The DMA’s latest infographic highlights some fresh insights from the ‘Business Skills Census 2019’ report.

Marketers were asked to identify the skills and challenges that are important to their businesses today, as well as those that will be in the future.

New analysis of the findings reveals some key reasons why some organisations have a more positive learning culture than others.

Marketers that took part in the survey fall evenly into one of two groups:

  • Empowered (47%): Strongly believe their organisation invests well in skills and training of staff and has a culture that encourages development, while also having provided their team training in the last 12 months
  • Disenfranchised (53%): Tend to believe they don’t have a culture of development or the investment from the business to facilitate learning, as well as not having received any training in the last year

So, beyond budgets and training availability, what can businesses do to promote a more positive culture of learning?

Marketers were asked as part of the survey about different ways their organisation manages staff development, highlighting key differences between those where staff were more likely to feel ‘Empowered’ and ‘Disenfranchised’.

Discussing and reviewing staff development at least quarterly can have an impact, something that occurs significantly more often with employees working in organisations where they feel ‘Empowered’. Half of staff (52%) who feel ‘Empowered’ have their development reviewed regularly. Just 16% of staff feeling ‘Disenfranchised’ do.

In addition, encouraging staff to take part in Continuous Professional Development (CPD) programmes can offer individuals the impetus they need to seek out learning opportunities themselves. 58% of respondents who believe they are encouraged tend to feel empowered at their current business.

Our research highlights the integral link between an organisation’s approach to developing its staff and how that impacts the culture within a business. Those that take an active interest in staff development and build strategies to enable learning are more likely to have staff who feel empowered,” said Tim Bond, Head of Insight at the DMA.

An increasingly skilled workforce doesn’t necessarily mean that staff are less inclined to remain loyal.

The Institute of Data & Marketing’s (IDM) ‘Business Skills Census’ report found that less than a quarter of the respondents (23%) took newly acquired skills received from training elsewhere to another organisation.

Bond added:

In a highly competitive employment landscape, staff loyalty and retention are key drivers to business success. Organisations must view staff development as an investment, where empowered staff are more likely to be equipped with the skills needed to help the business achieve its objectives.