Leverage these L&D trends for new marketing strategies and sales growth.
If you want to sell more training to your target audience it can help to understand how they view and use your product. In our U.K. L&D Report 2019, we surveyed over 150 L&D professionals in the UK to learn how L&D works in their organisation, what trends they are embracing, and how they’re shaping their strategies to support business growth. Based on our findings, we have come up with tips for how training suppliers can leverage these trends for marketing strategies and sales growth.
Tip 1: Learn how your program offering may be linked to a promotion
In our survey, we found that companies that tie promotion to external training are 22% more likely to report high or very high employee satisfaction. Use this trend as a key selling point when marketing your programs.
Start by surveying how many attendees report a promotion or higher satisfaction at work after attending one of your training courses.
Tip 2: Have organisations that you work with regularly, promote your training externally to their potential recruits
The second trend that we found in relation to training is that seventy-two percent of market leaders are already using talent development as an integrated part of their recruitment strategy. Based on this knowledge, it is in your best interest to ensure that organisations you work with regularly know how to promote your training externally to their potential recruits.
Consider making a media kit for your programs that you can give to companies as a resource for their recruitment websites, while you continue to help HR departments achieve their goals.
Tip 3: Market your soft-skill programs to showcase their link with personal and organizational competitiveness
The third trend we found is that market leaders are seeming to prioritise soft-skills, with 114% being more likely to rank communication skills and 70% being more likely to rank leadership and management as a top training priority than other organisations in 2019.
Take advantage of this trend by adjusting the marketing of your soft-skill programs to showcase their link with personal and organisational competitiveness. Use short case studies and collect testimonials from organisations that are specific to soft-skill initiatives.
To see the rest our of L&D trends and tips, make sure to check out the full list featured in our U.K. Training Report: 2019. Fill in the form below to receive an early copy!