Campaign-based Learning: What is it and why should we be doing it?

Very often corporate learning consists of one-off learning events like a workshop or a e-learning course.Campaign-based learning flips the traditional ‘the training occurred’ viewpoint to a new paradigm of continuous... [ view full abstract ]

Very often corporate learning consists of one-off learning events like a workshop or a e-learning course.

Campaign-based learning flips the traditional ‘the training occurred’ viewpoint to a new paradigm of continuous learning. It borrows concepts from marketing to reframe the learning experience as a series of touchpoints distributed over a longer time span. This might include an announcement, teaser videos, posters, emails, live virtual sessions, events, instructor-led sessions, manager-led coaching, e-learning, resources, practice labs, quizzes, challenges or competitions.

There are many benefits to this approach.

1. Overcoming the Forgetting Curve: The rate at which people forget information following one-off training events is well researched. Campaign-based learning allows us to reduce cognitive overload and design opportunities for learners to remember and reinforce and to trigger the application of key skills and behaviours.

1. Better Engagement: When a new course becomes available, engagements levels may be disappointing if you don’t consider the holistic learning experience. How do learners hear about the course? Is it endorsed by the CEO, their manager or key influencers in the organization? Is there conversation happening about the course? Are there incentives to engage like recognition, digital badges or swag? Is there a competitive element? Is it fun? Campaign-based learning incorporates the overall learner experience to motivate learner engagement.
2. It’s Faster to Deliver: Campaign-based learning allows the learning professional to be agile and incremental in developing the learning experience. Enormous time is invested in developing one-off training impacting the time it takes to reach your learners. With campaigns, a timeline of learning touchpoints and a detailed plan is developed, however, the learning team can create resources incrementally resulting in a faster time to reach learners.

This session will conclude by reviewing some examples of learning campaigns in the workplace.