LinkedIn Learning's video acquisition signals continued shift for learning

Videos run the internet — and soon, they'll dominate workforce training platforms, too

Is video taking over the corporate learning scene? According to a new article from Josh Bersin, and several other sources, there is a new breed of video learning systems emerging into the human capital management market that’s bound to improve the way employees learn.

Current learning management systems are cumbersome to navigate at best, and studies have shown that employees don’t like them. However, video is a friendly medium that’s readily available to help make complex workplace topics easier to digest. 

More internet traffic going to videos

A Kleiner Perkins Caufield Byers report from June of this year indicated that some 60% of all internet traffic is currently generated by video activity. It’s not surprising given consumers’ propensity to tap into social networks like Periscope, Facebook Live, Snapchat and YouTube to share all of life’s events. Marketing Dive reported earlier this year that "consumer viewing habits are moving away from TV and towards streaming video.” Another Marketing Dive report shared that a Cisco Systems study predicted that by the year 2019, consumer video will make up 80% of all internet traffic. It’s clear that video is surpassing many other formats in both the consumer space, and soon in the corporate learning market.

Leaders in video learning are being scooped up by social networks

The recent LinkedIn Learning acquisition of Lynda.com, one of the first video learning platforms geared specifically for workplace skills development, has made demonstrated the value that video has for HR training initiatives. Others such as Jam, which was purchased by SAP, and Oracle have all integrated a corporate library of videos with its HCM. These are just a few of the many corporate learning platforms that are focusing on video as a primary learning source.

The launch of a new type of video learning platform

Workday, a leading provider of cloud-based finance and HR applications, has been working on the development of a system that will integrate video learning and communication at all levels of the HCM. Bersin advises that it’s a campaign-based system, with input from employees on what they want to learn. By selecting the appropriate campaigns, employees can then access video learning based on specific content appropriate for their needs that is accessible via email, internal text messaging, or the mobile app. The product recently went live and is already positively impacting employees.

Blended learning improved with videos

Brandon Hall Group research shows that while instructor led training is the primary source of learning in many companies, much better versions of learning video are harnessing this knowledge in new ways. The most popular kinds of training video, according to their Video for Learning study conducted last year, are stand-alone videos, web-based training course videos, and in-classroom videos. This just demonstrates that there are many creative ways that any organization can integrate videos into ILT sessions or e-learning modules.

For example, a video learning program can be used to introduce a tough subject, with role-playing and scenarios acted out for the benefit of employees. Then the instructor can talk with learners face-to-face and answer questions. Alternatively, learners themselves can participate in the development of training videos by practicing new concepts and being recorded for future learners. It’s important that all corporate learners understand how critical their participation is with video learning, so that it becomes relevant to their work later on.

John Eades, President and CEO of LearnLoft and host of the "Follow My Lead" Podcast, writes for eLearning Industry that video learning must be carefully managed to meet the expectations of employees. He says that many companies have been slow to adopt this technology because of the “we’ve always done things a certain way” mentality. However, most working professionals do not want to sit through 4 hours of learning materials. Instead, short micro-learning videos are better received and can be used throughout the learning content. Eades provides 4 tips for creating short video learning modules that are very effective in a corporate learning environment.

It will be interesting to see how other companies jump aboard the video learning wagon in the coming year, and who benefits the most from this newer way of delivering workforce learning content as part of a central HCM. 

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Filed Under: Learning