eLearning is the new normal.

It’s cost effective and successful, it’s time and location independent. No wonder it’s taking over territory formerly held by traditional methods of education. To share a term used in marketing, advertising and business, eLearning is disruptive.

The modifier itself is evocative. Traditionally someone or something disruptive, interrupts or stops the flow of whatever occurred before. Like the class clown interrupting the teacher. The conventional connotation of disruption is negative, but since cultural models like Ferris Bueller and The Breakfast Club the inference has stretched to incorporate positive, even desirable aspects, as well. And so we were open for its insightful incorporation into business in the 1996 book “Disruption: Overturning Conventions and Shaking Up the Marketplace” by Jean-Marie Dru.

Disruption in business or marketing essentially means tearing down or exposing flaws  in old conventions to build new foundations for existing enterprise and birth entire new economies. As such we’ve seen shopping change from people going to where the merchandise is, to merchandise being ordered (online) and delivered to where the people are. Elements of the old order that are eliminated in this model are geographic and time constraints, limitations on product selection, pricing restrictions, crowds. The same disruption in paradigm shift holds true for information and education. Rather than people going to where the learning is, the learning is being brought to where the people are.

This single turn-about in the dissemination of information and learning has incredible impacts on corporations, educational institutions and the learners – employees and students involved. Its relative low cost, ease of adoption and use and great results in terms of retention and behavioral change, the end game in the business eLearning world, have led to an exponential growth of the industry. $140 billion or thereabouts today and headed toward $325 billion by the quarter turn of the century, as more formal learning institutions embrace the technology.

What this means for businesses

An employee’s education doesn’t end in school. Career long learning is a by-product of the information age. Technology and insights into almost every aspect of business are changing , if not at the speed of light, then at least at the speed of sound. To keep up, and stay competitive businesses must invest in the continual education of their greatest asset, their work-force to stay abreast of these changes. Offering opportunities for learning are currently part of a benefits package many employers offer.

What this means for academia

In a word accessibility. Not in the politically correct sense of the word, but in the sense that monetary and temporal barriers to education may be lifted. With the average college graduate in America entering the workforce with a student debt load of $80K, an online education with a much smaller price tag becomes a viable solution. Online learning reaches more people. It can become more individualized. A greater percentage of the population can participate in it, benefit from it and advance. With a lighter investment or debt.

What this means for the developing world

Online learning and its relative low cost and expediency have another disruptive effect. The education of people within developing economies. Countries where education has been extremely limited will benefit greatly from the shakedown of the traditional system of education. And the nations know it. Having a more educated workforce improves a nation’s economy and although there are some costs in setting up infrastructure for online learning in the developing world, they are infinitely smaller than traditional brick and mortar settings.

What this means for retirees

A trip, a hobby learning a new language or finally getting your Master’s degree. All are popular retirement goals for baby boomers. Travel-anywhere, access-anytime online learning holds great appeal to this demographic, a large percentage of whom are already well versed in the new model of education, have used it and prefer it. With less to prove than younger folk, they are less enamored with the hall and lecture style of study and seek knowledge for its own sake. Yet another place where disruption in education in the form of e learning frankly, crushes its traditional top-down counterpart.

A voice over artist who specializes in eLearning narration, Kim Handysides is also a lifelong learner and former homeschooling mom of two college grads summa cum laude. A managing partner in elearningnarrators.com she welcomes your comments.

The post How Disruptive eLearning Crushes Top-Down Traditional Education appeared first on eLearning Narrators.

“We really want someone who has a background in the material. A SME. Like you, Kim.”

So, does reading several hours of medical or pharmaceutical material every week for twenty years make one a subject matter expert? Probably not. But it certainly makes one a subject matter contender. To that end, I am extremely comfortable talking to medical professionals, pharmaceutical sales reps and other life sciences professionals about diseases states, new drugs and clinical trials outcomes.

Words to Live By

Many arenas of eLearning have their own jargon. Compliance, safety, law, human resources, their terminology is different from IT, mining, engineering and aerospace. Of course, a SME will be the person to go to for content and clarification of how to best script that jargon-laden material, but I argue a skilled professional narrator, is best to present that content. Career narrators, especially those swimming in the eLearning talent pool are a careful blend of actor, educator and professional speaker. Most of us have studied acting because that’s one of the components of the profession, but we are drawn to eLearning because we love learning ourselves and imparting that with others. Who better to transmit passion than one skilled in acting. Someone who can act like a genuine SME.

Grey’s Anatomy Vocabulary

I was thrilled when I began getting work narrating medical modules. When I was a teen I had a serious crush with science and medical school, but my math marks sucked. Nevertheless, my fascination with life sciences stayed with me. I absorbed product monographs, surgical methods, anatomy courses and clinical reprints with equal fervor and in the end, was convincing enough in my performance that a long-time work colleague (who knew I was once a weather woman) forgot I did not hold a BSc. I maintain, when one is passionate about the subject matter, one learns more about it and eventually becomes a contender.

Learn By Heart

But guess what? I seriously find I take that same earnest passion about learning to every series of eLearning modules I narrate. Whether I’m teaching day traders about stock options or intelligence analysis to members of the military or welcoming newcomers in an onboarding series. My passion for learning and great empathy for the learner, make me (like all members of the eLearningnarrators team) turn into a great sounding SME.

Beyond Retention

Unlike in academia, within the learning goals in business applications, the end game is not retention, but behavior change. One could argue this is the realm of psychology and CBT, but the real behavior change experts for decades have been moguls in the advertising industry. And who do they count on to change consumer behavior? Professional actors.

Even with the advent of reality programming, to get people to actually change or to influence a target audiences, the wise money is always on the professional. The person who has built a livelihood on engaging, enthralling, storytelling, teaching riveting and charming audiences. When you sell something you are (again) the subject matter expert.

The Credibility Criterion

Marilyn Kinch wrote about when it was better to use a SME and when an actor was better in The Small Business Guide to Marketing, Lead Generation and Sales. She states SME’s work best in classrooms and face-to-face situations, whereas on video and on mic, actors turn in far more credible performances as SMEs than the actual experts themselves.

If your end goal is creating an emotional connection with the material that could lead to behavior change, again the actor is the SME. That is what we do. We do it well because we feel an emotional connection with the material ourselves. This connection is not automatic. Creating that connection, that passion for the material when it is not (in reality) an area we are familiar with, is a skill set we work on, polish and perfect.

Every day. Year after year.

Kim Handysides loves narrating eLearning almost as much as she loves her dog, Kiwi the Dachshund. Most days she can be found in her padded 4×6 sound studio mainlining the message between sender and receiver. This October, however she will be at #DevLearn with her fellow elearningnarrators

The post This is What Happens When the eLearning Narrator Becomes the SME appeared first on eLearning Narrators.

Industry and markets change at light speed in the digital age. To stay competitive, update skills or learn new ones, educating the workforce has become a survival tactic. Knowledge powers business. In some cases, on line learning programs have replaced workshops, lectures and classrooms, but in others, it augments them.

The growth in eLearning since 2000 has been 900%. And between now and 2025, the global market has an expected CGR of 7.2%, growing from its current estimated value of $175 billion to a projected $325 billion. However, if business growth in the last five years is any indication, that number may be conservative. In the last 5 years, companies who employ eLearning have tripled their use of it.

What makes eLearning powerful?

By its nature eLearning is:

• Asynchronous – the timing of its consumption is independent of the timing of its dissemination, a.k.a. convenient

• Takes less (or no) classroom time – it is place independent. Learners can choose where to learn

• Structured – goals, objectives and content are mapped and delivered in optimal amounts and organized as such

• Self-paced learning – learners can move through the lesson at the rate of their own choosing

• Consistent – the lesson is the same at all locations

• Interactive – stories, games, graphics, animation, and an engaged narration help imprint the material effectively

• Cost-effective – travel, meals and other expenses for traditional onsite lessons are eliminated, once produced per student costs are very low

ROI Stats

But, companies that have investigated the return on their investment note retention rates are 25-60% greater with eLearning programs than 8-10% with classroom face to face learning opportunities. Five time more material can be learned within a similar timeframe. Companies that use eLearning see an 18% boost in engagement, and for every dollar invested, they report a $30 increase in productivity. It’s even green! With a UK study finding delivery of education through eLearning causing totals of 90% less energy and 85% less carbon emissions than traditional methods. The best ROI stat? eLearning within business has led to an estimated 42% increased revenue.

Opening the dust jacket on this medium of learning, and you’ll see a mix of pre-recorded lecture content and video or visuals, some text, as well as interactive elements like knowledge quizzes, simulations, and games. The concepts of mobile learning and micro learning today are what gamification was yesterday. The technology will keep expanding, twisting and turning into new territory.

The Sound Mind

A constant throughout (so far) however has been the audio element of eLearning. It continues to be the human element of the interaction. The true intermediary between the educator and instructional design team/company on the one end and the learner and receiver of the message on the other end.

A top-notch narrator knows the importance of their role. Professional narrators think long and hard about the learner on the other end of the program, empathize with them and we do our best to transmit the often dense material in a truly interested and interesting way. We work on making our delivery authentic and professional, conversational and when called for, passionate. We are playing the role of the subject matter expert. It’s a role we play well. And believe it or not many of our team of eLearning narrators have read scripts for so many that in some areas, we’ve almost become SME’s ourselves.

Advertisers, the ultimate purveyors of behavior change and audience influence always and only rely on professionals to convey their messages. Businesses who invest in eLearning to better educate their work force or their potential clients do the same. As elearning narrators, we invite you to check us out. Ever interested in staying on top of the growth and trends in educational markets, we’re a vetted group of voice artists, a personal shortlist, if you will, dedicated to providing the industry with best in class talent.

Kim Handysides is one of 8 great talents at elearningnarrators.com. Her voice has helped companies win over two dozen elearning awards. She’d love to see you at #DevLearn this October.

Resources:

ATD – Next Generation E-Learning: Skills and Strategies, Britain’s Open University, Elearning! Magazine, Molly Fletcher CO., IBM, Ambient Insight, Nasdaq

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