Why Think Like A Marketer

Unless you’ve been living under a rock, you’ve probably heard people say that L&D professionals should start to think like a marketer. But why? Why would a learning professional start thinking like a marketer? What impact will that have on L&D?

Our answer: A LOT.

Marketing and communications are some of the weakest skills in L&D’s toolkit (seriously, the LPI’s L&D dashboard says so), but they’re SO valuable for L&D professionals to harness. And we chose the word harness deliberately. L&D already have these skills – it’s just a case of changing your way of thinking and your approach to communication.

We’re not suggesting you have to have the skills, knowledge and know-how of a Strategic Head of Marketing. Instead, we’re talking about the basics, the more foundational stuff to do with marketing. It’s generating demand for learning, focusing on consistency, and leveraging campaigns. It’s small shifts that make a big impact, and help you finally overcome your learner engagement challenges.

What’;s more, when you start to think like a marketer, your mindset will shift: your ‘learners’ will no longer be learners. Instead they’ll become your consumers. They’ll become people you need to persuade to get involved with learning. You’ll start thinking about the ‘What’s in it for me?’ for them. You’ll try to get into their minds (in a non-creepy way!) and work out what drives them, and what will push them to take action.

Thinking like a marketer can truly transform L&D functions – and it’s a little shift that can create a huge impact. It can help us prove L&D’s value in organisations, and get us the ‘seat at the table’ so many L&D pros are searching for. So if you’re still wondering why you need to think like a marketer, grab a brew, and settle in to listen to Ash & Han chat about why L&D must start thinking like marketers.