“Your brand is what other people say about you when you’re not in the room.” – Jeff Bezos, CEO and Founder of Amazon.
What do people say about L&D when you are not in the room?
Consider conducting an experiment in your organisation: ask people, particularly managers at all levels, about their perceptions of Learning & Development (L&D).
Questions to ask:
- What is the purpose of L&D?
- What does L&D do?
- What value does L&D add to the organisation?
- Who do they think L&D really is?
- What touch points do they have with L&D?
- What do they say about L&D when you are not in the room?
This feedback represents your brand. Do you like it? Does this brand work for you and allow you to operate effectively within the organisation? Many professionals I speak with say their current brand limits their effectiveness.
For example, Josh Bersin of Bersin by Deloitte notes that employees surveyed rate the L&D department a -8 Net Promoter Score, which is extremely low.
a poor brand often carries the blame for unrelated issues.
The impact of learning transfer
One reason for a poor brand is the impression that training does not make a significant difference due to insufficient learning transfer.
Each training programme has its own brand. Feedback can range from ‘It’s a good course’ to ‘Don’t bother, it’s not worth the time,’ or more nuanced reactions. This brand develops from the accumulated experiences people have at various touch points with the course.
Each touch point forms an impression that contributes to the overall brand in their minds.
If the brand of a training programme is poor, trainees will be reluctant to participate, and managers will be hesitant to release them to go on the course.
A programme with a bad reputation will likely lack the support that is required for learning transfer post-workshop, and that in turn affects the brand. It is a downward spiral. Also, a poor brand often carries the blame for unrelated issues.
Enhancing your training programme’s brand
Consider all the touch points identified during your stakeholder analysis and the impressions they create.
Evaluate each touch point and think about how to improve the experience and, consequently, the brand, even marginally.
Assess whether there are enough touch points or too many.
Decide during the design process what you want the brand of the training programme to be – essentially, what you want people to say about it when you’re not in the room. Then, proactively create a brand experience by ensuring the touch points align with the desired brand.
The bigger picture
The training programme brand is part of the larger L&D brand, which has a significant impact on how well L&D can operate within an organisation. Without addressing fundamental issues like learning transfer and performance diagnostics, any effort to rebrand L&D will likely fail.
Building a strong L&D brand through continuous improvement
Effective learning transfer is a powerful lever for L&D to create organisational impact. When L&D is seen to create a positive impact, the brand of L&D improves.
It requires a mindset that permeates the entire training programme, focusing on business benefits rather than just learning outcomes. All stakeholders must understand and commit to their roles – and be held accountable.
In addition, adequate measurement is essential to provide feedback for continuous improvement and to ensure the programme’s success.
To create a robust L&D brand, consider implementing a continuous improvement cycle. This involves regular reviews of training programmes, collecting feedback from participants and stakeholders, and making necessary adjustments.
Encourage a culture of openness where employees feel comfortable sharing their honest opinions about L&D initiatives. This will help you identify areas for improvement and build trust in the L&D function.
Leveraging technology to enhance learning transfer
In today’s digital age, leveraging technology can significantly enhance learning transfer and, consequently, the L&D brand.
Consider using a learning transfer platform or learning workflow platform to ‘guarantee’ that people use their training. And you could also incorporate elearning, virtual reality (VR) simulations, or other technology into your training programmes.
These tools can provide interactive and engaging learning experiences, making it easier for employees to retain and apply new knowledge.
Utilising technology gives you the opportunity of using data analytics to track learning outcomes and measure the effectiveness of training programmes. This data can provide valuable insights and help you to identify trends, pinpoint areas for improvement, and demonstrate the value of L&D to senior management.
Creating a network of L&D champions within the organisation can also help promote the value of learning and development.
Engaging stakeholders for a successful L&D brand
Engaging stakeholders is crucial for building a successful L&D brand. This includes not only the participants of the training programmes but also their managers and other key influencers within the organisation.
Regularly communicate the benefits and successes of L&D initiatives to these stakeholders. Show how L&D contributes to achieving business goals and improving performance. The L&D brand is based on their perception of what you do, not what you actually do.
You also need to engage in some marketing to ensure they are fully aware of what you do that benefits the organisation.
Creating a network of L&D champions within the organisation can also help promote the value of learning and development. These champions can advocate for L&D initiatives, provide feedback, and help drive engagement across different departments.
In summary...
Improving the brand of L&D requires a strategic approach focused on learning transfer, stakeholder engagement, and continuous improvement. By addressing the fundamental issues that impact perceptions of L&D and leveraging technology to enhance learning experiences, you can build a strong, positive brand that supports organisational success.
Next steps:
- Conduct a survey within your organisation to understand the current brand of L&D.
- Identify and analyse all touch points in your training programmes.
- Develop a strategy to improve learning transfer and align touch points with your desired brand.
- Implement continuous measurement and feedback mechanisms to track progress and make necessary adjustments.
- Leverage technology to create engaging and effective learning experiences.
- Engage stakeholders regularly to promote the value of L&D and create a network of L&D champions.
By addressing these steps, you can enhance the perception and effectiveness of L&D in your organisation, ultimately driving better business outcomes.
