This page contains a Flash digital edition of a book.
MARKETING


ON THE CAMPAIGN


Want to engage your learners? It’s time to think like a marketer, says Issy Nancarrow


i


t’s no secret that the L&D world has to pick up its pace to match the speed of


changing learner needs – specifically the changes in technology, the way content is consumed and the nature of individual career paths. But what is it about the way people


consume content that the learning world is still missing? Could it be that there is much we can learn from the way modern communications are evolving? And what can we learn from marketing, as a cam- paign-based principle, about engaging people and changing behaviours? Te basic


problems of L&D departments remain very similar to those described 20 years ago. Te challenges of


LEARNING TRAIL


engagement, retention and the need to prove value within an organisation are still prevalent. Tese challenges, and their solutions, need to adapt in turn to their consumers – the learners. Te lack of engagement and retention hinder the effectiveness of learning as a tool to change staff behaviours and, ultimately, business performance. Tere is a vast gap between the perspective of a learn- ing specialist and the


16 | December 2016 | @TrainingJournal


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40