What is Campaign Learning?

Written by Issy Nancarrow
 on 3 May 2016

Are you familiar with the phrase yet? It evolved from ideas around social learning, embedding behaviours and developing engaging platforms. But I’d like to step you away from the idea of providing learning for a moment.

Instead think about how an individual staff member behaves and items in the workplace which influence that behaviour. This could be emails, colleagues, staff rooms, shared networks, the list is long and no doubt you can think of many more.

Within all of this consistent noise around staff, it is an uphill struggle to rely on learning platforms and courses to change behaviours.

Now you are starting to think like a marketer. It’s okay, you’re not going to be condemned for doing this. It’s not evil, it’s common sense. To change staff behaviours, you need to be aware of all the influences in the workplace that have an impact on staff behaviours.

You need to identify how to tap into these influencing items. In marketing we call these ‘points of contact’. A learner is taking on board messages from a number of points of contact, each of which is having an impact on their behaviour. In utilising these points of contact, learners can be encouraged to take on board and put into practice their learning within the workplace.

These points of contact provide a platform for the use of continuous messages that are complimentary to each other and sit alongside the learning you provide.

Marketing is a powerful tool to improve the impact of learning, improve knowledge retention and staff performance. Though it must be effectively coordinated with the learning provision that it is designed to support.

Using marketing techniques, we can impact how much the learner understands the importance of the leaning and puts it into practice. It is very much like a commercial marketing campaign, held internally. Except now you are focussing on how you are embedding new behaviours. It’s crucial for times of change. Most notably in embedding compliance behaviours to reduce risk and to support large change initiatives such as product launch or company mergers.

The learning campaign eases this change and supports the embedding of new behaviours. Using advanced marketing techniques, it can also be utilised to track the speed of take-up on that change, a useful tool to present to stakeholders.

Campaign Learning is a big area that I have only touched the surface of in this blog. If you haven’t started to think like this yet, I recommend you perk your ears up.

 

About the author 

Issy (Isobel) Nancarrow
 is the Managing Director at Campaign Learning and founder of Nancarrow Partnerships and Campaign Learning. You can contact Issy via admin@campaignlearning.com.

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