A study found that learning and development (L&D) budgets have increased for 57% of organizations since the pandemic’s outbreak. One reason is that these companies understand that L&D is one of the key enablers of organizational survival and growth. Another is that employees are more likely to stay with companies that offer continuous training.
Thoughtfully-designed L&D programs also elevate employees’ on-the-job performance, positively impact their work motivation and engagement, and encourage them to remain loyal to the company. All of these are signs of a strong employer brand. Simply put, L&D and employer branding go hand in hand. Here’s why you should make L&D part of your employer branding strategy.
L&D Boosts Employee Satisfaction and Happiness
Employee-focused L&D programs can influence and even determine employee experiences. These programs successfully align training with trainees’ job responsibilities and incorporate up-to-date content that resonates with their learning requirements. Compelling programs can prepare employees for the day-to-day challenges of their jobs. They can also drive employee engagement and ensure they remain connected to their jobs, the workplace, and the employer.
L&D is also vital for creating long-lasting and mutually-beneficial relationships between employees and employers. Lastly, companies that “humanize” workplace learning by investing in mental health and well-being training are more likely to have high-performing employees instead of anxious or burned-out shells.
Engaged, highly motivated employees are most likely to give their best effort to the company every day. They are also more likely to feel proud of their contributions, which will encourage them to stay with the company instead of looking for a change. These are indicators of a strong employer brand – and high-quality L&D programs can make it happen.
L&D Drives the Corporate Culture
We have all heard about the Great Resignation – the post-pandemic phenomenon that has swept U.S. labor markets and put immense pressure on employers to fill vacancies with skilled and/or experienced workers. According to a recent MIT study, a “toxic culture” is one of the key causes of the Great Resignation. In fact, a toxic culture is 10.4X more likely to drive mass employee departures than low pay, too much bureaucracy, lack of flexibility, or other factors.
On the other hand, a positive culture attracts more people to the company and encourages existing employees to stay. These companies are known for treating their employees with respect. Ethical behaviors, integrity at every level, and fair treatment are also hallmarks of firms with great cultures. These companies also consistently promote diversity, equity, and inclusion (DE&I), through their words, deeds, and yes, L&D programs.
Per The State of L&D in 2022 study, 40% of companies are providing DE&I training. These organizations are able to cultivate positive workplace cultures where all employees are treated fairly, regardless of their backgrounds, genders, religions, etc. Cultural training also enables them to create a positive, supportive environment that not only curbs resignations and turnover, but also strengthens their employer brand.
L&D Is a Competitive Differentiator
79% of HR leaders polled for The State of L&D in 2022 study said that their companies are emphasizing training and development. Another 67% said that their L&D budgets will increase in 2022. One reason organizations are increasingly focusing on L&D is to address the ongoing talent shortage problem. They want to connect with talented employees – and these employees see companies with vibrant L&D cultures as great places to work. They consider L&D an important benefit and seek it from their current and future employers. Companies that understand and act on these facts usually find themselves in a stronger position than their competitors.
Firms that prioritize employee learning and development often make it to “best companies to work for” lists. They invest in training programs to enhance employees’ skills and capabilities and boost their workplace performance and productivity. The right type of training that’s imparted in a low-friction manner and at the right time helps create a skilled, knowledgeable workforce. Programs where employees’ expectations are aligned with employers’ offerings, can build new competencies among employees and address employers’ skills gaps and challenges. These well-trained, skilled employees add to the company’s attractiveness in the employment market, helping to create strong employer brands. They also strengthen its competitive position by making tangible contributions to its objectives and strategic goals.
Conclusion
Your employer brand is less about what you say about the company and more about what your current and potential employees say. Do they praise your culture and policies? Speak positively about your DE&I efforts. Express gratitude for your efforts to enhance their skills and improve their mental health and well-being. If you answered “yes” to any of these questions, you likely have a well-designed and well-implemented L&D program.
Modern employees want more than fair pay. They also want to be treated with respect, recognized for their achievements, and do fulfilling and stimulating work. Equally important, they want career growth and development. Here’s where training and development play a key role. L&D programs enable employees to enhance their skills and capabilities so they can progress and grow in the workplace. These programs also benefit organizations because they boost employee performance, productivity, and profitability. Equally important, they strengthen the employer brand and attract talented candidates for whom L&D is an important “perk” of the job.
Ergode can help you create an L&D program that results in an engaged, high-performance team and a strong employer brand. Contact us to know more.
