How NOT to Engage with Your ELearning Audience

Now that I class myself as a ‘frequent flyer’ I’ve started to take more interest in my journey and the whole concept of flying.

On the most recent flight I particularly noticed how few people engaged with the Air Steward as she begged us to pay attention to the safety briefing at the start of the flight. 

Given that this could be a matter of life and death, it got me thinking about why people are so switched off when it comes to hearing certain messages and how we can apply these lessons to e-learning.

1. It Will Never Happen to Me…
You need to make the announcement/learning relevant to your audience.

If the steward had started her announcement with “For all of those of you who saw the Hudson River Plane Crash…” I bet a few more people would have given up on pre selecting the flavour of their Panini and tuned in.

In e-learning we need to spell out at the very start WHY people need to learn and what the potential consequences are if they don’t.

2. If it does happen, what difference will this announcement/learning make?
I try to listen to the safety briefing but even I give up when it comes to the part about the little whistle that you have to attract attention mid ocean!

I need to know that listening/learning makes a difference.

Again, if the steward made the point that x% of people are more likely to survive a plane crash because they listen to the briefing they might just gain a few more listeners. 

We need proof and positive/negative examples to learn from.

Try to include at the start what the positive impact of doing your e-learning module can achieve.

3. You tell me to listen because things might be different…but they never are!
Every briefing is exactly the same BUT it is amazing how little I remember!

If you tell me to expect something different then you need to deliver on this at least some of the time otherwise I don’t believe you.

Ever heard of the boy who cried wolf? 

How about adding an element of surprise? Get someone up from their seat to take part in the demo or to ask a question.  That would shock a few people into paying attention.

In e-learning I think we need to use different ways to deliver the same messages so our learners don’t become complacent.

Compliment your content with video, music, podcasts, discussion forums, polls etc.  And always try to find something to add an element of the unexpected.

4. If you’re not interested, how can you expect me to be?
I know the stewards say it at least twice a day, 4 days a week, 260 days a year but the monotone, indifferent, and speedy delivery of the message generally lends itself more to rail platform announcements then a life or death safety briefing.

The only time I ever really listen is when the steward injects a bit of humour or their own personality into the briefing.

As content authors, we can do this with our e-learning. 

Share personal experiences as to why you feel that the module you have authored is so important – did it help you? Why do you want people to learn from you? 

How about adding in your own photo at the beginning with a personal message?  Make people aware that you have a vested interest in their learning.

Back to our ignored steward just in time for the brace position, which I suppose is as good a message as any.  If we don’t want to crash land with our e-learning content we need to brace ourselves for some change!

Wendy Kay

Tagged as: elearning authoring, public sector e-learning