What are learning campaigns?

If you are looking for an effective way to boost knowledge retention, and better results for your training initiatives, learning campaigns are a great choice. They are strategic initiatives that aim to effectively engage employees in their learning and development journey, over time. These campaigns are designed to promote continuous learning and skill development within organisations, with the ultimate goal of solving business problems and having performance impact. When well-designed, learning campaigns deploy diverse and interactive learning methods, such as e-learning modules, webinars, on-the-job-aids, gamification, and social learning platforms. That way, learning campaigns can offer a holistic and truly immersive learning experience, and as a result, they not only enhance knowledge acquisition but also encourage application and retention of new skills. Ultimately, learning campaigns empower employees to take control of their learning journey, by being able to tap into multi-modal, spaced interventions.

Why should you use learning campaigns?

Bespoke learning campaigns have gained popularity in professional settings due to their ability to deliver high learner engagement and improve knowledge retention. Built around the unique needs and preferences of the learners, these campaigns offer personalised and targeted learning experiences. By incorporating interactive and multimedia elements, such as videos, quizzes, and simulations, bespoke learning campaigns create an engaging and immersive learning environment. Learners are not only passive recipients of information but active participants in their own learning journey. This sense of ownership and empowerment fosters deeper engagement and motivation. Additionally, bespoke learning campaigns can leverage analytics and feedback mechanisms to track learner progress, identify areas of improvement, and tailor content accordingly. By aligning the learning content with the specific goals and challenges of the learners, bespoke learning campaigns ensure that the training is relevant, meaningful, and impactful.

What makes learning campaigns so effective beyond knowledge retention?

Learning campaigns can be a powerful tool to influence attitudes and beliefs within an organisation. When a learning campaign is strategically designed and implemented, organisations can drive positive changes in behavior, attitudes, and performance:

1. a successful learning campaign starts with a clear communication of the campaign’s goals and objectives. By clearly articulating what the organisation aims to achieve, employees can understand the purpose behind the campaign and develop a positive attitude towards it.
2. effective learning campaigns also provide engaging and relevant content that resonates with employees. This can be achieved through a variety of formats such as videos, interactive modules, and real-life examples to capture employees’ attention and effectively convey key messages that can shape their attitudes and beliefs around a given topic or role task.
3. storytelling is a powerful tool to influence attitudes and beliefs and is used in learning campaigns to highlight the benefits of desired attitudes and beliefs, and to create an emotional connection with employees. Tapping into emotional appeal can help shift employees’ perspectives and generate a genuine desire to adopt new attitudes and beliefs.
4. consistency and repetition are key to reinforcing new attitudes and beliefs. Well-planned learning campaigns are therefore designed to provide consistent messaging and repeated exposure to key concepts. The consistency of messaging spaced over time helps employees internalise and embrace new ways of thinking or acting.
5. people are often influenced by the actions and opinions of others. Learning campaigns can leverage this by showcasing success stories and testimonials from employees who have already embraced the desired attitudes and beliefs. With success stories, organisations can create social proof and peer influence, motivating others to follow suit.
6. learning campaigns ideally should not end once the initial objectives are achieved. Ongoing support and reinforcement are crucial to sustain the desired attitudes and beliefs in the long term. Organisations can provide continuous learning opportunities, access to resources, and regular feedback to help employees maintain and further develop their new behaviors.

Why you need a range of artefacts in your campaign

Having a range of different artifacts in a learning campaign is important for several reasons. First and foremost, different learners have varied preferences in when and how they like to learn. With learning campaigns, learners can choose the format that best suits their individual needs, allowing for a more personalised and effective learning experience.

Using a range of artifacts also helps reinforce the learning content and messaging. Different artifacts serve different purposes and ideally complement one another. For example, e-learning modules may provide in-depth knowledge and interactive activities, while on-the-job tools like Quick Reference Guides (QRGs) offer practical references for on-the-spot assistance. With access to diverse artifacts, learners can revisit and reinforce their learning through various channels, supporting better retention and application of knowledge.

The range of artifacts adds novelty and variety to the learning experience. When learners encounter different types of artifacts, it keeps their interest level high and prevents monotony. This allows for creativity and innovation in how the learning content is delivered, engaging and motivating learners throughout the campaign.

Finally, different artifacts can cater to different learning objectives and contexts. For instance, webinars may be suitable for live presentations and discussions, while collateral items like mugs or microlearning cards serve as reminders and reinforcements of key concepts in the workplace.

What media are suitable for boosting knowledge retention?

One widely used medium in learning campaigns is e-learning modules, which provide interactive and self-paced learning opportunities. These modules can include videos, interactive quizzes, and simulations to enhance learner engagement. Webinars and virtual classrooms can facilitate real-time learning and collaboration. They enable learners to participate in live sessions, ask questions, and engage in discussions with subject matter experts.

On-the-job tools play a crucial role in learning campaigns as well. Quick Reference Guides (QRGs) are valuable resources that provide concise and easy-to-follow instructions and information. They serve as job aids, helping learners apply their knowledge and skills in real-world situations. Other on-the-job tools may include checklists, templates, and job-embedded assessments, allowing learners to practice and demonstrate their understanding and competence.

In addition to digital media, learning campaigns can leverage collateral items to reinforce learning and create a sense of belonging. Collateral items, such as mugs, branded stationery, or microlearning cards, serve as reminders of key concepts and reinforce the learning message beyond the training sessions. These tangible items can help create a learning culture within the organisation, fostering a sense of pride and engagement among learners.

Common pitfalls to avoid in implementation

When implementing learning campaigns, there are common pitfalls that organisations should be aware of to ensure their success. One common pitfall is a lack of alignment between the learning campaign and organisational goals. It’s essential to clearly define the objectives of the campaign and ensure they align with the overall strategic direction of the organisation. Without this alignment, the campaign may not effectively address the organisation’s needs or produce the desired outcomes.

Another pitfall is inadequate learner engagement. If the learning materials and delivery methods are not engaging and interactive, learners may disengage or lose interest, limiting the effectiveness of the campaign. It’s important to incorporate interactive elements, such as gamification, group activities, and real-world scenarios, to promote active participation and sustain learner engagement.

A lack of follow-up and reinforcement can also hinder the success of a learning campaign. Without ongoing support, coaching, and reinforcement activities, the newly acquired knowledge and skills may not be retained or applied effectively in the workplace. Incorporating post-training resources and opportunities for practice and application is crucial for sustainable behavior change.

Lastly, failing to evaluate and measure the impact of the learning campaign is a significant pitfall. Without evaluation, it is challenging to determine if the campaign is meeting its objectives and driving the desired outcomes. Regular evaluation and feedback mechanisms should be in place to assess learner progress, knowledge retention, and behavior change, allowing for necessary adjustments and improvements.

Last but not least, make it look good: how professional creative designers make a difference

The quality of content and coherent application of branding and appealing visuals shapes the perceived value of your initiative in your learners’ minds.

Professional communications and instructional/graphic designers have the necessary expertise and skills to create visually appealing and engaging materials that effectively convey your desired message to your target learner audience. With a deep understanding of design principles, such as color theory, typography, layout, and visual hierarchy, they can ensure that your campaign materials are aesthetically pleasing, easy to understand, and visually engaging.