Personalization of a learning journey can make the difference between engagement and disengagement for employees. In this practical webinar, we’ll look at: - Training, performance and employee engagement - Workplace learning trends - Learning as a continuous UX - Mapping the learning journey

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#DigitalPriorities Digital Marketing Priorities 2018 brought to you
by
How to Maintain Vibrancy in Your
Marketing Workforce
Lyndon Baker
Digital Learning Manager - Smart Insights
Digital Marketing Priorities 2020 brought to you by

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Before we start… house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel which will be
answered at the end of the presentation

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About me
• Education - Primary, Secondary, HE
• Special Education
• Workforce development
• Military
• ICT for learning
• Security
• Now...Digital Marketing!
lyndon.baker@smartinsights.com

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Overview
Personalization of a learning journey can make
the difference between engagement and
disengagement for employees.
Why is engagement so important and how do
we improve it through learning?

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Agenda
• Why engagement matters
• Global shifts in workforce learning needs
• Building engagement by understanding the learning
needs of your workforce
• Identify employee motivations and success factors
• Recognise how investment in a learning experience
platform will produce long term benefits

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Why is engagement important?
Performance Retention Revenue

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Future of Work - Global Perspective
94%
Percentage of employees who said they’d stay at a
company longer if that company invested in helping
them learn through continuous, multi-faceted
learning experiences.
LinkedIn’s 2019 Workforce Learning Report
42%
Percentage of core skills that are expected to
change in the next 5 years.
The World Economic Forum Annual Meeting (January 2020)

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“Continuous learning in the
workplace must become the new
norm if individuals and
organizations want to stay ahead.”
Redefining the role of the leader in the reskilling era
McKinsey Quarterly
December, 2019

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Audience Vote
Which of these is the most important key skill to
succeed in digital marketing?

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Jobs of Tomorrow Mapping Opportunity in
the New Economy Report (January 2020)
Data from Coursera

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“There are many opportunities for
lifelong learning available at the click of a
button, so why is it that many employers
still report a “skills gap” when looking for
talented members of the workforce?.”
Andrew Bollington
Global Head of Research and Learning
LEGO Foundation, December, 2015

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New training methods
More personalized and active, with a greater
formative focus
Holistic development across facets, merging
cognitive, physical, social, emotional and so on.
Industrial Age Past
Future
Continuous lifelong learning, integrated across
experiences
More diverse and blended choices, truly
enabling “anytime, anywhere”
Mastery of knowledge and skills
(mostly cognitive and psychomotor)
FOCUS
Mostly structured, often passive and
linear, with summative assessments
EXPERIENCE
Discrete, episodic, largely age-basedTIMING
Limited access choices, usually either
in a face-to-face setting or online
ACCESS

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“Just like a business must understand what
its customers need to produce the most
useful products, managers must understand
what their employees need to give them
ideal learning opportunities.
Asking questions is the best way to do this.”
Margaret Rogers, Vice President at Pariveda Solutions
How do we know what our employees want
or need from a learning experience?

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• Personal motivations for
learning
• Understand what success
means to each person
• Identify individual key
learning needs
• Anticipate high level of
control, convenience and
personalization
The Consumer Learner

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FutureLearn Archetypes

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What do they want from learning experiences?
Advancers Explorers Preparers
• Work related courses with
clear outcomes
• Up to date information and
on trend topics
• Pathways to specialise
further
• Certificates and accreditation
• Engaging courses, with
cutting-edge, work-related
topics
• Ways to build confidence in
themselves, their knowledge
and abilities
• Reassurance about the
viability of their chosen path
• Pathways to more advanced
courses
• Courses in up-to-date, job-
relevant topics
• Interactive and engaging
learning tools
• Ways to build confidence in
knowledge/skills, e.g. tests
• Support for non-native
English speakers
• Increasingly advanced
courses and learning
pathways
• Certificates and accreditation

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Audience reflection
If you need to know how to do
something for your job today, how would
you find this information?

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How the Workforce Learns in 2016, Degreed

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Learning
something new, for
the first time
NEW
Mosher and Gottfredson - Workflow Learning
5 Moments of Need
Gaining more
knowledge on
what was learned
MORE
Applying the
knowledge in the
workplace, on-the-
job
APPLY
Troubleshooting
when something
goes wrong
SOLVE
Adjusting and
adapting when
faced with change
or initiating change
CHANGE

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Learning something
new, for the first
time
Gaining more
knowledge on what
was learned
Applying the
knowledge in the
workplace, on-the-
job
Troubleshooting
when something
goes wrong
Adjusting and
adapting when
faced with change
New More Apply Solve Change
Learning Platform
• Quick to launch
• Memorable, direct and easy to navigate and search
• Keep learners interested to aid recall and application
• Empower positive behavioural change
• Deliver immersive learning with activities, educational games, case studies,
simulations and storytelling

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New More Apply Solve Change
Smart Insights Learning Platform
Guided learning
paths provide topic
focused non-linear
learning
opportunities
eLearning leads
you through a body
of knowledge at
your convenience
Personalized
learning plan
provides a measure
of current
knowledge or
competency and
suggests future
learning
Guides and
templates provide
specific, actionable
guidance on
making the most of
DM opportunities.
Quick Wins provide
short, “help me
now” insights to
solve problems in
the workflow.
Member’s
Facebook Group
community
support.
Blog, trend reports
and playbooks
make it easy to
review and change
activities to drive
results.

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Optimizing Google Analytics
I know how to use
Google Analytics
and now I need to
know how to set
goals.
MORE
I have set goals
and need to create
a relevant report.
The data appears
to be showing
some strange
figures.
APPLY
I have inherited a
GA account and I
need to know how
to audit it for
effectiveness.
In the process I
find that there are
no goals set.
SOLVE
I refine my
workflow and
distribute to the
team.
Investigate
improving
reporting within
Google Analytics.
CHANGE
I find that the
figures relate to a
setting that I hadn’t
realised I needed
to uncheck before
exporting a report.
SOLVE
Google Analytics setup
audit
Quick Win - How to audit
your Google Analytics
Google Analytics e-
learning course
Blog - Google Analytics
Goal setup
Blog - How to best use
goals in Google analytics
Quick Win - How to create
reports with Google Data
Studio
Google Tag Manager
guide
Member’s Facebook group
Blog - Introducing CrUX
dashboard - Google's new
report in Data Studio
Google Analytics strategy
guide
Blog - Planning your
reports in Google Data
Studio

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“Only 4% of organizations are
aligning their skills training with
their digital strategy.
Developing talent internally, by
prioritizing digital skills training that
stimulates employee engagement,
ensuring retention, will drive ROI.”How to build a digital marketing team with essential skills training,
Digital Marketing Institute
Where does personal development through
training fit within the organization?

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Summary
• The changing nature of work requires new training methods focused on
learning agility
• Organizations that are committed and responsive to the continuing
education needs of employees report better performance and retention
• Learning initiatives that match employee motivation and success needs
and are embedded deeply into the workflow improve engagement
• Investment in a learning experience platform that employees can access
at the point of need will produce long term personal and organizational
benefits

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“Training and development should move away
from competency-based skills training to
capabilities-based development focused on
building digital mindsets, critical thinking,
values-based leadership and successfully
navigating complexity and ambiguity.”
Brandon Carson, Director of Learning, Delta Air Lines

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Thank you
Contact:
lyndon.baker@smartinsights.com

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References
The financial cost of employee disengagement (Perkbox, 2017)
LinkedIn Learning 2019 Workplace Learning Report
How the workforce learns in 2016
Futurelearn
Jobs of Tomorrow Mapping Opportunity in the New Economy Report (January 2020)
Learning is the New Pension
Is the consumer-goods industry ready for the new world of work?
Business brief: Why isn’t everyone lifelong learning?
Modernizing Learning: Building the Future Learning Ecosystem
Redefining the role of the leader in the reskilling era
OMCP 2019 Role Delineation Study