Most employees think mandatory training sucks.
Just mention "corporate mandatory training," and I’m sure you’ll hear a chorus of loud groans.
And even if you require employees to complete a training course, it doesn't guarantee their willingness to do so or their ability to stay engaged.
In a survey of professionals in U.S. finance and insurance organizations with over 1,000 employees, research found that 15% of respondents rushed through obligatory compliance training without listening or reading, while 34 percent admit to only skimming the content and tuning out training audio.
This is a common struggle.
To solve this problem, you’ll often read that you need to break training content into bite-sized pieces because people have low attention spans and they’re busy.
You’ll also hear that you should add gamification to make boring training fun, and that you should mix up the learning with different training methods.
Our response to this is yes, of course!
But sometimes, even if you do all these things, you’ll still find it hard to change people’s behavior.
In 2018, I was working at a medium-sized software company where we were preparing for the rollout of GDPR (General Data Protection Regulation). As part of the preparation, we wanted everyone to know the rules and regulations for data protection.
This meant they had to take a mandatory training course.
Despite the risk of heavy fines, coaxing everyone to complete the training was difficult.
We told employees WHY they needed to complete the course and what it meant to the company if we broke the rules.
To make the training “more fun” and encourage participation, we purchased an LMS system that allowed the information to be created into bite-sized lessons and included gamification elements. We also offered training materials in Powerpoint and video.
Every two weeks, the Data Protection Officer sent regular updates to department leaders listing who had and who hadn't completed the course. Despite these efforts, getting everyone to complete the training was an uphill battle, requiring constant reminders and encouragement from managers.
In the end, all departments did complete the required training. But the experience was a strong reminder that getting everyone onboard with mandatory training is far from straightforward.
What could we have done differently?
In 2008, 3 researchers conducted an innovative study in a hotel setting to explore effective methods of promoting environmental conservation.
The researchers prepared two types of messages.
The first is called the standard environmental message.
It was straightforward, highlighting the environmental benefits of reusing towels. The message read, “Let’s help save the environment. You can show your respect for nature and help save the environment by reusing your towels during your stay.”
The second message was called the descriptive norm message.
It read, “Join your fellow guests in helping to save the environment. Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once. You can join your fellow guests in this program to save the environment by reusing your towels during your stay.”
Printed on the back of both cards, “Did you know that most of this hotel’s guests participate in our resource savings program, it would save the environment 72,000 gallons of water and 39 barrels of oil and would prevent 480 gallons of detergent from being released in the environment in this year alone?”
As data was collected, a fascinating trend emerged: the descriptive norms-based message significantly outperformed the environmental message.
44% of the guests were much more likely to participate in the towel reuse program when they believed their behavior aligned with that of prior guests.
Simply telling people the consequences or benefits may not be enough to motivate them.
For example, warning employees that failing to abide by the regulation could result in a 20 million EUR fine for the company often isn't compelling enough.
It's difficult to make people care—especially when it’s not their money.
So how do you make them care?
What the study shows is that people are greatly influenced by the actions of others, especially in unfamiliar situations. By aligning behavior with social norms, you can significantly increase participation rates.
This is called the power of social proof.
Many of the customers we speak to believe that with just the LMS alone, employees will complete the training courses and everyone will remember the information.
This is the furthest from the truth.
At XtraMile, we believe training success is a combination of three things - people, processes and technology. This is called the PPT framework.
The PPT framework focuses on three key elements: people, process, and technology. These elements must work together to ensure success in business operations and change management.
When we talk about the impact of social proof, we are talking about changing people’s behavior.
So of course, you should have an LMS system. And of course you should have a process for rolling out your training program.
But, what else should you do?
Here are four non-obvious ways to increase completion rates:
According to Robert Cialdini, psychologist and author of "Influence: The Psychology of Persuasion," people are more likely to engage in an action if they see others doing it, particularly their peers.
This effect is amplified in professional settings, where the actions and approvals of colleagues can significantly influence behavior.
When employees see that a majority of their peers are engaging in and completing mandatory training, it sets a norm within the organization.
How do we take advantage of this?
Use visuals to communicate the high participation rates and completion statistics across the organization. Share this information in internal newsletters or on the company intranet, you could feature a monthly update showcasing completion percentages or a leaderboard.
The overall dashboard view in XtraMile can help you do this. The dashboard shows how many have completed, how many answered the questions correctly and how many were certified.
Another example could be that as a department manager, you share that you’ve completed the course and share the score with your team.
By using a visual dashboard and statistics, you only inform employees of their collective progress but also tap into a natural competitive spirit, encouraging others to not fall behind their peers.
According to a Nielsen study, 92% of people trust recommendations from friends and family over all forms of advertising. And a McKinsey study found that word-of-mouth is the primary factor behind 20-50% of all purchasing decisions.
Because we are talking about human behavior, this same idea works with training courses.
When you use positive testimonials from employees who have completed training programs, it serves as an influential tool for motivating participation.
Positive testimonials communicate the benefits and relevance of the training directly from those who have experienced it, making the message more relatable and compelling.
How do we take advantage of this?
XtraMile gives you the capability to gather feedback from employees.
Collect and prominently display positive feedback from employees who have completed the training for all to see.
Choose testimonials that specifically address potential concerns about the training, such as its relevance, the ease of understanding, or its engaging content.
Once you find the quotes you need, share them in emails, staff meetings, highlighted in break rooms, or as part of the training sign-up page.
Testimonials not only address potential concerns about the training’s relevance and quality, but also humanizes the experience, showcasing real-life benefits and successes.
Making compliance achievements visible within the organization can have a strong impact on encouraging participation in mandatory training. 81.9% of employees agree that recognizing contributions improves their engagement.
This approach involves publicly acknowledging and celebrating employees who complete their training. This not only honors their effort but also promotes a culture of compliance.
How do we take advantage of this?
In addition to digital badges and awards, XtraMile encourages achievement by issuing a certificate of completion to the participant.
This certificate can be used on-the-job, it can be displayed digitally, and employees can share it on social networking sites like LinkedIn.
This public acknowledgment serves as a nudge for others to complete their training.
When employees see that their efforts are acknowledged, they are more likely to take pride in their accomplishments and strive for similar recognition.
People follow the lead of people they respect.
This taps into the principle of peer leadership, where employees are motivated to emulate the behaviors of those they respect and admire.
While showcasing positive testimonials (as discussed in point #2) involves sharing feedback from employees who have completed the training, leveraging influential leaders goes a step further.
It focuses on using respected figures within the company to actively promote and endorse the training.
How do we take advantage of this?
Identify influential figures within the company—these could be formal leaders, like managers and department heads, or informal leaders, like well-respected peers.
These individuals can significantly impact their colleagues' behavior by demonstrating their commitment to the training.
Encourage these leaders to complete the training and share their positive experiences through:
Additionally, consider creating video testimonials or short clips of leaders discussing the training's value. Seeing a respected leader endorse the training can be a powerful motivator for others to follow suit.
Their endorsement not only boosts the training's visibility but also its perceived value, encouraging broader participation and commitment.
Implementing mandatory training in a corporate setting is a challenging task, often met with resistance and indifference.
By leveraging the power of social proof and understanding the intricacies of human behavior, you can increase participation and engagement.
The PPT framework—People, Process, and Technology—emphasizes the necessity of a holistic approach. Highlighting participation rates, showcasing positive testimonials, creating visibility of compliance, and leveraging influencers are powerful strategies that go beyond the conventional methods.
By emphasizing these non-obvious yet effective tactics, companies can transform mandatory training from a dreaded obligation into a valued component of professional development.
When done right, mandatory training can contribute to the overall growth and resilience of the organization, ensuring that everyone is not only informed but also engaged and aligned with the company's goals and values.
Ready to see how XtraMile can help your business?
Book a free demo today to discover how our learning automation platform can help you make your mandatory training more engaging and effective.