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Proximity Learning: how to bring training to where people are

An innovative approach to training that harnesses the digital channels people already use to reach them effectively and unhindered

27 November 2024

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"For the project management course, we have to bring a thousand people into the classroom, and then have them participate in the in-depth e-learning": this is a typical description of a training project that focuses on the two most used channels, face-to-face meetings and online courses.

These modes are effective and perceived as natural, inevitable by both planners and participants in training; but are they the only ones possible? In reality, people in organisations have always developed their technical and behavioural skills even in a thousand less structured and formal contexts than the classroom and e-learning: conversations with bosses and colleagues, social networking, company chats... these are all occasions in which people are not 'led' to training, because training is already there waiting for them, distributed in the tools and places of work.

E-learning and friction

If for classroom training an obvious obstacle is the need to travel to the course venue and invest at least half a day of one's time, for online training a different limitation intervenes: friction.

Friction' is the set of obstacles one encounters when using any online service, be it an e-learning course or a purchase on an e-commerce website: the big online services, from Amazon on down, invest heavily in the user experience, i.e. in making sure that the shopping experience is smooth and frictionless, from filling the shopping cart to payment.

Traditional' e-learning inevitably has its fair share of friction.

Typically, the elements of the system are an LMS - Learning Management System - platform and content divided into modules and presented in different formats such as slides, videos, quizzes, gamification, tests...

Participants have to: find the platform address, remember their password, log in, navigate their way through the menus, search for the course they need to attend, make sure they have at least half an hour... friction indeed.

Proximity Learning

When it is essential to reduce friction and the time needed to share information - for example: training salespeople on a new product, to be done right away - 'proximity learning' can be added to traditional e-learning on an LMS platform, to reach people in the digital environments where they already are: internal messaging systems such as Teams, Slack or even Whatsapp, external social networks such as LinkedIn or Instagram, e-mail and newsletters...

How do you choose when to use proximity learning and when more traditional and structured modes? It depends...

E-learning on a dedicated platform normally has more friction than less formal and structured channels, but it has a number of advantages:

- full traceability: training managers have all data available on course access, completion, test scores... both aggregated and of individual participants; this is an indispensable condition in all cases where reporting is required, e.g. for compulsory safety training or for training credits for doctors, lawyers and other professions

- structure: it is possible to propose structured catalogues of online and classroom courses, individual or role-played training paths, propaedeuticity between modules...

- technological environment designed for training: ease of incorporating multimedia, interactive content, gamification...

Instead, proximity learning should be used, even alongside traditional e-learning and face-to-face training, when reducing friction is a fundamental requirement:

- multi-channeling multiplies the possibilities of reaching the user: if you don't see the content on Whatsapp, I'll reach you with the newsletter or a text message

- you reach people in the environments where they already are

- compared to classroom and e-learning, proximity learning is more ATAWADAC: Any Time, Any Where, Any Device, Any Content

- there is no interruption of the working day: training content is micro, just a few seconds or minutes long

Proximity Learning: how is it done?

For HR functions, bringing training to where people are means experimenting and learning to use new channels and formats:

Microlearning and mobile learning: rapid access to short, targeted content, which can also be accessed from mobile devices, is an effective response to the needs of time-poor learners. This type of training, based on videos, podcasts, quizzes and infographics, enables continuous learning that is integrated into everyday life.

Social learning and online communities: corporate social platforms provide a context in which to share knowledge, experience and resources. Tools such as forums, groups on LinkedIn or Facebook, and instant messaging applications (such as Slack or Teams) enable learning through interaction with colleagues and experts, fostering a continuous exchange of ideas.

Gamification and simulations: the introduction of game elements and simulations makes training more engaging and stimulating. Badges, points, leaderboards and virtual scenarios allow learning through play, encouraging memorisation and practice of acquired skills.

Podcasts and videos: by broadcasting audio and video content on internal or external platforms such as Spotify or YouTube, it is possible to follow short content, interviews or tutorials at any time. This approach makes training more accessible, turning even the downtime of the day, such as the commute to work, into learning moments.

Peer learning and mentorship: peer learning and mentorship programmes allow for the enhancement of experience and skills within an organisation. Through discussion and the direct guidance of a mentor, participants can acquire practical skills and receive personalised feedback.

Artificial Intelligence: the use of AI in training makes it possible to create customised learning paths, adapting content according to the participant's profile, progress and specific needs. Chatbots, virtual tutors and data analysis make continuous and targeted support possible.

How is it measured?

In proximity learning, not all the tracking tools of a training platform are available, but it is still possible to measure results and collect feedback, albeit in a less comprehensive and structured way: quantitative data such as post coverage, clicks, answers to quizzes and contests, newsletter reading rates; and qualitative data such as comments, contest answers... all feedback from the social dimension, which platform-based or even classroom-based training does not normally have.

*Digital Academy Manager of Newton SpA