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THE ECONOMIC
                                                 “
                                                 The mighty role
                                                 models have
SLOWDOWN                                         fallen and the
                                                 gurus’ books
                                                 remain on the
What has L&D learned from the
                                                 shelves. It’s time
economic slowdown?                               to be noticed –
                                                 not for our size
                                                 or our strategic
                                                 bent, but for our
                                                 contribution.
                                                 Graham White,
                                                 HR Director,
                                                 Westminster City
                                                 Council

                                                 ”

Jeremy Blain, Director, International Partners
Network, Cegos Group
CONTENTS



1.   THE ECONOMIC SLOWDOWN AND L&D

2.   INCREASING THE VALUE AND REDUCING THE COST

     OF TRAINING

•    2.1 New L&D Delivery Channels

•    2.2 Focusing on Key Talent – The Importance of

          Diagnostics.

•    2.3 The Need to Measure

3.   THE IMPORTANCE OF HUMAN CAPITAL

•    3.1 Employee Engagement

•    3.2 Effective Talent Management

•    3.3 Management Training and the Need to Focus on Top

          Talent

•    3.4 The Waking up of Leadership

4.   THE IMPORTANCE OF AGILITY

5.   WHO HAS THE POWER?

•    5.1 The Importance of the Learner

•    5.2 The Growth of Line Manager Responsibilities

•    5.3 The Importance of Management Involvement

6.   REGIONAL PERSPECTIVES

7.   CONCLUSIONS



                                                            © Cegos Group, 2011/2012
1.    THE ECONOMIC SLOWDOWN AND L&D


The last three years have seen what many economists consider to be the worst
financial crisis since the 1930’s and a period of economic slowdown the world
                                                                                   !
over. At the time of writing (February 2011), a fragile recovery is under way in
many parts of the world, although this has also ushered in a period of fiscal
                                                                                   HAS THE
austerity – particularly in the public sector.                                     RECESSION
As with any business function, Learning and Development (L&D) has been
                                                                                   AFFECTED L&D
significantly impacted by this slowdown with both reductions (and then in           UNIVERSALLY
some cases, a recovery) in budgets and a re-evaluation of its role within
organisations.
                                                                                   OR HAVE
                                                                                   SOME
Research from across the world points to this, with Western countries and their
L&D budgets particularly hurt by the recession. For example:
                                                                                   COUNTRIES
                                                                                   SUFFERED
•     In the UK, the 2010 Learning and Development Survey from the
      Chartered Institute of Personnel and Development (CIPD), revealed that
                                                                                   MORE THAN
      training budgets were cut in more than half of the 700 organisations         OTHERS?
      questioned – up from a third that were cut in 2009.
•     In the US, 2008 and 2009 saw double digit cuts in L&D budgets,
      although the roots of recovery are in place with companies spending an
      average of 2% more on training in 2010 than in 2009, according to the
      latest Corporate Learning Factbook 2011 from Bersin & Associates.
•     European research undertaken by Cegos Group in March 2009, among
      L&D professionals from companies in the UK, France, Germany and
      Spain, revealed that training budgets in Europe appear to be holding
      steady. In the survey, 81% of organisations expected to sustain or
      indeed increase their investments in training during 2009. We are
      currently tracking these figures to see whether this is the case moving
      forward.

And yet, there are other countries who have been less affected. Figures from
the Sao-Paolo based training association the ABTD (the Brazilian Association
for Training and Development) reveal that companies in Brazil spend, on
average, $810 per trained head per year - on a par with the USA and Europe.
And in contrast to other markets, investment in training in Brazil has been
growing steadily during the past five years and is continuing to grow. These
regional discrepancies and their impact will be discussed in section 6.

This paper will look at the impact the economic slowdown has had on L&D,
how it has forced L&D professionals to look at the services they provide, and
whether L&D is emerging weaker or stronger. The paper will also look briefly at
some of the impacts of the recession on L&D by region.




                                                                                        © Cegos Group, 2011/2012
2.     INCREASING THE VALUE & REDUCING THE COST OF

       TRAINING                                                                                         “
                                                                                                        In the future, the
                                                                                                        challenge for L&D
Probably the single biggest focus the recession has placed on L&D is on its                             professionals is to
ability to provide value and be cost effective. In short, L&D has had to justify
                                                                                                        harness this ability
itself like never before.
                                                                                                        for young people
Cost and a return on investment from training and development is now central
                                                                                                        to combine using
to the L&D function – more so than it was, prior to the recession, in 2008. For
example, Bersin & Associates’ 2010 Corporate Learning Factbook found that one                           technology so readily,
in three of people viewed cost as their overriding priority for L&D (see illustration).
                                                                                                        whilst developing
So how has this focus on ROI and cost impacted training? This has                                       old fashioned skills
manifested itself in a number of ways.
                                                                                                        like leadership and
                                                                                                        communication, and
       Increasing effectiveness of learning                                                 38%

                                 programs
                                                                                                  44%
                                                                                                  44%
                                                                                                        transfer this into the
                                                                            23%
                                                                                                        corporate world.
           Integration with performance /                                                  36%




                                                                                                        ”
      competency management inititatives
                                                                14%

     Reducing costs / improving efficiency                                          31%
                                                                                   30%                  Martin Baker, Founder and
                                                                                  29%
                                                                               25%
                                                                                                        Managing Director of the Charity
                                              0%          10%         20%         30%       40%         Learning Consortium
                                                   2009     2008        2007        2006


What is your overriding priority for L&D? 2010 Corporate Learning Factbook,
Bersin & Associates.



2.1 New L&D Delivery Channels

This focus on ROI, aligned with other drivers such as new technologies and
younger generations entering the workplace, is providing the catalyst to
fundamental changes we are seeing in the way we deliver training to learners.
Just as technology advances in computers and automation helped companies
prosper following the recession of the 1980’s, the same has been the case
this time around.

Gone are the days of week-long training courses at country hotels. The
emergence of e-learning in the early 2000’s through to informal networks,
virtual and mobile learning, and the rise of serious gaming have all increased
the onus on L&D departments to provide highly targeted bite-sized learning
which is cost effective and generates direct value to the learner. In addition, by
accessing these training methods from their desktops, learners are also able
to fit training around their day-to-day activities.

This focus on ‘on the job training’ to supplement traditional classroom
methods is being seen throughout the world. For example, according to a
June 2010 survey by Cegos Group, Spain and the UK are continuing to lead
in their use of e-learning (with 56% and 53% of learners using it); and in Asian
countries, such as Malaysia, 70% of training takes place on the job according
to HR consultants, SMR Tech Group. Examples provided in previous Cegos
Group white papers, such as the Shibuya University in Tokyo, also show the
move towards more flexible, cheaper and higher value L&D delivery channels.

Perhaps the biggest challenge moving forward will be to align these new
technologies with more traditional skills, as noted by Martin Baker, Founder
and Managing Director of the Charity Learning Consortium.                                                              © Cegos Group, 2011/2012
2.2 Focusing on Key Talent - The Importance of Diagnostics

This focus on cost and value is also resulting in a stronger diagnostics
approach to learning where training is better focused and targeted at
individuals and where each person’s role is broken down into specific skills
areas and competencies, prior to the L&D intervention being applied.
                                                                                    !   KEY
                                                                                        POINTS
                                                                                    The increased focus on
                                                                                    Cost, ROI and Value,
Is the level of skill or knowledge required correctly aligned to the individual’s   aligned with the growth in
job role? Does the individual already have these skills or knowledge? These         technologies and younger
questions need to be more rigorously addressed – more so than perhaps they          generations entering the
have tended to be in the past.                                                      workforce, is leading to a
                                                                                    fundamental change in the
                                                                                    way we deliver training.
2.3 The Need to Measure
                                                                                    A diagnostics approach
Finally, the added emphasis on cost and value has also increased the pressure       to individuals’ training
on L&D to put in place effective measurement mechanisms. The ‘conspiracy            requirements and a
of convenience’, as Charles Jennings, former head of L&D at Thomson                 renewed focus on
Reuters, put it where “the training manager develops the program, delivers          measurement is also
it to the business and no-one measures it…nothing really happens, but               coming to the fore.
everyone’s happy” is not going to cut it today.

Furthermore, as the Focus of L&D shifts to more informal learning
environments, so the challenges of measurement will increase even further.




                                                                                                © Cegos Group, 2011/2012
3.    THE IMPORTANCE OF HUMAN CAPITAL


Another key change in L&D exacerbated by the recession is the need to
                                                                                  “
                                                                                  The only thing worse
                                                                                  than training your
ensure there is a greater focus on the individual – a driver which is not just
coming from market forces but from the individual themselves.                     employees and having
                                                                                  them leave is not
Graham White from Westminster City Council put it well in his quote at
the beginning of this white paper when he insinuated that L&D and HR              training them and having
departments had spent too much time in the past focusing on elaborate
                                                                                  them stay.
methodologies, gurus and best practices, rather than focusing on the
individuals who are the recipients of this training.

With the recession often requiring more productivity with less people, it’s now
considered vital for L&D to focus on the people element within organisations
with human capital central to the balance sheet. Furthermore, with the
                                                                                  ”
                                                                                  Henry Ford

recession having forced many businesses to downsize and in the process lose
valuable knowledge and skills, it has never been more important to focus on
the talent that remains.

The challenges, however, remain significant with many people still scarred by
the last few years. The 2010 Employee Outlook Survey, for example, from
the CIPD (The Chartered Institute of Personnel & Development) found that
job satisfaction has fallen from 48 to 35, with younger employees particularly
unhappy at work.

As our previous research has shown, there’s also a growing gap between
what learners and learning professionals want. For example, our May 2009
research found that half of employees across Europe want more e-learning
and blended learning compared to 40% of HR professionals; 44% of
employees want to see collaborative techniques developed compared to
under a third (32%) of HR professionals; and face-to face learning is more
popular among the human resources function with 42% of respondents
wanting to see more classroom learning compared to 38% of employees.

The warning signs are clearly there, and there is need for urgent action-
oriented action in regard to human capital which centres around the active
engagement of staff and learners.




                                                                                               © Cegos Group, 2011/2012
3.1 Employee Engagement

L&D departments and senior managers need to keep employees engaged
– quite a challenge when played out against a backdrop of job insecurity
                                                                                    “
                                                                                    The recession has
                                                                                    meant that there is
and pay freezes and the clear need to achieve more with fewer people. But
the rewards for increased employee engagement are significant. A 2007 US             reduced attrition, but
survey from Watson Wyatt Worldwide, but equally applicable today, found that        this also results in fewer
employees who are highly engaged are twice more likely to be top performers
than are other employees. According to a recent Gallup Survey in the UK,            internal promotions
however, only a quarter of employees are engaged (See Training Foundation           or transfers. In good
2010 White Paper: The Rules of Engagement).
                                                                                    times, HR leaders spent
                                                                                    their time looking for
3.2 Effective Talent Management
                                                                                    people to fill many
Linked to employee engagement is the importance of effective talent                 vacant roles. In the
management strategies for the post recession-era.
                                                                                    recession, HR leaders
Recessions bring with them a very different set of challenges in relation to        focused on identifying
talent management. While people tend to be more risk adverse and less likely
to risk a job move during difficult economic times, the fact there is less fluidity   and developing high
within organisations can also lead to blockages and fewer opportunities to          potential individuals
restructure and bring in fresh blood. Against this backdrop, it is essential
that L&D plays a leading role in managing talent, keeping them engaged and          and ensuring that
ensuring that they have the right skills to progress.                               the most appropriate
                                                                                    assignments were
                                                                                    available for them.



                                                                                    ”
                                                                                    Pete Baker, Senior HR Manager,
                                                                                    Procter & Gamble, Asia




                                                                                                  © Cegos Group, 2011/2012
3.3     Management Training and the Need to Focus on Top Talent

This focus on human capital has also led to a growing acceptance that
management skills are central to guiding senior executives through the
difficulties of an economic slowdown and capitalising on the recovery. The
need to develop emerging leaders and manage the talent pipeline in an
                                                                                   !    KEY
                                                                                        POINTS
                                                                                    The growing focus on
economic environment of limited growth has seen a renewed emphasis on               human capital post-
management training.                                                                recession is manifesting
                                                                                    itself in a need for more
However, there is much which remains to be done in this area. A January             employee engagement
2011 Cegos Group survey found that one in four managers has had no                  and effective talent
management training across the UK, France, Spain and Germany.                       management programmes
                                                                                    and renewed attention
                                                                                    to management training.
                                                                                    Management has woken
                                                                                    up to the importance of its
                                                                                    employees!



KFC is a company that seems to have bucked the recession with a £150
million investment scheme for up to 300 new outlets in the UK by 2014 (an
announcement made during the height of the recession in 2009). This is



                                                                                 “
also resulting in increased employee opportunities across its non-fried,
oven-baking offerings as well. The commitment to invest and grow in tough
times sends off a strong signal to employees in regard to the opportunities it   Times of recession
creates. The result? Increased employee engagement.
                                                                                 really push HR leaders
                                                                                 towards greater
3.4 The Waking up of Leadership                                                  commerciality and
The recession has made leadership wake up to the importance of human             prioritisation. Resources
capital. Too often in the past, companies accepted nearly 50% turnover
                                                                                 are limited and you
rates with people promoted early, not being effectively trained, and then
deciding to go elsewhere. This casual losing of talent is no longer acceptable   have to know where
today as markets tighten and growth slows. Senior managers have woken
                                                                                 to invest to deliver the
up to this reality.
                                                                                 greatest ROI on the
                                                                                 human capital side of
                                                                                 the business. A further
                                                                                 honing of commercial
                                                                                 skills is a real positive
                                                                                 lesson from the
                                                                                 recession.


                                                                                 ”
                                                                                 Misty Reich, Vice President HR
                                                                                 UK and Ireland, KFC




                                                                                                © Cegos Group, 2011/2012
4.      THE IMPORTANCE OF AGILITY


Another key lesson many companies have learned, including L&D
departments, is the need to be more agile in one’s operations and company
structures.

If the recession has taught us anything, it’s that the L&D department and
company’s L&D strategies will always be driven by the environment in which
the business exists. Many companies, however, were caught out by the
economic slowdown in that they had large and cumbersome structures,
silos of information between their offices in different countries, and a training
structure that wasn’t closely enough aligned with corporate goals and didn’t
readily identify top talent.

The post-recession L&D environment needs to be much more agile in
addressing changing situations globally, such as greater integrations across
organisations and a sharing of resources, the requirements for more cross-
cultural skills as emerging markets become more prominent, and the
continued embracing of new technologies.

One other issue worth considering here is whether large organisations will
be flexible enough to embrace such change. Recent research from Cegos
Group (May 2010) finds that it is actually the Small & Medium Enterprises
who provide the most training today with 86% of employees in companies
with between 250 and 999 staff receiving training compared to 64% for small
business and 71% for those with more than 1,000 staff.

A possible conclusion we can take from these figures is that larger
organisations are in danger of becoming more inflexible when faced with the
acceleration of today’s modern-day changes.

And the same could be said for HR and L&D professionals, as we discussed
previously, with the growing gap between learners and learning professionals.
Furthermore, the focus on informal networks, as demonstrated in the Agile
Manifesto, group of software developers which originally formed in 2001
to define the approach now known as agile software development (www.
agilemanifesto.org), is also seeing greater take-up among SMEs than larger
organisations.

Whereas some larger organisations are bucking the trends in their attitudes to
training and new training technologies (Petrobras, Apple, Microsoft or Hyatt,
for example), too many large organisations are still reliant on systems and
processes that prevent change and forward thinking, as illustrated in the Agile
Manifesto diagram.




     Individuals and Interactions      over             Processes and Tools



      Leveraging Collaborative
                                       over        Comprehensive Documentation
            Technology



      Customer Collaboration           over             Contract Negotiation




       Responding to Change            over        Following a Plan/Existing Path
                                                                                    © Cegos Group, 2011/2012
5.      WHO HAS THE POWER?


     The focus on human capital and increased need for agility in today’s
     organisations leads us to a number of crucial questions in L&D today - Who
     has the power? Has the distribution of responsibilities been impacted by the
     recession? Have HR & L&D departments been marginalised or do they remain
     an integral element of the management team?

     There’s no clear ‘Yes or No’ answer to this question, although a number of
     observations can be made:


     5.1 The Importance of the Learner

     Firstly, recent developments have put the learner well and truly at the centre of
     L&D today.

     Learners today are highly engaged in their training paths and motivated to
     develop their own skills – so much so that they are even willing to invest in
     their training themselves. A June 2010 survey from Cegos Group found that
     76% are willing to give up their free time to undertake training and 53% are
     even prepared to part fund it.

     Employees are more proactive in their quest for learning and the rise in
     technologies, informal networks and virtual learning are enabling them to do
     this. Just as if they were doing a degree at an educational institution, they
     want a clear career path and goals. L&D departments that ignore this do so at
     their peril.

     On the one hand, this represents a massive opportunity for L&D but also
     source of discontent and disenchantment if L&D doesn’t meet their needs.
     Already, there are signs of a gap between what employees like and want, and
     what HR and L&D professionals are actually planning to develop over the next
     three years, as our 2009 survey found (see illustration).

%

60

50
          50%               49%
40                                             44%                 43%
                42%                                                                          42%
                                  39%                                                  38%
30                                                   32%                 31%

20

10

0

          e-learning        Blended learning   Collaborative tools Coaching,           Classroom –
                                               (blogs, forums,     personal training   face-to-face
                                               wikis)


                 Learners                       HR



     What learning methods would you like to see developed in the next three years?
     Question for both HR and learners.




                                                                                                      © Cegos Group, 2011/2012
5.2 The Growth of Line Manager Responsibilities

The recession has also seen a growth in line manager responsibilities.

Line managers are the ones at the coalface who have to deliver the bad news
about job cuts and pay freezes but must also try to keep employees engaged
and motivated. From an L&D perspective, they can also ensure that what is
learned in the classroom or comes out of the L&D department is implemented
and practiced in the day-to-day working environment. Furthermore, with the
emphasis on value and cost, they can also ensure that training is targeted in
the right areas and that talent is managed most effectively. It is against this
context that L&D managers are being given more responsibilities in L&D and
are having greater control over training budgets.

It is important to stress, however, that in some organisations this highly important
group is all too often being neglected and not given the attention it deserves. This
can be due to people being promoted too early to management roles or not being
given the necessary tools when they get there. Too often, for example, the real
high performers - in sales, for example – meet and surpass their company targets
without necessarily growing those same skills within their teams. This is mainly
because they haven’t been given the necessary training to do so.

The issue is today becoming most prevalent at first and second line manager
level – often the front line to employees. Focusing on this priority group will be
essential as organisations move forward on the road to growth.


5.3 The Importance of Management Involvement

What is also clear is that whether the organisation is going through a recession
or has come out of it and no matter how big a focus there is on human capital,
it’s essential that learning links into a broader strategy and that there is a well-
defined relationship between the corporate goals and the training of the people
who are accountable for the results. This involves the management team.

Questions need to be asked, such as: What is our organisation’s mission and
vision? How do we differentiate ourselves from the competition? Where do we
hope to be in ten years time and how can learning support this?

The recession has enabled successful organisations and their senior
management to re-evaluate their operations, pinpoint where they deliver value,
and identify the knowledge, skills and abilities required to deliver this vision.
This requires some power lying with the management.




                                                                                       © Cegos Group, 2011/2012
5.4 The Marginalisation of L&D?

So if there is so much power with learners, line managers, and senior
management, where does this leave L&D? Is it being marginalised? Is a great
deal of learning taking place without their direct involvement?
                                                                                         !   KEY
                                                                                             POINTS
                                                                                         Who was the power
The answer is that if it doesn’t justify its role and reflect the new realities, it has   in L&D today? The
every chance of being marginalised. Similarly, if it embraces the new business           Learner, Line Managers
world, it has a long and exciting future role.                                           or Senior Managers.
                                                                                         The L&D department
L&D needs to stay in touch with the need to change structures and cope                   must learn to adapt to
with emerging technologies. It also needs to be able to appeal to all age                these new realities or risk
generations within an organisation and reflect fluid borders and changing                  obsolescence.
cultures. It needs to appreciate that learning is continuous, social, informal
and embedded in everybody’s day-to-day activities and react accordingly.

L&D today needs to be a central element of the balance sheet and a core
element of management decisions. In short, it needs to be at the heart of the
organisations’ commercial and operational strategy, delivering measurable ROI
and continuing to prove and justify its high value to the business.




                                                                                                      © Cegos Group, 2011/2012
6.    REGIONAL PERSPECTIVES


Finally, there is the regional impact of the recession. Have some countries
fared better than others and what is the impact of this on L&D?

Undoubtedly, it is the developed world and countries, such as the United
States and Europe, who have fared worse from the recession. In this way, it
has allowed the BRIC nations (Brazil, Russia, India and China) to catch up not
just economically but in their approach to L&D.

The International Monetary Fund’s 2010 World Economic Outlook highlights
this discrepancy in economic growth. While advanced economies, such as the
United States (projected 2011 growth of 2.9%); Japan (1.8%), the UK (2.1%)
and Germany (1.6%) are likely to see limited growth, the same is not the case
for emerging and developing economies.

Here, the IMF predicts that China will grow at 9.6%, India 8.4%, Russia at
4.1%, Mexico at 4.4% and Brazil at 4.2%. To continue these growth rates,
these developing economies will need to shift their focus to attracting,
developing and growth their very best people. It is only in this way that they
can continue to growth their private sectors.

As mentioned in section 1, for example, the investment in training in Brazil is
on a par with developed world countries The same is the case in Asia where
India, Japan, China, Oceania, South Korea, and other ASEAN territories, are
all investing in their population’s skills development to compete even more
aggressively in the global market.

The Institute of Leadership & Management (ILM)’s 2008 Global Management
Challenge report showed that Chinese companies benefit from significantly
more in-house training than their Western peers. The report found that 70% of
Chinese managers get in-house training programmes, compared to less than
55% in the US, 45% in the UK and 21% in France. This figure is likely to only
increase post-recession.

It’s quite possible, for example that executives who secure job transfers from
London to Beijing might enjoy greater access to management training in China
than they do in the UK.

It will be interesting to see how regional trends in L&D evolve in the coming
years.




                                                                                  © Cegos Group, 2011/2012
7.    CONCLUSIONS


The recession has shined the spotlight on L&D like never before, bringing with
it both challenges and threats.

If L&D and HR goes back to basics and focuses on the fundamentals -
moving to integrate learning into a broader management strategy, ensuring
that all its learning meets the value and ROI test and adapts to evolving
technologies, and enables the growing participation of learners, line managers
and senior management while, at the same time giving them the necessary
tools to succeed, then it has a core role to play in the future.

In this way, it can achieve what has always been intended from L&D - adding
value and driving competitive advantage for its employers.




                                                                                 © Cegos Group, 2011/2012
REFERENCES


ABTD (the Brazilian Association for Training and Development).
Cegos Survey, March 2009.
Cegos Management Survey, January 2011.
Charles Jennings Interview with Kineo, July 2007.
Corporate Learning Factbook 2011, Bersin & Associates.
Corporate Learning Factbook 2010, Bersin & Associates.
2008 Global Management Challenge Report, Institute of Leadership &
Management (ILM).
SMR Tech Group.
The 2010 World Economic Outlook, The International Monetary Fund (IMF).
Training Foundation 2010 White Paper: The Rules of Engagement, Gallup.
2010 Learning and Development Survey, the Chartered Institute of Personnel
and Development (CIPD).
Watson Wyatt Worldwide.


Useful Web Sites

www.agilemanifesto.org
www.astd.org
www.bersin.com
www.charitylearning.org
www.cipd.co.uk
www.imf.org
www.kfc.co.uk
www.shibuya-univ.net
www.smrhrgroup.com
www.towerswatson.com




ABOUT CEGOS GROUP


Cegos Group, established in 1926 is today the European leader in
professional education and one of the major global players. Its consultants
have expertise across all subject areas in management and developing
competencies: human resources, management and leadership, performance
and organizational skills, individual and team performance, marketing and
commercial, project management, deployment of large training systems
internationally.

In 2008, the Cegos Group achieved sales of 195.5 M€ and trained more than
200,000 staff in Europe and internationally. Cegos employs 1,200 consultants
and works in 30 countries across the globe.

www.cegos.com
www.elearning-cegos.com
www.global-learning-cegos.com

For more details, debate or discussion, please contact:
jeremy.blain@cegos.co.uk or + 44 (0)7714 521045

                                                                               © Cegos Group, 2011/2012

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What has L&D learned from the economic slowdown?

  • 1. THE ECONOMIC “ The mighty role models have SLOWDOWN fallen and the gurus’ books remain on the What has L&D learned from the shelves. It’s time economic slowdown? to be noticed – not for our size or our strategic bent, but for our contribution. Graham White, HR Director, Westminster City Council ” Jeremy Blain, Director, International Partners Network, Cegos Group
  • 2. CONTENTS 1. THE ECONOMIC SLOWDOWN AND L&D 2. INCREASING THE VALUE AND REDUCING THE COST OF TRAINING • 2.1 New L&D Delivery Channels • 2.2 Focusing on Key Talent – The Importance of Diagnostics. • 2.3 The Need to Measure 3. THE IMPORTANCE OF HUMAN CAPITAL • 3.1 Employee Engagement • 3.2 Effective Talent Management • 3.3 Management Training and the Need to Focus on Top Talent • 3.4 The Waking up of Leadership 4. THE IMPORTANCE OF AGILITY 5. WHO HAS THE POWER? • 5.1 The Importance of the Learner • 5.2 The Growth of Line Manager Responsibilities • 5.3 The Importance of Management Involvement 6. REGIONAL PERSPECTIVES 7. CONCLUSIONS © Cegos Group, 2011/2012
  • 3. 1. THE ECONOMIC SLOWDOWN AND L&D The last three years have seen what many economists consider to be the worst financial crisis since the 1930’s and a period of economic slowdown the world ! over. At the time of writing (February 2011), a fragile recovery is under way in many parts of the world, although this has also ushered in a period of fiscal HAS THE austerity – particularly in the public sector. RECESSION As with any business function, Learning and Development (L&D) has been AFFECTED L&D significantly impacted by this slowdown with both reductions (and then in UNIVERSALLY some cases, a recovery) in budgets and a re-evaluation of its role within organisations. OR HAVE SOME Research from across the world points to this, with Western countries and their L&D budgets particularly hurt by the recession. For example: COUNTRIES SUFFERED • In the UK, the 2010 Learning and Development Survey from the Chartered Institute of Personnel and Development (CIPD), revealed that MORE THAN training budgets were cut in more than half of the 700 organisations OTHERS? questioned – up from a third that were cut in 2009. • In the US, 2008 and 2009 saw double digit cuts in L&D budgets, although the roots of recovery are in place with companies spending an average of 2% more on training in 2010 than in 2009, according to the latest Corporate Learning Factbook 2011 from Bersin & Associates. • European research undertaken by Cegos Group in March 2009, among L&D professionals from companies in the UK, France, Germany and Spain, revealed that training budgets in Europe appear to be holding steady. In the survey, 81% of organisations expected to sustain or indeed increase their investments in training during 2009. We are currently tracking these figures to see whether this is the case moving forward. And yet, there are other countries who have been less affected. Figures from the Sao-Paolo based training association the ABTD (the Brazilian Association for Training and Development) reveal that companies in Brazil spend, on average, $810 per trained head per year - on a par with the USA and Europe. And in contrast to other markets, investment in training in Brazil has been growing steadily during the past five years and is continuing to grow. These regional discrepancies and their impact will be discussed in section 6. This paper will look at the impact the economic slowdown has had on L&D, how it has forced L&D professionals to look at the services they provide, and whether L&D is emerging weaker or stronger. The paper will also look briefly at some of the impacts of the recession on L&D by region. © Cegos Group, 2011/2012
  • 4. 2. INCREASING THE VALUE & REDUCING THE COST OF TRAINING “ In the future, the challenge for L&D Probably the single biggest focus the recession has placed on L&D is on its professionals is to ability to provide value and be cost effective. In short, L&D has had to justify harness this ability itself like never before. for young people Cost and a return on investment from training and development is now central to combine using to the L&D function – more so than it was, prior to the recession, in 2008. For example, Bersin & Associates’ 2010 Corporate Learning Factbook found that one technology so readily, in three of people viewed cost as their overriding priority for L&D (see illustration). whilst developing So how has this focus on ROI and cost impacted training? This has old fashioned skills manifested itself in a number of ways. like leadership and communication, and Increasing effectiveness of learning 38% programs 44% 44% transfer this into the 23% corporate world. Integration with performance / 36% ” competency management inititatives 14% Reducing costs / improving efficiency 31% 30% Martin Baker, Founder and 29% 25% Managing Director of the Charity 0% 10% 20% 30% 40% Learning Consortium 2009 2008 2007 2006 What is your overriding priority for L&D? 2010 Corporate Learning Factbook, Bersin & Associates. 2.1 New L&D Delivery Channels This focus on ROI, aligned with other drivers such as new technologies and younger generations entering the workplace, is providing the catalyst to fundamental changes we are seeing in the way we deliver training to learners. Just as technology advances in computers and automation helped companies prosper following the recession of the 1980’s, the same has been the case this time around. Gone are the days of week-long training courses at country hotels. The emergence of e-learning in the early 2000’s through to informal networks, virtual and mobile learning, and the rise of serious gaming have all increased the onus on L&D departments to provide highly targeted bite-sized learning which is cost effective and generates direct value to the learner. In addition, by accessing these training methods from their desktops, learners are also able to fit training around their day-to-day activities. This focus on ‘on the job training’ to supplement traditional classroom methods is being seen throughout the world. For example, according to a June 2010 survey by Cegos Group, Spain and the UK are continuing to lead in their use of e-learning (with 56% and 53% of learners using it); and in Asian countries, such as Malaysia, 70% of training takes place on the job according to HR consultants, SMR Tech Group. Examples provided in previous Cegos Group white papers, such as the Shibuya University in Tokyo, also show the move towards more flexible, cheaper and higher value L&D delivery channels. Perhaps the biggest challenge moving forward will be to align these new technologies with more traditional skills, as noted by Martin Baker, Founder and Managing Director of the Charity Learning Consortium. © Cegos Group, 2011/2012
  • 5. 2.2 Focusing on Key Talent - The Importance of Diagnostics This focus on cost and value is also resulting in a stronger diagnostics approach to learning where training is better focused and targeted at individuals and where each person’s role is broken down into specific skills areas and competencies, prior to the L&D intervention being applied. ! KEY POINTS The increased focus on Cost, ROI and Value, Is the level of skill or knowledge required correctly aligned to the individual’s aligned with the growth in job role? Does the individual already have these skills or knowledge? These technologies and younger questions need to be more rigorously addressed – more so than perhaps they generations entering the have tended to be in the past. workforce, is leading to a fundamental change in the way we deliver training. 2.3 The Need to Measure A diagnostics approach Finally, the added emphasis on cost and value has also increased the pressure to individuals’ training on L&D to put in place effective measurement mechanisms. The ‘conspiracy requirements and a of convenience’, as Charles Jennings, former head of L&D at Thomson renewed focus on Reuters, put it where “the training manager develops the program, delivers measurement is also it to the business and no-one measures it…nothing really happens, but coming to the fore. everyone’s happy” is not going to cut it today. Furthermore, as the Focus of L&D shifts to more informal learning environments, so the challenges of measurement will increase even further. © Cegos Group, 2011/2012
  • 6. 3. THE IMPORTANCE OF HUMAN CAPITAL Another key change in L&D exacerbated by the recession is the need to “ The only thing worse than training your ensure there is a greater focus on the individual – a driver which is not just coming from market forces but from the individual themselves. employees and having them leave is not Graham White from Westminster City Council put it well in his quote at the beginning of this white paper when he insinuated that L&D and HR training them and having departments had spent too much time in the past focusing on elaborate them stay. methodologies, gurus and best practices, rather than focusing on the individuals who are the recipients of this training. With the recession often requiring more productivity with less people, it’s now considered vital for L&D to focus on the people element within organisations with human capital central to the balance sheet. Furthermore, with the ” Henry Ford recession having forced many businesses to downsize and in the process lose valuable knowledge and skills, it has never been more important to focus on the talent that remains. The challenges, however, remain significant with many people still scarred by the last few years. The 2010 Employee Outlook Survey, for example, from the CIPD (The Chartered Institute of Personnel & Development) found that job satisfaction has fallen from 48 to 35, with younger employees particularly unhappy at work. As our previous research has shown, there’s also a growing gap between what learners and learning professionals want. For example, our May 2009 research found that half of employees across Europe want more e-learning and blended learning compared to 40% of HR professionals; 44% of employees want to see collaborative techniques developed compared to under a third (32%) of HR professionals; and face-to face learning is more popular among the human resources function with 42% of respondents wanting to see more classroom learning compared to 38% of employees. The warning signs are clearly there, and there is need for urgent action- oriented action in regard to human capital which centres around the active engagement of staff and learners. © Cegos Group, 2011/2012
  • 7. 3.1 Employee Engagement L&D departments and senior managers need to keep employees engaged – quite a challenge when played out against a backdrop of job insecurity “ The recession has meant that there is and pay freezes and the clear need to achieve more with fewer people. But the rewards for increased employee engagement are significant. A 2007 US reduced attrition, but survey from Watson Wyatt Worldwide, but equally applicable today, found that this also results in fewer employees who are highly engaged are twice more likely to be top performers than are other employees. According to a recent Gallup Survey in the UK, internal promotions however, only a quarter of employees are engaged (See Training Foundation or transfers. In good 2010 White Paper: The Rules of Engagement). times, HR leaders spent their time looking for 3.2 Effective Talent Management people to fill many Linked to employee engagement is the importance of effective talent vacant roles. In the management strategies for the post recession-era. recession, HR leaders Recessions bring with them a very different set of challenges in relation to focused on identifying talent management. While people tend to be more risk adverse and less likely to risk a job move during difficult economic times, the fact there is less fluidity and developing high within organisations can also lead to blockages and fewer opportunities to potential individuals restructure and bring in fresh blood. Against this backdrop, it is essential that L&D plays a leading role in managing talent, keeping them engaged and and ensuring that ensuring that they have the right skills to progress. the most appropriate assignments were available for them. ” Pete Baker, Senior HR Manager, Procter & Gamble, Asia © Cegos Group, 2011/2012
  • 8. 3.3 Management Training and the Need to Focus on Top Talent This focus on human capital has also led to a growing acceptance that management skills are central to guiding senior executives through the difficulties of an economic slowdown and capitalising on the recovery. The need to develop emerging leaders and manage the talent pipeline in an ! KEY POINTS The growing focus on economic environment of limited growth has seen a renewed emphasis on human capital post- management training. recession is manifesting itself in a need for more However, there is much which remains to be done in this area. A January employee engagement 2011 Cegos Group survey found that one in four managers has had no and effective talent management training across the UK, France, Spain and Germany. management programmes and renewed attention to management training. Management has woken up to the importance of its employees! KFC is a company that seems to have bucked the recession with a £150 million investment scheme for up to 300 new outlets in the UK by 2014 (an announcement made during the height of the recession in 2009). This is “ also resulting in increased employee opportunities across its non-fried, oven-baking offerings as well. The commitment to invest and grow in tough times sends off a strong signal to employees in regard to the opportunities it Times of recession creates. The result? Increased employee engagement. really push HR leaders towards greater 3.4 The Waking up of Leadership commerciality and The recession has made leadership wake up to the importance of human prioritisation. Resources capital. Too often in the past, companies accepted nearly 50% turnover are limited and you rates with people promoted early, not being effectively trained, and then deciding to go elsewhere. This casual losing of talent is no longer acceptable have to know where today as markets tighten and growth slows. Senior managers have woken to invest to deliver the up to this reality. greatest ROI on the human capital side of the business. A further honing of commercial skills is a real positive lesson from the recession. ” Misty Reich, Vice President HR UK and Ireland, KFC © Cegos Group, 2011/2012
  • 9. 4. THE IMPORTANCE OF AGILITY Another key lesson many companies have learned, including L&D departments, is the need to be more agile in one’s operations and company structures. If the recession has taught us anything, it’s that the L&D department and company’s L&D strategies will always be driven by the environment in which the business exists. Many companies, however, were caught out by the economic slowdown in that they had large and cumbersome structures, silos of information between their offices in different countries, and a training structure that wasn’t closely enough aligned with corporate goals and didn’t readily identify top talent. The post-recession L&D environment needs to be much more agile in addressing changing situations globally, such as greater integrations across organisations and a sharing of resources, the requirements for more cross- cultural skills as emerging markets become more prominent, and the continued embracing of new technologies. One other issue worth considering here is whether large organisations will be flexible enough to embrace such change. Recent research from Cegos Group (May 2010) finds that it is actually the Small & Medium Enterprises who provide the most training today with 86% of employees in companies with between 250 and 999 staff receiving training compared to 64% for small business and 71% for those with more than 1,000 staff. A possible conclusion we can take from these figures is that larger organisations are in danger of becoming more inflexible when faced with the acceleration of today’s modern-day changes. And the same could be said for HR and L&D professionals, as we discussed previously, with the growing gap between learners and learning professionals. Furthermore, the focus on informal networks, as demonstrated in the Agile Manifesto, group of software developers which originally formed in 2001 to define the approach now known as agile software development (www. agilemanifesto.org), is also seeing greater take-up among SMEs than larger organisations. Whereas some larger organisations are bucking the trends in their attitudes to training and new training technologies (Petrobras, Apple, Microsoft or Hyatt, for example), too many large organisations are still reliant on systems and processes that prevent change and forward thinking, as illustrated in the Agile Manifesto diagram. Individuals and Interactions over Processes and Tools Leveraging Collaborative over Comprehensive Documentation Technology Customer Collaboration over Contract Negotiation Responding to Change over Following a Plan/Existing Path © Cegos Group, 2011/2012
  • 10. 5. WHO HAS THE POWER? The focus on human capital and increased need for agility in today’s organisations leads us to a number of crucial questions in L&D today - Who has the power? Has the distribution of responsibilities been impacted by the recession? Have HR & L&D departments been marginalised or do they remain an integral element of the management team? There’s no clear ‘Yes or No’ answer to this question, although a number of observations can be made: 5.1 The Importance of the Learner Firstly, recent developments have put the learner well and truly at the centre of L&D today. Learners today are highly engaged in their training paths and motivated to develop their own skills – so much so that they are even willing to invest in their training themselves. A June 2010 survey from Cegos Group found that 76% are willing to give up their free time to undertake training and 53% are even prepared to part fund it. Employees are more proactive in their quest for learning and the rise in technologies, informal networks and virtual learning are enabling them to do this. Just as if they were doing a degree at an educational institution, they want a clear career path and goals. L&D departments that ignore this do so at their peril. On the one hand, this represents a massive opportunity for L&D but also source of discontent and disenchantment if L&D doesn’t meet their needs. Already, there are signs of a gap between what employees like and want, and what HR and L&D professionals are actually planning to develop over the next three years, as our 2009 survey found (see illustration). % 60 50 50% 49% 40 44% 43% 42% 42% 39% 38% 30 32% 31% 20 10 0 e-learning Blended learning Collaborative tools Coaching, Classroom – (blogs, forums, personal training face-to-face wikis) Learners HR What learning methods would you like to see developed in the next three years? Question for both HR and learners. © Cegos Group, 2011/2012
  • 11. 5.2 The Growth of Line Manager Responsibilities The recession has also seen a growth in line manager responsibilities. Line managers are the ones at the coalface who have to deliver the bad news about job cuts and pay freezes but must also try to keep employees engaged and motivated. From an L&D perspective, they can also ensure that what is learned in the classroom or comes out of the L&D department is implemented and practiced in the day-to-day working environment. Furthermore, with the emphasis on value and cost, they can also ensure that training is targeted in the right areas and that talent is managed most effectively. It is against this context that L&D managers are being given more responsibilities in L&D and are having greater control over training budgets. It is important to stress, however, that in some organisations this highly important group is all too often being neglected and not given the attention it deserves. This can be due to people being promoted too early to management roles or not being given the necessary tools when they get there. Too often, for example, the real high performers - in sales, for example – meet and surpass their company targets without necessarily growing those same skills within their teams. This is mainly because they haven’t been given the necessary training to do so. The issue is today becoming most prevalent at first and second line manager level – often the front line to employees. Focusing on this priority group will be essential as organisations move forward on the road to growth. 5.3 The Importance of Management Involvement What is also clear is that whether the organisation is going through a recession or has come out of it and no matter how big a focus there is on human capital, it’s essential that learning links into a broader strategy and that there is a well- defined relationship between the corporate goals and the training of the people who are accountable for the results. This involves the management team. Questions need to be asked, such as: What is our organisation’s mission and vision? How do we differentiate ourselves from the competition? Where do we hope to be in ten years time and how can learning support this? The recession has enabled successful organisations and their senior management to re-evaluate their operations, pinpoint where they deliver value, and identify the knowledge, skills and abilities required to deliver this vision. This requires some power lying with the management. © Cegos Group, 2011/2012
  • 12. 5.4 The Marginalisation of L&D? So if there is so much power with learners, line managers, and senior management, where does this leave L&D? Is it being marginalised? Is a great deal of learning taking place without their direct involvement? ! KEY POINTS Who was the power The answer is that if it doesn’t justify its role and reflect the new realities, it has in L&D today? The every chance of being marginalised. Similarly, if it embraces the new business Learner, Line Managers world, it has a long and exciting future role. or Senior Managers. The L&D department L&D needs to stay in touch with the need to change structures and cope must learn to adapt to with emerging technologies. It also needs to be able to appeal to all age these new realities or risk generations within an organisation and reflect fluid borders and changing obsolescence. cultures. It needs to appreciate that learning is continuous, social, informal and embedded in everybody’s day-to-day activities and react accordingly. L&D today needs to be a central element of the balance sheet and a core element of management decisions. In short, it needs to be at the heart of the organisations’ commercial and operational strategy, delivering measurable ROI and continuing to prove and justify its high value to the business. © Cegos Group, 2011/2012
  • 13. 6. REGIONAL PERSPECTIVES Finally, there is the regional impact of the recession. Have some countries fared better than others and what is the impact of this on L&D? Undoubtedly, it is the developed world and countries, such as the United States and Europe, who have fared worse from the recession. In this way, it has allowed the BRIC nations (Brazil, Russia, India and China) to catch up not just economically but in their approach to L&D. The International Monetary Fund’s 2010 World Economic Outlook highlights this discrepancy in economic growth. While advanced economies, such as the United States (projected 2011 growth of 2.9%); Japan (1.8%), the UK (2.1%) and Germany (1.6%) are likely to see limited growth, the same is not the case for emerging and developing economies. Here, the IMF predicts that China will grow at 9.6%, India 8.4%, Russia at 4.1%, Mexico at 4.4% and Brazil at 4.2%. To continue these growth rates, these developing economies will need to shift their focus to attracting, developing and growth their very best people. It is only in this way that they can continue to growth their private sectors. As mentioned in section 1, for example, the investment in training in Brazil is on a par with developed world countries The same is the case in Asia where India, Japan, China, Oceania, South Korea, and other ASEAN territories, are all investing in their population’s skills development to compete even more aggressively in the global market. The Institute of Leadership & Management (ILM)’s 2008 Global Management Challenge report showed that Chinese companies benefit from significantly more in-house training than their Western peers. The report found that 70% of Chinese managers get in-house training programmes, compared to less than 55% in the US, 45% in the UK and 21% in France. This figure is likely to only increase post-recession. It’s quite possible, for example that executives who secure job transfers from London to Beijing might enjoy greater access to management training in China than they do in the UK. It will be interesting to see how regional trends in L&D evolve in the coming years. © Cegos Group, 2011/2012
  • 14. 7. CONCLUSIONS The recession has shined the spotlight on L&D like never before, bringing with it both challenges and threats. If L&D and HR goes back to basics and focuses on the fundamentals - moving to integrate learning into a broader management strategy, ensuring that all its learning meets the value and ROI test and adapts to evolving technologies, and enables the growing participation of learners, line managers and senior management while, at the same time giving them the necessary tools to succeed, then it has a core role to play in the future. In this way, it can achieve what has always been intended from L&D - adding value and driving competitive advantage for its employers. © Cegos Group, 2011/2012
  • 15. REFERENCES ABTD (the Brazilian Association for Training and Development). Cegos Survey, March 2009. Cegos Management Survey, January 2011. Charles Jennings Interview with Kineo, July 2007. Corporate Learning Factbook 2011, Bersin & Associates. Corporate Learning Factbook 2010, Bersin & Associates. 2008 Global Management Challenge Report, Institute of Leadership & Management (ILM). SMR Tech Group. The 2010 World Economic Outlook, The International Monetary Fund (IMF). Training Foundation 2010 White Paper: The Rules of Engagement, Gallup. 2010 Learning and Development Survey, the Chartered Institute of Personnel and Development (CIPD). Watson Wyatt Worldwide. Useful Web Sites www.agilemanifesto.org www.astd.org www.bersin.com www.charitylearning.org www.cipd.co.uk www.imf.org www.kfc.co.uk www.shibuya-univ.net www.smrhrgroup.com www.towerswatson.com ABOUT CEGOS GROUP Cegos Group, established in 1926 is today the European leader in professional education and one of the major global players. Its consultants have expertise across all subject areas in management and developing competencies: human resources, management and leadership, performance and organizational skills, individual and team performance, marketing and commercial, project management, deployment of large training systems internationally. In 2008, the Cegos Group achieved sales of 195.5 M€ and trained more than 200,000 staff in Europe and internationally. Cegos employs 1,200 consultants and works in 30 countries across the globe. www.cegos.com www.elearning-cegos.com www.global-learning-cegos.com For more details, debate or discussion, please contact: jeremy.blain@cegos.co.uk or + 44 (0)7714 521045 © Cegos Group, 2011/2012