The Need
Training is vital to the future success of the BBC and to the wider success of the UK broadcast sector. Yet internally there was a culture that if you need training you clearly don’t have natural talent – and talent is a key currency among people working at the BBC. In addition, the service’s freelancers didn’t prioritise training, while major broadcasters didn’t see BBC Training as a first choice supplier. We needed to get BBC staff and freelancers to see training as cool and convenient – and build the training brand of the BBC externally.
How We Helped
To make training sexy and easy for the internal market we created a training branded Future Thinking event for the 100 most influential people within the BBC – with futurist, Patrick Dixon and innovation guru, Charles Leadbeater. This BBC Training branded event shifted perceptions of what training can look and be like.
We also promoted an online learning community including learning lunches to make it easier for staff to slot training into their days.
To reach the external markets we ran intensive media relations and backed this up with a BBC Training branded awards and an industry report.
