Bridging the gap with killer communications: a dive into why you should be ‘selling’ your learning offer

Concept of education and success

Kerry Jary looks at why you can build it, but they might not come and the importance of more than just creating great training

In today’s dynamic business world, the phrase “knowledge is power” couldn’t be more relevant. As businesses strive to stay ahead of the curve, investing in employee learning has emerged as a critical strategy for success.

But here’s the kicker: it’s not just about offering learning opportunities; it’s about selling them to your employees.  

First off, let’s talk about the benefits. When you invest in your employees’ learning and development, you’re not just doing them a favour – you’re also doing yourself a service.

Imagine a team that’s constantly levelling up their skills, adapting to new technologies, and innovating in their roles. That’s what happens when you prioritise learning. You’ll see a boost in engagement, motivation and overall job satisfaction – all of which are crucial for retaining top talent. 

Enhance business competitiveness

But it’s not just about keeping your employees happy; it’s about keeping your business competitive. In today’s ever-changing landscape, the skills that were in demand yesterday might not be tomorrow. By investing in learning, you’re future proofing your workforce, ensuring that they have the skills needed to tackle whatever challenges may come their way. 

Plus, let’s not forget about the cost-effectiveness factor. Sure, hiring new talent might seem like a quick fix, but it’s also costly. From recruitment costs to onboarding expenses, the pounds add up. On the other hand, investing in your existing employees not only saves you money but also builds loyalty and commitment.

How to ‘sell’ learning to your employees 

It starts with creating a culture that values continuous improvement. Make learning opportunities readily available and encourage your team to take advantage of them. Whether it’s through workshops, online courses, or mentorship programmes, give your employees the tools they need to succeed. 

But don’t stop there. Personalise the learning experience to align with your company’s goals and values. Whether it’s developing leadership skills, honing technical expertise, or developing creativity, tailor your learning initiatives to meet the specific needs of your teams. 

Shout about the benefits

And remember, it’s not just about what you offer; it’s also about how you sell it. Communicate the value of learning to your employees, showing them how it benefits both them and the company. Share success stories and testimonials from those who have benefited from learning initiatives, inspiring others to follow suit. 

It’s an upcoming trend in the world of L&D – applying marketing principles and theories to your development offer. You can build the most amazing, top-quality learning content – but if you don’t tell anyone it’s there or why they should take part, it will fall flat.  

  • Harness the WIIFM – Well known in the marketing world, you need to demonstrate to your audience the “What’s in it for me.” Sell the benefits and the value-add to your end user 
  • Know your audience – Remember, not everything is for everyone and one-size-fits-all will not work. Just as markets segment their audience based on multiple factors, so should you. 

Marketing learning to your employees isn’t just a nice-to-have – it’s a must-have. By investing in your team’s development, you’re not only empowering them to succeed but also ensuring the long-term success of your business. So, what are you waiting for? 

Kerry Jary, a woman with blonde hair in a blue suit jacket.

Kerry Jary is Learning & Development Campaigns Manager at Co-op

Kerry Jary

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