Driving Adoption for Better Learning Outcomes
Brandon Hall
October 2017
© 2017 Brandon Hall Group. Licensed for Distribution by Litmos. 2
Driving Adoption for Better Learning Outcomes
Table of Contents
What Is Adoption? 3Barriers to Adoption 3Learning in a Marketing World 4User Adoption 5Gamification 6KnowingYourAudience 6CommunicationandMarketing 8FocusonUsability 8UltilizeAmbassadors 9IntegrationandEngagement 9KeyTakeaways 11AboutLitmos 12AboutBrandonHallGroup 13Authors 13
© 2017 Brandon Hall Group. Licensed for Distribution by Litmos. 3
Driving Adoption for Better Learning Outcomes
Adoptioniswhenamajorityofyourintendedaudienceparticipatesinalearningeventthatyouhaveimplemented.
What Is Adoption?
Barriers to Adoption
Employeesaretoobusyfortraining.Theyhavetoomayotherpriorities.
Employeesthinktheyalreadyknowthematerial,sotheydon’twanttoattend.
Traininghasabadreputation,soemployeesavoiditliketheplague.
Systemsarehardtouse.
Nothingseemsrelevant.
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Driving Adoption for Better Learning Outcomes
Themarketingfunctioninmostorganizationshasalreadyfiguredouthowtotargetaudiences,grabtheirattention,andkeepthemengaged.Learningcouldstandtolearnafewthings,particularlywhenitcomestotheuseofsocialmedia.
Companiesthathaveadedicatedsocialmediateamformarketing
Companiesthathavesignificantlyexploredsocialmediaforlearning
Learning in a Marketing World
73%
24%
1
2
1. Altimeter Group 2. Brandon Hall Group
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Driving Adoption for Better Learning Outcomes
Withanyinnovation,suchastargetedmarketingtogetmoreemployeestoparticipate in learning experiences,true early adopters are hard tocome by. Research shows that onlyabout 16% of your audience willbe innovators or early adopters.Additional research indicates thatthere isactuallyasignificantchasmbetween Early Adopters and theEarlyMajority,indicatingthatittakesagreatdealofefforttoconvertusersaftertheEarlyAdopters.
Heavily Influenced by:
• Perceivedusefulness• Perceivedease-of-use
Five Stages of the Adoption Process:
User Adoption
Knowledge Persuasion Decision Implementation Confirmation
Users go through specific stages of adoption. The first few stages -when the audiencebecomesawareofthesoftware,ispersuadedtouseit,andultimatelydecidestouseit-areheavilyinfluencedbyhoweasytousethesoftwareis,aswellashowusefulitseemstobe.
Source: Diffusion of Innovations, Everett M. Rogers
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Driving Adoption for Better Learning Outcomes
Gamification
Knowing Your Audience
Gamification can provide simple motivation for adoption by encouraging people toacquirepoints,badges,acknowledgement,orreallyanyformofrecognitionthatsuitstheaudience.Mismatchedgamemechanicscanleadtodemotivation,however.Forinstance,somelearnerscanbedeterrediftheynevermaketheleaderboard.Otherlearnersmaynotbe enticedby theprospect ofpoints.Understanding the audience is critical to theeffectivenessofgamification.
Leaderboards and point systems can be effective• Knowyouraudience• Providetherightincentives
Marketingissuccessfulbytargetingitsaudience.Learningneedstotakethesameapproachinunderstandinglearners in order to deliver morepersonalizedexperiences.
Do learners want it?
Do learners need it?
If you were them, would you take it?
For every training project, think to yourself:
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Driving Adoption for Better Learning Outcomes
Knowing Your Audience (cont.)ConductaLearningNeedsSurvey
• What training would help you do your job better?
• What training would help you develop your career?
• When do you prefer to take
training? On what device(s)?
• Be careful with “learning styles.”
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Driving Adoption for Better Learning Outcomes
Communication and Marketing
Focus on Usability
DoyouhaveaCorporateCommunicationsteam?Partnerwiththem!
(Makesuretoscheduleprojectsaroundcompanyeventsandbusytimesoftheyear.)
• DoyouconductformalUX/UIreviews?• Doyouholdfocusgroups?• Doyoulistentoyourusers?• Doyoutakeactionbasedonfeedback?• Whatbarrierscanyouremove?• Howmanyclickscanyoureduce?• DoyouneedtousetheLMSforeverything?• Canyougetcontenttoyourusersfaster?
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Driving Adoption for Better Learning Outcomes
Ultilize Ambassadors
Integration and EngagementTools for Engagement
Video
• Designatecertainemployeestobeambassadors(powerusers)• Createafeedbacklooptocontinuallygettheirinput• Use them to represent and promote learning programs• Havethemrunfocusgroupswithendusers• (Fairwarning,theymaynotbethebestteachers)
Theabilitytoincludevideointhelearningplatformhasalsodonea lot to improveadoption.Peopleareusedtoconsumingvideos,bothforentertainmentandforlearning.Itisagreatuseofmobiledevicesasitusesthe entire screen space. Advances in searchability,annotations, and interactions have only solidifiedvideo’splaceinanengaginglearningenvironment.
OnboardingSolutions
Somewhat Highly Valuable
Social Collaboration Tools
LMS Gamification
About81%oforganizationsseetheLMSasavaluabletoolforoverallemployeeengagement.GiventhewidereachoftheLMSandthetypeofinteractionsthatoccurwithintheplatform,organizations should view LMS adoption as a critical piece of their overall engagementstrategy.Gamificationisalsoseenasvaluablebyalmosttwo-thirdsofcompanies.
Value of Tools to Engagement Strategy
37.7%21.3%
38.3%
10.5%
50.7% 61.5% 43.0% 50.8%
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Driving Adoption for Better Learning Outcomes
Integration and Engagement (cont.)
What Helps Adoption?
Adoption Does Not Equal Success. Adoption should be ONE of SEVERAL KPIs.
Having awealth of differentmaterialsavailablehelpsdriveadoptionbecausethere isusually something that can fittheneedsofanytypeof learner.Fromlengthtoformattotopic,it’simportantto give learners an opportunity tointeractastheyseefit.
Learningthatcarriesmost,ifnotall,ofthesecharacteristicsismorelikelytobeadoptedintopeople’severydayworkflow,asopposedtomoretraditionalclassesandcourses,whichcanbeseenasseparatefromthejob.
ContextualRole Location Development path
SmallShort videos Quick updates
InformalEveryday Ad hoc
MobileDown time Moment of need
SocialDiscussions Recommendations
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Driving Adoption for Better Learning Outcomes
Key Takeaways
• Communication aids adoption
• Learn from Marketing
• Learning needs to meet the learners where they are
• Highlight WIIFM (What’s In It For Me?)
• Incentivize if necessary
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Driving Adoption for Better Learning Outcomes
v
About Litmos
PartnerTraining
CustomerTraining
ComplianceTraining
EmployeeDevelopment
PartnerTraining
CustomerTraining
ComplianceTraining
EmployeeDevelopment
Recognized as a category leader
Double-digits growth
The Continuous Learning Suite
Litmos in last 5 Years
• [email protected]• @Litmos
Connect with Litmos • linkedin.com/company/litmos• www.litmos.com
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Driving Adoption for Better Learning Outcomes
BrandonHallGroup isaHCMresearchandadvisoryservices firmthatprovides insightsaroundkeyperformanceareas,includingLearningandDevelopment,TalentManagement,LeadershipDevelopment,TalentAcquisition,andHR/WorkforceManagement.
Withmorethan10,000clientsgloballyand20yearsofdeliveringworld-classresearchandadvisoryservices,BrandonHallGroupisfocusedondevelopingresearchthatdrivesperfor-manceinemergingandlargeorganizations,andprovidesstrategicinsightsforexecutivesandpractitionersresponsibleforgrowthandbusinessresults.
Authors David Wentworth ([email protected]) wrote thisreport.HeisPrincipalLearningAnalystatBrandonHallGroup,focusingonallaspectsoflearningandthetechnologythatsupportsit.Davidhasbeeninthehumancapitalfieldsince2005andjoinedBrandonHallGroupasseniorlearninganalystinearly2012.
Vinod Choudhary is ProductMarketing SeniorDirector at Litmos byCallidusCloud.
About Brandon Hall Group
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Driving Adoption for Better Learning Outcomes
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