70 percent of CEOs feel their organization doesn’t have the skills to adapt to disruptive technologies, according to the latest 2017 Deloitte Global Human Capital Trends. Many leaders expect a new tool to fully solve this problem. However, while bringing in new technology is a key step to staying competitive, we cannot ignore the next critical step — promoting learning, driving adoption for learning, and building a learning culture.

Just as marketers seek to attract the attention of busy, distracted customers, L&D must command the attention of employees through the value of learning. At Udemy we engage over 15 million+ people around the world with online learning. Based on our success marketing our great learning content, I’m excited to announce our new marketing playbook for L&D that will help learning and people leaders drive higher employee engagement.

Our L&D marketing playbook covers 10 key tactics you can use to drive learning adoption across four key marketing stages — Attraction, Acquisition, Retention, and Referral.

1. Attraction: Spark interest. If you build it, they may not come. A great product isn’t enough. You must create awareness and spark interest for your learning programs. To do this, truly seek to understand your employees’ learning needs and career goals, and design an L&D brand that speaks to their aspirations.

To start, think of your favorite consumer brands and their promise to customers. Opening a can of Coke emits a feeling of happiness. Dove promises real beauty. State Farm wants to be your good neighbor. These brands are about more than just soda, soap, or insurance and your L&D team needs to represent more than just training. Establishing your L&D team’s brand is about getting your employees to feel a certain way when interacting with your learning content and programs. Do you want them to feel empowered? Curious? Learn how to position your L&D brand effectively.

2. Acquisition: Get them to learn. Once you’ve identified your employees’ needs and goals, craft targeted and compelling messages on the channels (e.g. email, internal social media etc.) they’re most likely to listen to you. Every time you communicate with your employees is an opportunity to ask them to take an action towards learning. This is what marketers often refer to as a CTA or call-to-action. Are you using CTAs effectively to drive learning engagement? How do you do this? Learn how to use CTAs effectively here.

3. Retention: Build a love for learning. Just because you successfully got some employees to learn, doesn’t mean you can rest on your laurels just yet. You want your employees to come back and learn more. Retention is all about keeping your employees continuously engaged in learning. Employee learning success stories shed light on how individuals at work found success from a learning program you deployed, ultimately inspiring others to learn. In addition, keeping your communication strategy consistent through internal email marketing campaigns will keep learning top of mind for employees.

4. Referral: Create lifelong learning fans. Getting people to talk and rave about your learning programs is the ultimate sign of success. Employee evangelists are essential to creating a long lasting L&D brand. Think outside the box and make your learning go “viral” by creating training content that your employees actually want to share with their colleagues. Cleve McMillan, Senior Manager of Education at the Dollar Shave Club, has some creative L&D marketing ideas to help your learning initiatives go viral.

Get more details on the 10 key marketing tactics you can use to launch your workplace learning efforts successfully. Download the 2017 L&D Marketing Playbook to help you build a culture of learning.

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