Learning Campaigns As Motivational Tools

Learning campaigns can be a great way of motivating your employees. Training needs to be an attractive proposition to learners as well, impressing them with the content and telling them about the benefits. A learning campaign can achieve that.
 
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We have all gone through the ARCS Model of motivation. And the first part of that is attention. If I can grab your attention with the content that is about to enrich your life, there is a chance that you will give it the attention it deserves.

How do you motivate the learners to take the courses and, then, how do you motivate them when they're taking the courses ?
So what do you do in such a situation?
We had landed up at the bank with the intention of developing SCORM-compliant ready courses and instead were given a different challenge.

Most intranets have a knowledge forum where information can be searched; the PowerBadge winners were displayed there as experts who had gone through the courses and could be contacted for information and knowledge sharing. This particular information acted as a source of immense pride for the winners.

In short, the learning campaign was not relegated to posters and banners popping up across the screens, but had some actual impact on the motivation to learn for the employees.

Best Practices From Marketing And Advertising

To drive a learning campaign, you cannot think like a training designer. You also need to put an advertising hat and think integrated campaigns. The following questions need to be answered:

  • What kind of a message will be truly motivating ?
  • What kind of medium will help me reach them effectively ?
  • What kind of a gratification can truly hook them into the system ?

Sometimes learning is as much about the 4Ps (Product/Service, Place, Price, Promotion) as marketing is. And for learning, motivation can determine both the interest as well as the outcome for the learner.

A classic example of motivational design is what LinkedIn implemented with Lynda.com. A LinkedIn Premium customer gets immediate access to Lynda videos and every time he completes a course it keeps on getting added to his LinkedIn profile. Going by the ecosystem, it keeps the user's employability alive and presents them as a true lifelong learner, therefore an adaptable enthusiast to their future employers. For LinkedIn, the user remains a lifelong Premium customer till they reap value.

Learning Campaigns In Your Organization

"The times they are a-changin'" - and like never before. The question is no longer about better processes and systems in our organizations, but about humans vs. machines. The future that had been a part of Asimov tales even a decade back is now here. And as days go by, questions about re-skilling and relevance of employees will be more important than ever. This will also impact your Learning and Development efforts.

What kind of skills do you want to empower your employees with? How many of them can really be empowered with these?

Creating a learning organization will remain paramount in the days to come and this will also prompt the need for learning campaigns.


This article was featured on the blog of eLearningIndustry.com, a network-based media and publishing company founded in 2012. It is the largest online community of elearning professionals in the industry.You can read the same article on this link at their blog : http://bit.ly/2hwuysF

So let's start with a short case study. There was a bank, let's call it Bank X, that had just implemented a robust Learning Management System after hours and hours of testing. One of the largest banks in an emerging nation, the bank had branches spread far and wide in deep rural locations. Most of the bandwidth was taken up by the core banking systems, leaving very little for the learning programs to lean on. To top it, the appraisal performance was not linked to one's learning, which meant there was no real motivation to log onto the system and start doing courses. The traditional HR announcement which joyously stated that 'your life was about to change' had ended up in the archive with very few paying attention. Most computers in remote branches did not have sound cards too, which meant background music, audio, etc. could not be accessed. In short, if we created content that was text heavy and would run without audio, the learning experience was pretty much about to be tiresome for all our learners.
About the Author

Tannistho is an marketing and eLearning enthusiast with 14+ years experience across domains. He has played a medley of roles as an instructional designer, a project manager and currently a vertical head. He is enthused by learning theories, storytelling, AI, chatbots, and blockchain. He can be reached at [email protected].
AGM- Strategic Marketing & eLearning
Manipal Digital
© 2007-2017 Manipal Digital Systems Private Limited
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© 2007-2017 Manipal Digital Systems Private Limited
MENU
FOLLOW US
[email protected]
INDIA +91 820 220 5892
UK +44 203 371 7708
USA +1 212 537 6025
CONTACT US