Building A Sound E-Learning Strategy

I guess it is not surprising that companies and organizations simply throw up their hands and choose E-Learning that is free or low cost and generally not very effective. They have been forced by government regulations to comply with such mandated training as Health & Safety, Accessibility (AODA) Privacy and more. Most organizations have not seen the writing on the wall yet...that training, will become increasingly important to their survival.

Getting mandatory training at a low cost makes good business sense today, especially when you consider the limited likelihood of government regulators knocking on your door to check up on you or the fact that the recent recession has created a labour glut with many university skilled workers available at low wages.

The lack of learning strategy within most organizations  has reinforced  the lack of importance that training has in North American businesses. Managers and employees don't really have a vested interest in training until it is something that effects their livelihood (from an employee point of view), or it represents unacceptable risk (from an employers point of view).  As long as the information is accurate, who cares if employees and employers actually understand the concepts and can put them into action. The reasons for poor training implementation and support range from, "I can get that for free on the interment" to "I don't understand the Technology" or "lets do a webinar."

Training and in particular E-Learning in the coming years will be a clear point of differentiation for successful companies who build a long term strategy  that values knowledge and learning. New skills, upgrading existing skills, alternate skills and compliance training will all become an important part of a more flexible and diverse workforce for any company.

A well trained workforce will have to be cost effective as a result of a more transient workforce. Cost and demands of training workers will increase with greater staff turnover. Looming shortages in skilled workers, increasingly complex skills sets and greater  knowledge requirements for technology solutions will place great demands on worker skills. This along with an aging population to service will create increasing shortages in skilled labour.

An organization's  success will be measured by its ability to adapt, grow and learn in a rapidly changing free-market economy. Employing an "early days" sound learning strategy will add to the value of an organization and allow it to outperform its competitors.

What does a sound learning strategy look like today? It will take the form of "baby steps", or pilot projects where companies and organizations identify key topics that require rapid learning, complex learning or flexible learning to respond to changing client demands. Developing a pilot project based on an identified need and seeking turn-key solutions will allow organizations to test their learning and grow that solution over time to address its ongoing needs. It also involves  the learners who will play an important role in shaping the strategy with their feedback.

Many organizations today, because of their lack of understanding of E-Learning, are seeking a "technology" solution rather than a "content" solution. Its my opinion that E-Learning technology, as it stands, is reasonably mature from a technical stand point since most companies providing such services are large and well equipped to develop the required technology and tools sets. What is lacking for the most important part ...a focus on content  and ensuring that what is being taught..is what's being learned! This demands a very different skill set that most organizations  do not understand, a media savvy production partner that has an in-depth understanding of the technology wrapper for E-Learning, and who can consult on a wide range of E-Learning strategy issues..

PDFs, web sites, webinars, online videos and simple E-Learning content are generally ineffective as primary content in E Learning because they approach learning in a traditional way and seek to use linear media. An E- Learning strategy must build its content from the ground up. It may use existing media and content  under the guidance of a subject matter expert but whether its blended learning or self paced learning a sound strategy seeks to take advantage of the best that E-Learning has to offer.

Visionary or Caretaker: The Importance of “Finishing”

The ability to “Finish” or “close” a project is beginning to create more separation between those organizations that understand how to execute and those that struggle to bring the resources to the table that are required to effectively deliver a well-designed and implemented project.

Let’s face it, companies and organizations are challenged with doing more with less as the fiscal realities of the financial crises affect the way we do business. As organizations have become leaner so too has their ability to implement programs and initiatives in a well thought out process. As a result, small to medium sized businesses and organizations that seek out and utilize partnerships rather than internal resources can benefit and compete but only if their partner organizations are integrated as a trusted partner in the process.

 One of the most common gaps in my opinion in this new culture of partnership is the ability to promote and communicate one’s ideas to a broad spectrum of stakeholders and audience verticals. Once thought to be the strength of modern business, it has become an idea that has gradually faded.  I believe that we are exposed to so many mediums today in so many forms and places; we assume somehow that our ideas and initiatives will take on a life of their own, like social media where a simple idea can become a world-wide phenomenon.

 Modern day organizations often overlook what was once the most important aspect of a project, promoting an idea to the internal and external audience through a well thought out strategy with clear objectives, defined audiences through marketing, promotions, advertising and public relations tools. Partnerships are an important way of extending an organization’s resources and taking advantage unique skill sets to bridge the “Finish” gap.

 It is surprising that very sophisticated leaders and administrators simply fail to take advantage of these opportunities and partnerships.  Often, decisions makers don’t understand the ramifications or they undervalue existing partnerships, or are too busy to invest in new partnerships to fill this gap. They certainly give the idea merit by conducting a thorough planning process but somehow the “Finish” is missing when it comes to implementation.  

 I should add that a good “Finish” can take a long time – perhaps several years depending on the complexity of the initiative and the objectives of the project. While some things have gotten easier some have gotten harder and it’s the “Finish” that now demands a sustained plan in the face of competing media channels, new social interaction and growing entertainment opportunities…while we were worrying about the economy, the playing field  has gotten much more crowded.   

 This is at the heart of many a wayward implementation process. Whether it’s a company seeking to institute a new culture,  a business selling a new product or an organization promoting protocols within an industry the “Finish” has just become your most important mission  It will determine for most leaders their legacy of success and it will help define them as visionaries or simply as caretakers.    

 

 

 

The Likeability Factor

The likeability factor is often viewed as a very personal trait. We all want to be liked and we want to associate ourselves with likeable people, products and services. “What’s Hot is Hot and What’s Not is Not” aptly describes our shared social need to be associated with the most current likeable symbols in society. These can range from entertainers and products to politicians and ideas. If you can establish a likeability factor for a product or service it can grow your business exponentially.

Viral marketing is the most obvious face of the likeability factor. It has become more visible with the growing use of social media such as Facebook and, Twitter; and the use of hand held computing devices. The spread of Likeability is similar to the spread of a virus; hence the name viral, which connotes the rapid spread of likeability.

Most clients, when considering a communication project of just about any sort do not consider the likeability factor. The main reason for this is that it costs time and money. Marketing campaigns, and make no mistake; any communication project is in some way a marketing campaign, underwrites the likeability factor. Whether it’s Justin Bieber, environmental causes, I-Pads, pro-biotic yogurt or electric cars; each has a carefully orchestrated marketing plan that reinforces its likeability factor.

The fact that the product is innovative or is effective only ads to or complements its likeability factor. A perfect example if Proactiv – a product whose sole purpose is to help clear up facial blemishes and it’s endorsed by likeable people like Justin Bieber. The product has primarily the same ingredients and the same effectiveness as Clearasil, one of its competitors, but it cost 4 times as much; why because it has a higher likeability factor.

Now, having mentioned Justin Bieber does require a slight clarification of terms… it is important to note that likeability and popularity are not the same thing. Likeability can occur on a small scale and can influence buying decisions at very basic level while popularity has to achieve a larger scale to be considered effective.  

We may be led to believe that viral marketing is free but this is the exception rather than the rule. Most likeability campaigns are supported through marketing in a variety of distribution channels that are unseen or appear to be casual or unsponsored. This is important to a likeability campaign since we value unsponsored endorsements more than those that are sponsored.

While these likeability campaigns may appear unattainable to small and medium size businesses, they can be scaled into smaller projects in the way that we promote our customer service, or how we greet customers on the phone or, the style of a web site or a video. All of these and many others contribute to the likeability and help determine if the call to action in any communications project is going to be effective.

 If you are interested in learning more we have a documentary we offer to clients for viewing called Art & Copy that helps demystify some of the aspects of Likeability. Also, you may want to read The Likeability Factor: How to Boost Your L-Factor and Achieve Your Life's Dreams by Tim Sanders.