The key to success is to develop a curriculum that closely matches the needs of staff across all levels and areas of the firm.
One way to ensure a strong program is to administer a staff-wide poll asking about the types of sessions from which account pros would benefit. With this information in hand, develop a proposed list of topics that mirror the poll findings, with additional sessions that management feels would be applicable to staff by title level.
Develop session topics and titles that are engaging, interactive, and that will likely be ones that staff will want to - as opposed to feeling forced to - attend. Topics should be broad so that staff across the agency will be interested in them, which will expand their understanding of communications.
Tap your agency's senior team to lead the sessions, thus fostering a collegial culture. Also make sure that these leaders free up their teams to attend all the sessions they should.
Finally, if time allows, test each session's subject matter with a few participants beforehand to identify any areas within the training course that need to be adjusted.
Jennifer Doig is director of HR at Financial Dynamics.
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