1. TRAINING INDUSTRY REPORT 1
UK TRAINING INDUSTRY REPORT
2015

2. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 32
Foreword
2015 was an eventful year at Findcourses that was characterised by a
strong focus on the optimisation of our products and services.
In spring we launched a custom-built professional review tool, which
allowed us to collect and display more course reviews than ever before. The
goal was to meet a very real need, evidenced by our own research as well
as external studies, to provide users with up-to-date, relevant ratings of the
courses they are reading and enquiring about on a regular basis.
Design updates to the website, with a particular focus on mobile adaptation
and optimisation, were also at the top of the list of developments for 2015.
With a cleaner, faster, mobile-friendly platform, we succesfully navigated
the advent of “Mobilegeddon” and provided a smartphone-centric UK public
with a significantly improved user experience.
Looking at the training industry more broadly, 2015 was a positive year,
with training providers generally reporting increases in revenues and a
positive outlook for the future. In honour of the launch of our US website,
which serves the most advanced market in the world, we compare their
challenges and objectives with those of their North American counterparts
(page 14).
New to this edition of the Training Industry Report are a series of more
in-depth analyses into the objectives and attitudes not only of those who
deliver training, but those who consume it: our users. On pages 10-11 we
present geographical trends and examine the Middle East as the fastest
growing source of traffic to UK-based course and qualification providers.
Further on, we analyse the results of an extensive user survey focused on
the perspectives and training needs of HR departments and professional
individuals, and compare their priorities to those highlighted by training
suppliers.
This data is enriched on page 21 with insights from our one-stop quote
request service, which focuses on matching users with suitable training
providers and continues to be one of the key elements that sets us apart
from other listing sites on the market.
More than 2,000 training buyers, 100 training providers, 395 HR and L&D
professionals and 31 UK universities were surveyed to provide data for
studies included in this report.
We hope you enjoy our most in-depth training report to date
and hope it provides you with a wealth of useful information, whatever your
professional role.
Contents
5
6
8
14
18
23
26
News
Headlines from Findcourses
Educations.com Media Group
About us
Our users - your course participants
Site traffic and conversions
Visitor trends & emerging markets
What users are looking for on Findcourses.co.uk
State of the training industry
A comparison: The UK and US professional
development sectors
Professional development trends
Popuar areas of training
The cost of training
The top organisations using findcourses.co.uk
Bespoke training trends
Top 10 training areas
Marketing & advertising trends
Using SEO to market your training courses online
Digital marketing trends
A companison of higher education & professional
development
Learner trends and preferences
HR and L&D professionals on training
Participant reviews: feedback-driven marketing
A comparison of preferences and expectations
training providers and learners
Text & statistics: Darrah Deal, Abby Guthre, Ivy Hazarika, Cecilia Razelli
Layout: Diandra Silva
Findcourses is a part of Educations.com Media Group (EMG). EMG provides comprehensive
search engines for higher education and professional development courses.

3. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 54
New graphic design
Throughout 2015, we continued to improve the site’s design
and layout. With the goal of enhancing the user experience, we
focused on making findcourses.co.uk lighter, cleaner and easier to
use. The goal is to provide users with the ability to find, sort and
compare training options in a more intuitive way.
New mobile site
In late 2015, we launched a new mobile version of findcourses.
co.uk. The new design mirrors the desktop site and shares
the goal of making information as clear and easy to access as
possible. The new mobile site is faster than its predecessor, with
positive consequences for users as well as the site’s positioning in
mobile search results.
Review tool
The power of online reviews should not be underestimated. This
truth led us to develop a custom review tool, launched in spring
2015, that allows training providers to collect, approve and
display reviews from course participants on their findcourses.co.uk
profile and their own website. The tool is free to use and has been
shown to improve conversion by up to 300%.
Steady growth for FindCourses PRO
Findcourses PRO grew with a steady influx of new clients in 2015.
A unique business unit within Educations.com Media Group,
Findcourses PRO supplies custom-built HR and procurement
solutions to organisations looking to streamline their training
purchases.
Focus on user support
Findcourses.co.uk offers users a free quote request service
designed to help them find the right training for their needs. Users,
whether individuals or companies, tell us what they are looking
for, and we help them source suitable options for their training.
In 2015, we received more requests than ever before, and a key
focus in 2016 will be to optimise and improve the service.
New search
In 2016, Findcourses will be implementing a new search engine
that will increase the accuracy and relevance of search results
for users. Coupled with this development, we will also launch the
new certificate search function, enabling users to search for and
compare specific certificates and qualifications.
Learning at Work Week with the Campaign for Learning
Now in its fifth year, our partnership with the Campaign for Learning has never been stronger. In support of their work to foster lifelong
learning as a means to social inclusion, Findcourses works to raise awareness of one of the Campaign’s key projects: National Learning
at Work Week (LAWW).
The biggest national celebration of learning and development in the workplace, LAWW gives organisations a chance to get staff engaged
and excited about the value of learning at work. Findcourses gets involved each year by offering a unique matchmaking service that
helps HR Managers, L&D Coordinators and workplaces get in touch with training providers willing to offer free taster sessions and
workshops for their Learning at Work Week. The service is a great way for training providers to get positive PR for their company, while
building key relationships with companies intending to invest in training in the future.
Findcourses also works in partnerhsip with The Independent and the London Evening Standard, powering the professional development
search engines, courses.independent.co.uk and courses.standard.co.uk.
HEADLINES FROM
FINDCOURSES

4. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 76
SWEDEN NORWAYUNITED KINGDOM
USA
GLOBAL
GERMANY
EMG head office in Stockholm
Student education:
• Studentum.se
• Gymnasium.se
Professional education:
• Utbildning.se
• Kurser.se
• Aktivitet.se
Local office in Oslo
Student education:
• Studentum.no
Local office in Mannheim
Professional education:
• Kursfinder.de
Professional education:
• Findcourses.co.uk
Professional education:
• Findcourses.com
2 international sites
Student education:
• Educations.com
Executive education:
• Searchmba.com
NETHERLANDS
FRANCE
Student education:
• Studentum.nl
Professional Education:
• Topformation.fr
DENMARKFINLAND
Local office in Copenhagen
Student education:
• Studentum.dk
Professional education:
• Finduddannelse.dk
• Kurserforledige.com
Local office in Helsinki
Student education:
• Studentum.fi
Professional education:
• Koulutus.fi
million visitors
send
4 000education providers
35countries
700 000information requests
In 2015
EMG helped:
to
in
20
2001 2004 2005 2006 2008 2009 2010 2011 2014
topformation fr
D É V E L O P P E M E N T P R O F E S S I O N N E L

5. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 98
VISITORS
JAN 2015 - JAN 2016
Visitor statistics show the number of individuals using findcourses.co.uk to search for and compare
professional development training courses.
150 000
120 000
110 000
90 000
70 000
jan
feb
march
april
may
june
july
aug
sep
oct
nov
dec
jan
0
million visitors
in 2015
information requests
in 2015
1.7 50,000
CONVERSIONS
JAN 2015 - JAN 2016
Findcourses.co.uk offers users two ways to connect directly with training providers. Our users most
commonly convert by filling out a contact form, although we have seen an increase in the popularity
of clicking-through to training provider websites.
5 000
4 000
3 000
2 000
1 000
jan
feb
march
april
may
june
july
aug
sep
oct
nov
dec
jan
0
Information Requests Referrals

6. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 1110
VISITOR TRENDS
FINDCOURSES.CO.UK TRAFFIC BY REGION
UNITED
KINGDOM
OTHER
EUROPE
71%
MIDDLE
EAST
11%
6%
LONDON
SAUDI ARABIA
UAE
QATAR
BIRMINGHAM
MANCHESTER
LEEDS
EDINBURGH
7%
NORTH
AMERICA
5%
EMERGING MARKETS IN
PROFESSIONAL DEVELOPMENT
THE UAE PROFESSIONAL TRAINING MARKET GROWTH OUTPACES THE UK IN 2015
Findcourses.co.uk users from the United Arab Emirates grew by almost 53% from 2014 to 2015 whilst UK user growth remained
at 30%.
UK accredited qualifications dominated the most popular in-house courses with the Quality Assurance Agency for Higher Education
reporting that ‘’the UK qualification brand remains strong in the UAE due to its strong international value.’’
Expanding into the UAE professional training market has a positive outlook. The UAE’s higher education and professional training
market remains high-potential according to the British Council’s 2015 UAE country brief. Revenues from the education sector in the
UAE are expected to grow at a compound annual growth rate of 8.6% from 2014 to 2018, based on a report by Research and
Markets.
MANAGEMENT
FINANCE
HOSPITALITY & TOURISM
OFFICE MANAGEMENT
PERSONAL DEVELOPMENT
HEALTH & SAFETY
LAW & LEGAL
MOST POPULAR AREAS OF TRAINING
ONLINE
TRAINING
49%
51%
PUBLIC & ON-SITE
COURSES
ABU DHABI 30%
DUBAI 57%
SHARJAH 7%
”The UAE constitutes a fertile ground for training
providers who are willing to grow, expand or even
excel as education providers. By accessing this market
with a qualified set of programmes and an established
expert team that tends to understand regional needs
and transfer global experience, training providers can
leverage an enormous growth rate. “
- Agron Kurtishi & Meli Isai, LEORON Professional
Development Institute

7. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 1312
More detailed information on course content 27%
Course dates and availability 40%
Pricing information or a final quote 27%
Information on how to enrol 0%
Further help from the provider 6%
The course content did not meet expectations 16%
The dates or availability were not suitable 27%
The price wasn't suitable 27%
Another provider had a more suitable option 30%
More detailed information on course content 41%
Course dates and availability 16%
Pricing information or a final quote 28%
Information on how to enrol 7%
Further help from the provider 8%
The course content did not meet expectations 31%
The dates or availability were not suitable 16%
The price wasn't suitable 20%
Another provider had a more suitable option 33%
More detailed information on course content 38%
Course dates and availability 30%
Pricing information or a final quote 17%
Information on how to enrol 7%
Further help from the provider 8%
The course content did not meet expectations 26%
The dates or availability were not suitable 31%
The price wasn't suitable 17%
Another provider had a more suitable option 26%
In-House Training Courses
In-House Training Courses
Online Training Courses
Online Training Courses
Open Training Courses
Open Training Courses
Course content trumps all
The majority of users booking both online and open training
programmes want detailed information about the course
content. Courses with little to no content information were
usually glossed over in favour of more in-depth course
descriptions. Those seeking an in-house course require
additional information on the availability of in-house
programmes before booking the course.
The importance of timeliness
Users seeking an open course overwhelmingly agreed that
they would not book a course without dates or availability listed
(as well as those courses with unsuitable dates). In-house
and online users agreed that the main reason for not booking
a course they had visited was the general suitability of the
course, not the course price or availability.
WHAT COURSE INFORMATION ARE YOU LOOKING FOR?
WHAT PREVENTED YOU FROM BOOKING THE COURSE?
WHAT USERS ARE LOOKING FOR
ON FINDCOURSES.CO.UK
Over the course of the 2015 calendar year, Findcourses reached
out to every user who booked a course through our site, as well
as those who expressed interest in receiving more information
about a specific course. Our correspondence took the form of
follow-up emails asking users whether they had received the
information they were after. Users were also asked to specify why
certain courses were unsuitable for their needs.
The results were surprising and gave an insight into what users
truly look for when booking courses. While it would be logical
to assume cost as a main determinant of bookings, we actually
found that our users were more interested in content, availability,
and general suitability of the programmes. When courses had
detailed content and suitable dates, users were likely to book.
When courses had little information, users would continue
searching for a more suitable programme.
Throughout 2015, we asked 1,000+ users what they look for when selecting a training course. The
results show the most influential factors when booking open, in-house and online training courses.

8. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 1514
In December 2015, we surveyed 100+ UK and US training providers on the state of the
industry, their business prospects and predictions for the future.
47% of the American training providers stated that open training courses are their most popular course format, while UK training
providers agreed there was an even split in popularity between open courses and in-house programmes. Webinars seem to be on
the rise in the US market, with 12% of training providers asserting their popularity. Compare this with the UK market where a mere
1% of training providers view webinars as a popular format.
Due to Findcourses’ established presence in the United Kingdom
and our 2015 launch into the United States, we took a new
approach to our annual State of the Training Industry Report. This
year we are revealing the UK report set alongside the US data.
The UK and US hold opposing opinions about training industry
challenges, favour different course formats, and face different
barriers to forming new relationships with companies. The UK lags
behind the US when it comes to using technology to teach, and
this may be due to a strong appetite for online learning solutions
on the US market. While both the UK and US markets can agree
on the popularity of open courses, US training providers are
almost half as likely to focus on in-house training than their UK
counterparts, dividing their resources between in-house and online
options.
UK and US training providers agree strongly on the most important
factors of success for training providers. High quality training,
outstanding instructors, and a solid reputation rank as first priority
for training providers in both countries.
STATE OF THE INDUSTRY:
TRAINING PROVIDER SURVEY
IN TERMS OF TRAINING DELIVERY,
WHICH IS THE MOST POPULAR FOR YOUR COMPANY?
DO YOU BELIEVE THERE HAS BEEN AN INCREASE
IN SPENDING ON PROFESSIONAL DEVELOPMENT
IN RECENT YEARS?
KEY CHALLENGES
UNITED STATES
US
Open/Classroom e-Learning: On-Demand e-Learning: Webinars In-House/Onsite
Open (47%)In-House (23%)
Online: On-Demand (18%)
Online: Webinar (12%)
UNITED KINGDOM
UK
Open/Classroom e-Learning: On-Demand e-Learning: Webinars In-House/Onsite
Open (47%)In-House (46%)
Online: On-Demand (6%)
Online: Webinar (1%)
UNITED STATES
UNITED KINGDOM
YES
NO
(63%)
(37%)
NO
YES (52%)
(48%)
UNITED STATES
UNITED KINGDOM
• Meeting the demand for cost-
effective training options that do
not compromise quality.
• Generating new business in a
competitive market.
• Helping companies understand
their training needs.
• Demonstrating the value of
professional development to
corporate buyers.

9. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 1716
US
Reputation / brand image Use of new technology Training format Quality of training Quality of trainer
UK
Reputation / brand image Use of new technology Training format Quality of training Quality of trainer
US
Traditional Advertising Digital Advertising AdWords Listing Sites Social Media Attending Exhibitions
UK
Traditional Advertising Digital Advertising AdWords Listing Sites Social Media Attending Exhibitions
UNITED KINGDOM
UK
Companies already have preferred training provider
Companies have no time to search for training
Companies have an LMS (learning management system) for training
Companies use internal training
Companies are shy to trust a new training provider
Budgetary restraints
US
Companies already have preferred training provider Companies have no time to search for training
Companies have an LMS (learning management system) for training Companies use internal training
Companies are shy to trust a new training provider Budgetary restraints
WHAT IS THE BIGGEST CHALLENGE
COMPANIES FACE WHEN SEARCHING FOR TRAINING?
WHAT IS THE BIGGEST CHALLENGE
TRAINING PROVIDERS FACE WHEN GETTING NEW BUSINESS?
UNITED STATES
Traditional advertising (6%) Traditional advertising (9%)
Reputation /
Brand image
(24%)
Reputation /
Brand image
(25%)
Digital advertising
(27%)
Digital advertising
(44%)
Use of new
technology
(11%)
Use of new
technology
(11%)
Training format (15%)Training format (16%)
Search engine marketing
(14%) Search engine marketing
(7%)
Quality of training (26%)Quality of training (26%)
Quality of trainer (24%)
Quality of trainer (22%)
Listing sites
(18%)
Listing sites
(5%)
Social media
(23%)
Social media
(29%)
Events & exhibitions (12%) Events & exhibitions (6%)
Companies already have a
preferred training provider
(28%)
Companies already have a
preferred training provider
(44%)
Companies do not
have time to search
for training (14%)
Companies do not
have time to search
for training (8%)
Companies have an LMS
for training (9%)
Companies have an LMS
for training (3%)
Budgetary restraints (4%)Budgetary restraints (18%)
US
It is a crowded marketplace with high competition It is time consuming to search for training
Companies do not know where to look for training Companies do not know what they are looking for
Budgetary restraints
It is a crowded
marketplace with
high competition
(21%)
Budgetary restraints (8%)
Companies do not
know what they are
looking for (40%)
Searching for
training is time
consuming (2%)
Companies do not
know where to look (29%)
UK
It is a crowded marketplace with high competition It is time consuming to search for training
Companies do not know where to look for training Companies do not know what they are looking for
Budgetary restraints
It is a crowded
marketplace with
high competition
(40%)
Budgetary restraints (18%)
Companies do not
know what they are
looking for (14%)
Searching for
training is time
consuming
(13%)
Companies do not know
where to look (15%)
UNITED KINGDOM
UNITED STATES
Companies use internal
training (28%)
Companies use internal
training (10%)
Companies are shy to
trust a new training
provider (17%)
Companies are
shy to trust a
new training
provider (17%)
UNITED KINGDOM
HOW DO YOU ATTRACT NEW
CUSTOMERS TO YOUR COURSES?
WHAT IS THE MOST IMPORTANT FACTOR OF
SUCCESS FOR TRAINING PROVIDERS?
UNITED STATES
UNITED STATESUNITED KINGDOM
When asked what the biggest challenge companies face when searching for training, the UK providers ranked high competition
as the main factor, while the US providers thought companies generally didn’t know what they were looking for in a training
programme.
When asked how these training providers attract customers to their courses, the American market agreed that digital advertising
was the most essential with 44%, and social media as a close second with 29%. In the UK, digital advertising, listing sites, and
social media ranked favorably – at 27%, 18%, and 23% respectively.

10. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 1918
1 Business & Management 205 857 65.90% 11.30% 11.5%
2 Finance 178 579 74.80% 9.40% 6.6%
3 Health and Social Care / Work 174 472 77.40% 8.80% 11.6%
4 Health & Safety 78 519 51.60% 4.50% 5.1%
5 Oil & Gas 72 693 34.30% 4.30% 2.3%
6 Hospitality & Tourism 68 052 72.40% 4.10% 5.4%
7 IT Pro 67 443 20.70% 4.10% 1.9%
8 Law & Legal 64 461 60.60% 3.90% 3.0%
9 Office Management 63 992 53.00% 3.90% 6.3%
10 Supply Chain Management 58 941 73.30% 3.60% 3.2%
11 Teacher & Instructor Training 56 946 -15.00% 3.40% 3.7%
12 Engineering / Industry 54 473 110.50% 3.30% 3.4%
13 Human Resources 53 012 63.50% 3.20% 3.0%
14 Construction 52 991 31.10% 3.20% 2.5%
15 Science & Research 51 833 98.60% 3.20% 3.5%
16 Communication Skills 50 460 96.50% 3.10% 1.8%
17 Project Management 49 939 57.50% 3.00% 1.9%
18 IT Design/ Multimedia 42 745 10.10% 2.60% 0.8%
19 Personal Development 41 683 51.00% 2.50% 3.9%
20 Design 41 522 123.10% 2.50% 2.2%
21 Quality Assurance & Auditing 38 844 26.80% 2.40% 1.8%
22 Sales 37 810 72.50% 2.30% 1.7%
23 Real Estate 34 097 149.50% 2.10% 2.2%
24 CAD 32 976 20.90% 2.00% 1.7%
25 Marketing 30 035 128.40% 1.80% 1.5%
TRAINING CATEGORY VIEWS
PORTION
SHARE
2014*
CONVERSION
RATE
POPULAR AREAS OF TRAINING
An overview of visitor traffic and interest, by training area.
*Statistics reflect changes in visitor reports from 2014.
THE COST OF TRAINING
AVERAGE COURSE PRICES BY TRAINING AREA
When it comes to choosing a training provider or course, Findcourses’ data shows that price is an important consideration for both
individuals and organisations. Although not necessarily a determining factor, the price of a course inevitably affects the decision-
making process for training buyers. At the same time, it is an important indicator of the state and competitiveness of the market
across different training areas.
Perhaps unsurprisingly, the data collected from our extensive database of courses shows that the average price per training day of
courses in technical areas like Finance and Oil & Gas is significantly higher than that of courses in the softer disciplines. The numbers
also reveal that online courses continue to be the most cost-effective option, with professional IT courses delivered by online learning
providing savings of up to 76% with respect to public courses.
Average* Lowest* Highest*
Communication Skills 424 114 1,199
Supply Chain Management 457 150 1,248
Human Resources 491 125 1,060
IT 495 117 1,152
Leadership Development 506 123 1,475
Oil & Gas 710 95 1,248
Finance 721 115 1,650
COSTS PER TRAINING DAY
*Results are listed in GBP.
Average duration Average price in
public format*
Average price in
online format*
Communication Skills 1.5 637 227
Supply Chain Management 2.8 1,280 969
Human Resources 2.3 1,128 870
IT 3.2 1,584 370
Leadership Development 2.9 1,467 858
Oil & Gas 3.5 2,485 2,190
Finance 2.4 1,731 663
COSTS PER COURSE
This data was collected from ~3,000 open programmes listed on findcourses.co.uk in each of the categories listed above. It considers
UK data only and excludes academic degree programmes.
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h
h

11. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 2120
THE TOP ORGANISATIONS USING
FINDCOURSES.CO.UK
Every day top companies come to findcourses.co.uk to search for training. Below is a list
of the top organisations using the site, listed by industry.
AUTOMOTIVE & LOGISTICS
AVIATION, AEROSPACE & DEFENSE
CONSUMER GOODS & RETAIL
ENERGY, OIL & GAS
ENGINEERING & INDUSTRY
FINANCE & INSURANCE
HEALTHCARE & PHARMA
HOSPITALITY & TOURISM
IT & TELECOMMUNICATIONS
PROFESSIONAL SERVICES
PUBLIC BODIES & NGOS
MEDIA & INFORMATION
AstraZeneca
GE Healthcare
Johnson & Johnson
Phizer
SCA
Accor
Hilton
Marriott
Thomas & Cook
Wyndham Group
BSkyB
Cisco
IBM
Microsoft
Vodafone
BBC
Discovery Communications
Google
Elsevier
Yahoo
Department of Foreign Affairs
Ministry of Justice
NHS
United Nations
UNICEF
Aon
Deloitte
EC Harris
Ernst & Young
KPMG
GAC Logistics
DBSchemker
DHL
Jaguar Landrover
Volvo
Airbus
Boeing
British Airways
G4S
HM Forces
American Express
Barclays
Citigroup Inc.
HSBC
Royal Bank of Scotland
Amazon
Coca Cola
IKEA
L’Oreal
3M
BP
E.ON
Gazprom
Tullow Oil
Maersk
AVEVA
BAE
Balfour Beatty
Schindler
Wood Group
BESPOKE TRAINING TRENDS &
THE FINDCOURSES QUOTE SERVICE
Average group size has increased slightly from 8.7 delegates per request to 9.01 after a 118% boost from 2014.
Counted by number of delegates, quote requests for executive education and in-house training were most popular, followed
by online training and open courses.
Busy professionals don’t always have the time to find and compare training providers, especially when tasked with researching
and arranging bespoke training solutions. Findcourses.co.uk makes connecting with the right training providers easier by
matching training buyers with training companies through one simple form.
Managers, Directors and CEOs took most advantage of the quote request service followed by individual employees with a
diverse set of job titles, from engineers to physicians to logistics officers. Personal assistants and secretaries appear to play an
important role in sourcing training representing almost 10% of quote requests and are often tied to large numbers of staff.
Business & Management
Leadership Development
Hospitality & Tourism
Communication Skills
Logistics & Transport
Human Resources
Purchasing & Procurement
Risk Management
Management Development
MOST POPULAR CATEGORIES
Employees (36%)
Training & Development Managers (12%)
Directors, Managers & CEOs (42%)
PAs, EAs, Receptionists & Secretaries
(10%)
853 companies chose the Findcourses
quote request service during 2015 in lieu
of contacting specific training companies
to source their training.
In-House (27%)
Executive Education (34%)
Online (26%)
Open (13 %)
Chart Title
In-house Online Open Executive

12. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 2322
1. Finance 6. Writing Skills
2. Oil & Gas 7. Excel
3. Business & Management 8. Sales
4. Communication Skills 9. CAD
5. Health & Safety 10. Purchasing & Procurement
1. Health and Social Care 6. Healthcare
2. Hospitality & Tourism 7. Real Estate
3. Business & Management 8. Design
4. Teaching Assistant Training 9. Veterinary & Animal Care
5. Engineering & Industry 10. Counselling
1. Finance 6. Construction
2. Business & Management 7. Purchasing & Procurement
3. Project Management 8. Office Management
4. Compliance & Regulatory 9. Law & Legal
5. Supply Chain Management 10. NEBOSH
IN-HOUSE TRAINING COURSES
PUBLIC TRAINING COURSES
ONLINE & DISTANCE TRAINING COURSES
TOP 10TRAINING AREAS
THE MOST REQUESTED TRAINING AREAS OF 2015
Collect online reviews from participants
Training courses with starred reviews stand out in search engines and help you climb closer to
the top of the results page. In addition to bringing additional traffic to your site, you’ll also help
convert visitors into buyers.
Build a separate page for each of your courses
If your training company is not yet a household name, users probably won’t find you by searching
for your company name. Instead, they might search for the type of course they’re looking for,
such as ‘’Time Management Course’’ or ‘‘Lean Six Sigma Certification’’ and perhaps the city they
would like to take it in. Make sure the URL includes a clear course title for added visibility.
Consider how your participants search
Think carefully about how users search for professional training and make sure to include those
words and phrases in your course descriptions along with a keyword list. Some helpful keywords
we’ve found include the type of course, job titles associated with the course, your city, and
certification types.
Ask your contacts to link to your training website
Ask well-respected websites to link to your training website. In addition to reaching potential
training participants or perhaps HR directors looking for training, your website will climb search
engine rankings.
Consider using digital marketing services with an SEO focus
Choose a relevant website in your industry whose job it is to market your training through SEO.
Insist on these pages being slightly re-written to avoid duplicate content, which can get your
website de-indexed and undo all of the hard work you’ve put into your SEO.
Make your website consistent
Search engines love websites that make sense. Have a plan for your professional training website
and be consistent with your image sizes, headers, fonts, and the way you divide up information
about your training services.
1
2
3
4
5
6
USING SEO TO MARKET
TRAINING COURSES ONLINE

13. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 2524
Mobile devices take over - advertisers and search engines follow suit
In its August 2015 report, Ofcom declared the UK a “smartphone society.” Smartphone and tablet use is growing steadily, as is mobile ad
spending, which eMarketer predicts will account for more than half of the £8.94bn that will be spent on digital advertising in 2016. With
mobile becoming a crucial facet of the modern adult’s digital experience, Google’s “Mobilegeddon” update in April 2015 saw non-mobile
friendly sites being demoted in search results.
Rankbrain
Rankbrain is a machine-learning artificial intelligence system developed by Google used to process search results with the help of machine
learning. Google announced that Rankbrain has now become the third most important factor in determining how pages will rank in search
results. The goal is to have a more evidence-based and automated system for ranking and interpreting the value of a web page. Previous
versions of Google’s ranking algorithm have been reliant on the discoveries of Google’s own engineers and researchers, rewarding pages with
concrete metrics like fast loading times. The Rankbrain system stands out from its predecessors in its ability to learn and self-improve.
Social media advertising on the rise
Mobile-first consumption may also be contributing to the increasing amount of time spent on social networks. Though many herald their
demise, data from the Global Web Index shows that average time spent on social networks continues to increase. Unsurprisingly, social media
advertising is seeing a similar upturn, with Facebook and Twitter predicted to account for 33% of all display advertising in the US by 2017.
Video content takes the internet by storm
Online video is one of the fastest growing forms of advertising within the digital arena. More than 100 hours of new content are uploaded to
YouTube every minute. Users all over the wold are posting 75% more video and animated content to Facebook than they did a year ago. What’s
interesting from a marketing perspective is that the desire to consume video advertising is high, especially when compared to other forms of
digital advertising.
Use of ad/blocker software on the rise
Research conducted by YouGov on behalf of the IAB suggests that the number of British adults using ad blocking software is rising, growing
from 18% in October 2015 to 22% in February 2016.
Over half of those using ad blocking software would, however, turn it off to access content they want. Users also claimed that they would be
more likely to display ads if they interfered less with what they were doing, were not as numerous and were more relevant.
DIGITAL MARKETING TRENDS
While both operating in the education sector, universities and private training providers take rather different approaches when it
comes to their marketing activities. In addition to collecting data from training providers, Findcourses recently surveyed a number
of UK universities regarding their marketing budgets and the allocation of resources across different marketing channels, both
online and offline.*
The results show that universities continue to have a substantial focus on traditional advertising, with 57% still utilising media
and print compared to only 20% of training providers. At the same time, their digital activities are much more focused on listing
websites, to which half of the universities surveyed allocate budget, compared to only 28% of training providers.
*Data was requested under the Freedom of Information Act. A total of 31 universities responded to the request with the relevant data.
**Traditional marketing includes print, broadcast, direct mail, and telephone marketing.
ADVERTISING TRENDS
HIGHER EDUCATION VS. CONTINUING PROFESSIONAL DEVELOPMENT
UNIVERSITIESTRAINING PROVIDERS
20%
80%
62.38%
46.64%
Training Providers Universitites
HOW IS YOUR OVERALL MARKETING BUDGET ALLOCATED?
DIGITAL MARKETINGTRADITIONAL MARKETING**
20%
57%
80%
43%
SOCIAL MEDIA GOOGLE ADWORDS LISTING SITES
44%
28% 28%26.85%
21.59%
51.56%
Training Providers Universitites
44%
27% 28%
21%
28%
52%
HOW IS YOUR DIGITAL MARKETING BUDGET ALLOCATED?

14. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 2726
HR AND L&D:
AN EXTERNAL TRAINING OUTLOOK
Our users are your clients. To get a better understanding of our key user segment, we surveyed 395 Human
Resources and Learning & Development users to learn more about their employee training practices.
Very important 65%
Quite important 24%
Somewhat important 11%
Not at all important 0%
The average HR and L&D professional perceives
employee development as a strong area of importance
within their companies, with 89% reporting that it is very
or quite important in their organisations.
HOW IMPORTANT IS EMPLOYEE DEVELOPMENT
IN YOUR ORGANISATION?
In-house training developed internally is the largest competitor for training companies with 9% using this exclusively and only 2%
not using it at all. Massive Open Online Course providers face the biggest hurdles with 54% of employers never using MOOCs
as a means of employee development. While not often used exclusively for all of the company’s training needs, in-house training
providers are contracted by 87% of the companies surveyed while 81% surveyed send employees on open courses.
HOW MUCH DOES YOUR ORGANISATION USE THE
FOLLOWING TYPES OF TRAINING?
We use this exclusively
Very much
Quite a lot
Sometimes
Not at all
The outlook for employee training in the UK is looking up for
2016. The majority of HR and L&D professionals surveyed
said that their employee training budget will increase or remain
the same this year. All HR and L&D professional surveyed
emphasised employee development as a key element in UK
companies.
We learned that sourcing training is a crucial and time-consuming
responsibility in the field. If your company can provide solutions
to make researching and booking training a more efficient
process, it would likely be appreciated by busy HR and L&D
practitioners.
To respond to this need, Findcourses is putting a strong focus on
the quote request tool, allowing professionals to easily compare
and contact several training providers at once.
A multi-targeted marketing campaign is more important than
ever as sourcing training may involve a multi-step process
from employees to HR and L&D professionals to managers and
directors. We suggest framing your training benefits to appeal
across organisational levels, explaining how the training can
enrich the career of the individual as well as help the organisation
achieve results.
In-house training,
internal
In-house training,
external
Online training,
internal
Online training,
external
Off-site open courses MOOCsWe use this exclusively Very much Quite a lot Sometimes Not at all

15. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 2928
Training allotments for employees are predicted to expand
with 49% of users saying their employee training budget
would increase this year. With only a minority predicting
a decrease in training budget, the outlook for the UK
professional training industry looks positive for 2016 as
employee development remains a priority.
The majority of organisations surveyed hold an annual budget of £100-£1000 per employee with 13% spending less than
£100 per employee. Booking discounts for large groups or online alternatives could provide a method for catching this minority.
Confidentiality and lack of budget knowledge in an HR role limited the reach of this data.
WHAT IS YOUR ORGANISATION’S ANNUAL TRAINING
BUDGET PER PERSON?
Increase 49%
Stay the same 27%
Decrease 7%
I do not know 17%
HOW DO YOU EXPECT THE TRAINING BUDGET TO
CHANGE FOR 2016?
Less than £100 13%
£100 - £500 29%
£1,000 + 16%
We do not have a budget 11%
I do not know 20%
Confidential 11%
40+ hours per week 7%
30 hours per week 11%
20 hours per week 31%
10 hours per week 20%
4 hours or less per week 31%
Sourcing training can be a highly involved process for
L&D and HR professionals accounting for half or more
of the time at work for almost 50% of those surveyed.
Sourcing training accounted for some time each week for
69% of those surveyed.
HOW MUCH OF YOUR OWN TIME DO YOU SPEND
SOURCING TRAINING?
Employees 13%
HR 42%
Managers 24%
Combination 21%
Human resource professionals and managers account
for 65% of external training purchasing. The remainder
leave it up to employees to select training in accordance
with their manager or HR department, implying that a
portion of your marketing strategy should target individual
employees.
WHO IS RESPONSIBLE FOR SOURCING TRAINING
IN YOUR ORGANISATION?
Yes 53%
No 31%
I don't know 16%
There is an open segment for training providers looking
to form new bespoke training agreements. Only 53% of
those surveyed work for a company who hold a standing
agreement with one training provider. The majority
manage a budget between £100-£500 per employee for
their training and development.
DOES YOUR ORGANISATION HAVE AGREEMENTS WITH
CERTAIN TRAINING PROVIDERS?

16. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 3130
FEEDBACK-DRIVEN MARKETING
BOOST YOUR TRAINING ENQUIRIES WITH REVIEWS
We knew online reviews were improving the performance of Findcourses training providers, we just weren’t sure how much.
When we conducted extensive research in November 2015, our findings revealed just how much of a positive impact online
reviews were having on courses.
Out of the over 15,000 courses listed on findcourses.co.uk in 2015, around 2,600 of them listed reviews. Having just
one online review increased the course’s conversion rate by up to 300%, bringing some course listings from a 7% to 25%
conversion rate (visitors to information requests), suggesting that online reviews should be part of every training company’s
digital marketing plan.
A survey of our users confirmed that 85% of
our Human Resource and L&D Professionals
view online reviews as “quite” or ‘’extremely’
important’’ when selecting a course or new
external training provider.
85% OF HRAND L&DMANAGERS
VALUE ANDTRUST
ONLINE REVIEWS
WHEN PURCHASINGTRAINING
NOT AT ALL IMPORTANT4%
SOMEWHAT IMPORTANT11%
45% EXTREMELY IMPORTANT
40% QUITE IMPORTANT
HOW IMPORTANT ARE ONLINE REVIEWS?
BEST PRACTICE IN ONLINE REVIEWS
SEO Specialists at BrightLocal published their results of a survey amongst 2,350 consumers that asked how reviews affected
their decisions in purchasing services. The results are clear - reviews have never been more important with 92% of consumers
now reading online reviews. We’ve pulled their most interesting results to help you shape your review strategy for 2016.
Freshness of the review is crucial
Only 16% of those surveyed say that reviews older than 6 months are relevant. It’s crucial to have an online system to
systematically collect digital reviews on a regular basis. Furthermore, the latest reviews should always appear first for consumers.
A good rule of thumb is to make sure your first 10 reviews are from the last 6 months as most consumers (88%) say they will
stop reading reviews at around the tenth.
Star rating is #1 factor used by consumers to judge a business
Star rating was ranked by 60% of consumers as the top factor when forming an opinion of a company. However, this doesn’t
mean that a 5 star rating is necessary to appeal to consumers. BrightLocal recommends aiming for an overall minimum rating of
3 stars. Consumers are realistic and only 6% value a 5 star rating above a 4 star rating.
Trust in reviews drops when consumers suspect fabricated reviews
The authenticity of reviews is crucial for your online reputation. As businesses have learned the benefits of positive reviews,
some have turned to fake reviews, cherry-picking positive reviews, and choosing not to publish negative reviews to handle them
in private. Although 80% surveyed said they will trust reviews as much as personal recommendations, reviews must meet their
requirements and that includes authenticity.
Ask the right questions to help consumers get to know your company
Reliability, Good Value, Professionalism, and Expertise rank as the most important factors when evaluating a business through
online reviews. When you collect digital reviews from course participants, make sure to ask questions touching on these key
points to help answer potential delegates’ questions about your company before they contact you.
JUST ONE REVIEW
CAN LEAD TO
AS MANY ENQUIRIES
3x

17. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 3332
WHAT IS THE BIGGEST CHALLENGE COMPANIES
FACE WHEN SEARCHING FOR TRAINING?
Training providers and learners aren’t always on the same page. To bridge the knowledge gap,
we asked training providers and buyers their opinions on hot topics in training.
Findcourses holds a unique position in the training industry. As
an intermediary, we collaborate closely with training providers
of all shapes and sizes, while interacting with organisations and
professionals looking for training on a daily basis. This means that
we have direct connections to both the supply and demand sides
of the training industry, which provide valuable insights into the
harmonies and disconnects that exist between them.
TRAINING NEEDS & PERSPECTIVES:
PROVIDERS VS. LEARNERS
In 2015, we made an effort to quantify and assess these
relationships by reaching out to over 500 providers and
organisations across the UK. Providers were asked to outline
their priorities and challenges in acquiring business, while HR,
L&D specialists and individual learners were asked to outline their
preferences and concerns in choosing suitable training solutions.
The results show that, while generally receptive to market needs,
training providers have room for improvement in meeting
learners’ requirements.
WHAT IS THE MOST IMPORTANT FACTOR WHEN COMPANIES
CHOOSE A NEW TRAINING PROVIDER?
WHAT IS THE MOST POPULAR COURSE FORMAT VS.
PREFERRED LEARNING STYLE ?
ARE ONLINE REVIEWS IMPORTANT WHEN COMPANIES
CHOOSE AN EXTERNAL TRAINING PROVIDER?
TRAINING PROVIDERS LEARNERS
Quality of the
training content
26%
Reputation of
the trainer
25%
Quality of
the trainer
22%
Reputation of
the trainer
25%
Certification Options
22%
Price
19%
CLASSROOM (47%)
IN-HOUSE (45%)
ONLINE (8%)
BLENDED LEARNING (53%)
E-LEARNING (19%)
OPEN (19%)
NO (52%)
YES (48%)
YES (85%)
NO (15%)
TRAINING PROVIDERS LEARNERS
TRAINING PROVIDERS LEARNERS
TRAINING PROVIDERS LEARNERS
Price
18%
Crowded marketplace
with high competition
40%
Companies do not
know where to look
15%
Finding a qualified
provider
29%
Determining
training needs
26%
Price
24%
Chart Title
No (52%) Yes (48%)
Chart Title
Yes (85.45%) No (14.55%)
Chart Title
Classroom (47.44%) In-House / Onsite (44.87%) Online
Chart Title
Blended learning (53.09%) Online/e-learning (19.34%) Open Other

18. TRAINING INDUSTRY REPORTTRAINING INDUSTRY REPORT 3534
We would like to thank our training providers for their continued commitment to professional
development and education. Together, we help match professionals around the world with training
programmes that enrich and sustain lifelong learning.
Sincerely,
Findcourses
”
”

19. TRAINING INDUSTRY REPORT36
FINDCOURSES GLOBAL AB
Box 7165
103 88 Stockholm
Visitor Address:
Hovslagargatan 3
+44 (0)203 318 6280
info@findcourses.co.uk