Zombies or Talking Heads: Matching the Message to the Trainee

I recently saw an excellent promotional video for an elearning module for a software package called Ruby on Rails. The elearning series, Code School, Rails for Zombiesspeaks directly to its user base with pinpoint accuracy and a blast of irreverance and humor. Images of zombies are interlaced with a would-be code-learner diving into the deep end of a pool in an action-hero pose as he blasts his shot gun. The images, presented in a slide-show format provide an engaging and fun backdrop to the smart-ass style narration that left me wanting more.

So what?

...if you haven't followed the link I gave you yet - go back and do so now, then come back and I'll explain why this is an important detour.

Possible reactions to the video (and the training it is selling) might include:

- "the video is entertaining, but ultimately little else."

- "it reminds me of 'Thriller', but beyond that?"

If your organizational culture is of a certain type (say ultra conservative), you might laugh at the video and say "but that'd never fly here - there are too many 'suits' here.

If you're a person of a certain age, you might think wistfully "I wish my company would produce entertaining learning content - why does it have to be so dull?"

...now, we're getting somewhere.

Training delivery, particularly e-learning is really a function of marketing communication planning. Six elements that need to be identified before production begins are:

1. Who are the primary consumers of the learning? Effective elearning design requires segmenting the market by a variety of variables, not the least of which are gender, age, education, and location (there are of course many more)

2. How do they connect with not just the LMS, but each other?

3. Do they want to connect with each other, but feel that gateways on your LMS might compromise candor and/or anonymity? Can the course be delivered just as effectively 'outside official channels'?

4. What is the purpose of the learning module: skill development, values-reinforcement, or skill-transfer training?

5. Is some level of certification required?

6. How has previous training been delivered, and has the target consumer group been polled as to their preferred method of course consumption/design?

Net:

Elearning is a subset of marketing communications, and requires the same discipline of matching target consumer behavior with the message to increase adoption rates. So, just like an advertising campaign, before launching an elearning program, know your target demographics and their preferences (Caffeine Performance provides a modelling survey for you to do just this!), to determine your best thematic approach to assure the stickiness of your message: zombies, talking heads, or an interactive approach.