It is not just a case of providing training and development opportunities within an organization: employees need to be informed about them and the provision needs to be structured to ensure that they have access to the courses. Marketing and promoting training provision informs potential consumers of availability and their benefits. To be successful, it needs to:
- use a medium or channels that the learners use;
- use language, tone and style that match those of the learner;
- make contact when it is timely for the learner. Methods of contacting and informing potential learners include:
- e-mails;
- corporate newsletters;
- website;
- online booking services;
- posters;
- advertisements;
- sponsoring events;
- brochures and inserts;
- learning and development newsletters;
- trainers informing delegates of other complementary courses;
- presentations in the workplace;
- using line managers to communicate training details.
It is a necessity to ensure that training has a high profile in the organization otherwise the benefits it provides may not be noticed or acknowledged. This lack of recognition may then translate into reduced financial resources being made available. Also, a higher profile can lead to greater influence and encourage stronger commitment to training. Successes should be communicated. For example, one manager described the introduction of a BTEC programme: ‘We implemented it throughout customer services, and made a big song and dance about it! It drew attention to training!’
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