Corporate learning is wasted money unless it’s applied: Here’s how to put new skills into practice

Learning programmes should deliver durable skills which are then applied to real situations. If not, they risk being a waste of time and money.

Ensuring that learning is effectively transferred into working practices is a critical challenge for any organisation, especially in fast-moving disciplines like marketing and ecommerce.

Yet, despite the countless programs I’ve encountered, very few successfully put in place the robust mechanisms needed to reliably integrate learning into daily practices. This gap is something I’ve seen time and again, leading to missed opportunities and unrealised potential.

Alongside engagement and impact, application is one of the three key challenges faced by the capability leaders I speak to.

The demand is clear; in a recent Econsultancy study, 80% of marketing professionals reported that the skills necessary for their role were evolving rapidly. So much so that between 2019 and 2023, the percentage of marketers saying their skills needed updating at least monthly rose from 19% to 55%. This finding was backed up by a recent survey by the Learning Performance Institute of over 500 L&D leaders, who identified learning application as one of their top 5 challenges.

Drawing from years of collaboration with leading organisations, I’m sharing here six core principles that Econsultancy has meticulously developed and refined. These principles have been shaped by numerous real-world applications and have proven to be instrumental in ensuring that knowledge is consistently transferred into practice.

It’s not intended as a comprehensive list but highlights the key things which Econsultancy has found most effective for clients, and which are often missing from learning programmes.

1. Workplace Assignments

At Econsultancy, we’ve honed our approach to workplace assignments, designing focused tasks that not only encourage but compel employees to apply what they’ve learned in real-world scenarios. These assignments, developed and refined through years of practical application, are ‘quick fire’ and collaborative, making the transition from learning to practice seamless.

They can be deployed at scale across dispersed teams and are led by expert practitioners. For example, after a training session on optimising digital demand generation, a workplace assignment could involve creating a targeted campaign using the newly acquired techniques. These assignments help embed learning by doing, build confidence, and demonstrate the practical value of new skills.

2. Real Stories from Real Practitioners

Having worked with a wide array of trainers over the years, I’ve seen how the quality of trainers can make or break a learning programme. At Econsultancy, we only engage former and current practitioners who are not just experts, but also engaging professionals who bring energy, humor, and a wealth of real-world experience to the table. This combination of expertise and engaging delivery is something I’ve found to be essential in making learning stick.

3. Continuous Learning Culture

A culture that values and promotes continuous learning is fundamental to ensuring that training translates into practice. While evolving a culture isn’t an overnight process, tangible steps can be taken today to integrate learning into everyday workflow.

For instance, incorporating short training sessions or ‘learning moments’ in regular team meetings can gradually build a habit of learning. The visible engagement and clear time allocation for learning from the business leadership can be critical to success. Encourage managers to lead (or learn) by example, demonstrating their own commitment, as well as prioritising learning in employees’ development plans. When employees see that learning is important to the business and to their career, they will lean in. To that end, regularly recognise and reward those who successfully apply new skills; share their experience and reinforce the impact of continuous improvement.

4. Relevant Case Studies

Case studies are powerful tools for transferring learning into working practices. They provide concrete, inspiring examples of how specific strategies and techniques have been successfully implemented in similar contexts. By analysing relevant case studies, employees can gain a deeper understanding of the practical applications of their learning.

Choose examples that are directly relevant to your team’s work, highlighting challenges they might face and demonstrating effective solutions. At the same time, employees benefit from the different approaches and viewpoints that other sectors bring to the table. The lines between consumer and business sales and marketing have faded, creating opportunities for both communities to learn from the other. Relevance simply means there’s something worth learning from the real world.

5. Learning Support Materials

In addition, high quality supporting materials are essential for reinforcing learning and facilitating application. Guides, checklists and templates are essential references that employees can consult as they begin to implement new practices.

For example, a checklist for running a successful digital marketing campaign or a template for a joint business planning session can provide clear, actionable steps, equipping employees with these tools makes it easy for them to integrate new skills into their daily work.

6. Feedback and Reflection Mechanisms

Regular feedback and reflection are crucial for ensuring that learning is effectively transferred into practice. Create mechanisms for employees to receive constructive feedback on their performance, helping them to refine and improve their new skills.
Encourage reflective practices, such as after-action reviews and learning logs, where employees can analyse their experiences, identify what worked well, and pinpoint areas for further development. This reflective process helps to solidify learning and ensures ongoing improvement.

Building a culture of continuous improvement

Transferring learning into working practices requires a multifaceted approach that combines learning with practical application. Through introducing workplace assignments, delivering practical content through expert practitioners, utilising relevant case studies, providing learning support materials, fostering a learning culture, and implementing feedback and reflection mechanisms, organisations can ensure that their training programmes lead to a transformation in application and therefore on-the-ground performance.

These strategies not only enhance the effectiveness of learning but also drive a culture of continuous improvement, positioning the organisation for sustained success in the competitive landscape.

If you’re looking to create a workforce learning programme that encompasses effective initiatives like these, and delivers truly applied learning outcomes, feel free to reach out to me and let’s discuss how Econsultancy can support your organisation in achieving its goals.

Richard Breeden is Managing Director of Econsultancy and a Fellow of the Learning Performance Institute (LPI).