La internal communication is a valuable ally in promoting your training. While the content of your message is essential, so is the form.
Promote your initiatives in the field of vocational training is not just about informing your employees of their existence. It is a strategic opportunity to strengthen their commitment, while highlighting the professional development opportunities offered by your business.
→ By encouraging the development of skills, these campaigns also contribute to making your organization more attractive. They play a key role in your employer brand strategy, showing your investment in the development and retention of your talents.
→ With targeted and inspiring internal marketing campaigns, you have the power to encourage your teams to take full ownership of the training programs offered, to make the most of them.
Find out in this article five examples of effective campaigns to boost internal communication around your training courses and maximize their impact.
Internal communication at the service of the employer brand
La employer brand reflects the image of your company as a work environment, perceived both by the employees already in place and by the future talents you are going to recruit.
💡 It is based on concrete elements such as working conditions, company values, and the opportunities offered to grow professionally, and on intangible elements such as well-being at work or the way in which employees project themselves in their careers within your company.
The employer brand is built through a set of communication and marketing actions aimed at promoting the image of the company as an attractive workplace. It is often seen as a reflection of the promises made by the company to its employees, and it plays a key role in human resources management and recruitment.
💡 For example, actively promote a training program demonstrates that your company is investing in the potential of its teams, thus strengthening the image of a dynamic and future-oriented organization.
A coherent and inspiring message around your training courses can transform these opportunities into concrete evidence of your commitment, both to your current employees and to your future talents.
Training and personal development: a pillar of the employer brand
Training courses are not only tools for increasing skills. They constitute a powerful lever for the personal and professional development of employees.
Offering courses adapted to individual and collective needs promotes their development, their commitment, and their loyalty.
Investing in training sends a clear message: company talent is valuable, and its progress counts. In return, your employees feel valued and encouraged to evolve within your organization, thus reducing turnover and strengthening the attractiveness of your company on the job market.
As part of an employer brand strategy, training is an essential pillar, helping to make your business a great place to learn, work, and grow.
Five marketing campaign ideas for your training courses
To boost internal communication around training, here are five marketing campaign ideas that can inspire your company to value these initiatives and strengthen the commitment of your teams.
1 - Use storytelling to make people want to learn
Storytelling is the art of telling stories to convey a message, capture attention, and evoke emotions. Used in communication, it makes it possible to make an idea or a brand more memorable by creating an emotional connection with the audience.
💄 For example, L'Oréal publishes weekly videos where employees share their experience after having followed specific training courses, such as the famous”Leadership Program” that trains young talents.
📣 These testimonies not only illustrate the concrete benefits of training courses, but also inspire other employees to engage in their own development.
Use video formats, interviews or podcasts to tell inspiring stories.
Varied formats such as podcasts or interviews make it possible to reach different types of audiences.
🎧 For example, Accenture promotes via its internal newsletter a internal podcast series where employees discuss their professional career and the skills acquired through training, thus creating a personal relationship with their colleagues.
🧠 Create engagement with the recurrence of these formats ! The regularity of the publication of videos or podcasts creates a real meeting with employees. Like a captivating television series, each new episode is eagerly awaited, reinforcing the commitment and interest in training within the company.
2 - Training with video: an original idea for internal communication inspired by AXA
Video is a particularly effective tool for employee training, and the figures confirm this.
→ According to a Forrester study, One minute of video is equivalent to about 1.8 million words in terms of transmitting information.
→ This engaging format also increases information retention: we remember on average 95% of a message transmitted on video, compared to only 10% when it is read.
🤸La flexibility of this support also makes it possible to adapt to the rhythms of each individual, promoting an accessible and personalized increase in skills.
🎥 AXA, a leader in the insurance sector, has exploited this potential with a series of captivating informative videos, designed to make its teams aware of the diversity of its international markets. This project seduces by its documentary approach, combining originality and pedagogy for a lasting impact.
3 - Challenges and rewards around training
Offering competitions and challenges is an excellent way to stimulate interest in training courses. These initiatives promote employee engagement by making learning more fun and competitive.
🏆 Danone has established a program called “Learner of the month” in order to value the employees who are most invested in their training journey. Each month, employees who have shown exemplary commitment can be nominated for their efforts in learning and personal development.
→ The winners receive public recognition within the company and receive attractive rewards, such as financial bonuses or additional vacation days, offered to employees who have completed the most training modules in a given period of time.
4 - A communication campaign that uses gamification
Transforming access to training into a fun experience can stimulate the enthusiasm of employees. Through gamification, they could earn points for each module completed and then exchange them for rewards, making learning both motivating and rewarding.
💼 Deloitte developed a program called Leadership Academy, integrating game elements to make learning more engaging. This program increased the engagement rate of consultants by 60% compared to traditional methods.
5 - Events organized by training ambassadors
🔌 Schneider Electric has set up a network of internal ambassadors responsible for promoting the training programs to their colleagues.
→ These ambassadors organize thematic events related to the company's core business, communicate effectively on development opportunities and motivate their peers to engage in their learning.
🎯 This approach allowed to improve participation in training courses and to strengthen the learning culture within the company.
Best practices for a successful internal communications campaign
Adapting the tone and the messages to the values of the company
Each company has a unique identity, and your internal communication campaigns should reflect this uniqueness. The tone adopted should align with your organization's values and culture : seriousness and professionalism for an institutional company, or creativity and lightness for a startup, for example.
→ This respect for everyone's sensitivities reinforces the support of employees and creates a feeling of coherence between the messages broadcast and the reality experienced internally. Customizing content by taking into account the different profiles of your teams (functions, ages, seniority) also allows you to maximize their impact.
Solicit feedback from employees
A successful communication campaign is above all a campaign that speaks to employees.
Integrating their feedback, collected through surveys, interviews or participatory workshops, will help you identify what is working and what could be improved.
→ For example, ask them what they liked about a previous campaign or what could have motivated them more to participate. By involving them in the process, you strengthen their commitment while designing initiatives that are better suited to their expectations.
Track and measure the impact of campaigns
To assess the effectiveness of your actions, it is essential to monitor key indicators such as:
- Training enrollment rates after the campaign is broadcast.
- Attendance rates for events or workshops
- Employee satisfaction, measured through specific surveys.
This data will allow you to calculate the return on investment of your campaigns and to adjust your next actions to optimize their impact. For example, if a campaign generated a high registration rate but low participation, it might be a good idea to explore new delivery formats or channels.
