By offering academies based on microlearning campaigns, the academies can be launched quickly and be updated rapidly, and hereby support corporations ability to provide learning, motivate and act agile and quickly, and at the same time have realtime documentation at hand.
Why you should be using microlearning
The use of mobile devices have in recent years grown beyond predictions, and corporations need to take into account new ways about training. People not only want to be "trained" - they want to educate themselves and have access to the knowledge they need, when they need or want it, in ways they like and on all the devices they are using.
The quality of content is as important as always. But how it is served, should match how people prefer to learn and what is most effective. Microlearning fulfills both. And has additional benefits for the publisher of the microlearning campaigns. They do not have to cost a fortune and using the right software platform, it is easy and fast to create and update.
And why is it so popular? Because of its basic concept - Microlearning consists of small bite-sized chunks of learning - Topics - that are easily accessed and comprehended.
Academies and target groups
The first step when considering an academy, should always be the purpose of the academy. It sounds obvious, but in practice it may become a bit complex and difficult to define. In overall terms the purpose of the academy should be based on one or several learning goals and the group targeted. In this way an academy typically makes microlearning campaigns available:
The academy in itself is a collection of microlearning campaigns and can, if the campaigns are related, represent a learning path or considered similar as a faculty, comprising one subject area, or a number of related subject areas.
An academy could be provided for an overall target group such as your customers, users of your products, resellers/sales partners, or employees, and be further segmented. With resellers based on geography, size, products the resellers sell or implement for you, type of employees - sales people, sales managers, project managers, just to name a few examples.
The target group and the learning goals are interdependent of each other, since it is a group of people you want to help to reach a certain competence level within a certain field. So you might see it like these 3 examples:
1. Reseller academy
Goal: To increase leads and potentially your sales revenue.
To achieve these goals the academy should make microlearning campaigns available which make the sales people, working for your resellers, more knowledgeable about key features and benefits of a specific or several products, hereby increasing their mindshare and become better at promoting your products to their customers.
2. Customer academy
Goal: To create "ambassadors" and to increase the probability for reaching your long term sales goals.
To achieve these goals the academy should make microlearning campaigns available which make users of your products, working for you customers, better at using your products e.g. software, and hereby increasing their competence level and satisfaction with you as a supplier.
3. Employee academy
Goal: To reduce amounts of deaths in the workplace.
To achieve these goals the academy should make microlearning campaigns available which shows which situations could be dangerous, show certain procedures to follow, how to act when accidents happen, hereby increasing their competence level to avoid and handle dangerous situations. In this last example especially microlearning campaigns can be very effective and fast in creating and distributing important changes if new accidents have just happened to avoid new ones.
The microlearning campaign
A microlearning campaign consists of at least one topic, most often several topics. Our recommendation is that there are not too many topics included. The learner has to be able to grasp everything in one microlearning campaign when they are being tested in their understanding.
Each topic should always only have one video, and the length of each video should not be too long - 3 minutes or less to ensure comprehension. And we would usually include from a few to 8 topics, not more than 10 topics in one learning campaign.
To increase the impact there should of course also be an interactive quiz for each topic. The quiz questions have to reflect the learning goals for each topic, and the number of questions should be kept low.
In the most cases we recommend that the learning campaign includes a test, which can function as a certification with a badge. To increase the motivation for learning, we like to include multiple passing levels, such as a Bronze, Silver, Gold and Platinum level. This can positively motivate the learner to continue to understand the topic if they score low, and some will seek to achieve the highest badge level - and if the results are allowed to be shared, this will be an important part of the gamification effect as well.
When ready, a version of the microlearning campaign is published in the academy, and it is typically made available for a certain time period to the target group. In most cases you will at some point in time have to change the content, and publish new versions. And if relevant, the learners should be notified if there are new versions, so they can update their knowledge and certify themselves and get a new badge,
Briefly added up - It is important that the quiz questions reflect the learning goals and content of each topic. The test / certification questions can be the same as the quiz questions or different, but have to reflect the learning goals of the microlearning campaign as a whole. Finally the learning goals of the academy should be reflected in the learning goals of all the learning campaigns included in the academy, which the target group has access to.
The content and learning goals
Since the creation of microlearning campaigns shouldn't be limited only to L&D, but can be created and provided by several other professionals from the organization, like sales and marketing, quality compliance and security officers, and so on, we will briefly go through a suggested methodology for creating learning material based on the goals to be reached, shown through a "real" life example.
Creating learning content
Before the learning content is created, the learning goal or goals of each microlearning campaign has to be defined – what should the learner learn and why? In this way the author of a microlearning campaign can go backwards from the goals set. Since you develop microlearning campaigns which includes videos, a good framework would be to create a storyboard divided in the topics covered before you consider producing any videos. The quality of the videos are important. If in poor quality it may very well disturb the learner.
When the topics and their learning goals are well defined, it is time to start creating the videos, and the quiz and test / certification questions. And as mentioned earlier, we will recommend that you have multiple passing levels, of course dependent on the amount of questions in the test / certification.
An Academy example
In this part we show an example of how a setup of an academy could be implemented. The case is real and is shown anonymous, and the need is relevant for almost all corporations who rely on sales partners to resell their products.
The corporation wanted to provide an academy to one of its key resellers with main focus on one of their most important high-end brands which provides a high contribution margin for both the reseller and the corporation compared to their less expensive products.
Unfortunately a lot of sales people often promote less expensive products in the actual sales situation, because they often think it is easier to sell based on price.
The corporation and the reseller therefore both had an interest in educating the sales people, with the goal of making it possible for the sales people to know and understand the key product features and unique selling points of the product. This should make it possible for the sales people to promote the product when they are in the actual sales situation with a customer.
They understood that it would take some effort to change the mindset of the sales people and we came up with the following to fully increase awareness:
The Academy should be active for 4 month, with launch of one microlearning campaign each month. At the end of the 4th month the academy hereby would include 4 microlearning campaigns. Each campaign should consist of 4 topics – with launch of one new topic each week. When launching the 4th and last topic in each campaign, a competition/sales certification is also published as part of the campaign. Each topic should include one video, which of course should be of short length, and should include approximately 3 quiz questions per topic.
The Academy hereby in total consisted of 4 campaigns, where each campaign included 4 topics, 12 quiz questions and 1 sales certification.
The illustration below shows this in a visual representation.
Microlearning campaign plan
In text the campaign plan hereby looked like this:
Mo 1 – Campaign 1 launch in the Academy
Mo 2 – Campaign 2 is added in the Academy
Mo 3 – Campaign 3 is added in the Academy
Mo 4 – Campaign 4 is added in the Academy
Since the target group is working in stores, the invitations to the campaigns, the ongoing notifications of new topics, and reminders were sent by a combination of emails and SMS, and the learners could access the academy using PC, SmartPhone and Tablet.