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A Strong Learning Brand: The Key to Executive Trust

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  1. A Strong Learning Brand: The Key to Executive Trust Webinar March 12, 2009 Marcia Dresner Lynn Lehman

  2. Learning Brand Webinar Overview • Brand Happens • Elements of Learning Brand • Measuring Learning Brand • Consequences of Learning Brand • Learning Brand Study and Cohort

  3. BRAND

  4. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort Brand Happens • It is impossible to keep people from developing an opinion about the things they experience in their lives. • It is, therefore, imperative to actively manage the elements that make up a brand. • Management of a brand goes well beyond marketing.

  5. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort Corporate Branding Research • Every company, department, and person has a brand. • Brand happens whether it is managed or not. • The customer perception of a brand has consequences. • A brand is a company’s most valuable intangible asset. • The strength of a brand is an indicator of a company’s financial value and growth prospects.

  6. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort What is Learning Brand?

  7. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort

  8. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort CorpU Learning Brand Model Brand Drivers Brand Perception Consequences • Brand Promise • Mission, Vision • History • Guarantee of… • Quality • Service • Performance • Brand Marketing • Logos, Slogans • Messages • Brand Experience • Efficiency • Quality • Relevance • Trust • Financial Support • Ability to Take Risks • Strategic Access • Time • Employee Engagement • Differentiation from Competitors • Learning Function • Corporate Learning

  9. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort CorpU Learning Brand Model Brand Drivers • Brand Marketing • What and how does the learning function need to communicate? • Craft Brand Promise marketing collateral • Target to specific stakeholder groups • Ensure consistent exposure • Measure effectiveness • Brand Experience • How do stakeholders interact with the learning function? • Planning • Programs • Customer service • Results • Brand Promise • What does the learning function want to be known for? • Meaningful mission • Inspiring vision • Creation story • High quality programs • Excellent service • Demonstrable impact

  10. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort • POLL QUESTION • Which of the following methods do you use to measure what people think about your learning organization? • Please check all that apply. • Kirkpatrick Level 1 surveys • Corporate employee engagement/satisfaction survey • Survey to gather feedback about learning organization • Other • We don’t do this at all

  11. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort Learning Brand is the only holistic, voice-of- the-customer measure of the learning function Traditional measures of learning programs (Kirkpatrick, Phillips) focus on individual classes or programs, and cannot capture how learning is perceived to be doing its job in the organization in a comprehensive fashion.

  12. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort Learning Function and Corporate Learning: Different Experiences / Different Perceptions Learning Function The opinion that people have of the learning function based on their experience with the services and products that are within its realm of responsibility Corporate Learning The opinion that people have of the overall set of learning opportunities offered within the company that may or may not be within the realm of the learning function’s responsibility (e.g., orientation, career planning, advancement, coaching, manager support, tuition reimbursement, etc.)

  13. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort Why Managing Learning Brand is Critical • A strong Learning Brand positively impacts Senior Leader Trust, which results in more capital, reach and influence in the organization (i.e., sustainability) • Ultimately, a strong Learning Brand positively impacts business results through the Learning Profit Chain

  14. Perception Consequences Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort Senior Leader Trust A Strong Learning Brand Positively Impacts Business Results: Contributing to the Learning Organization’s Sustainability Drivers Employee Perception Line Manager Perception Senior Leader Perception L&D Staff Perception Capital Reach Influence

  15. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort A Strong Learning Brand Positively Impacts Business Results: Contributing to the Learning Profit Chain Learning Brand

  16. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort CorpU Learning Brand Study Components Learning Brand Model Research The data from the individual Learning Brand studies will be used in a long-term research study on Learning Brand drivers and strategic outcomes. • Direct Member Benefits • Learning Brand Index for each company • Action plan for strengthening Learning Brand • Correlations and trends across groups (benchmarking)

  17. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort CorpU Learning Brand Study Deliverables • Survey instrument with web portal • Your Learning Brand Index (Learning Brand strength score) • Demographic breakdowns that highlight differences between business units, locations, corporate levels, etc. • Comprehensive analysis report that includes Learning Brand strengths and weaknesses • Follow-up meetings to discuss implementation of action plan, share best practices around improvements

  18. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort

  19. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort The Learning Brand Cohort Through collaboration and insightful feedback, the Learning Brand cohort will help shape the survey tool and participate in the initial research. Also included will be both virtual and face-to-face meeting opportunities to discuss the process and results.

  20. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort Benefits of Participating in the Learning Brand Cohort • Assess and prioritize strategies based on survey results. • Compare learning brand indicators across different roles, regions, and business units; discover best practices and inconsistencies. • Learn how to establish and improve learning brand to further the establishment of a learning culture and improve business performance. • Learn whether your own perceptions of the learning function are consistent with those of other stakeholders. • Gain access to tools for determining and building learning brand strength before anyone else.

  21. Brand Happens / Elements of Learning Brand / Measuring Learning Brand / Consequences of Learning Brand / Learning Brand Study and Cohort “CHAT BOX” POLL QUESTION If you are interested in speaking with us about being a member of the Learning Brand Cohort, now is your chance. Please type “Please contact me” into the chat box and send it to the “Panelist.” (If you decide at a later date that you would like to participate in the cohort, please contact us at llehman@corpu.com or mdresner@corpu.com.)

  22. The CorpU Human Capital Challenges Framework Human Capital Challenges Achieve L&D Excellence Strengthen Leadership Bench Become Employer of Choice Drive Business Impact • Align learning with key business priorities • Organize L&D to support continuous business change • Execute learning program design and delivery efficiently • Measure the impact of learning • Speed throughput of leadership pipeline • Improve HIPO identification & development • Meet changing generational needs • Engage leaders as teachers • Ensure manager led development • Develop strong succession plans • Support top line growth • Reduce cost • Increase profit per employee • Accelerate success of mergers & acquisitions • Support global growth • Improve performance management • Attract the best talent in the industry • Achieve top quartile retention of key people • Improve overall employee engagement & loyalty • Become a great place to work

  23. Learning Brand Takeaways • Brand Happens • Every learning organization has a Learning Brand • Learning Brand is made up of Brand Promise, Brand Experience and Brand Marketing • The strength of your Learning Brand has consequences, such as the level of senior leader trust and impact on the Learning Profit Chain • Your Learning Brand can and should be managed to assure that learning is fulfilling its role in a sustainable manner

  24. QUESTIONS? Please indicate that you have a question by raising your hand or typing into the text chat box.

  25. Which Training Best Practices are Most Critical Right Now? Coming Up Next Mars, Inc Transforms Its Company Through Its Innovative Approach To Leadership Development Webinar March 26, 2009 11:00 a.m. – 12:00 p.m. EST Webinar April 8, 2009 11:00 a.m. – 12:00 p.m. EST