Corporate Training Trends 2021

Leading experts in the field of corporate training, Oleg Zamyshlyaev, founder of Mozlab.ru, Tellsy.pro, and Oleg Zamyshlyaev's Workshop, and Elena Tikhomirova, CEO of the eLearning Center, held an online meeting on June 25th titled "Expert Council on Corporate Training Trends." They discussed current changes and emerging trends in this field. A recording of the event is available for viewing at the provided link, and we present the main conclusions and recommendations voiced during the discussion.

Key Trends

New trends are constantly emerging in education, and the field is developing rapidly. Educational program developers often have to adapt to change, while businesses expect a proactive approach. Experts emphasize the importance of not only promptly identifying new trends but also thoroughly analyzing them. Not all changes prove sustainable and become long-term trends. Therefore, it is necessary to focus on truly significant transformations, as Elena Tikhomirova noted. This will help create relevant and in-demand educational products that can meet the needs of the modern market.

Oleg Zamyshlyaev identified several key trends.

New formats and methods of training continue to emerge. At the same time, technologies are becoming increasingly cheaper and easier to use – now, some innovations can be implemented without the need for programmers.
Business demands rapid achievements, and a specific result is paramount – usually a new employee behavior.
Users have also become much more demanding – as a result of the massive transition to online and the emergence of vast digital opportunities. They want quick and easy learning, but their preferences are polarized, requiring a unique approach for each group of learners.

The initiators of the expert council developed their own map of trends in corporate training. In collaboration with colleagues, an expanded version was compiled, consisting of four key blocks. These blocks reflect current trends and best practices in the field of employee training and development, which will allow companies to adapt to modern market demands.

business;
users;
educational environment and technologies;
developers of training programs.

The participants of the online meeting shared their opinions on each of the presented blocks.

What business wants: fast, cheap, high-quality

Experts emphasize that business expectations from employee training have increased significantly, as well as the speed with which these expectations must be met. The main questions are whether it is possible to achieve such results and what compromises will have to be made if it is impossible to meet all requirements simultaneously.

Elena Tikhomirova noted that the key to success lies in the ability to learn quickly. Several main aspects can be distinguished in this concept. Quick learning allows you to adapt to changes and effectively use new knowledge. This is especially important in today's marketplace, where information is updated rapidly. Developing learning and critical thinking skills is essential for achieving a competitive advantage.

Understanding the training need—it must be recognized and analyzed.
Prompt creation of the training product. "We must create the training product as quickly as possible. If we squeeze it out for 9-10 months, it is unlikely to help our business in its current structure," the expert noted.
Transmitting to the student only the knowledge they need to act correctly.

Speed directly affects the quality of training, as noted by Oleg Zamyshlyaev. This effect is already having a significant impact on the activities of large companies in the field of corporate education. Increasing the pace of training can lead to a decrease in material absorption, which, in turn, affects the effectiveness of employee professional training. It's important to consider this factor when developing educational programs to ensure high training standards and meet market demands.

Elena Faber, Director of the Corporate Academy at Magnit, noted at a recent conference that businesses have recently experienced unprecedented pressure to achieve results. This has negative consequences, as comprehensive training, including talent pool development, soft skills development, and executive career advancement, is losing priority amid the rush to quickly achieve learning results. The expert emphasizes the importance of a balanced approach that considers long-term goals and employee development.

Vladimir Kazakov, Leading Distance Learning Specialist at Raiffeisenbank, notes that modern business continues to evolve and places high demands on educational program developers. They must not only consider current trends but also anticipate future market needs. This requires specialists to deeply analyze and understand trends in order to create effective and adaptive courses that can meet dynamically changing conditions. Businesses strive for rapid change and adaptation, but often find that they need to prepare for changes that managers themselves don't yet have a clear understanding of. This puts pressure on the training department, which must pre-allocate resources for revising training materials, even if the procedures themselves haven't yet been updated. The speaker emphasized that such an expectation from business requires significant effort and flexibility on the part of the training department to maintain the relevance and effectiveness of training.

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He noted that one of the consequences of this trend is an increase in the number Diverse suppliers who remain inactive. It's important to maintain communication with them and be prepared for the possibility that their services may be needed in the future.

Kazakov emphasized that when choosing between speed and quality of training, customers make certain sacrifices. He noted that the current trend can be characterized by the phrase "we want fast, cheap, and high-quality." When faced with choosing only two of these aspects, businesses often prioritize speed and low cost. Previously, the phrase "we needed this yesterday" implied the need to speed up the process, but today, businesses truly strive to complete tasks as quickly as possible.

Learn 9 effective ideas for optimizing corporate training to save resources. These strategies will help your organization improve the quality of employee training, reduce costs, and improve overall productivity. By applying these methods, you can create a more effective learning environment that will foster skill development and team development. Consider implementing online courses, mentoring, and internal knowledge sharing for maximum effectiveness.

Corporate training clients are increasingly focused on achieving specific results, rejecting the uncertain results of post-course tests. By results, they mean not only the correct actions of employees but also changes in their behavior and an improved team atmosphere. It is important that training facilitates real change and increased productivity.

The need to adapt educational programs significantly affects the work of designers in this field, noted Oleg Zamyshlyaev. He cited the example of a large manufacturer that needed to increase revenue. To achieve this goal, it was necessary to change the entire business chain: an increase in NPS contributed to revenue growth, and to achieve this, it was necessary to implement specific employee actions. While strict behavior standards existed for ordinary employees, the situation was more complex for managers, who required a specific range of actions with the ability to choose appropriate behavior in various situations. This circumstance determined the approach to curriculum design. A key step was identifying the required range of target actions and developing a system for evaluating and measuring them. Yes, this requires certain costs, as the system analyzes user behavior: each action leads to a result that must be confirmed. Marketing research demonstrated to the manufacturer that there is a correlation between target actions and the NPS level in the current quarter, as well as between the NPS level and sales in the following quarter, noted Zamyshlyaev. Experts note that in some cases, business representatives not only seek to communicate their problems to trainers or instructional designers but also expect them to take the initiative in the form of ready-made programs developed with specific needs in mind. This means that corporate training market participants need to deeply understand the specifics of their clients' work in order to independently analyze their processes, identify pain points, and offer effective solutions. This approach will significantly improve the quality of corporate training and enhance customer engagement.

Vladimir Kazakov notes that the current trend in training has not yet fully formed. Previously, the emphasis was on the "Order training" button, but now there is a growing need for consultants who interact with various departments. They identify weaknesses and propose solutions for their improvement. In his opinion, this trend may be similar to existing practices, although it cannot be called an established trend. Such changes in the approach to training emphasize the importance of adapting to the needs of organizations and employees.

Businesses expect specialists to have a deep understanding of their operations in order to offer effective solutions. Oleg Zamyshlyaev noted that companies are looking for proactive professionals who can provide ready-made recommendations, taking into account the specifics and specifics of their business. This underscores the importance of a deep understanding of the industry and an analytical approach for successful collaboration. Here are 9 effective ideas for optimizing corporate training that will help reduce costs and improve the quality of employee training. These strategies are aimed at creating an accessible and productive learning environment in which every employee can develop their skills and enhance their professional qualifications. Implementing modern technologies, using online courses, and creating an internal library of materials all contribute to company budget savings. Furthermore, it is important to consider the individual needs of employees and offer them personalized learning approaches. By building on these ideas, you can make corporate training more effective and profitable for your business. Yes, this requires certain costs, as the system analyzes user behavior: every action leads to a result that must be verified. Marketing research showed the manufacturer that there is a correlation between target actions and the NPS level in the current quarter, as well as between the NPS level and sales volume in the next quarter, noted Zamyshlyaev.

What users want: interesting, high-quality, useful

Training must meet the interests and expectations of both the business and employees, as a lack of motivation among employees can negatively impact the learning process. It is important to consider that within the framework of these expectations and interests, many changes and innovations are occurring. An effective training program not only meets business requirements but also inspires employees to develop, which ultimately leads to increased productivity and job satisfaction.

During the pandemic, there has been an increase in interest in high-quality digital educational content. More and more people are discovering online learning opportunities, including third-party courses and free TED talks from recognized world experts. This accessible content has created new standards and expectations among users regarding corporate educational programs. Now they compare internal courses not only to the company's previous experience but also to the high standards offered by global platforms. This highlights the need to improve the quality of corporate training to meet new employee demands and expectations. The quality of content in learning environments has significantly increased. This is a positive trend, as users are becoming more demanding and expect high-quality material in a convenient format. However, our work is now compared not only to traditional offline methods but also to highly professional solutions already implemented in the online environment, notes Alla Velikanova, Head of Training and HR Development at Gedeon Richter Russia. This approach highlights the importance of continually improving content to meet growing user expectations.

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Participants in the discussion of educational content raised the issue of the preferred form of information presentation - text or video. In today's learning environment, it's important to understand which format is more effectively perceived by users. By analyzing audience needs, key aspects influencing the choice between text and video can be identified. Text materials allow for in-depth study of a topic and easy information retrieval, while video offers clarity and dynamism, which may be more appealing to visual learners. The optimal format depends on the learning objectives and the preferences of the target audience. Oleg Zamyshlyaev emphasizes that text is a more user-friendly format for perception, retention, and quick information retrieval. According to the expert, the relevance of text formats continues to grow. To support his assertions, he cites statistics showing that 2.5–3.5 times more users are willing to read material than skim it. Furthermore, text materials are cheaper to produce.

Alla Velikanova noted that, despite the importance of text content, its popularity and ease of perception do not always meet the needs of the target audience or the goals of the educational process. She emphasized that text-only formats in training should not be limited. For example, her company uses longreads supplemented with video, audio, and cross-references, which significantly improves the quality of training and makes it more effective.

Elena Tikhomirova noted that when choosing a training format, it is important to consider both its effectiveness and user experience. These aspects depend not only on the format but also on the quality of the content provided. High-quality content combined with an appropriate format can significantly increase learning productivity and improve the user experience.

Vladimir Kazakov noted the existing difficulties in content production: "Text alone does not satisfy anyone; something more is needed. Moreover, creating text that can convey emotions is much more difficult than simply recording your thoughts on a phone or webcam. "The process of sitting down at your laptop, imagining you're hosting a webinar, pressing 'Record,' and then 'Stop,' is much easier than writing, editing, and making changes."

With the transition to an online format and the active use of video content, the importance of the quality and methodology of material delivery in corporate training has increased. Trainers' charisma has faded into the background, as maintaining audience attention in a digital format is becoming increasingly difficult. Research shows that audiences begin to tire after just 45 minutes of an online session. However, if you develop an effective and dynamic methodology, you can successfully hold participants' attention for two and a half hours or more. Oleg Zamyshlyaev emphasizes the importance of a well-thought-out approach to training, which helps maintain learners' interest and engagement.

Alla Velikanova supports this position, pointing out the changes she has observed in her practice. While charisma was previously considered a unique quality, the emphasis is currently shifting to other important characteristics. These changes highlight the relevance of new standards for assessing professional qualities and skills.

Modern online platforms blur the boundaries of perception: users strive to see professionally trained speakers who not only speak well but also look attractive. Charisma is becoming less of an important aspect than the use of interesting and unique techniques that can attract and hold the audience's attention. The expert emphasizes that it is these elements, and not just personal qualities, that contribute to successful interaction with viewers.

Modern users increasingly seek knowledge that will directly help them in their professional activities and yield tangible results. As Oleg Zamyshlyaev noted, there is a growing need for effective training that allows for maximum benefit not only per unit of time, but also per unit of attention. This underscores the importance of choosing courses and programs that provide practical value and meet current labor market requirements.

Vladimir Kazakov voiced a second trend, which continues the business trend: it is necessary to act proactively, before the need for training becomes acute. The reasons for this are varied, ranging from the popularity of certain topics to the prevention of potential crises, such as professional burnout. Kazakov notes that users are increasingly demanding information in advance, even if they do not yet understand how this knowledge can be useful. For example, managers are now showing interest in learning Python, although in most cases they do not need this information. Nevertheless, knowledge of the programming language opens up new opportunities, allowing them to work with neural networks and improve interaction with those who already have this technology.

Vladimir Kazakov also noted the difficulties that arise in the content creation process. He emphasized that text alone does not always satisfy audience needs; people require something more. Moreover, writing text that can convey emotion is a more complex task than simply recording a video on a phone or laptop camera. Sitting down at a laptop, imagining that you are conducting a webinar, pressing the "Record" button, and then "Stop" is much easier than going through all the stages of writing, editing, and revising the text.

The online space has leveled people: the audience wants to see a professional who not only speaks competently and confidently, but also looks attractive. It is not so much charisma that is important, but rather the use of interesting techniques that can truly attract, retain, and captivate viewers. The expert emphasizes that success in the digital world depends on the ability to effectively interact with the audience.

How the educational environment is changing: lower barriers, greater scale

With the development of digital technologies, access to media and technology has become significantly easier. The creation of educational online products and software development have become more accessible: applications are developed in designers, and video editing and adding animation are now possible even on smartphones. Content creation services have also become more cost-effective. Additionally, virtual and augmented reality (VR/AR) technologies are being actively implemented, requiring no special skills to use. These technologies, for example, help meet the changing needs of users in corporate education, simplifying the learning process and providing the opportunity to gain knowledge in an environment that is as close to the real thing as possible.

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Oleg Zamyshlyaev brought in An example is the case of Ecco, which integrated augmented reality (AR) technology into its employee training. Salespeople can learn about a new shoe collection simply by using a smartphone. When pointing the camera at a box or a specific model, the screen displays relevant product information, its specifications, and presentation recommendations. This approach not only simplifies the training process but also improves customer service, making customers more informed and efficient. The use of AR in retail opens new horizons for interaction between salespeople and customers, enhancing the overall shopping experience. An example of a successful online platform is Dailo, which allows users to create interactive simulations with realistic avatars without requiring special programming skills. Dailo was developed by the team behind Cerevrum, a renowned virtual reality employee training platform. Dailo is opening up new horizons in interactive learning and enabling businesses to enhance their training programs by creating engaging and effective interaction scenarios.

Explore the question: should corporate soft skills courses be replaced with VR training?

Experts have identified two more key trends.

The potential for using digital analytics data is expanding.
The potential for virtually unlimited scalability online has increased. "This is a very obvious thing, but for many trainers accustomed to working with a live audience, it is still not obvious. For them, these are the heavy boots of outdated ideas that hinder their work," emphasized Oleg Zamyshlyaev.

What awaits educational program creators: new skills and new debates

To meet the expectations of businesses and employees in the field of corporate training, T&D specialists must constantly update their knowledge and skills. It is important to use a creative approach to find new methods of delivering educational content. In addition, specialists should independently resolve emerging issues for which universal solutions have not yet been developed. This will ensure effective training and meet the demands of the modern market.

The availability of modern technology has created a situation in which a single company can employ a multitude of different applications and platforms. This diversity can hinder employees' learning and work performance. In response to this problem, a new trend has emerged: a transition to a unified learning system. This approach streamlines educational processes, improves employee interaction, and enhances overall company efficiency. A unified learning path facilitates easier assimilation of information and simplifies access to necessary resources, which ultimately leads to increased productivity and improved work results.

Alla Velikanova cited the example of a week-long corporate training marathon at Gedeon Richter Russia, called "Summer with a Cart." All classes are held on Telegram, providing easy access to training. "We focused on the concept of one-click learning so that employees can learn anytime and anywhere—whether on vacation, at the dacha, on the way home, or waiting for a client," the speaker noted. According to her, this training format, which includes text, video, and audio, was highly appreciated by employees, as it allowed them to gain new knowledge at a convenient time. This approach to corporate training not only increases engagement but also promotes employee skill development, which is essential for the company's success.

In 2021, training via messengers became a hot trend. Oleg Zamyshlyaev noted that learners have not yet fully adapted to this format. Messengers open up new learning opportunities, allowing for easy information exchange and interaction in real time. This makes the learning process more flexible and accessible.

Learn how to boost your employees' emotional intelligence with chatbots. These modern tools help develop key skills necessary for effective communication and teamwork. Chatbots can offer interactive exercises and scenarios that help improve emotional intelligence. Using technology for employee training and development is becoming an important step toward creating a more harmonious and productive work environment. Learn how implementing chatbots can positively impact corporate culture and foster better team relationships.

Modern companies increasingly recognize the importance of creating an effective corporate knowledge base. This trend, while not new, has become especially relevant in an environment of rapid learning and rapid response to change. Successful work requires mastery of a variety of tools and access to a comprehensive system of information sources. A corporate knowledge base allows you to quickly find ready-made solutions to specific problems, minimizing search time and eliminating unnecessary actions. Investment in such a system not only increases productivity but also improves customer service, which in turn contributes to business growth.

Experts continue to debate the best time to train employees—during work hours or in their free time. Some employees do not want to spend personal time on training, while others prefer not to be distracted from work. Opinions among managers are also divided. Some employees adhere to the principle "I learn for myself - I learn for work" and advocate the opportunity to choose external courses and programs. They expect the company to consider the results of such training during performance appraisals. It's important to balance employee interests with business needs to ensure training delivers maximum benefit to both employees and the company.

Explore the topic of development marathons in corporate training. These events are becoming increasingly popular, as they help companies effectively develop employee skills and improve overall productivity. Participating in marathons allows employees not only to gain new knowledge but also to share experiences with colleagues. Importantly, these training formats foster team spirit and improve collaboration within the team. Development marathons in corporate training are an excellent tool for introducing innovative approaches and increasing employee engagement in the learning process. Explore this approach and discover how it can transform your organization.

To effectively implement various training formats, educational program creators need to reconsider outdated approaches and break old habits. Session participants emphasize the importance of adapting to modern methods, which will improve the quality of education and make it more accessible and relevant to students. Trainers must adapt to modern conditions. If they are unable to change, this may indicate a lack of professional competence in their field. It is important for trainers not only to keep up with changes but also to stay ahead of them. When companies invest in corporate learning and development departments, they must ensure that these teams are staffed with specialists who can quickly adapt and master new skills. This includes the competencies of a digital methodologist, instructional designer, and other relevant skills. Alla Velikanova emphasizes the importance of continuous development of trainers to ensure effective employee training.