Five key principles for launching a learning programme

You’ve got sign-off, you’ve written a statement of work, and you know there’s going to be some training workshops happening. What do you do now?

There’s obviously a lot of planning that goes into organisation or team-wide training programmes, from defining the audience and the course objectives, to creating a measurement plan, and setting the cadence of learning and comms.

But once you get down to writing a plan for your learners, the programme launch becomes a really crucial part of successful corporate learning.

You only get one chance to make a first impression.

In this short article, we’ll highlight some key principles of a programme launch with some tips on designing persuasive learner comms.

1) Approach the launch like a multichannel brand campaign

Employ a diverse range of channels, voices and touchpoints to engage learners effectively from nomination to graduation.

This means going beyond a launch email to generate enthusiasm among learners and their managers. You’ll need to employ a range of tactics that will offer a preview of what’s in store for learners. Very simply, this could include:

• Learner onboarding packs: Shared with nominated learners, outlining key benefits, dates, and details of the program, together with top tips for making the most of their experience.
• Line manager briefings: Shared with line managers, outlining details of the programme, key benefits, nomination criteria, and templates for recruiting and supporting learners.
• Short promotional videos: A fast-paced video featuring influential stakeholders used to aid in recruiting learners and promoting the programme more broadly.
• The course calendar: Key dates and deadlines for the programme, to ensure learners can always easily locate themselves within the course.
• A launch event: Inspiring learners for the journey to follow.

2) Adopt a learner-centric approach throughout

Make the programme easy and enjoyable for participants by always communicating with the learner in mind: what are they required to do, what’s in it for them, and how can they do it most effectively?

At Econsultancy we champion a simple framework for end-to-end comms, which defines the role of learner communications before, during and after the training programme.

Before the programme, comms are designed to ‘excite’; during, the aim is to ‘engage’, and then post-programme, comms should help to ‘embed’ learning through application and reflection.

3) Amplify the practical edge of the programme design

Help learners understand the benefit of the programme in terms of real-world application so that they understand the return on investment they will get from their time and energy.

4) Get buy-in from senior leaders and make them visible

Get leadership on board and involved where appropriate. If it’s important to them, learners will understand it is important for themselves, too.

5) Make it memorable

How can you make the launch of this programme stand out in the mind of your audience? Make it loud and fun, and it will resonate through the organisation.

Many L&D programmes start with a high impact launch event featuring leaders endorsing the programme, educating learners on what to expect, and creating both camaraderie and a sense of anticipation.

Bonus tip: apply Cialdini’s principles of persuasion

When we create comms for learners, we often rely on the six principles of persuasion, described by American psychologist Robert Cialdini, which will no doubt be familiar to many marketing and ecommerce teams (NB. For those interested, Econsultancy has e-learning modules on persuasion in ecommerce, and a chapter in our Ecommerce Best Practice Guide).

Here are some typical ways we do this ahead of a training programme:

• Begin interactions with something of value (reciprocity): What can you “give” to your learners? Perhaps it’s as simple as time to learn?
• Start with small requests and continue to bang that drum (commitment & consistency): This isn’t a ‘one and done’, learning and training is an ongoing commitment by all of us.
• Highlight success stories (social proof): Tap into pack mentality by showcasing learner achievements.
• Get expert trainers involved and demonstrate their pedigree (authority): How does your training provider walk the walk, as well as talk the talk?
• Competition for time is fierce, have a personality and be empathetic (liking): Be friendly and fun, build rapport! The carrot is more powerful than the stick.
• Tap into FOMO (scarcity): No one wants to feel like they’re missing out.

Launch is critical to tackling complacency

Of course, there’s lots more to consider across the lifecycle of a learning programme, but launch is critical. Every L&D professional knows the reality of corporate learning is that sometimes employees are short on time and focus, and creating new behaviours through new learning programmes isn’t always easy.

Tackling some natural complacency amongst learners starts with designing a compelling programme launch. Best of luck, and get in touch if you want advice on launching your learning programme, or if you want to discuss the training needs of your marketing and ecommerce teams.

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