Are you intrigued by the possibilities of leveraging user-generated learning content, or looking to manage the process more effectively? The good news is that it’s never been easier to help your employees build their knowledge collaboratively and take control of their learning.
User-generated content is arguably most commonly deployed in marketing, where brands invite and curate consumer contributions as a way of increasing reach and fostering a sense of authenticity. However, this approach is also proving popular in L&D, with many learning tools making it easier than ever for companies to facilitate and encourage content created by learners as an invaluable part of training programs.
More than 80 percent of organizations are now thought to be leveraging user-generated learning content as part of their L&D strategy, while enterprise social media tools are accelerating organizational transformation and innovation. This is partly driven by the familiarity of voluntarily-shared content on ubiquitous social media sites.
In addition, YouTube has seen a tenfold increase in the time spent on its site in the last decade, rising to become the second-largest search engine in the US. Formal learning and more informal tutorials make up a significant part of the 400 hours of content uploaded to YouTube every minute.
So how can you capitalize on the immense popularity of user-generated content creation and tap into the vast knowledge within your organization at the same time?
Why Does Creating User-Generated Learning Content Work?
When used properly, social learning is worth getting excited about. McKinsey suggests that some industries could increase productivity by nearly 25 percent if they fully implement social technologies.
But why is that?
Well, the more people can learn from each other, experience a free flow of ideas and information and receive expert feedback, the more likely they are to quickly build the knowledge they need to perform better.
We can see some of the reasons why creating user-generated learning content is a natural step in effective programs by thinking about a few tried-and-tested learning methods. In the workplace, some of the ways people learn include:
- Observing others at work
- Trying things out and receiving direct feedback
- Collaborating and discussing concepts with others
- Reading, watching and listening
Making space for user-generated learning content supports all of these approaches and more—and, with the right learning tools, the process is easy, quick and cost-effective.
A good example of this is a subject matter expert recording a quick piece of guidance or how-to video on their computer or mobile device. Uploading this to a central video library allows anyone at the organization—or a select group of learners, such as the expert’s peers and juniors—to see, access, search for and comment on that video.
If we think of how much time and effort it would take to arrange a meeting with a subject matter expert every time an employee needed guidance, we can see how incredibly useful and efficient this kind of user-generated learning content is.
Creating User-Generated Learning Content Means Letting Go (a Little)
While user-generated content on mainstream social media sites can be a stage for anyone to do anything, learning technologies in the workplace provide a much more reliable stream of high-quality knowledge-sharing. They offer learning teams a ‘sandbox’: the opportunity to check the quality of learner-generated content before publishing. To ensure content is properly vetted, they can set roles and permissions by user, by content asset, etc.
Offering learners a powerful role in the learning process inevitably involves some uncertainty and risk, but it also gives the new “consumer learners” what they want. People increasingly expect to take control of their own learning—not least Millennial learners, who will make up 75 percent of the workforce by 2025.
It is impossible to predict exactly how much quality content learners will produce and what engagement levels this approach will result in, but the signs are certainly full of promise. Companies such as Google, which was a major early adopter of user-generated content, have made this style of employee-to-employee learning a mainstay of their training programs.
Creating User-Generated Learning Content Encourages Mastery
We mentioned the ability to search for user-generated content earlier in this blog, which leads to an important point around skill and knowledge development. Mastery usually relies on being able to repeatedly review or practice something new.
Picture how people watch a YouTube video several times in order to understand a learning point, or re-read part of an ebook or listen to a segment of a podcast. A library of user-generated learning content is another resource employees can turn to at any time, revisiting the learning points whenever they want to.
When people leave a company, their legacy of user-generated content ensures their knowledge of the organization and industry does not depart with them. Around half of US employees were hoping to leave their job in 2017, with the proportion of Americans leaving their jobs voluntarily at a 17-year high. Sharing and capturing employee knowledge is an obvious wise move for any successful company, but modern workforce turnover makes it critical.
Organically Reinforcing a Culture of Continuous Learning
In a corporate world where managers rightly prize a culture of learning, creating user-generated learning content is an excellent way of meeting learners where they are and encouraging active skills and knowledge sharing. Despite this, there’s still a long way to go, with 85 percent of employees describing themselves as unengaged or actively disengaged at work.
Whether you’re about to launch a concerted social learning strategy or are looking to increase your level of quality user-generated content, this is one learning approach that paves the way to L&D success.
Want to discover the power of user-generated learning content and use it to transformational effect? Download the gomo ebook, ‘5 Ways to Make your Learning Program Work for You’ to discover more.