During a recent webinar, we discussed how to measure the return on your organization’s investment in customized safety training content in comparison to generic eLearning content.
Ask yourself: What are you likely to gain by budgeting more for a customized eLearning solution? The answer depends on your organization’s core learning objectives and commitment to a culture of health and safety.
There are times and situations when generic, off-the-shelf eLearning content will sufficiently meet learner needs and demonstrate a strong return on investment. However, if your goal is to have a lasting, positive impact on employee behavior, then you will want to measure the ROI associated with a customized eLearning solution that ensures optimal levels of learner engagement and retention.
Quality generic content serves a useful purpose. However, because it is designed to be all things to all people, it contains information individual learners may perceive as having “nothing to do with me.” When that occurs, learners tend to skip over content that does not apply directly to their daily reality.
Conversely, as soon as an employee starts a customized course, he or she instantly feels a connection because the content is branded with their company’s look and feel. As they move through the course, they pay closer attention because the content relates to their lives and jobs. In turn, they consciously or subconsciously recognize that their employer cares enough about their well-being to invest in a learning experience that is specific and targeted.
Customized content contributes to greater retention and ultimately, behavior change. While it’s relatively easy to use post-learning surveys and tests to assess content value by measuring students’ satisfaction with course offerings and whether learning objectives were achieved, a customized approach adds layers of complexity to ROI determinations.
For example, to measure the ROI associated with a customized eLearning solution, the following actions are required:
- identify objectives and gather baseline data
- collect and measure data at different stages subsequent to the learning event
- connect objectives to a monetary outcome
- convert data collected to a monetary value
- calculate the ROI
- report/communicate results
This process is certainly one that many in the C-suite are expecting. The good news is that at UL Workplace Health and Safety, much of that work has been done by our some of our customers – AECOM, a global provider of professional technical and management support services, and Coca-Cola Bottling Company Consolidated to name just two.
What makes their programs so successful? Their goal was to create a culture that facilitates employee engagement in safety and a sense of personal investment in the company’s success. The Dale Carnegie organization defines employee engagement as “the emotional and intellectual commitment of employees to deliver a high performance.” What that tells us is that how employees feel about their employer’s commitment to their success, happiness and safety has a measurable impact on the bottom line.
It’s not just about learner engagement during the training event – although that is critically important. It’s about employee engagement at all levels.