The UK economy is currently undergoing a recruitment crisis and many firms have turned to external training providers in a mission to upskill their existing teams and reduce the need for new hires. In addition to this recruitment crisis, businesses around the globe are facing increasing pressure to take a stance on macro-level issues such as sustainability as well as diversity and inclusion and are finding themselves in need of external counsel to formulate effective strategies.
Here we identify some of the growth sectors within the employee training landscape and the opportunities that lie ahead for businesses operating in the space.
With candidate numbers falling by the day many businesses are advertising for roles and finding themselves unable to fill them. This lack of resources is forcing firms to think laterally and find alternative solutions to the business challenges that led them to advertise for the vacancy in the first place.
One of the ways teams are doing this is by investing in training to upskill existing employees. Upskilling provides not only a stop-gap solution but also is a more cost-effective way of meeting demand than hiring a new employee. While training may not provide an instant silver bullet, investing in your people is sure to have a knock-on effect on retention, increase company morale and limit turnover.
There are many firms operating in this space offering training across a variety of areas from soft skills such as management and networking to more specialist training on specific software and tools. With so many businesses operating in the sector, how would an organisation know which one to choose?
Getting your organisation featured in media that’s being consumed by your target audiences is vital during this process.
One way of cultivating media interest in your business and securing press coverage is through leveraging case studies with clients who have benefitted from your training. As well as working with your partners to share quotes and anecdotes about the value your training has added, any data that can help quantify this impact is an effective way of attracting a journalist’s attention. Working with customers in this way can help strengthen relationships and also provides third-party validation for your business that is sure to compliment your sales strategies.
Positioning your senior executives as thought leaders and helpful sources of advice for businesses on the challenges they’re facing is another useful tactic when it comes to building trust. Whether it be on LinkedIn or via the media, sharing helpful advice pieces and tips that firms can use to overcome their business challenges helps not only build brand awareness but also generates confidence and enhances brand affinity.
You can read more here about how senior figures can use social media to their advantage.
Diversity and Inclusion
In the wake of the high-profile BLM and #metoo movements, diversity and inclusion have quite rightly soared to the top of corporate agendas. Businesses across the globe from SMEs to multinationals have become increasingly considerate of the importance of inclusivity and have taken steps to incorporate this into their strategies. Despite this, there is a real knowledge gap amongst many executive teams and businesses about the nuances of these issues so many have resorted to employee training in an attempt to create more inclusive and understanding workforces.
Diversity and inclusion training has found itself in the spotlight in the media with many commentators questioning its efficacy. The Guardian published a piece earlier in the year examining this rising trend, aptly titled ‘Does it even work?’ and the BBC condemned this movement, stating that ‘Research has long shown that corporate training on diversity and sensitivity doesn’t work’.
These headlines are incredibly concerning for the employee training firms helping businesses overcome issues, tackle biases and create more equitable workplaces. There is a huge volume of inspiring and important work being undertaken in this field so it is critical that the businesses delivering this speak up and tell their side of the story. While corporate diversity training is not the single solution to tackling injustice within the workplace it has the potential to educate employees and improve culture dramatically.
Sustainability has dominated the headlines in recent weeks following the COP26 climate conference in which governments came together to tackle the climate crisis. While change on a governmental level is a necessity, the role of the private sector cannot be understated. The industry has a vital role to play here and businesses are increasingly finding that their customers are voting with their feet and actively choosing to work with businesses with solid ESG and sustainability credentials.
There is a raft of so-called sustainability consultancies that are providing advice to businesses not only on employee training but also on how to operationally become more eco-friendly. The competition is hotting up and the demand for these services is higher than ever.
For firms operating in this space, the propensity of the media coverage around sustainability is a huge opportunity that must be grabbed with both hands. There are news stories breaking every day around the climate crisis, each of which presents a gilded PR opportunity. Working with a PR team with the relationships to insert your business into these stories is critical. Providing your leadership team with expert commentary on these stories not only affirms the sustainability credentials it helps establish your authority in the sector and position you as a leading voice in the debate.
Is your employee training looking for support reaching a B2B audience? If so, why not get in touch with our award-winning team today to discuss how we could support you.