
Increased participation also leads to higher levels of productivity. Once employees understand the benefits of the training, they should resonate more with its contents and be able to apply what they learn to their day-to-day tasks, thus improving efficiency within the company.
Talent retention
Taking the time to develop a learner marketing strategy also shows your company’s commitment to the professional development of its workforce. If employees feel valued and see an effort on behalf of their employer when it comes to their growth, they’re less likely to seek job satisfaction elsewhere.
How to incorporate a learner marketing strategy into your training process
Making learner marketing a part of your training strategy involves many of the same steps as a traditional marketing plan. Below, we look at 5 key steps to consider to make your learner marketing strategy a success and engage your workforce in the learning experience.
1. Conduct an initial evaluation
The first step in any effective training strategy is to identify the needs of your audience and the same goes for learner marketing. Just as you would research your target audience when selling a service or product, you should look into the profiles of your employees in order to design a program with their needs in mind and understand the best way to communicate with them. Age, geographical location and accessibility needs are just some of the considerations that should form part of this initial evaluation.
2. Consider the customer journey
The marketing funnel is an essential tool for understanding how to communicate with a potential client. Marketing to a customer at the top of the funnel who has little to no knowledge of your company requires a different strategy than someone in the middle who is already aware of what you do. The same goes for your employees. As part of your learner marketing strategy, you need to understand where your employees are in their professional journey. Are they a new starter or have they worked at the company for several years? These questions should inform how you approach marketing your training.
3. Communicate
We’ve already seen the power of communication and the benefits it can have for training but the way in which you deliver that communication is another essential consideration. Decide where to reach your employees for maximum impact. Email, an employee app, and a learning management system are just some of examples of the platforms you can opt for. Be sure to communicate both the benefits of the training as well as how you plan to implement it so your employees clearly understand the training plan from start to finish.
4. Target your content
Once you’ve chosen your communication platform, think about adapting y to suit the different profiles of your workforce. Targeting communications based on different demographics is something people have grown used to. According to Mckinsey, 71% of consumers expect personalization and 76% are frustrated when they don’t find it, which is why it’s something you should incorporate into your learner marketing strategy if you want your message to resonate.
5. Analyze the results
Your learner marketing strategy shouldn’t end once your training plan is implemented. Analyzing results is essential for identifying areas for improvement in the future. Not only can you analyze the results of the training itself like completion rates and tests scores, but you can also directly ask for feedback from your employees to understand in more detail the changes you can make to achieve your training goals going forward.
What are your thoughts on learner marketing? Is it something you’re ready to incorporate into your training plan?
