The questions that were tossed around this week were:
Are learning metrics different from business metrics?
What are you measuring in your organization?
How do you tie organizational learning to business performance outcomes?
What else besides metrics do you use to show impact?
I was excited and a little bit surprised as I watched the responses roll by. I get so caught up in what I’m doing at work that I lose sight of what is going on in the rest of the world. Some people seemed to be struggling with measurement basics, while others seemed to have a strong grasp on the topic. This got me thinking about what we are doing at my organization, which probably falls somewhere in the middle.
I thought a lot about this discussion after it was over. Really, the heart of the matter is: What value do we as learning professionals bring to the organization? How do we show it? The short answer is that we do this by helping business leaders meet their goals.
I have been fortunate throughout my career to have been involved in a number of projects that made a huge impact on the business. But I can also recall times when it was difficult to see connections between the work that I was doing and the impact it was having on the organization. These are the times when we all fall back on measures such as, “butts in seats,” level one evaluations, and elearning completion rates. These are important feedback indicators for the training department, but they usually don’t mean very much to business leaders. That being said, I can think of examples in which these measures alone have been important to the business. What it comes down to is that sometimes the measures associated with learning success will be obvious and glamorous, and other times they will not. Here are a few examples of both from my experience:
Sales Training is one of those cases where the metrics are obvious and easy to align to the business. We run a class on how to sell against our competitors effectively. The natural metric associated with this is the number of competitive takeaways. We have clear evidence that sales reps who take this class have a higher rate of competitive takeaways than the general rep population.
Equipment Service Training is another example with obvious metrics. Well-trained service reps fix problems more quickly and are able to tackle more service calls in less time.
Operations Training can have a variety of metrics. We ran a class on how to write work instructions for a part of the business that was very procedurally oriented. Every time they had people leave the department due to promotions or turnover, processes broke down. Our metric was the existence of well-written work instructions in the departments that participated in the training. This helped the business leader keep continuity when there was turnover.
Compliance Training metrics are not very glamorous. This is a case where counting up completions works to serve the measurement need. Our legal department wants to reduce or eliminate ethics violations, or failing that, be able to prove the company did its part in making employees aware of their responsibilities and the consequences. We make sure everyone goes through our business ethics course and provide a report shows that this has been done.
Soft Skills Training metrics are of course the fuzziest area. Yes we conduct level three evaluations to show behavioral change, but most people don’t get too excited over these. However, our Chief Human Resources Officer is very interested in employee engagement. She knows that offering soft skills training helps people with personal development which is important to engagement. She also knows that managers and supervisors who use what they have learned in soft skills courses are going to receive higher engagement scores. So yes, we count “butts in seats” for these courses.
The point I’m trying to make with these examples is that the metrics have to match the need. When we help our organization’s leaders meet their goals by identifying and addressing the learning component of their business problem, we are truly adding value.
The Media Is Tuning In to You!
On Monday I attended the ASTD Southern Connecticut Chapter’s monthly meeting. The topic was, what else: Social Media. The speaker was Jennifer Scott, of HireEffect LLC. She specializes in talent acquisition and career coaching. She helps her clients use social media for recruiting and/or job searches. She had great advice for both the people in the audience who are currently in career transition, and for the small business owners who are trying to reach more customers with their training/consulting services. Currently, I’m in neither of these categories, but certainly could be some day. Nevertheless, as someone who just recently began immersing himself in social media, I found her presentation to be valuable and helpful.
She focused on three key social media tools: LinkedIn, facebook, and twitter and made good points about each. But her main point was that we would be crazy not to take advantage of the networking opportunities afforded by social media. Years ago, companies had to work hard and pay dearly to get their name out there. Now, through these tools, the media is tuning into you! Social media tools provide free targeted advertising for your business, your job search, or your personal brand.
She gave some advice on how to develop a social media presence. Here are a few of her key points and my takeaways.
Clearly define your value proposition. Before you jump in and start appearing all over the web, know what your niche is. What do you want to emphasize? What do you have to offer?
Be consistent. Your web presence should make sense overall. In other words, your headline on LinkedIn and your Bio on Twitter should tell the same story about you – and it should match your overall value proposition.
Optimize your profile. Take advantage of all the real estate offered on social networking sites to describe your offering or your company. Carefully consider keywords for your profile that are job, business, and industry specific for the audience you most want to reach. Remember, this is free targeted advertising!
Don’t just show up; Participate! - Submit news articles. Initiate and join discussions. This is social media. Contribute to the groups that you join. Forward articles or people’s profiles to others who you think might benefit from them. When you make good points in a discussion, people naturally become curious about who you are and will want to link back to your LinkedIn profile or your company’s facebook fan page.
Convert social networking into direct connections –Where it makes sense, call a social network contact to offer your services, or to find out more about what it is they have to offer. This is really what it is all about isn’t it?
I am about three months into my explorations with social media tools. Each day as I learn more I become more encouraged by the possibilities for using them for learning inside my organization. I really feel that we are on the cusp of a new evolution in corporate learning that will see us becoming more focused on creating environments to capture informal learning rather than being content and course deliverers.
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