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Case Study
Raytheon Case Study: Creating a Brand for Learning 
Raytheon's Corporate Learning Unit, Global Talent Development and Learning (GTDL), is part of the Corporate Human Resources function. Its mission is to ensure the right people are in the right roles with the right capabilities at the right time to maximize individual potential and business value. Following a structural reorganization that moved the learning organization under Corporate Human Resources, GTDL determined that confusion existed about the identity of learning and development and that there was limited awareness of the resources and benefits of learning and development across the employee population of 75,000.
GTDL's communications leader put together ... Read More »
Case Study
McDonald’s in China Case Study: Branding the Newest Hamburger University to Increase Awareness and Support Aggressive Growth
Overview
With aggressive growth intended for its market in China, McDonald's launched the seventh Hamburger University in China in order to develop local talent into future leaders to take on the challenge of rapid expansion. That commitment to provide the best-in-class training and career development opportunities to their employees is reflected in the University's tagline “Learning Today, Leading Tomorrow”. Using this tagline and a combination of multiple, complimentary communication strategies geared at brand awareness, the Hamburger University in China hoped to attract high performance learning professionals to work there, as well as to engage employees in China to ... Read More »
Research Brief
The Business Case for Creating a Corporate University
This paper sets forth the business case for creating a corporate university, based on the premise that corporate universities are the current best practice for systematically building human capital – a key capability for adaptive, innovative, knowledge-based organizations. The term “corporate university” is most prevalent in the United States, Western Europe and Japan, but whether it is called an academy, institute, or center for excellence, the feature that distinguishes it remains the same: the alignment of key learning programs so they actively support the strategic interests of the business.
Corporate universities offer a curriculum designed to support major change initiatives, serve to align staff development with business goals and improve the ROI associated with training investments. Corporate universities help create the conditions for strategic agility and innovation in a knowledge economy. Successful corporate universities have executive support and oversight to assure corporate goals and training align; appropriate technologies to assure and measure transfer and retention of knowledge and skills; and a well documented organizational plan for execution. Companies with efficient and effective corporate universities show measurable improvements to the bottom line in shareholder return, productivity, and customer satisfaction. Read More »
Case Study
Jiffy Lube University on Successfully Launching Its Brand
The Problem
Until two years ago, Jiffy Lube International's educational offerings were based on a workshop model that, although it met the basic requirements for franchisee employees starting out, did not provide an easy path to advance the capabilities of seasoned employees. It did not encourage additional training, and it was difficult for franchisees to see the benefits of training in their service centers. The company did offer good training programs, but none were wrapped in a cohesive package that clearly and definitively declared what or how the company would benefit from these programs. They knew it was time ... Watch Video »
Case Study
Kelly Services on Onboarding
Does your company have high turnover? If so, have you considered the possibility that your onboarding program may be ineffective in immersing new employees into the company's culture and purpose? Your onboarding program is the very first opportunity to welcome employees, set a positive tone, and help them see how their role fits into the larger mission of the enterprise. In fact, the experiences that new employees have during their first few days on the job can build up the fragile, fledgling feelings of loyalty that can eventually — if nurtured afterward — flower into full-blown engagement.
Onboarding Impacts the Profit ... Watch Video »
Commentary
Marketing Tactics: If You Build It They Will Come Only Works in the Movies
The movie Field of Dreams popularized the saying: “If you build it, they will come.” If that were the case, the marketing department in almost every company would serve no purpose. As nice as it would be to live life in a movie, nothing is ever that easy. People are much more likely to ask “what’s in it for me?” when making a decision – and that’s the question that learning organizations have to answer in their marketing and branding.
Marketing efforts are not traditionally a priority for learning organizations, but some companies understand (1) the value of branding ... Read More »
Case Study
Jiffy Lube® Case Study: How the Jiffy Lube University Brand Helps the Company Grow
Jiffy Lube International established a corporate university with a newly branded identity and a clear mission statement that incorporated the company’s values and core principles: integrity, excellence and innovation. With the support of senior management, Jiffy Lube University expanded its online offerings, developed a series of certifications, and sold the newly branded program to franchisees as a way to attract not only customers, but also employees. Their attention to the elements of a learning brand – brand promise, brand marketing and brand experience – led to a well-respected, effective learning organization with a strong internal learning brand that paid off in ... Read More »
How-To
Branding and Marketing the Learning Organization: Launch and Beyond
The success of a learning organization or corporate university critically depends on not only its performance in helping the company achieve its business goals, but also on developing a strong, recognizable brand for learning. This How-To describes the three elements of brand -- promise, marketing and experience -- and how each contributes to the overall view of learning in a company. Read More »
Presentation
Making the Case for Learning Brand
Measurement is one of the more difficult aspects of learning. An although, tools exist to measure the impact of particular programs and courses, up until now there has been now way to measure the perception of the learning organization within a company.
CorpU's Learning Brand (LB) survey was created to fill that gap. The LB survey queries stakeholders about the elements of brand (promise, marketing, experience) and also about the actions they take that indicate the strength of the commitment to the learning organization. However, buy-in from these stakeholder groups is needed to launch this valuable tool.
With that ... Read More »
Research Brief
Net Promoter Score and the Learning Organization
Learning organizations that want to determine how well their brand identity resonates with stakeholders have few ways to do that. CorpU’s Learning Brand survey is one of them. The survey uses, among other questions, two questions based on Reichheld’s work with the use of Net Promoter Score to determine brand loyalty that correlates with corporate growth. The results so far indicate that these questions, based on work with prominent, multi-national brands, also work for learning organizations. Read More »
Research Brief
CorpU 10th Annual Research-Learning Brand-Going Beyond Logos
Establishing a strong learning brand requires more than logos and mission statements. It requires a concerted effort to match the brand promise, marketing and experience to assure that the goals and successes of the learning organization are widely known and clear. The CorpU 10th Annual Learning Excellence and Innovation benchmarking study results show that expert learning organizations use a range of methods designed to highlight the learning organization’s mission and accomplishments. Read More »
Presentation
Recorded Broadcast: MasterCard Creating a Culture of Learning
This is a recording of the web broadcast from Corpu on 29, April 2010.
MasterCard University won this year's CorpU award for Best Overall Corporate University. Its success is based on its ability to engage learners with learning that meets their needs - and the needs of the company. The support and active participation of senior leaders in a wide variety of roles has resulted in a culture of learning focused on the attainment of business and talent management goals. MasterCard University's ability to execute in critical areas has resulted in a respected, impactful learning organization. What you will ... Watch Video »
