How to advertise corporate learning. Internal marketing methods in e-learning
In today’s business environment, corporate e-learning is an integral part of the business. However, an important question arises: how to make sure that employees are interested and motivated to use corporate e-learning? After all, the success of learning depends not only on a well-thought-out strategy but also on employee engagement.
The use of internal marketing is a necessity to help popularize learning in the company. And the most important part is to attract employees’ attention, interest and involvement in learning programs. In addition, marketing is closely related to employee motivation. Because it influences engagement and, as a result, stimulates high results.
In this article, we will talk about effective marketing methods that will help promote learning in the company and motivate employees.
How to advertise learning in a company: methods that work
1. Use of corporate social networks
Since social media is so popular among people, it can be an effective platform for advertising learning. Develop a separate community or group dedicated to learning where employees can discuss learning topics, share tips and experiences, and receive updates on learning.
Regularly post interesting materials, videos, case studies, or success stories related to training on your social media. It will demonstrate the usefulness of the training and help to increase the interest of employees.
You can also create discussions on the learning portal. For example, in LMS Collaborator, you can add separate forum topics where employees can share their thoughts on training, exchange useful information on the topic they have studied, and choose topics for future courses.
2. Involvement of opinion leaders
Involve influential people in the company and experts to promote the learning. These can be heads of departments, top management, directors, and other key people in the company whose opinions are listened to. Use opinion leaders as role models for employees. Let them become ambassadors of learning and show by their own example that it is not only useful but also interesting.
They can provide feedback on the importance of learning and share their personal experiences with others. They can also act as experts and give lectures or training, demonstrating their skills and showing the practical value of training.
It will contribute to promoting a culture of learning in the company and create a positive attitude of employees towards their self-development.
3. Announcements, newsletters, posts: free communications
Actively use all of your communication channels to promote learning:
- email;
- internal messengers and chatbots;
- learning portal;
- website and blog;
- corporate social networks, etc.
Before the release of a new training course or program, make small announcements that will increase the interest of employees. These can be short video teasers or colorful and informative pictures. Promote them in your corporate channels to familiarize the maximum number of employees with them.
You can also add such announcements to the LMS Collaborator news feed. It is located on the main page of the learning portal, so you can be sure that employees will definitely pay attention to them.
In addition, make it a habit to create information digests and newsletters about new learning products. For example, the top new courses that are worth taking, a selection of interesting books and resources that have been added to the Knowledge Base, etc. Such simple communications will help you promote learning materials and maintain employee interest.
4. Not by content alone. A good wrapper for information materials
Use “catchy” headlines that spark curiosity and encourage employees to learn more about the training. Include more graphics, illustrations, and videos in your training materials. This will not only make the training more attractive, but will also contribute to better learning and memorization of information.
5. Internal incentives and awards
One way to effectively promote learning is to use motivation. You can implement both tangible and intangible motivation, but we recommend starting with the latter.
Establish a system of internal awards and incentives for employees who participate in training. For example, introduce an award program where employees receive points or bonuses for actively participating in training activities or successfully completing training programs. Give certificates, badges, or special badges to employees who successfully complete training. They will confirm their successes and achievements and motivate them to learn even better.
You can also organize internal competitions or marathons where employees can demonstrate their knowledge and skills. For example, for the largest number of successfully completed learning modules or for the best project implemented after learning.
Don’t forget to use internal communication channels to highlight employees’ successes and achievements in learning. Publish news, articles or short stories about successful cases and publicly reward employees for their achievements.
Experience of LMS Collaborator customers
Kernel recipe
- Employees learn about the Kernel HUB learning portal on their first day of work with the help of an adaptive chatbot and a welcome letter.
- The Kernel HUB portal regularly updates news and maintains thematic sections: articles, TED videos, new books, interviews, forecasts, and tips.
- The company actively supports and develops a learning culture. The top management is also involved in the promotion. They recommend books, movies, YouTube channels, and share their impressions and opinions. These recommendations are included in a weekly KernelDevelops newsletter to all employees.
- One of the tools for promotion at Kernel is the corporate E-learning digest. The newsletter tells us what interesting things have been uploaded to the portal, what new books have been delivered, and where to find new webinars.
- Kernel actively uses elements of gamification and motivation in training: ratings of the most successful, badges by level, diplomas and corporate prizes.
ViYar recipe
- The company maintains a special section called “Viyarum’s Stars”, which recognizes the most active employees. They publish mini-interviews with them and give them branded #Viyarum’s stars T-shirts. Similar news is also duplicated in corporate social media groups.
- Learning information is visualized as much as possible. Most resources are presented in the form of infographics and structured text.
- In addition, short screenshots and training videos are being prepared. As well as bright announcements on the learning portal.
- Every month, the company produces digests that describe the resources that have appeared on the portal. This data is used to send a newsletter to all employees of the company.
- ViYar also produces a digital digest that summarizes important changes in the functionality of the Viyarum learning portal over the month.
Conclusion
There are many ways to promote learning. In the article, we have shown the main methods that can be easily implemented in any company: corporate social networks, involvement of managers and leaders, regular communications, use of visualization, introduction of incentives.
It is possible to combine them to create your perfect recipe. The main thing to remember is that the best marketing tool is usefulness. Develop a learning culture in your company and show its usefulness to your employees. And you’re guaranteed to get engagement and maximum audience involvement.
