Case study: TLM
The Institute of Leadership and Management
This case study details Meta Capability's project with The Institute of Leadership & Management (TILM) to innovate its member engagement through the "MyLeadership" platform. After separating from City & Guilds, TILM aimed to revolutionise its digital learning experience and membership interaction by introducing a dynamic platform where members could evaluate their leadership skills against a detailed framework. The resulting solution not only enhanced user interaction through personalised assessments and digital badges but also significantly improved member satisfaction and retention, contributing to TILM's recognition with major industry awards.
Challenge
TILM had just become independent of City & Guilds and needed to completely revamp the proposition to members and the wider market. This wasn’t just a new website, they wanted to do something that surpassed any digital learning experience in the membership arena that would totally engage users and attract new audiences.
They wanted members to be able to test and demonstrate their leadership capability based on their existing framework which incorporates 49 bite size learning elements. They wanted to complement the content they had, which was mainly in PDF form, with the ability for users to test their understanding through an on-line self- assessment which helped to identify learning gaps.
Solution
We worked with TILM to co-design their platform which they called MyLeadership. We took their framework and created an easy to use assessment platform that enabled members to test their knowledge on management and leadership. If they did not meet the TILM standard then the platform would produce a personalised report and would serve up a personalised learning pathway made up of bite-sized content (PDF, videos, webinars). This content was prioritised based on the questions they got wrong so it was completely personalised to the user.
Those that did meet the TILM standard were awarded a digital badge. As the platform relies on self- assessment, The Institute were eager to include the provision for users to book an online conversation with an Institute expert to encourage reflection as the final stage of the learning experience. We therefore provided an online booking system integrated with Zoom as the conferencing platform to facilitate this. This was the final stage in the process. If they meet the standard on the conversation they become recognised by TILM and this can lead to progression through the membership grades.
Impact
Within 6 months of launching the platform TILM, just under 12,000 assessment had been completed, 15% of their members had used MyLeadership and 42,000 reports had been downloaded. The engagement with their website and members increased dramatically and member retention has increased by 3.5% and satisfaction amongst members has increased by 7%.
In June 2019 TILM won “Best CPD initiative” at the Memcom awards beating some major contenders In 2019 also won “ Best Learning & Professional Development Programme”: MyLeadership - at the Association Excellence Awards
