Training Industry Magazine - November/December 2017 - 59

LEARNER MINDSET
MICHELLE EGGLESTON

GETTING BUY-IN
FROM LEARNERS
Despite the dedication, heart and hours
that learning professionals pour into
developing corporate training programs,
learners often fail to foster the same
level of enthusiasm for training as the
developers. Let's be honest. Learners
are not exactly lining up to attend
your next training session like devoted
concertgoers waiting for tickets to go
on sale or tech-savvy buyers counting
down the minutes for the latest digital
tool to hit the shelf. Corporate training
is just not that enticing as a standalone
product. Employees need a little more
incentive to buy into training.
Just like a cable company that markets
multiple products to a single consumer
for an enticing discount, learning leaders
can create unique bundled training
packages for learners. In other words,
learning leaders can select training
programs based on individual needs
and market the bundle to employees
using a "what's in it for me" approach to
engage and motivate them to take part
in training.

WITHOUT BUY-IN FROM
LEARNERS, TRAINING
IS A WASTE.
Showing learners how training will
directly benefit them can help make all
the hours a learner spends sitting in a
classroom or behind a computer worth
it. Without buy-in from learners, training
is a waste - a waste of time, effort and
dollars. Organizations become at risk

for low performance and high turnover
without effective training practices.
It's up to learning and development
(L&D) to get learners more excited
about training - and that starts with
positioning training as an employee
incentive and effectively communicating
how employees can take advantage of
this high-value offer. Here are a few tips
to get started.
KNOW YOUR AUDIENCE
Learning leaders must understand who
their learners are in terms of their job
role, function and experience level.
Every learner must be accounted for to
develop learner pathways. L&D must
also understand what drives their
learners and become advocates for their
learning journey.

L&D should take advantage of any
opportunity to communicate the value
of training. This includes company
newsletters, events, intranet, email,
videos, etc. Learners must become
aware that training is available, how it
will help them on the job and how they
can access it.
LEARNER EVALUATION & FEEDBACK
Just like when buying a product,
learning leaders should have a plan in
place to obtain feedback from learners.
They must understand what's working
and what's lacking. There should also
be an adequate evaluation process so
that managers can observe and report
behavior change. Managers are essential
to ensure that training is reinforced and
the intended outcomes are realized.
THE TOTAL PACKAGE

BUNDLING THE RIGHT OPTIONS
Learning professionals must consider
all the training opportunities available
at their organization. This includes both
formal and informal solutions. L&D must
ensure that learning is a continuous
process throughout an employee's
lifecycle. Formal classroom training must
be supported by additional learning
interventions like coaching, on-the-job
training or job shadowing.
MARKETING THE PERKS
Learning leaders should embrace their
creative side when marketing training
to employees. This is your chance to
inject some energy into the experience.
Even mandatory training can be "spiced
up" with a more appealing message.

L&D professionals wear many hats and
must be fluent in many "languages."
They must speak the language of
business to senior executives, they
must translate business objectives into
learning solutions, and they must also
be well-versed in consumer language to
sell training to learners.
By marketing the total training package
to learners, L&D is positioning training
as an enabler to employee growth and
advancement. Training has a lot to offer
employees and it's up to L&D to show
them that value.
Michelle Eggleston is the editorial director at
Training Industry, Inc. Email Michelle.

T R A I N I N G I N DUSTR Y MA GAZ INE - BUSINESS OF LEARNING 20 1 7 I WWW. T RAI NINGINDU S T RY . C OM/ MAGAZ I NE

| 59


http://www.trainingindustry.com/ezine.aspx

Table of Contents for the Digital Edition of Training Industry Magazine - November/December 2017

https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200910
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200708
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200102
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20191112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190910
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190708
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190102
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20181112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180910
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180708
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180102
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20171112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20170910
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20170708
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20170506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20170304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20171112_se
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20161112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016sales
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015outsourcing
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015leadership
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2014fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2014summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2014spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2014winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2013fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2013summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2013spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2013winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2012fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2012summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2012spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2012winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2011fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2011summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2011spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2011winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2010fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2010summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2010spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2010winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2009fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2009summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2009spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2009winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2008fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2008summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2008spring
https://www.nxtbookmedia.com