Measuring & Marketing Engagement & Impact: Critical Skills for L&D Leaders

L&D leaders are navigating new waters, with increasing demands to show our impact on our organizations. Skill data and its intersection with performance data and business metrics can be a powerful catalyst for L&D to navigate the evolving workforce landscape and to bring L&D to the table around topics like DE&I, upskilling, and reskilling initiatives. But it’s not just the data, it’s crafting a data story for every level of stakeholder across your organization—from learners to business unit leaders to the C-suite. L&D must not only deliver meaningful learning initiatives to the business; we must also measure our impact and market our success. Data analytics and internal marketing are increasingly critical skills for L&D leaders.

This workshop is segmented in two parts: how to measure and analyze impact, and how to market your learning initiatives to internal stakeholders across your business. In the first half, we’ll dig into the data that tells the story of learning impact: how to measure it and/or where to find it. We’ll start by discussing key performance indicators (KPIs) as a way of connecting an initiative to business goals. We’ll also explore options for collecting data to measure progress toward KPIs and explore places where data may already exist in your organization. Once we’ve laid the foundation for data collection and measurement, we’ll focus on how to analyze this data including what traps to avoid and how to start crafting your data story.

In the second half of the workshop we’ll focus on critical marketing skills that prepare you to tell your data story to different audiences across your organization. We’ll do a high-level persona analysis to identify how to tailor your messaging to learners, managers, and C-level executives. We’ll work hands-on to practice crafting messages to different audiences to tell different data stories. At the end of this workshop, you’ll be ready to return to your organization equipped with new skills to help you measure and market the impact of your learning initiatives.

In this session, you will learn:

• The basic tenets of measuring impact of learning programs
• What data can help you craft your story (and where to find it, or how to collect it)
• How to set KPIs for a learning program
• How to analyze the data you’ve collected to create your data story
• The basic market tools needed for L&D  professionals
• How to craft appropriate marketing messages for different internal audiences
• How to practice creating a marketing story for a specific audience
• How to test your story before you go big