Tuesday, 24th May 2022 | Management
Why L&D, not foosball, helps attract and retain employees
It's becoming increasingly difficult for small businesses to find and retain staff. Offering employees learning and development opportunities is being viewed by many companies as a benefit to both parties, although small business owners have been slow to adopt this strategy.
If you’re in business, you’re already aware that employers need effective strategies to attract and retain talent. The upheaval caused by the COVID-19 pandemic coupled with other social and societal shifts has led many to change jobs or even remove themselves from the workforce altogether. In this environment, you’ll have to do better than providing arcade games or free muffins on Fridays if you want to find—and keep—the best employees. That’s why employers are increasingly offering learning and development (L&D) opportunities as a valuable job perk. Here’s how to make the most of an employee training strategy.
What’s L&D (learning and development)?
L&D opportunities are geared towards developing employee skills, knowledge, and capabilities which in turn fosters their personal and professional growth. These might include coaching, training, or mentoring. Learning and development is a strong way to value-add for everyone but small business owners are behind the trend. According to the Federation for Small Businesses, while 91% of business owners recognize the value of L&D, only 43% actually invest in it. If you’re among the more than half that are neglecting this strategy, you’re neglecting to use an effective tool. When you offer an L&D strategy, employees receive valuable training while employers get better-trained and happier staff. It’s a win-win.
Offering learning and development opportunities to your employees
Training, mentoring and coaching all sound great but one size does not fit all. Here are the steps to developing a training strategy that will benefit your employees and your business.
Create a plan
At its most simplistic, you need to figure out what you want your employees to learn before you can offer them anything. If you want to provide training that will help them in their jobs, write up a list of skills and knowledge they need and determine the gaps. If you’re looking to pair your employees with mentors or coaches, do your homework to figure out who would be the best matches.
Offer different learning styles
Some people are visual learners while others are hands-on. Some like to crack a book while others respond well to gamification. The good news is that there’s a wealth of different modules in various styles, and many of them are available online, due in part to the COVID-19 pandemic. It’s worth your time to explore the best options for your needs.
Provide enough time for completion
An L&D opportunity shouldn’t feel like extra work. Make sure you set realistic goals that don’t overburden your staff.
Give incentives
Incentives are a fun and effective way to boost employee engagement. Consider a gift card or bonus on completion.
Set goals and measure success
No strategy is complete until you account for measurement. Set goals around what you want to achieve both for your business and your employees. Determine in advance how you will measure success. Use this data to improve your L&D offerings for future employees.
In a shifting work landscape, small business employers will need to respond to the changing priorities of workers if they want to attract and retain the best talent. When delivered right, learning and development opportunities can be a strong incentive for employees and a marked benefit to your business.
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Marketing ideas for your business in the new year
As the end of the year approaches, it’s time to revisit your marketing strategy to meet current consumer expectations. Forecasting trends is tricky, but what’s clear is that in 2023, customers value privacy, inclusivity, transparency, and overall authenticity, and it’s your job to show them how your business practices meet these ideals. Read on for six steps you take right now to market your business in 2023.
Understand your changing audience
The first thing you need to do is revisit your market. Review your sales and marketing data to make sure you have a realistic grasp on the size, demographics, and character of your target market. Pay close attention to any changes in your ideal customer and use this updated intel to seek out new opportunities. For example, if your business has grown or taken a new direction in recent years, it might be attracting a new audience. Make sure you’re communicating with the most appropriate market segment.
Update your website
Your website is one of your most valuable marketing assets so it’s crucial that it be in good shape. Review your site to make sure all the content is correct and up-to-date. Check to make sure that it loads quickly and displays correctly across desktop, tablet, and mobile platforms. You probably look at your site regularly so consider getting someone with “fresh eyes” to take a look. Ensure that your site works intuitively and offers a seamless customer experience. A site that’s pleasant to use will help you convert new visitors and retain returning ones.
Maximize the potential of social media
With more than 4.7 billion people using social media, your business cannot afford to ignore it. If you’re just starting out on social platforms, now is the time to claim your presence. Set up accounts for your business on top platforms like Instagram, Facebook, and TikTok. Investigate which sites your ideal customers might be using and ensure you’re on them too. Post relevant content, regularly, and make sure that you keep your profiles fresh and current. Try running contests or promotions to boost engagement, and take advantage of the built-in shopping capabilities available on many platforms. You can communicate a lot about your brand values by aligning yourself with other local small businesses through collaborations or sponsorships.
Leverage video content and live streaming
Video content has been a rising trend for the past several years, and is well-suited to businesses who want to increase awareness, improve lead generation and sales, and reduce support calls. Consider how video content might work for your business, keeping in mind that consumers appreciate being entertained. Live streaming is popular and an effective way to connect with your audience in real time. Engage your audience with quality storytelling. Inform them with a clear and concise script. Be creative.
Get interactive with your audience
When was the last time you did an online quiz or game? How about worked with an online calculator or map? Interactive content is engaging, which is why audiences–and marketers–love it. It’s low-cost and can help you increase brand loyalty, generate leads, and drive sales. Think about ways your business can use interactive content to grab your customers’ attention.
Respect consumer privacy
More than ever, consumers are concerned about privacy. Demonstrate respect for your customers’ privacy by compliance with standards like GDPR, by properly acquiring and using user data, and by continually informing your customers of exactly how you’re handling their information.
If you want to stay ahead of your competitors in 2023, now is the time to fine-tune your marketing efforts to communicate your business’ authentic brand and values. Take an inclusive, transparent, privacy-first approach, to reach your target audience.
Marketing