EngagementEmployee EngagementA marketers’ take on learner engagement

A marketers’ take on learner engagement

Despite designing and delivering fantastic learning solutions many L&D professionals are struggling to get the engagement their solutions deserve.

If you’re finding this to be the case, you might just need to hone your marketing skills. After all, marketers are all about getting their key audience to come to them and engage with the products they have on offer. Sounds ideal, right?

We’ve put together a simple 7 step process to help L&D professionals think more like a marketer and create a successful ‘pull’ learning culture where learners are actively seeking and engaging with the learning solutions on offer.

  1. What is your brand?

The first step is all about understanding and developing your identity as an L&D department. It’s important to think about how your brand as a department fits in with the overall organisational brand, what its personality is and what it stands for.

Developing a brand within your L&D department may seem like smoke and mirrors, but it can have a drastic impact on how your learners engage with you. Think about it like this, by developing a brand that is appealing to your learners, you are more likely to get your learners involved with the solutions you have to offer.

  1. Know your audience

We in L&D are brilliant at understanding the needs of our learners. But knowing your audience is about more than understanding the learner’s workload, learning styles and learning preferences.

It’s about knowing what really makes them tick and why they are working for your organisation. By understanding the mindset of your learners, you will be able to present your learning solutions in a way that hooks them into your learning solutions.

  1. What is your message?

Why should learners engage with your solutions? The more work you can do on knowing your brand and understanding your audience, the easier it will be to craft your message.

A good starting point for creating a great message is to consider what your learner’s motivations and challenges are, and how your learning could help achieve/overcome them.

By pushing a message that answers, ‘what’s in it for the learner?’ you will grab their attention and motivate them to engage.

  1. Marketing mix

Marketing tools can help you to amplify your message and engage with your audience at appropriate times and in different ways.

You should have more than a landing page on your intranet and think ‘job done’. What else could you do? Posters might seem old fashioned but a strategically placed poster with a great message can work wonders.

What's Hot

HRD Roundtable Report: Levelling Up Onboarding for the Hybrid World

Roundtable Report HRD Roundtable Report: Levelling Up Onboarding for the Hybrid World 5 May 2022

1m

HRD Roundtable Report: Levelling Up Onboarding for...

Attracting new talent is shooting up the priority list, but also proving more difficult than ever. After the effort of finding the right person, are w...

View event
HRD Roundtable Report: Redefining Company Culture in Hybrid Work Environments

Roundtable Report HRD Roundtable Report: Redefining Company Culture in Hybrid Work Environments 26 May 2022

1m

HRD Roundtable Report: Redefining Company Culture ...

The process of redefining a company culture is a complex one. Culture contributes directly to the day-to-day experience of employees, and many leaders...

View event
Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Talent Development Learning to win the talent war: how digital marketing can develop its people

2m

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce

Roundtable Report HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce 5 May 2022

2m

HRD Roundtable Report: Strategies For Re-Engaging ...

We know hybrid working is here to stay, forcing many organisations to experiment with innovative and creative strategies from 4-day working weeks to u...

View event
HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain

Roundtable Report HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain 3 March 2022

2m

HRD Roundtable Report: Making it ‘Worth It’ – What...

We know the pandemic has caused many people to revaluate their careers and relationships with work and have been seeing the impact in global trends in...

View event
Dave Ulrich: How can business and HR leaders simplify complexity?

Leadership Development Dave Ulrich: How can business and HR leaders simplify complexity?

5m Dave Ulrich

Dave Ulrich: How can business and HR leaders simpl...

HR thought leader Dave Ulrich outlines ways leaders can deal with complexity in an increasingly busy world, including how to think critically and turn...

View article
HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making

Roundtable Report HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making 5 May 2022

2m

HRD Roundtable Report: Using HR Data to Inform Org...

Historically, HR hasn’t been as effective as it could be in sharing and communicating data with wider teams. It’s paramount that we remove the self-in...

View event
Digital transformation investment grows but critical skills gaps remain - Coursera report

Digital HR Digital transformation investment grows but critical skills gaps remain - Coursera report

5m Leah Belsky

Digital transformation investment grows but critic...

Covid-19 has accelerated the rate of digital learning on a global scale. Coursera's latest report provides an update on employee proficiency in a numb...

View article
Wellbeing in the hybrid workplace: how to successfully drive engagement

Employee Engagement Wellbeing in the hybrid workplace: how to successfully drive engagement

6m Alara Basul | Sponsored

Wellbeing in the hybrid workplace: how to successf...

Remote working has impacted the way we communicate as a workforce, but striking the right balance between creating an engaged workforce and a successf...

View article
How to create a company culture capable of empowering the modern workforce

Culture How to create a company culture capable of empowering the modern workforce

6m Alara Basul | Sponsored

How to create a company culture capable of empower...

While new working patterns that emerged from the pandemic have earned a permanent spot in the workplace, creating a purpose-driven culture based ...

View article
WATCH: Connection and collaboration in a hybrid workplace

Leadership Learnings WATCH: Connection and collaboration in a hybrid workplace

6m Amy Kirkham

WATCH: Connection and collaboration in a hybrid wo...

Alison Noon-Jones, VP of People & Culture at Leidos UK & Europe, shares how crucial employee engagement and participation is when shaping the people s...

View article
Turbulence ahead: Why it’s time to be bold in your leadership

Leadership Development Turbulence ahead: Why it’s time to be bold in your leadership

6m Terence Mauri

Turbulence ahead: Why it’s time to be bold in your...

HRD thought leader and Hack Future Lab founder Terence Mauri sets out why the biggest risk to leadership is not turbulence itself, but leading with ye...

View article

There is a range of tools you can use to attract your learners to your learning solutions, including storytelling, social media, PR and Roadshows.

  1. Plan the campaign

Marketing is never a one hit activity. Start to think about the next quarter at least, but preferably further ahead. What key skill, topic or challenge do you want to address in the next quarter?

Perhaps it’s improving meetings – how could you offer a range of solutions and have a marketing mix that promotes them over a longer period of time? Remember hardly anyone buys first time, you need to whet their appetites until they sign up.

  1. Evaluation

Many of us in L&D are quick to accept that measuring ROI in learning is tricky to do, but they are essential tools in a marketing tool kit.

If you test and retest what aspects of your campaign do and don’t work, you will gain a better understanding of what resonates and works with your audience. That way you will constantly evolve and improve how you engage with your learners.

It’s well worth adding marketing tactics to your L&D strategy. Just investing in one small thing in each of these areas will help you on the way to creating a culture of hungry learners for your organisation.

Author: Stephanie Morgan, Director of Learning Solutions, Bray Leino Learning

 

Comments are closed.

What's Hot

HRD Roundtable Report: Levelling Up Onboarding for the Hybrid World

Roundtable Report HRD Roundtable Report: Levelling Up Onboarding for the Hybrid World 5 May 2022

1m

HRD Roundtable Report: Levelling Up Onboarding for...

Attracting new talent is shooting up the priority list, but also proving more difficult than ever. After the effort of finding the right person, are w...

View event
HRD Roundtable Report: Redefining Company Culture in Hybrid Work Environments

Roundtable Report HRD Roundtable Report: Redefining Company Culture in Hybrid Work Environments 26 May 2022

1m

HRD Roundtable Report: Redefining Company Culture ...

The process of redefining a company culture is a complex one. Culture contributes directly to the day-to-day experience of employees, and many leaders...

View event
Learning to win the talent war: how digital marketing can develop its people

Whitepaper | Talent Development Learning to win the talent war: how digital marketing can develop its people

2m

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce

Roundtable Report HRD Roundtable Report: Strategies For Re-Engaging The Hybrid Workforce 5 May 2022

2m

HRD Roundtable Report: Strategies For Re-Engaging ...

We know hybrid working is here to stay, forcing many organisations to experiment with innovative and creative strategies from 4-day working weeks to u...

View event
HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain

Roundtable Report HRD Roundtable Report: Making it ‘Worth It’ – What We Need to Reward, Engage and Retain 3 March 2022

2m

HRD Roundtable Report: Making it ‘Worth It’ – What...

We know the pandemic has caused many people to revaluate their careers and relationships with work and have been seeing the impact in global trends in...

View event
Dave Ulrich: How can business and HR leaders simplify complexity?

Leadership Development Dave Ulrich: How can business and HR leaders simplify complexity?

5m Dave Ulrich

Dave Ulrich: How can business and HR leaders simpl...

HR thought leader Dave Ulrich outlines ways leaders can deal with complexity in an increasingly busy world, including how to think critically and turn...

View article
HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making

Roundtable Report HRD Roundtable Report: Using HR Data to Inform Organisational Decision Making 5 May 2022

2m

HRD Roundtable Report: Using HR Data to Inform Org...

Historically, HR hasn’t been as effective as it could be in sharing and communicating data with wider teams. It’s paramount that we remove the self-in...

View event
Digital transformation investment grows but critical skills gaps remain - Coursera report

Digital HR Digital transformation investment grows but critical skills gaps remain - Coursera report

5m Leah Belsky

Digital transformation investment grows but critic...

Covid-19 has accelerated the rate of digital learning on a global scale. Coursera's latest report provides an update on employee proficiency in a numb...

View article