It is no secret that today’s workforce is distracted. According to a 2013 Towards Maturity report, 88% of employees don’t have time or make time to engage with learning and development (L&D) offerings. When you add in the fact that the average attention span for adults engaging with learning is only 8.25 seconds* (……. Sorry, what was I saying?), you can see why competing for your employees’ attention can be challenging when it comes to learning.
On a recent Training Magazine webinar, Odette Santiago-Elmer, Meridian University training manager, shared her insight into how the basics of creating an engaging training program come down to a well-thought-out strategy that is balanced between focusing on the needs of the company, as well as the needs and overall experiences of the learner. It’s hard to make time for webinars in our busy days, so here are some of the top takeaways from the session that you can apply to your L&D programs.
What makes creating engaging learning so challenging?
It isn’t just a distracted workforce that makes creating engaging training programs difficult; several challenges at an organizational level also often need to be overcome.
Doing more with less has become a common theme in L&D departments’ expectations, and limited funds strain the resources available to your team. A reduction in headcount in the overall workforce means that the employees that organizations hire and retain need to be highly skilled or have the necessary training to improve their current skills to operate at a higher level. On top of this, a climate of constantly changing business initiatives can make it difficult to decide what is relevant when developing training.
Creating engaging and targeted training
Engaging training programs start with “focused” instructional design and a strategic plan.
- Plan, plan, plan – Any training program starts with an idea or problem that needs to be solved. For internal training courses, think about what skills the people in a specific position must have. Who is responsible for identifying what that required training must be? Are your HR department direct supervisors for that role? Regarding external training, think about the group of partners/vendors you are targeting. What is in it for them? How will they benefit from completing the course or program (especially if they pay you for that training)?
- Know your audience – This seems like a no-brainer, but it can often be an area where content doesn’t stack up. What line of business are you targeting with this course? What is their work environment? Are they at a desk all day with access to a computer, or will the training need to be available on a mobile device? Odette’s #1 tip – Always target the lowest common denominator, not the expert who may be taking the course. It is better to cover information that may already be known than to assume that all learners have this prior knowledge.
Branding and Communicating Your Offerings
Several key elements are required to successfully increase exposure for your training program (for more information, see Why Learning and Marketing Should Be BFFs).
- Develop a brand for your learning offerings—It’s time to think like a marketer (or to reach out to your marketing team for their insight)! After putting a lot of hard work into creating your training, you want to ensure it doesn’t go unnoticed. Think about a formal name and logo that complement your organization’s brand.
- Establish a clear communication plan—Set up a communication cadence that consistently reminds learners about the L&D offerings available to them and any new courses or options.
- Share your success—Communication doesn’t have to be limited to your learners. Share the success of your program with the company and executive team. Show how each of your training assets is aligned with corporate objectives and how your learning program addresses real challenges within the business.