Creating Demand For Learning & Development

One of the biggest challenges faced by learning professionals is creating demand for learning and development. Despite spending the time, effort and resources on crafting phenomenal learning… We still struggle to get employees to actively engage with learning opportunities. So what’s the solution? How can we make our people want to get involved in learning, and realise its value? By stealing the marketing approach of demand generation (duh 😉)

WHAT IS DEMAND GENERATION?

“Essentially, demand generation is a long-term, education-focused marketing strategy that prioritizes reaching and engaging “out of market” buyers. It captures the umbrella of marketing programs that get customers excited about your company’s product and services without trying to explicitly sell to them.” (Hubspot, 2023)

And in this podcast episode, Han delves into why generating demand is important for L&D, including…

BOOSTING AWARENESS

If people don’t know your learning exists, they can’t engage with it, right?! Demand generation captures the attention of audiences, and makes people want to get involved with learning, by linking it to their personal wants, needs and pain points.

MOTIVATES AUDIENCES

Through boosting awareness and connecting learning with personal aspirations, we will also change the narrative about audience motivation. We all know that motivated learners are better learners, and by directly answering the ‘what’s in it for me?’ (WIIFM) question, we can boost motivation amongst cohorts.

ALIGN WITH BUSINESS GOALS

When done properly, demand generation can bridge the gaps between L&D, the business and the audience. By bringing all three together, the perceived value of learning and development increases throughout the organisation. Sounds like a win, win to us!

IMPLEMENTING DEMAND GENERATION IN L&D

As much as some L&D professionals would like to disagree, engagement (and in turn, demand generation) is L&D's responsibility. So, how do we create demand for learning and development in our organisations? Well it’s a simple process:

1. Create a value proposition canvas, to help you answer the WIIFM

2. Use social proof to validate your WIIFM claims

3. Use storytelling to bring it all to life!

Want to learn more about generating demand in learning & development? Well get this episode in your ear’oles now! 🎧