Training Industry Magazine - May/June 2019 - 30

GO BACK TO THE BASICS
OF PSYCHOLOGY AND
LEVERAGE THE PRINCIPLES
OF HUMAN MOTIVATION
TO ENSURE IMPROVED
PERFORMANCE OVER TIME.

* Scarcity: Lastly, the more a person
sees something as rare, the more
valuable it becomes. By building a
sense of rarity into a learning program,
either through individual sign-ups or
limited participation, it can help drive
the value of completing the program
for any learner.

3. Make Programs Memorable
through Marketing and
Branding Tactics
Making training stick can also happen
before the training begins. By embedding
cutting-edge marketing approaches and
unique messaging, learners will already
be interested in learning before they hit
the classroom. Fortunately, L&D and HR
professionals don't need a marketing
or communications background to
understand that memorable, engaging
messaging works to promote programs
of all kinds.
Learners, just like any consumer,
appreciate creative communications

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that have an emotional appeal. One way
to achieve this appeal is by embedding
stories into learning, which helps humans
remember information. Leveraging
messaging from senior leaders about
the importance of attending a specific
program, or only opening up a limited
number of seats for the training, can
help amp up its appeal.
Applying gamification principles to a
training program not only makes learning
more engaging but also lures learners
into a fun environment that motivates
their senses through competition or
points-based reinforcement. This tactic
can be great for marketing and appeals
to many personality types and helps
ensure your program is both memorable
and long-lasting.
Lastly, a branding strategy that can drive
memorable learning programs focuses
on creating a theme that makes learning
a fun experience. For example, creating
a theme (e.g., buzz terms or catchy
phrases) through a fun title, related
activities, company giveaways/prizes,

unique learning content and posttraining takeaways can help employees
shift from thinking of the training as a
mundane requirement to an interactive,
fun experience for all.
Knowledge transfer in the modern
business world is becoming a complex,
intricate process with the addition of
new capabilities that extend outside of
the classroom...but mobile-accessible
and microlearning technologies are
simply not enough to enact lasting
change. Human motivation tactics,
embedded influence strategies and
effective marketing are key elements
that can lead learners to more quickly
adopt new strategies and form longterm commitments to organizational
and individual goals, which will have
a significant impact on organizations
across industries.
As companies move faster and demand
change, it's important to ensure learning
programs drive people's motivation and
reinforce key organizational concepts.
Encourage learners to set goals that
are attainable, realistic, require a sense
of ownership and offer a measurable
timeline to completion. Additionally,
keep learners guessing on what's next
by embedding fun branding strategies,
which will also sustain engagement over
time. Try something new in your next
program to ensure learners have fun
on their way to mastering innovative
concepts and ideas. But, most
importantly, go back to the basics of
psychology and leverage the principles
of human motivation to ensure a greater
likelihood of improved performance
over time.
Tiffany Poeppelman is the Global Head of
LinkedIn's Business Leadership Program
(BLP). She is passionate about inspiring
people to think differently about how to
optimize future business opportunities amid
the changing requirements of the global
workforce. Email Tiffany.

https://www.trainingindustry.com/wiki/content-development/gamification/ https://www.linkedin.com/in/tpoeppelman/ https://www.trainingindustry.com/articles/content-development/5-ways-to-make-your-training-engaging-memorable-and-unexpected/ https://www.trainingindustry.com/articles/content-development/5-ways-to-make-your-training-engaging-memorable-and-unexpected/

Training Industry Magazine - May/June 2019

Table of Contents for the Digital Edition of Training Industry Magazine - May/June 2019