How to maintain vibrancy in your marketing workforce

1. 1 #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

2. 2 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

3. 3 About me • Education - Primary, Secondary, HE • Special Education • Workforce development • Military • ICT for learning • Security • Now...Digital Marketing! lyndon.baker@smartinsights.com

4. 4 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?

5. 5 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

7. 7 Why is engagement important? Performance Retention Revenue

8. 8 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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11. 11 “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

12. 12 Audience Vote Which of these is the most important key skill to succeed in digital marketing?

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14. 14 Jobs of Tomorrow Mapping Opportunity in the New Economy Report (January 2020) Data from Coursera

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17. 17 “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

18. 18 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

19. 19 “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?

20. 20 • 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

21. 21 FutureLearn Archetypes

22. 22 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

23. 23 Audience reflection If you need to know how to do something for your job today, how would you find this information?

24. 24 How the Workforce Learns in 2016, Degreed

25. 25 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

26. 26 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

27. 27 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.

28. 28 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

29. 29 “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?

30. 30 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

31. 31 “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

32. 32 Thank you Contact: lyndon.baker@smartinsights.com

33. 33 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