Online leadership academy at Telefonica O2 How learning design and technology can provide a complete learning journey

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1 Online leadership academy at Telefonica O2 How learning design and technology can provide a complete learning journey O ne of the biggest L&D investments organisations make is in their leadership development programme. It s the one your people want to go on, the one scrutinized for its impact on the business. It s the one that eats up a lot of the budget! So it s got to deliver and the skills have to embed. But all too often, it feels like déjà vu, the same audience needing the same workshops again why? Because delivering the kind of transformational skills a good quality leadership development programme should target can t be done in 2 day workshops and a workbook to complete back in the office. It s counterintuitive to expect leadership, sales or other complex subjects to be tackled over a period of days, even with the infamous pre work and post work!

2 Yet, there has been a reticence to take leadership academies online. Often this is because online has been shorthand for e-learning module and the concept of wrapping a substantive, executive programme in some flash or HTML5 content is just not credible. However, today s online learning is providing the vehicle to create programmes that support learners throughout their entire learning journey. Understanding how learning design and enabling technology are brought together to make this happen is a key focus for learning and development. Supporting the entire learning journey Traditionally, much of the cost of a leadership or specialist skills programme has been face-to-face events. They have always been popular and energizing, and for a period after the event, things change. All too often, that simply isn t sustained, not because of any willful lack of effort, but because it doesn t represent how people really learn and work. A well-crafted online leadership programme recognises the importance of the dialogue, exchange and energy from the learning that occurs when you bring learners together. It weaves it into a journey that supports the learning cycle. The best online professional education programmes provide a formal learning scaffold of great quality materials, supported by activities, social interactions and intensive practice sessions. Another big difference is a typical online programme will extend over a period of weeks or months, so learners are given a real timescale with which to embed practice. Although traditional development programmes often spread themselves over a similar period of time, there was always the risk of seeing the workshops as where the learning happens, and the time in between as business as usual. If you want to create the learning organisation, this just isn t good enough. 2

3 What a new approach can do Possibly the most exciting thing online learning has delivered is support throughout the entire learning cycle. It provides learning journeys compromising knowledge acquisition, reflection, dialogue with others, on the job practice and a continuation of this cycle as new skills are explored. It s enabling face-to-face time to be spent on very intensive personalised feedback that just wasn t possible before. It s also much more accessible, not just in a literal sense with people able to access learning materials wherever they are, but learning itself is broken down into bite size chunks. Typical programmes will extend over 2 to 6 months, but with learners spending on average 1 hour a week on the formal learning materials. This helps eliminate one of the biggest barriers, time out of the business. Especially as good learning design actually weaves much of the learning into day-to-day practice anyway, so learning becomes a part of the way things get done. It also democratises learning; geographical location, learning preferences, differences in context all of these can be addressed. Learners have much greater choice on where and when they learn, how they interact with other learners and how they share experience and seek advice. And let s cut to the chase money! It s much more flexible, meaning ongoing total cost of ownership of the programme itself is certainly lower. You can also reach a much greater audience, without the crippling logistical costs and time out of the business. But of course, it s not just actual spend but return on investment. Using techniques such as value chain analysis, what you see is greater evidence of a learning organisation. A learning path approach is often the catalyst embedded throughout the organisation. It s typical to see evidence of self-organising action learning sets, the emergence of communities of practice and subject matter experts in the business creating their own learning paths or facilitating others. So, online learning design holds the key to creating far more engaging, content rich, contextualised and credible professional education programmes than ever before. But to achieve this, it requires the right combination of skills, partners and technology to make it happen. 3

4 What L&D need to do to make it happen Great L&D teams are looking to create a learning organisation, with collaboration and innovation at the heart of it. A great goal, but one that doesn t have an end game. It s a culture, a way of being. Often, it may be unclear exactly which online learning solutions are going to support this, but one thing is for sure, L&D know learning. They understand the importance of coaching as it focuses on the evolution of skills over time and the importance of reflection and lessons learnt. They understand that facilitating opportunities for people to share insights and connect people to help each other is extremely valuable. So with the right support, L&D now have the opportunity to bring all these critical factors into alignment, supported by online learning technology. The authentic voice of experience The formal content is important, it needs the right tone and focus to get learner buy in credibility is key. L&D have a valuable gift to give here, to really elevate the core content context. L&D are well connected; they know the business, they know the high performers, they know the subject matter experts, they can get the stories and insights that matter around here. Bringing in the voices of experience within the organisation makes such a difference. Whether as stories and case studies or insights into onthe-job learning, this brings 70:20:10 to life within a core, formal learning programme. Your provider should work with you to integrate these assets into the experience as it brings with it several benefits: 1. Credibility this is a core consideration when dealing with a demanding and time poor audience. A common mistake with online content is to make huge investments in high production value content and games with the hope of engaging the learner. When dealing with professional education, engagement comes when the learning really resonates with their working reality. Authentic voices of the experience, through video, 4

5 podcasts, case studies or live online master classes have huge impact and punch well above their weight for the money spent developing them. 2. Flexibility Using the sorts of the techniques detailed in point 1 with a judicious blend of e-learning, e-books and assessments, you ve avoided wrapping up content in mediums that are more costly to change and recreate. E-learning works very well indeed as the scaffold for a subject, laying down the foundations for further exploration. This means you can keep it short and sharp, making it easier to maintain. The case studies, lessons learnt and top tips need to flex and update rapidly, so think about other mediums such as audio, video and e-books. 3. Coaching create opportunities for learners to connect with subject matter experts to explore real work issues and you are setting the scene for a social learning environment. There are numerous ways to integrate coaching; providing coaching as part of the online academy approach, using SME s to facilitate action learning sets online and highlighting content to provoke online discussion via forums. By providing quality formal learning content online, the face to face or live online time you do have available can be spent in intensive and focussed support Quick case study: Telefonica UK (O2) In the autumn of 2013, Telefonica UK launched their coaching programme to managers throughout the Telefonica UK business. The key driver for this programme was to embed a coaching culture of enhanced skills and confidence within managers, against the backdrop of time-limited audience working in a rapidly changing business environment. Telefonica UK worked with WillowDNA to create a 3-month programme, which comprises a modular online programme that supports a journey to coaching excellence. Learners are organised into cohorts and following a kick-off event, are given access to the online coaching pathway. 5

6 The formal learning assets include e-learning, e-books, video, interactive scenarios, templates and quick guides. Embedded within the coaching pathway are opportunities for the cohort to discuss and explore key issues via group discussion topics and in their action learning sets. The online programme is punctuated by an intensive coaching workshop where the focus is on practice and personalised feedback from experts. The time spent on face-to-face events is much more intensively focussed on individual support because the online programme has already taken them on much of the journey, and continues to build on the face to face event afterwards. Ed Fothergill, Leadership Development Specialist at Telefonica O2 said "This coaching programme has a more blended approach to learning. It has enabled us to move a lot of the learning content away from a traditional classroom environment, while still focusing on practicing skills when it s important. Our managers enjoy the flexibility the programme gives them to learn where and when they want, and the support they get from learning alongside their peers." What your provider needs to do? Advances in online learning design and a sharper focus on embedding lessons from Educational and Organisation Psychology have led to the emergence of specialist providers who are highly skilled at creating learning journeys. So think through what skills you have internally and where partner organisations will compliment. In our experience this varies significantly depending on the organisation, so your provider should be able to handle this and advise on the right combination of support to meet your needs. For example, you may have a lot of pre-existing content that could be integrated straight out the box into a rich learning path when supported by other well-crafted resources. It could be they need some rework or elements could form part of a new learning activity. At the very least, your provider should be familiar with working with a range of subject matter experts to explore opportunities to bring the authentic voice of the organisation into the content and maximise existing collateral. 6

7 Your provider should also be sensitive to where you are it may be your first step into online learning for a professional audience, it could be you already have a welldeveloped online offering but may need support with the learning design to make the most of the content and technology you have. Align with suppliers that fit with you and your culture. You and your provider should work together to think through the sustainability issues of online learning how will you keep the learning experience timely and relevant? Ensure the methods being used are sustainable and flexible, ask about total cost of ownership. There is a wealth of tools out there, many of which you ll get to see and try out at Learning Technologies However, forgive me for making a oft repeated point just one more time technology is the enabler, the learning need comes first! If you are under pressure to develop a mobile app for leaders, ask why! Some content is ideal for quick refresh focussed mobile apps, but other things just don t work. Keep the learning need at the top of the list. All too often, the first questions asked are we need a new LMS, we need to go mobile, what are we doing about gamification? However, with the learning need first, you ll be surprised how much you can achieve starting with some simple, wellcrafted content, presented credibly and succinctly and delivered by tools that create an intuitive journey through the learning. Yes, a vle, some interactive scenarios, a video creation tool, mobile content these could all be part of the mix, where appropriate. Get the journey laid out first and the right technology will fit into place. 7

8 2013 Willow Learning Ltd WillowDNA Bristol & Bath Science Park Dirac Crescent Emersons Green Bristol BS16 7FR Tel: +44 (0) Web: WillowDNA and The Digital Learning Company are Trading Names owned by Willow Learning Ltd 8

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