Despite the growing desire of employees to train and develop their skills, mandatory training is still often perceived as a constraint.
Learning & Development Departments have a crucial role to play in helping employees develop throughout their lives. Offering quality training opportunities is essential, but for these programs to be truly beneficial, it is important to know how to promote them to employees. This is where marketing expertise can play a key role!
By adopting a marketing approach, L&D Departments can communicate effectively on the programs of vocational training proposed. They can better inform employees and make them want to participate. It will therefore be a question of communicating the right information (a teaser that makes you want to know, information on the modalities, etc.) on the right channel. We tell you more in this article!
What is training marketing?
It is a crucial element for any business, as it helps to promote the training programs offered.
L&D departments must have a relevant marketing plan in place to bridge the gap that still exists between the desire to learn and the move to action. In our age of abundance of information, training offers, and distractions, employees are constantly in demand. They may therefore have difficulty starting, and especially continuing, to form.
Offering training opportunities is no longer enough : employees must be encouraged to develop throughout their lives to building a learning culture sustainable that the company needs.
Concretely?
To be effective, training marketing must be adapted for each target group, with a clear and convincing message. By focusing on the needs and expectations of its employees, by using the appropriate communication channels and by creating an impacting message, the company can attract the attention of its employees and push them to train!
Start with Define your goals and your target. What do you want to achieve? Do you want to reach all staff or a specific department? Then, rely on the “4Ps” of the marketing mix (product, price, place, promotion):
- Product: What product are you going to “market”: a specific training course or your entire catalog?
- Price: Even if it is not financial, training has “a cost” for the employee: he spends time training.
- Distribution: How do your employees have access to training: online, offline, blended? What learning experience do you want to offer?
- Communication: How are you going to communicate about your training offers? Through which channels? What are the arguments to put forward in order to reach your target audience and achieve your goals?
So what is the role of the Learning Community Manager?
In the company of the future, continuing education is essential to maintain constant evolution and increased efficiency. By giving meaning to training actions, the Learning Community Manager is a major player in this process.
Responsible for creating, animating and coordinating a community committed to the company's learning objectives, its mission is to stimulate exchange and the sharing of knowledge and best practices. It guides and advises learners, and Helps them take ownership of their training path.
The role of the Learning Community Manager is therefore fundamental in improving the skills and performance of all employees. As a result, it will quickly become indispensable in all businesses seeking to maintain a culture of lifelong learning and foster talent development.
By investing in this key position, businesses will be able to building more competent and more autonomous teams, capable of meeting the challenges of tomorrow successfully.
In summary, marketing competence is therefore an asset for L&D departments: by using appropriate marketing techniques, they can truly contribute to creating a sustainable learning culture within the company, with employees encouraged to continuously train and develop their careers.
