It’s all about engagement


Have you ever created amazing content and only a few people look at it? It has definitely happened to me and it’s so frustrating. However, being frustrated doesn’t help and like many other professionals in the field I have asked myself why this happens and what I can do to make LMS content more appealing to people.

Engagement is something that is on everyone’s priority list nowadays (or at least everyone talks about it) but how do we translate this into the eLearning world and how can we make our LMS work to ensure that people look at the content we produce?

Having studied Marketing, I always dip into it to steal some good techniques and combine my Marketing knowledge with known eLearning practice. I personally feel there’s a lot to learn from e-commerce and the way that companies target customers with the right products and deals.

When I produce digital content, among the different techniques and processes that are usually applied as part of the Instructional Design process, I also try to remember four things…




When you log on to Amazon (just to explain my thought process) the home page displays products that you may be interested in. Amazon knows who you are and knows what you have bought previously. So the clever algorithm calculates what you are likely to need in order to make you buy.

I know that L&D is not about sales, but why can’t the LMS do the same? The aim should be to enhance development opportunities by ensuring that users see the right courses for their development.

We have designed our Learning Management System around an individual’s needs so that different part of the business are able to view what’s useful and interesting to them.

This means different home pages as well as content divided by role. If you are an Assistant Manager in a shop, you don’t really need to view Support Office content and you don’t need to complete managerial courses. So when you login, the LMS recognises who you are and shows you the right courses for your role and for your development.




We spend most of our time on our phones, scrolling through Facebook feeds, pinning latest discoveries or watching silly videos of cats (we all do it!). Information, content and resources are just one tap away and they don’t come up in just one form or shape.

Everyone learns differently and that’s what we have embraced in our L&D Team. Our learning provision allows users to chose from videos, audio tracks, books, articles, interactive activities, infographics and more. The whole library is accessible to users from any device which makes the learning experience seamless and similar to the experience that users would have on other platforms that they use daily.




Gambling and gaming is right at the heart of what we do and it is very exciting to explore gamification in a company where customers love gaming and employees love it too!

Gamification helps us making our learning content fun, exciting and engaging. Our main audience is represented by shop teams who watch horse and dog racing in shop, talk about football and demonstrate our latest games to customers. It’s just makes sense that by replicating the same experience, colleagues are more willing to be engaged and learn.

Just to give you some example: we have created simulated races to test colleagues knowledge of products; a gaming machine with slots and roulettes teaches new starters about stakes and winnings; we have devised memory games to ensure colleagues remember the markets available in shops; we have taken our colleagues around France with a board game to keep them informed about EURO 2016.




Putting colleagues at the centre of our learning strategy helps us to promote learning content and engage our audience – and I am not just talking about asking colleagues to fill out a survey.

When we work on projects, we always ask colleagues to collaborate with us in many ways. From writing contents to creating strategies or testing new devices. Each project becomes everyone’s project and when you put effort into something, you can’t help promoting it and loving it. In this way we don’t just ensure that our content is spot on, indirectly we also get promotion that spreads naturally everywhere.

What is important for you to follow in your processes?