Matching the profile of the target group, it was definitely important that the learning journey was easily accessible on the go. Moreover, it had to contain a wide variety of learning forms and a lot of interactive possibilities. “We used video, vlogging, quiz elements and (hand-in) assignments. Furthermore, the design is attractive. We use funny GIFs and a tone of voice that appeals to the target group,” says Nicole. For example, there is no boring lengthy handbook to plough through, but comic illustrations are used that discuss the company rules. Because of the top-down approach, participants only have to learn what they don’t know yet. “Very efficient.”
By means of welcome videos from the coaches’ office, the participant gets an impression of the colleagues at HBBA. In addition, he or she will be vlogging about their first working day, the first week and the first month. These vlogs (#hardlife) are part of a video assignment. This way, the youngsters also have contact with their coaches.
Generation Z wants to continue to develop, Nicole knows. “In personal vlogs, colleagues explain why working at HBBA is so much fun. We turn the employees into ambassadors so that sales promoters can see what career opportunities there are within HBBA. We have great examples of colleagues who have grown from sales promoter to Business Unit Manager or General Manager, for example.”
The onboarding programme is customised for each sales promoter by including brand-specific modules in his or her personal learning journey.
