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Driving Adoption for Better Learning Outcomes

Brandon Hall

October 2017

© 2017 Brandon Hall Group. Licensed for Distribution by Litmos. 2


Table of Contents

What Is Adoption? 3Barriers to Adoption 3Learning in a Marketing World 4User Adoption 5Gamification 6KnowingYourAudience 6CommunicationandMarketing 8FocusonUsability 8UltilizeAmbassadors 9IntegrationandEngagement 9KeyTakeaways 11AboutLitmos 12AboutBrandonHallGroup 13Authors 13



Adoptioniswhenamajorityofyourintendedaudienceparticipatesinalearningeventthatyouhaveimplemented.

What Is Adoption?

Barriers to Adoption

Employeesaretoobusyfortraining.Theyhavetoomayotherpriorities.

Employeesthinktheyalreadyknowthematerial,sotheydon’twanttoattend.

Traininghasabadreputation,soemployeesavoiditliketheplague.

Systemsarehardtouse.

Nothingseemsrelevant.



Themarketingfunctioninmostorganizationshasalreadyfiguredouthowtotargetaudiences,grabtheirattention,andkeepthemengaged.Learningcouldstandtolearnafewthings,particularlywhenitcomestotheuseofsocialmedia.

Companiesthathaveadedicatedsocialmediateamformarketing

Companiesthathavesignificantlyexploredsocialmediaforlearning

Learning in a Marketing World

73%

24%

1

2

1. Altimeter Group 2. Brandon Hall Group



Withanyinnovation,suchastargetedmarketingtogetmoreemployeestoparticipate in learning experiences,true early adopters are hard tocome by. Research shows that onlyabout 16% of your audience willbe innovators or early adopters.Additional research indicates thatthere isactuallyasignificantchasmbetween Early Adopters and theEarlyMajority,indicatingthatittakesagreatdealofefforttoconvertusersaftertheEarlyAdopters.

Heavily Influenced by:

• Perceivedusefulness• Perceivedease-of-use

Five Stages of the Adoption Process:

User Adoption

Knowledge Persuasion Decision Implementation Confirmation

Users go through specific stages of adoption. The first few stages -when the audiencebecomesawareofthesoftware,ispersuadedtouseit,andultimatelydecidestouseit-areheavilyinfluencedbyhoweasytousethesoftwareis,aswellashowusefulitseemstobe.

Source: Diffusion of Innovations, Everett M. Rogers



Gamification

Knowing Your Audience

Gamification can provide simple motivation for adoption by encouraging people toacquirepoints,badges,acknowledgement,orreallyanyformofrecognitionthatsuitstheaudience.Mismatchedgamemechanicscanleadtodemotivation,however.Forinstance,somelearnerscanbedeterrediftheynevermaketheleaderboard.Otherlearnersmaynotbe enticedby theprospect ofpoints.Understanding the audience is critical to theeffectivenessofgamification.

Leaderboards and point systems can be effective• Knowyouraudience• Providetherightincentives

Marketingissuccessfulbytargetingitsaudience.Learningneedstotakethesameapproachinunderstandinglearners in order to deliver morepersonalizedexperiences.

Do learners want it?

Do learners need it?

If you were them, would you take it?

For every training project, think to yourself:



Knowing Your Audience (cont.)ConductaLearningNeedsSurvey

• What training would help you do your job better?

• What training would help you develop your career?

• When do you prefer to take

training? On what device(s)?

• Be careful with “learning styles.”



Communication and Marketing

Focus on Usability

DoyouhaveaCorporateCommunicationsteam?Partnerwiththem!

(Makesuretoscheduleprojectsaroundcompanyeventsandbusytimesoftheyear.)

• DoyouconductformalUX/UIreviews?• Doyouholdfocusgroups?• Doyoulistentoyourusers?• Doyoutakeactionbasedonfeedback?• Whatbarrierscanyouremove?• Howmanyclickscanyoureduce?• DoyouneedtousetheLMSforeverything?• Canyougetcontenttoyourusersfaster?



Ultilize Ambassadors

Integration and EngagementTools for Engagement

Video

• Designatecertainemployeestobeambassadors(powerusers)• Createafeedbacklooptocontinuallygettheirinput• Use them to represent and promote learning programs• Havethemrunfocusgroupswithendusers• (Fairwarning,theymaynotbethebestteachers)

Theabilitytoincludevideointhelearningplatformhasalsodonea lot to improveadoption.Peopleareusedtoconsumingvideos,bothforentertainmentandforlearning.Itisagreatuseofmobiledevicesasitusesthe entire screen space. Advances in searchability,annotations, and interactions have only solidifiedvideo’splaceinanengaginglearningenvironment.

OnboardingSolutions

Somewhat Highly Valuable

Social Collaboration Tools

LMS Gamification

About81%oforganizationsseetheLMSasavaluabletoolforoverallemployeeengagement.GiventhewidereachoftheLMSandthetypeofinteractionsthatoccurwithintheplatform,organizations should view LMS adoption as a critical piece of their overall engagementstrategy.Gamificationisalsoseenasvaluablebyalmosttwo-thirdsofcompanies.

Value of Tools to Engagement Strategy

37.7%21.3%

38.3%

10.5%

50.7% 61.5% 43.0% 50.8%



Integration and Engagement (cont.)

What Helps Adoption?

Adoption Does Not Equal Success. Adoption should be ONE of SEVERAL KPIs.

Having awealth of differentmaterialsavailablehelpsdriveadoptionbecausethere isusually something that can fittheneedsofanytypeof learner.Fromlengthtoformattotopic,it’simportantto give learners an opportunity tointeractastheyseefit.

Learningthatcarriesmost,ifnotall,ofthesecharacteristicsismorelikelytobeadoptedintopeople’severydayworkflow,asopposedtomoretraditionalclassesandcourses,whichcanbeseenasseparatefromthejob.

ContextualRole Location Development path

SmallShort videos Quick updates

InformalEveryday Ad hoc

MobileDown time Moment of need

SocialDiscussions Recommendations



Key Takeaways

• Communication aids adoption

• Learn from Marketing

• Learning needs to meet the learners where they are

• Highlight WIIFM (What’s In It For Me?)

• Incentivize if necessary



v

About Litmos

PartnerTraining

CustomerTraining

ComplianceTraining

EmployeeDevelopment

PartnerTraining

CustomerTraining

ComplianceTraining

EmployeeDevelopment

Recognized as a category leader

Double-digits growth

The Continuous Learning Suite

Litmos in last 5 Years

• [email protected]• @Litmos

Connect with Litmos • linkedin.com/company/litmos• www.litmos.com



BrandonHallGroup isaHCMresearchandadvisoryservices firmthatprovides insightsaroundkeyperformanceareas,includingLearningandDevelopment,TalentManagement,LeadershipDevelopment,TalentAcquisition,andHR/WorkforceManagement.

Withmorethan10,000clientsgloballyand20yearsofdeliveringworld-classresearchandadvisoryservices,BrandonHallGroupisfocusedondevelopingresearchthatdrivesperfor-manceinemergingandlargeorganizations,andprovidesstrategicinsightsforexecutivesandpractitionersresponsibleforgrowthandbusinessresults.

Authors David Wentworth ([email protected]) wrote thisreport.HeisPrincipalLearningAnalystatBrandonHallGroup,focusingonallaspectsoflearningandthetechnologythatsupportsit.Davidhasbeeninthehumancapitalfieldsince2005andjoinedBrandonHallGroupasseniorlearninganalystinearly2012.

Vinod Choudhary is ProductMarketing SeniorDirector at Litmos byCallidusCloud.

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Driving Adoption for Better Learning Outcomes...• Ask the Expert • 1 on 1 Consultations • Research Briefings • Benchmarking CLIENT SUCCESS PLAN • Your Priorities • Executive