How do you make sure your training delivers? It is a common question – for which there is generally one answer: make it relevant.
We don’t just mean keep it on topic, either. Relevant training speaks specifically to the staff it addresses, which is why we craft our e-leaning content for every client individually.
Engaged staff learn more effectively
“Our content is bespoke,” says The Creative Engine’s Managing Director, Andy Candler. “It is designed to complement our clients’ brands: matching colours, fonts and photography. Wherever we can, we’ll take their products, shoot them on their premises and get a feeling for ownership and usage. We even use client staff in the training.”
Why? Because the result will be familiar to anyone who takes the course. It will feel relevant, and they will pay more attention. The difference this can make to engagement and ROI is surprising, even if the subject matter is something as prosaic as health and safety.
“Staff rarely have a choice where compliance or safety is concerned,” says Andy. “They have to get their heads down and learn it. If you want them to take it in – and quickly, so they can return to work – making it relevant is a must.”
Off-the-shelf training, which might just be an actor standing in front of a wall, could show your staff how to handle a heavy object, but the likelihood of them paying attention, taking it in and employing the content day to day is lower.
Plus, as Andy points out, “with staff increasingly moving between companies, any firm that buys off-the-shelf training runs the risk of their team having seen it before. At this point, it becomes even less relevant, and they quickly start to switch off.”
Introducing interest… and maintaining it
The Creative Engine develops three different types of training, each of which requires a different approach. Our scenario-based training for skills, delivered through Accelerator, contrasts with the internal training Furniture Village is using to help its staff with an ambitious digitisation programme.
“In the first case, we’ll use scenarios that staff will encounter in store every day. In the latter, it largely concerns behind-the-scenes operations and software,” Andy explains. “But in both instances, we capture as much content as we can at the client’s premises and use their own assets throughout. Off-the-shelf alternatives can never compete with that, as they simply aren’t tailored to the staff, the learning objective or the company’s needs.”
The third kind of e-learning is the external training that The Creative Engine is building for Sonos and HotelPlan. It is not for their own staff, but colleagues in stores who sell products and holidays on their behalf. In either case, completing the training would help the assistants increase their sales, but that might not be enough to get them learning. Often, staff will be presented with several training systems from the many brands they sell in-store, and simply won’t have time to complete all the training.
“By making our content bespoke, as well as engaging, we are increasing its appeal from the outset,” says Andy. “It’s good PR for the brand and increases the likelihood that it will be used in preference to one of their rivals’ offerings.”
Bespoke vs off-the-shelf
There will always be a place for off-the-shelf training in smaller companies, but firms that care about engagement know that bespoke content is more effective. Helping staff to identify with the content encourages them to buy into it, and the return in terms of awareness and the revenue it generates will always exceed what it cost to produce.
Take your training to the next level by calling The Creative Engine on 01483 799 200, or emailing firstname.lastname@example.org. We’ll make your content relevant, engaging and effective.