Why the Picture is Worth a Thousand Words

It is the new year. You begin scanning your email and see that you have been assigned your annual training by your company — you cannot stifle the sense of dread as you contemplate another mind-numbing training. It does not have to be this way.

Research on adult learning has shown us the path to presenting the most effective training.¹ Distilled down, we know that blending visual imagery, voice-over, reading, and interactive training provides the best results for e-learning.² In this article, we will be exploring the ways in which adults learn. We will focus on the role of visual imagery and other elements in improving recall. We will discuss how pre-testing can generate productivity savings for your company and increase employee engagement. Finally, we will map all of this against the DOJ's views on training and ways such training can be specifically designed to increase its impact.

How Do We Learn?

People generally remember 10% of what they read, 20% of what they hear, 30% of what they see, and 50% of what they hear and see.³ This is not to say that we all learn the same way — far from it. There are three primary types of learners: auditory learners, kinesthetic learners, and visual learners.⁴

Figure 1. The three primary learning styles and their intersections. Most people draw on multiple modalities simultaneously, which is why training that engages all three channels produces the highest retention rates. Approximately 65% of the population are primarily visual learners.

To give an audience the greatest odds of retaining material, present the information in multiple formats and engage all parts of the brain strategically. What is remarkable about this fact is that "90% of information transmitted to the brain is visual and visuals are processed 60,000 times faster than text."⁵ Our brains actually view text as tiny pictures. Each individual letter is its own picture. These "letter pictures" are combined into words that we then convert to concepts. Put another way, text is one of the most inefficient ways to transmit information.

Not All Images Are Created Equal

Compelling visuals coupled with text and speech can close the gap.⁶ Merely throwing clip art into a presentation will not accomplish this goal.⁷ Working to find the right image to match with a concept is a science in and of itself. For example, say you are trying to convey that there are a number of new regulations that will be affecting your company. Showing your audience a picture of stacked law books is too literal; it will not create the type of left brain/right brain connection we are aiming for in the learning process.⁸ Instead, try using the picture of a wave; this image causes the audience to reach slightly, thinking about the coming "wave" of regulations.⁹ This stretch is what causes the learning to imprint, facilitating recall.¹⁰

Figure 2. The difference between literal and metaphorical imagery in training. The stacked law books convey the fact of regulations but create no mental engagement. The wave metaphor causes the audience to reach for the concept — and that cognitive stretch is what drives retention.

Whether used in training or just in speaking to a group, presentation software has become ubiquitous, but sadly it has become a repository for a lot of poor communication hygiene.¹¹ Many presentations veer toward the dreaded "deck speak" — the habit of using a presentation deck to spell out lengthy, complicated information that would be more appropriate in a written document.¹² Further, many speakers use the software as a crutch, rather than a spotlight, significantly distracting the audience.¹³ Poor use of presentation software often distracts and frustrates the audience: the result is a fragment of both being received with less retention.¹⁴

Respecting Your Audience

In e-learning compliance courses, there must be respect for the recipient. This can begin with a pre-test.¹⁵ Allowing someone to demonstrate subject matter mastery and test out of a course is beneficial to both the recipient and the company. Recipients feel their time is valued and respected, and the company can be assured that the topic is understood and that it will not lose productive hours.

Consider one example that illustrates this point:

Figure 3. The ROI of pre-testing. A well-designed pre-test allows employees who already understand the material to demonstrate mastery and skip modules they do not need. The result is a meaningful reduction in training cost while simultaneously improving the signal-to-noise ratio of your completion data.

When we are considering pre-testing, we are not talking about, for instance, three simple true/false questions. Such a test should be written at a high Flesch-Kincaid readability level¹⁶ that probes whether the recipient understands the nuances of the topic accurately and consistently.¹⁷ This is the kind of pre-testing that respects the person being tested and the company.

DOJ's Guidance on Effective Training

Companies do training for a variety of reasons, not the least of which is as part of a defense strategy. Specifically, they want credit for telling their employees and partners what the legal expectations are. This is reinforced by the DOJ's own focus. In June 2020, the DOJ released its Evaluation of Corporate Compliance Programs, which outlined the factors the Department uses to evaluate training programs.

Figure 4. The DOJ's five evaluation criteria for compliance training, drawn from the Evaluation of Corporate Compliance Programs (June 2020). These criteria represent the minimum standard against which any compliance training program will be measured in the context of a government investigation.

This list highlights that merely offering training is insufficient. It also pairs with the DOJ's focus on data analytics.¹⁸ The DOJ wants a company to be able to demonstrate that its training is targeted and that the trainees fully understand what they were trained in.¹⁹ Therefore, the content needs to be accurate and compelling and there needs to be a follow-up assessment.²⁰

It Is Not "One and Done"

Even if recipients can demonstrate understanding at a point in time, how do they maintain that level of comprehension until they are next asked to take a test on that topic? This is where the "forgetting curve" comes into the analysis. Not surprisingly, as time passes, recipients forget.²¹ However, this can be addressed and even rectified.

Figure 5. The forgetting curve and the six strategies for combating it. Without reinforcement, recipients lose the majority of new information within days of training. Each of the six intervention points represents a design decision that compliance training programs can make to extend retention.

Six strategies have emerged from the research as the most effective interventions against the forgetting curve:

This Is Not the End

A good compliance and training program will include training metrics to evaluate its effectiveness. Some common training metrics²² are as follows:

• Trace the number of attempts taken to take the post-training test²³
• Track employee performance post training
• Calculate the ROI²⁴
• Measure employee engagement
• Collect feedback on the training

This combination of metrics should feed into a continuous improvement model whereby results inform the upcoming training calendar for frequency, length, and topics.

Finally, it is important to emphasize that training as a "check-the-box" exercise is a waste of precious resources. Being strategic and thoughtful about tailored training pays measurable dividends. Freshen your color palette and begin painting that picture for your teams.

This article is intended for informational purposes only and does not constitute legal advice. For guidance specific to your organization's compliance program, consult qualified legal counsel.