How Education Programs can Drive Worker Productivity Upwards

Teach, train & build trust. In this episode of Constructive Insights, JKBuild’s Jen Candlish talks about how building materials brands can use education programs to not only help solve a big challenge that building and construction firms face today, but also drive greater product expertise, performance and brand loyalty.

What you’ll learn in this episode:

• How building materials education programs can boost productivity and installation efficiency
• What must-have criteria are needed when creating a Certified Installer Program
• What other educational and training tools will help get your building products installed 
• How to become a valued partner for your customers as they grow their businesses

How education programs can increase productivity within construction and building.

There is a lot of talk within the industry around the fact that labour costs within construction and building are increasing while productivity is falling behind. Building organizations and firms are finding that more labourers and trade professionals entering the workforce are equipped with general knowledge but lack the hands-on experience that’s needed to keep things moving at a good pace. 

To combat this, construction firms and even retail brands like Lowe’s and The Home Depot are creating their own education programs, training workshops and grant programs to help provide teams with greater knowledge and on-the-job-experience. For building materials brands, this provides an incredible opportunity to be that educational partner. By creating well-rounded education programs, you hold the power to bring workers up to speed, ensure your product is installed correctly and lend a helping hand to construction firms so they can prioritize their efforts back on projects and productivity.   

Build education around efficiency. That’s the name of the game.

While the idea of implementing education programs is not new, it is underutilized. When creating an education program for trade professionals, it’s really about creating efficiency. How can your building products help workers be faster and install easier? And while focusing on product education is important, it’s also valuable to look at how you can provide an overall education that goes beyond product knowledge. How can this education help installers, designers, architects, sales teams and more not only do their job better today, but also set them up for success in the future? In other words, what education can you give to help them work smarter, get projects done faster and advance their career? Building Certified Installer Programs and educational resources that are focused on bettering your customers’ businesses is what’s going to make the difference in becoming that solid education partner.  

“Education programs are a win-win. You’re providing that valuable education to help bring your customers’ workforce along, taking it off of their shoulders…. At the same time, you’re teaching the best ways to install your product, which is going to ensure the success of that building material.” – Jen Candlish

Certified Installer Program must-haves.

When it comes to education programs, the most common type is a Certified Installer Program. These programs are often established to create a strong community of proven professionals who are able to effectively use and promote your product. As we’ve uncovered, however, there are plenty more benefits that can help contractors and partners through these types of programs. So, whether you’re starting or strengthening a program of this kind, here are some important criteria to ensure greater success. 

> Give it an identity.

From a marketing lens, you want to build a story around your program. You want to give it a name, a hook, a sense of status. You want your customers to want to be a part of it and use the training fully.

> Have a structure. 

Beyond the usual onsite visit, where a salesperson may provide a couple quick tips and tricks, your education program needs to go further and essentially become an indispensable tool for anyone joining your customers’ teams. This is really structured programming that is based on training, outputs and results. It needs to be valuable to your customers by impacting their day to day in a positive way.

> Create a sense of status. 

Your Certified Installer Program needs an element of status, prestige and quality. Having this not only gives builders, contractors and installers the confidence of applying your products properly; it also offers them greater credibility and expertise when dealing with their own customers. Once completed, they can use this certification on their websites, marketing materials and promotional tactics to differentiate themselves from competitors and within the market to drive their own growth and success.

> Go beyond your product info. 

Whether its classes, courses, modules, etc., take your training beyond product installation and application. For example, start earlier in your story – why are products like yours necessary? Why are the materials significant and why does that matter for the customer in this journey? From there, consider what other tools and content you can provide to better their day-to-day work, their relationships with other trade professionals and their careers.

> Include a mix of virtual and in-person training. 

Teaching installation practices in person is always the best approach. But it’s not always possible. So, creating an education program that has both in-person and virtual components allows you to cover all your bases. For in-person training, you need to determine how and where you’ll be delivering – whether it’s on a jobsite, in your manufacturing plant or at your customers’ facilities. When it comes to virtual learning, you’ll need to outline what topics or training content can be available anywhere, so customers can learn on their own time to fit their schedule. Another important factor is to make sure the content is accessible. From training videos to modules, each step of the program should be seamless, easy to navigate and within reach. The accessibility of your program is going to be a key factor in your success.

“When you create an education program that covers everything from measuring to installation, you’re better ensuring the longevity, performance and quality of that product.” – Jen Candlish

> Give perks.

These customers have invested their time and effort into taking your educational programs, so it’s only fair to give something back to them and show your appreciation. By completing your Certified Installer Program, customers may get a discount on products or exclusive access to certain product offers. These perks can also help to give your program that sense of prestige and appeal.

> Provide ongoing communication and support.

Once your customers have completed the training, how can you continue providing support? What tools and takeaways would they appreciate as time goes on? Is it providing ongoing measurements, spec sheets, product changes and industry updates? Any additional information where you can provide value to this customer base can help you remain a trusted building materials partner. When trends and codes change, it’s important to provide updated education so you continue to be that source of support and learning for your customers.

“As your customers’ businesses grow, grow with them. Whether that means building new modules, new training programs or tools – being there for your customer and providing that education is extremely valuable.” – Jen Candlish

Other training and education tools to try.

If creating a Certified Installer Program feels a little lofty, don’t worry. There are other types of training and education you can get involved with to ensure your building materials products are getting installed.

> Online education.

What resources are available on your website right now that speak to product installation or getting familiar with your product? More than product or sales information, think about what your customer might be looking for before selecting or installing your product.

> Partner with another product team.

We see this a lot in the building industry, where one product team will team up with another product team to provide a more fulsome solution to tackle a specific type of project. This can be delivered at trade shows, events or your customers’ facilities. 

> Work with associations. 

For those who want to get their foot in the door with education training, working with associations can be a natural first step. Building and construction industry professionals often need to update their accreditations every year, so by participating with these associations, you can play a supportive role while staying top of mind with your customers.

Remember, there’s real and untapped value in education.

Whether you’re considering growing or strengthening your current education programs or implementing a new one, one of the biggest takeaways is to shift your lens on the value these programs can provide. Instead of thinking about how to get your building products installed more often and installed properly, think about what really matters to your customers. Are they experiencing the same pain points that many others face in construction and building? Are they in need of education for their teams or themselves? It might be time to implement an education program to get your building programs installed and drive growth.

We’re schooled in education programs.

From accessible product education to building science knowledge, we’ve helped clients build out their educational resources, like Dörken Systems Inc.’s DELTA® Academy – an educational content and resource hub that houses a variety of learning and training resources so industry professionals can build to a higher standard. Interested in talking with us about creating some educational resources for your building materials brand? Reach out to us on LinkedIn.