As an L&D professional are you firmly rooted in C21st? Find out how the CIPD would view you as it presents its vision of the modern trainer. Meanwhile the government invests millions in advertising Train to Gain and it turns out that coaching doesn't always mean a lucrative contract.

CIPD sets out its vision of the C21st trainer
Trainers must become less “trainer-centric'” and focus more “business and learning-centric” a new Chartered Institute of Personnel and Development report claims. The report, Supporting, Accelerating and Directing Learning, argues for a new definition of the trainer role to that of a facilitator of learning embedded specifically to the needs of employees and the organisation. CIPD adviser, learning training and development, Martyn Sloman said: “21st century trainers need a new mind-set as well as a new skill-set.” Sloman, who leaves the CIPD this month, added: “Managers at all levels must be able to see that the training and learning interventions are closely aligned to business requirements. If that happens they will benefit immediately and put less pressure on the training department to prove itself. Otherwise, they will only play lip-service and not give the support that is essential if new skills and knowledge are to be transferred back into the workplace.”

There's no cash in coaching - honest!
UK managers are not given financial incentives to coach employees to improve business performance, according to a new report. HR consultancy BlessingWhite surveyed 2,000 employees and managers from 17 countries and found that those from the UK are least incentivised to coach, compared with the rest of the world. Compensation is linked to coaching for only 9% of UK managers, compared with a global average of 24%. This is despite the fact that 76% of UK managers are expected to coach and develop staff as a key element of their role. As for employees, 92% of UK respondents reported that they like to be coached, and 73% felt that coaching had improved their job performance.

Public sector leading the way with elearning
Public sector organisations are leading their private sector counterparts in the uptake of elearning tools and instruments, according to a new study commissioned by IMC (UK) Learning Ltd. The study found that four in five (80%) respondents from the public sector stated their organisation used bespoke elearning content, with 67% using elearning authoring tools and 65% using learning management systems. In the private sector, the results were 58%, 44% and 46% respectively. For a copy of the 'Staff training during an economic downturn - opportunities and threats' report email emily.young@portfoliocomms.com

Government spends £2.4m on Train to Gain ads
A high-profile Government advertising campaign kicked off this week to promote the benefits of training to businesses, particularly during tougher economic times. Throughout November, peak-time television and radio adverts will say that it is now quicker and easier for companies to get the training they need to keep their businesses moving by accessing the Train to Gain service. The £2.4 million advertising push will run from November 10 for three weeks and will include slots during major TV series such as Coronation Street, The Bill and Emmerdale. John Denham, the secretary of state for innovation, universities and skills, said businesses needed to continue upskilling workers to survive the downturn. "Research shows that companies that don't train are twice as likely to fail than those that do," he added. The television advertisement - part of the Learning and Skills Council's ongoing campaign, 'Our future. It's in our hands' - features a "hand ballet".

Vanity or savvy survival tactics?
A new survey of 400 business decision-makers found that 81% admitted to being influenced by awards when buying training/HR services for their business. This fact was reinforced by 76% of respondents agreeing with the statement “awards are important for generating business or improving the value of a brand”. Responding to the survey’s findings, Chris Robinson, managing director of survey sponsor Boost Marketing, said: “I often hear businesses refer to awards as ‘good PR’, but it’s even more important to understand the extent to which they add value from a commercial perspective.” A list of over 300 awards programmes can be found at www.boost-marketing.co.uk/awards.