How many training programmes have you nearly fallen asleep in? Or how many have you attended and left feeling totally inspired? We have all had good and bad training experiences. Sadly the bad have had a really negative impact on many people’s perception of training, particularly if work related.
Yet we live in an age where there is a real need to upskill to deal with the change being driven by technology and changing customer expectations. At the same time there is often an issue with “training fatigue” – people only train if mandated or do the bare minimum because they do not see it as a value add. The answer is not more training – but better training!
Recently I sat through the CIM AI Marketing course – and struggled. Why? Because it was hours and hours of AI generated talking head videos. On numerous occasions as I got to the end of the video I realised I had switched off and had to re-watch it. In theory AI could make training courses and programmes even better, but as this experience shows, only if done well.
Over the years I’ve not only participated in but also designed and led a substantial amount of training programmes and workshops, as well as 1:1 coaching. So what do I think makes for a great training experience?
Omnichannel and personalised
First and foremost no one size fits all – each situation and person is different and a great training experience factors this in. In fact making a training programme truly omnichannel is a great approach. This means a personalised approach, across multiple channels and multiple formats. It also means measuring and adapting the programme based on the data.
Every person has a different learning style or preference so offering different or personalised options really works. If running a face to face session supplement it with follow up digital resources. The hours of AI generated video may be cheaper to produce but it will not deliver a great experience for most people. Rather offering a selection of offerings in different formats around the video can really enhance the experience (which to be fair the CIM does partially do).
Ideally a blend of trainer or coach led and digital, tailored for the individual and the situation is the best solution – if of course budget allows!
Engaging and relevant
A great training programme should engage and stimulate you. It should not be monotonous! It should drive your curiosity and maybe even inspire you.
The purpose of training is generally to drive or enable change or some form of action. A common complaint I have heard over the years is that training is not relevant enough or does not translate back into the day to day job. As such it is important that the training is practical and relevant to the real world.
One of the reasons experiential training works so well is because it is hands on. This is also why often a fully immersive workshop works. Whilst it may take up more time it enables participants to practice what they are learning as they learn. This makes it feel more real but also helps in remembering and then applying what you learn. Generally workshops also feel more engaging and can elicit better results than a series of eModules.
Where a workshop is not available “drip feeding” or bite-sized learning can work well. This allows people to learn a little, apply and then learn some more, apply, and so forth. Coaching is another example of this approach and is generally also much more engaging due to the 1:1 human nature of the approach.
Use storytelling and gamification
Using tools such as storytelling and gamification helps ensure people connect with the training, stick with it and ultimately remember it.
Using storytelling techniques can really help people recall the training – and there is science to back this up (read my science of storytelling article for more info). Stories also help drive connection and engagement. They can also help make the training feel more relevant – hearing about someone else’s experience can make the training feel more “real”.
Gamification is another cornerstone of a great training programme (read my article on gamificationfor more info). Sadly I feel like gamification has fallen out of fashion slightly when it is actually an incredible tool. Similar to storytelling, gamification plays on human behaviours and neuroscience. Competitive elements, for example speak to a very basic human drive and can ensure participants really strive to do well in the training.
Similarly gamification can bring in elements to help drive participants through a programme over a period of time. This could include rewards or incentives, or element of social standing such as expertise levels or leadership options.
It is about people
Training is for people – and as such it should be all about them. It should factor in human behaviour and emotions. Impactful training is more than just sharing some information. It is about enabling, sharing and changing behaviours. If you want to deliver great training you have to understand the people. Being people centric is just as important as having expertise. Just remember your favourite teacher – invariably it was their human skills rather than their expertise that you remember. In an age of AI we still need the human involvement – including in training.
Just as people are important so is training. Investing in training is not just about making sure people are equipped to do their job – it is about showing that you value them.
If you have training needs please get in touch – I am a highly engaging, passionate and experienced trainer and coach.
- I have years of experience in developing and running omnichannel, digital and social media training in pharma – ranging for large global workshops, to eModules, to personalised mentoring
- I run social media training for HCPs and patient advocates, or if you are interested in patient advocacy I also offer mentoring for patient advocates.
- I also run courses and offer 1:1 coaching in storytelling for pharma, data and analytics teams or Start-ups
Email me for more information alexandra.fulford@pharmaguapa.com
