Training Industry Magazine - Fall 2014 - (Page 40)
WHAT'S YOUR
.
<
ROI
FOR CONTENT DEVELOPMENT?
By Paul Leone, Ph.D.
FOR DECADES...
THE TRAINING INDUSTRY HAS OFTEN STRUGGLED TO BUILD THE PROVERBIAL BRIDGE
BETWEEN TRAINING EVENTS AND DEMONSTRABLE BUSINESS RESULTS. AFTER ALL,
WITHOUT SHOWING A CLEAR AND TANGIBLE CONNECTION BETWEEN THE TRAINING
CONTENT (THE BRIDGE'S STARTING POINT) AND SOME CLEAR MONETARY BENEFIT TO
THE BUSINESS'S BOTTOM LINE (THE DESTINATION), ANY TRAINING ENDEAVOR RUNS
THE RISK OF BEING PERCEIVED AS A COSTLY DIVERSION INSTEAD OF A PROFITABLE
BUSINESS IMPERATIVE.
In order to show the true benefits of
training and ultimately prove that it works,
we need to build a clear and coherent
path from content to results. A strong solid
bridge need to be built telling a story of
impact and carrying trainees from their
original investment to an even higher
return on that same investment. Ideally,
we must begin building this bridge before
the training (our blueprint or business case
that aligns content to business objectives)
and then finish building the bridge after
training to measure its effectiveness.
Without this bridge to define all the
glorious benefits of training, you'll forever
be presenting the only tangible numbers
you're sure to have- the costs.
WHAT DOES THIS BRIDGE LOOK LIKE?
The bridge is simply a series of causeand-effect linkages that string together to
40
define your story of impact. Like any bridge,
the contiguous steps and connections
in this story must be tightly linked and
able to support anyone who dares to
set out on this potentially treacherous
training journey. The path begins where
the participant's journey begins - the
training event. If the training engages
the employee, he can take the first step.
If the employee learns something new,
he can take another step. If the footing
is sure enough, and he ends up doing
something differently or better on the job,
he can take one more step. If this behavior
change leads to improved productivity,
yet another step can be taken. And finally,
if this improved productivity impacts the
bottom-line and overshadows the cost of
the training, the participant has stayed the
course, traversed the bridge, and reached
his destination.
WHO BUILDS THIS BRIDGE?
The bridge's construction should begin
with training architects better known as,
content developers. Because they are
initially tasked with building the content
that closes a critical business gap or
meets a future business need, they are
the ones who should begin creating this
story of impact and mapping out these
critical linkages. For instance, they need
to understand what type of content
engages their learners the most, how their
new learning content affects employee
behaviors, how those specific behaviors
lead to productivity improvements, and
how those productivity improvements
ultimately lead to the desired business
outcomes.
Once the bridge is blueprinted, and the
training is launched, it is then up to the
Table of Contents for the Digital Edition of Training Industry Magazine - Fall 2014
From Where I Sit
Table of Contents
Guest Editor: Improving Sales Onboarding Effectiveness
An Emerging View of Learning Content
Manager Compassion: The Antidote of the Revolving Door
Balance and Praxis
Giving Old Content New Life
Leveraging Custom Learning Initiatives
Contextual Anchoring in Learning Design
Training for Performance Improvement: A Carrot or A Stick?
Rewiring Your Learning
Working with Subject Matter Experts
What's Your ROI for Content Development?
Casebook: Manitoba Hydro: Powering Up with e-Learning
Design Considerations for Content Delivery
Improving Online Learning Performance
A Brain-based Approach to Developing Training Content
What's Online
Company News
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