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Employee Engagement Strategies for L&D

How to Galvanise Your Workforce

Ashley Hinchcliffe

Use this strategic guide to improve employee awareness and engagement with company learning to showcase the benefits that learning initiatives have on business results.

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EAN: 9781398630826

Edition: 1

Published: 03 Feb 2027

Format: 234 x 156

272 pages

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About the book

Turn learning into a strategic driver of performance by creating real demand across your workforce.

Driving Demand for Learning by Ashley Hinchcliffe is a practical guide for mid-to-senior L&D professionals, learning leaders and talent development managers who need to close the gap between learning investment and business performance.

Focusing on demand generation, it explains how to position, promote and optimize learning so it competes effectively for employee attention. Using behavioral science, campaign thinking and real-world examples from organizations including Expedia, TikTok, Google, HSBC, BT and Sainsbury's, this book provides a clear framework to align learning with measurable business outcomes.

You will learn how to:
- Build demand for learning across your workforce
- Compete for attention in busy, distracted environments
- Apply behavioral science to influence engagement
- Align learning metrics with productivity and revenue
- Continuously optimize learning using data insights

Driving Demand for Learning equips you with the skills to reposition L&D as a strategic driver of performance, ensuring learning delivers measurable business value.

Themes include: learning engagement, demand generation, L&D strategy, behavioral science, workforce development, learning analytics

About the authors

Ashley Hinchcliffe is the founder of MAAS Marketing, a specialist agency dedicated to helping Learning and Development (L&D) teams improve awareness and engagement in their learning initiatives. Since launching the business, she has worked with numerous global companies including Capgemini, HSBC, Coca-Cola and Sainsbury's. Prior to this, she held senior roles at learning technology companies including Mind Click and Learning Pool. She is based in Middlesborough, UK.

Ashley Hinchcliffe

- Chapter - 00: Introduction;
- Chapter - 01: The Importance of Awareness of Company Learning;
- Chapter - 02: Why Learner Engagement is Poor;
- Chapter - 03: Why you must start Thinking Differently as an L&D Professional;
- Chapter - 04: The Importance of the Attention Economy to L&D;
- Chapter - 05: How to Get to Know Your Learners;
- Chapter - 06: Assess the Value of Learning;
- Chapter - 07: The Importance of Positioning for L&D;
- Chapter - 08: Using Campaign Thinking in Learning;
- Chapter - 09: How to use Psychology to Attract Learners;
- Chapter - 10: Measure What Matters in L&D Programmes;
- Chapter - 11: Agile L&D;
- Chapter - 12: The Urgency of this Approach to Learning