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Effective marketing of e-learning solutions internally

Now that your e-learning initiatives are in place and you are ready to roll, you suddenly hit a wall. The barrier that we are talking about is employee acceptance. Employee acceptance is what makes an e-learning initiative a success or a failure. Now that you have hit the wall, you need to go back to the drawing board and ask yourself some questions like; have you been facing the problem of low employee acceptance of your e-learning program? Do you face a low employee participation in the e-learning programs? The most important question to ask is how effectively you have been able to market e-learning solutions to your employees. Once you are on the drawing board, firstly, it is important to understand why it is difficult for employees to accept the e-learning initiatives. We are here to help you understand the problems and find a solution in real time. Our solution will enhance the objective of total employee involvement during e-learning programs.


Let’s start by taking a look into why employees are adverse to the idea of e-learning. E-learning is a different kind of classroom training and it takes place in virtual space. E-learning’s innovation is that one can participate in this training sitting at their desk. It has been seen from many psychological tests that employees like to attend a training sessions where the employees talk to someone and that someone can talk back to them. In e-learning the case is much different. It’s almost like a paradigm shift. To market e-learning effectively and counter the e-learning vis-à-vis classroom study scenario, it is important to identify the need of e-learning, the usability and the final output. It is also important to realize the criticality of e-learning solutions as a means of achieving organizational goals. The first thing to remember and focus on is identification of the areas in the organization where the e-learning training will directly facilitate and support business strategy. It could be for team building to facilitate increase in productivity or for creating a vault of knowledgeable IT workers. Once a clear chart can be prepared as to how e-learning can help to achieve business objectives, then it will be easier to convince employees to take up the course.

Most of the e-learning Guru’s have from time to time laid out certain principles that will make it easier for corporate to motivate their employees into participating in the e-learning process or module. One of the most appreciated and universally accepted motivational theories is by John Keller and is better known as ARCS or Attention, Relevance, Confidence and Satisfaction. But then like some of the best theories of the world, the limitation here persists in the form of it being easily misunderstood and misapplied. So coming down from ARCS, one can find seven perfectly balanced motivating principles that can be applied to one and all.

  1. Real time benefits – real world impacts like loss of productivity, HR problems, customer problems, glitches between employees etc. Employees need to understand how e-learning will improve their conditions and situations and impact outcomes in a positive way.
  2. Putting the learner at risk – This is probably the bottom-line strategy that when applied can change the scenario. It is important and critical to put the learners in decision making scenarios. This will give them ample responsibility to shoulder and the factor of losing will help them to pay attention. Create risk – achieve involvement!
  3. Relevant content – One of the key factors is how you select the content according to the need of each learner. If the content is unimaginative or cannot capture their mind, then the entire exercise will be futile in terms of objective and ROI.
  4. Interesting context – The more interesting the training is, the more captive the environment will be for the learners. The more they will understand and grasp to use it for the benefit of the organization. To make the context interesting, humor, music, animation etc can be used.
  5. Infomercials – Display e-learning marketing collateral in the form of pictures or in a flash or movie format. The infomercials can be mailed to the employee or displayed on the Intranet. Regular viewing will create an enthusiasm in the target audience and going through with the entire e-learning program will become easier.
  6. Provide Feedback – Feedback is probably one of the most crucial parts of the entire e-learning process. Just saying, “Good Job” will not be enough. It is important to communicate what was good about the work and how it can be made better.
  7. Judgmental error – This error can always be avoided at the onset. In a situation where an employee goes through their e-module training and gives a test, he/she would be probably more eager to know the results. The test results might not be as consequential as the waiting period. And at times, the de-motivating factor is the long waiting period.  

The benefits of e-learning are many and if the above motivational factors can be worked out to the last point then the job is half done. The rest of the issues will get sorted out automatically. The best part of e-learning is that it enables organizations to deliver training to people globally without bringing them to a single location. That is one of the salient points of an e-learning solution. So it is important to remember that along with the motivational factors, change from traditional classroom training to e-learning on the desktop needs to be thoughtfully managed. E-learning is a tool, which when combined with the employee direction can build an organizations strength and take it to the zenith.

E-Learning India
E-Learning India
E-Learning India
E-Learning India