Advantage Sales & Marketing Puts Social Learning to the Test

Why a slow build approach is the best bet for organizations considering the use of enterprise social networking tools for their talent strategies

Last summer, we posted a blog about Knowledge Infusion analyst Jason Corsello’s take on the use of enterprise social networking and collaboration tools for talent management.  One of the tips he offered for businesses getting started with these tools was to identify quick wins vs. “big bang” deployments.  Not only does a lower investment lessen the pressure to demonstrate ROI, it also gives organizations an opportunity to adapt their strategies over time for broader distribution based on lessons learned.

One company that’s taking this slow build approach with enterprise social networking is Advantage Sales & Marketing (ASM), a premier sales and marketing agency based in Irvine, Calif.  ASM’s Talent Development team has been piloting our social networking platform, Cornerstone Connect, to foster informal learning as part of its new ACES (Accelerate Career Excellence in Sales) sales and leadership development program.

ASM uses Cornerstone’s comprehensive software suite -- including platforms for learning management, employee performance management, succession planning and compensation -- to develop and manage its 20,000 employees.  The Talent Development team decided to pilot Connect for the ACES program when they realized that limitations with SharePoint wouldn’t allow them to be as strategic in fostering informal learning.

ACES is a seven- to ten-month training program designed to provide qualified candidates with the sales and leadership skills necessary to become successful Business Development Managers or Customer Development Managers -- vital roles in ASM’s sales organization structure.  Candidates are given valuable exposure to cross-functional business units within ASM, including retail, category development, customer service, administration management, deductions management and sales operations.  The class size ranges from 10-15 participants, and each participant is assigned a veteran ASM mentor to provide counsel and guidance throughout the program.

ASM uses Cornerstone’s learning management platform to train the ACES participants using specific online curriculum and assigned projects.  Integrating Cornerstone’s social networking tools into the program allowed ASM to create a workplace community for the training class.  As the class works on each assignment and goes through the various job rotations, participants are required to participate in their workplace community, sharing their experiences with one another and with their mentors.  Not only does this facilitate informal learning, it also helps ASM capture valuable organizational data.  And it gives the Talent Development team insight into the participants’ program experiences.

Since generational impacts are much discussed when it comes to talent strategies, it is interesting to note that the ACES class is comprised of Millennials, including college recruits and new hires.  Additionally, the group is geographically dispersed, increasing the need for a means of virtual communication and networking.  Through the community, participants are able to get to know their peers and build relationships, further enriching the training experience.

Rather than identify specific metrics for success up front, ASM decided to learn from the initial pilot.  This included evaluating the volume, frequency and type of participation in the community, as well as the quality of information shared in blogs and comments.  ASM says the company won’t realize the impact for at least another year, but initial feedback from the ACES class has been very positive.  Within a two-week period, the community featured 21 blog posts, generating at least 800 views and 45 comments.

Lessons learned for the Talent Development team from the initial pilot included:

• Have a specific purpose.  The team determined that use of social networking tools should be project-based versus a company-wide deployment in order to ensure engagement and participation.

• Know your audience.  The ACES group was ideal because the participants not only are working remotely, they also are raised in the age of Facebook.  But not everyone in an organization uses or understands the value of social networks.  By supplementing existing programs with social tools, people are more apt to adopt them.

ASM is exploring use of Connect for other initiatives.  In the meantime, the ACES online community will continue beyond the program’s completion, evolving into an information resource for the course’s graduates, peer trainers and mentors.

ASM is just one of many other Cornerstone clients leveraging social networking tools in their organization.  We’ll be sharing other client success stories and key learnings with you in the coming months.
 

Charles Coy is the Product Marketing Director for Cornerstone OnDemand