Jan 29 07
Training and Corporate Broadcasting
By Renn Vara
I have a challenge for the training industry: why continue to separate corporate training from corporate communication/broadcasting (webevents, podcasts, vidcasts, and social networking)?
The corporate training industry is in crisis – the industry just doesn’t know it yet. Business is generally good these days - money spent on employee training and retention is at a premium. However, trainers and training companies know that there is this cloud of innovation coming at them like a freight train.
Over the years, many trainers put their toe in the water with webcasts, or what we at SNP call WebEvents. They may even have begun delivering their content through elearning modules. Many of these efforts use tools like WebEx, Elluminate, LiveMeeting, Conference Place, MShow, Raindance, Breeze or On24. But trainers experienced mixed results. They continue to find the bulk of their revenue coming from in-class training, falling back on what they know best and what is most profitable. Even the larger eLearning companies, while doing generally well, are worried about the coming changes. If they’re not already asking the question, “How will self-creation communication vehicles like BizTube impact my business?” they should be.
With these new innovations, the long-accepted separation between training and executive messaging will continue to blur. Good trainers know they need executive endorsement or sponsorship to build effective training programs. Sure they can make money working only on training modules within a training department, but to be effective with the overall company drivers they need executive involvement. Innovative training vendors know to seek out corporate communication tools within their customer base to promote their training programs from the CXO level down. More often than not these tools are WebEvents, audio/video programs and conference calls fed over the web. But this can be tough to do, particularly if they’re locked in the company training department.
From our vantage point, at the CXO level we’re seeing more and more crossover between corporate communications and training. The enterprise is beginning to see their efforts in a more holistic way as a communication system. This is driven by need, by cost, as well as the recognition of the importance of total alignment with their employees. For example, the American Society for Training and Development (ASTD) may need to change its language from Learning System to Communication System as these innovations are adopted and mature within the customer base.
- So with that in mind and following my challenge to the training industry, here are a few recommendations:
- Recognize the co-dependence of executive communications and training
- Incorporate a communication strategy into all your training programs and rollouts
- Adopt WebEvents, podcasts, vidcasts, blogs and social networking as tools for training previews, promotion and executive endorsement
- Embrace innovation as a natural progression of corporate life with parallels to an employees daily life – the common use of the iPod for example
- Understand these tools as complimentary additions to traditional training
- Think of training as part of a Communication System within the enterprise
And when it’s all said and done, we believe that training will no longer be relegated to the afterthoughts of business – but instead will find itself as an integral part of the successful enterprise, right up there with sales, marketing and IT.
So training professionals, in answer to my challenge of why separate corporate communications from training, begin to think of yourself as part of a communication system run from the boardroom rather than a classroom. Are you ready to take the challenge?
So, how do you propose we trainers do this? Do we work closely with the executives and IT departments to integrate training messages from the executives, codified by trainers, and distributed by IT as webcasts, podcasts, emails or other forms of communication?
Do we create MySpace pages and groups for our companies? I can just picture a MySpace Group for IBM employees. ;)
Cory - Thanks for the questions. I enjoyed your blog by the way. First of all, yes to all your first questions. My point is that we need to put training into context and not think of it as a separate function. For example, our company often works with content owners and executives before we teach presentation, sales or content development classes. That way we work WITH their real content/message/audience instead of just developing skills - not to say that’s not important. Regarding the use of blogs/forums/podcasts, some call it social networks, no to MySpace and Facebook but yes to creating your own company or divisional communication system. The future is candor and transparency. The winners in the future will be those who understand it’s importance and use it to build solid relationships with their stakeholders and customers. So get started. Thanks again for dropping by.
BizTube Pty Ltd Streams corporate training videos online in realtime. We have examples of first aid and OH&S training videos available online for SME and corporate clients.
Australian Training Initiatives Pty Ltd and Australian First Aid Pty Ltd are already streaming video training online in realtime through http://www.biztube.com.au
Both companies are Registered Training Organisations and as far as I am aware, the only companies in Australia who have crack online learning using video.
BizTube Pty Ltd
03 9589 1405
I think the trend should be that training should be thought of as an event rather than a one-time thing. The way to exploit that methodology is definitely through broadcast. Classrooms are no longer the only place for training to take place. Whether online, or through a podcast, the future of the industry is dependent upon technology.
An example of online video training can be seen at:
http://www.biztube.com.au/businessvideo/00023.html