In our last article we discussed what campaign learning is and the comparison of it to the marketing campaign. But why should we use campaign learning to achieve organisational performance targets? What benefits does it provide?
There are numerous benefits to using campaign learning. These include:
- Focused on performance outcomes
- Multiple mediums
- Learning spaced over time
- Autonomous exploration
- Greater engagement
- Agile development and delivery
- Better retention
- Social learning
- Culture of continuous learning
Successful learning needs to be focused on a specific performance outcome. Without a specific and targeted outcome, the learning is not measurable and will have no impact. The core of the learning campaign looks at focusing on the achievement of a specific performance issue that needs addressing and can be solved through the implementation of a learning initiative. The benefit of this means that the campaign has a specific need to address, we understand the why, and can then adequately develop solutions to address this need.
The nature of campaign learning means that the learning is not a “one and done” learning event, rather a series of learning experiences spaced over time. The benefit of this is that we can select the most appropriate medium for the message. We are not restricted to just a face to face workshop or a standard eLearning course, rather use a wide variety of delivery medium to deliver the learning experiences, whether this be the mediums mentioned or utilising video, infographics, live online virtual events, virtual or augmented reality etc.
We are also not limited to just one delivery medium, rather a mix of mediums can be provided to offer a variety of learning experiences. For example, a video can be developed. The audio file can be extracted to provide a podcast and transcribed for an article. We can also track, through xAPI, the levels of access for each of these mediums to determine which is the most popular for the learner cohort.
Ebbinghaus’s Forgetting Curve and Will Thalheimer’s research on spaced learning has shown that learning needs to be spaced over time. The “one and done” learning event does not have the desired impact on performance. Knowledge may be acquired, or skills may be demonstrated, but insufficient time is allocated for application of this knowledge or mastery of the skills. This can only happen over time. The campaign approach, with multiple learning events spaced over time provides this opportunity.
Through a campaign learning approach, with multiple learning experiences provided over time the benefit is that it provides the opportunity for learners to autonomously explore the various learning experiences. Research has shown that learners are more motivated and engaged when they have control over their learning. The autonomous exploration means they can explore the learning at a time that suits their needs. They can also interact with the learning at the level they require, whether this means consuming all content or, if they already have the knowledge, simply involving themselves in the experiences where they need to apply the knowledge.
Multiple mediums spaced over time allowing for autonomous exploration also provide the benefit of greater engagement from the learners. With greater engagement comes better learning, better outcomes and, ultimately, better returns.
A great benefit of campaign learning is the agility it provides, in both the development and delivery. A campaign learning approach, with multiple points of learning spaced over time means that the development can be very agile. Initial learning experiences can be developed and rolled out, while development of the subsequent learning experiences are still being developed. The speed to implement a learning campaign is much quicker, with only a few learning experiences needed to initially launch. The agility also means that experiences can be easily developed, implemented, tested and, if required, amended rapidly and easily. This is a level of agility that development for a structured “one and done: learning event does not provide.
Agility is also provided in delivery. Smaller points of learning can be delivered much more effectively, especially delivering to the “time poor”.
The smaller points of learning mean that the issue of cognitive overload is avoided. Learners are not bombarded with large volumes of content, forgetting a large percentage of what was delivered. This ultimately results in better retention of the information.
Retention is also aided with the learners being exposed to the concepts over the period of the campaign, not just on the one occasion.
A well-constructed learning campaign provides the benefit of encouraging social learning. The multiple points of learning throughout the campaign provide the ideal opportunity for learners to collaborate and learn from and with each other.
Typically, organisations have a culture of learning situated around completing a single learning event then back to business as usual. A campaign learning approach means that learners are continually exposed to learning experiences. The nature of learning becomes embedded into the regular business as usual, changing the culture to one of continuous learning.
The numerous benefits of a campaign learning approach mean that organisations that implement them effectively are going to see better learning, better outcomes and better returns.
Talk to us at Superb Learning on how to implement a Campaign Learning approach.
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