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Training processes in SMEs in
Iceland:
A holistic approach
Sveinn Aðalsteinsson
María Guðmundsdóttir
Tourism Skills Center Iceland
26 Feb. 2019
Investment in employees skills
• The Tourism Skills Center established 2017
• Financed by the Ministry of Industries and
Innovation
• Steering group – two ministries, social partners,
ETSC and Vakinn Quality System
• Hæfni.is
Focus on:
 Vocational training policy
 Marketing training with company managers
 Measuring results of training both for the
employer and employees
 Skills and profitability
 Training of front line staff
The Tourism Skills Center – founded due to need
26 Feb. 2019
How we approach companies:
- Smarter people for smarter businesses
• A model from New
Zealand builds it‘s
arguments for ROI
(Return on Investment) in
investing in staff skills
• Tourism Skills Center
Iceland works with
similar arguments
• Evaluate effects of
learning on company
operational parameters
(ROI)
• Direct marketing to
companies
Company
resources
Customer
satisfaction
Service valueCompany
revenues
Staff Skills
Wages
Career
development
26 Feb. 2019
How?
• Focus on training outcome/results
• Examine what the company wants to focus on
• Increased customer satisfaction?
• Increased revenues pr. employee?
• Increased job satisfaction – keep employees?
• Less staff turn-over?
• Changed behaviour of staff and middle-managers?
• Back-track to training:
26 Feb. 2018
Efficient
training –
change
behavior
Training by
external trainers
Training by
internal trainers
Electronic training
Measurable
Training
Outcome
We start here!
Training process and company performance
T0
T1
Training Need
Analysis:
1) Focus groups $$$
or
2) Survey $$
or
3) Meeting $
Training
Plan
Increased customer satisfaction?
Increased revenues pr. employee?
Increased job satisfaction?
Less staff turn-over?
Changed behaviour of staff and
middle-managers?
Training
provider
Benchmarking
Tourism Skills Center: System design and tools
Training provider: Implementation and data collection
Contract
Evaluation of
company
performance
External
course(s)
on-site
Internal
training:
on-site
iteration
Electronic
training:
iteration
External
course(s)
on-site
Evaluation of
company
performance
Decreased customer satisfaction
Decreased revenues pr employee
Decreased job satisfaction
High staff turn-over
Undesired behaviour of staff and
middle-managers
- marketing!
26 Feb. 2019
Counselling?Counselling?Counselling?
Does this approach work?
• Proactive marketing works
• Skills Center and Training providers in alliance
• During 2018, around 120 small companies have been visited:
• >40 contracts signed
• 72 companies (sometimes more than one company pr. contract – clusters)
• 2.100 employees involved
• 5 Training providers (now expanded to 8) active, nation-wide
• Usually well-met by the companies
• Performance indicators (measurements) are not always easy to use
• Training the Training providers takes more time than anticipated
• This approach can probably be used for SMEs in all sectors – but specific
„language“ must be used for each sector with knowledgeable „sellers“
• Don‘t sell courses – sell performance and profitability (ROI)
26 Feb. 2019
Thank you!
sveinn@frae.is
maria@saf.is
26 Feb. 2019

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Training in sm es a holistic approach

  • 1. Training processes in SMEs in Iceland: A holistic approach Sveinn Aðalsteinsson María Guðmundsdóttir Tourism Skills Center Iceland 26 Feb. 2019
  • 2. Investment in employees skills • The Tourism Skills Center established 2017 • Financed by the Ministry of Industries and Innovation • Steering group – two ministries, social partners, ETSC and Vakinn Quality System • Hæfni.is Focus on:  Vocational training policy  Marketing training with company managers  Measuring results of training both for the employer and employees  Skills and profitability  Training of front line staff The Tourism Skills Center – founded due to need 26 Feb. 2019
  • 3. How we approach companies: - Smarter people for smarter businesses • A model from New Zealand builds it‘s arguments for ROI (Return on Investment) in investing in staff skills • Tourism Skills Center Iceland works with similar arguments • Evaluate effects of learning on company operational parameters (ROI) • Direct marketing to companies Company resources Customer satisfaction Service valueCompany revenues Staff Skills Wages Career development 26 Feb. 2019
  • 4. How? • Focus on training outcome/results • Examine what the company wants to focus on • Increased customer satisfaction? • Increased revenues pr. employee? • Increased job satisfaction – keep employees? • Less staff turn-over? • Changed behaviour of staff and middle-managers? • Back-track to training: 26 Feb. 2018 Efficient training – change behavior Training by external trainers Training by internal trainers Electronic training Measurable Training Outcome We start here!
  • 5. Training process and company performance T0 T1 Training Need Analysis: 1) Focus groups $$$ or 2) Survey $$ or 3) Meeting $ Training Plan Increased customer satisfaction? Increased revenues pr. employee? Increased job satisfaction? Less staff turn-over? Changed behaviour of staff and middle-managers? Training provider Benchmarking Tourism Skills Center: System design and tools Training provider: Implementation and data collection Contract Evaluation of company performance External course(s) on-site Internal training: on-site iteration Electronic training: iteration External course(s) on-site Evaluation of company performance Decreased customer satisfaction Decreased revenues pr employee Decreased job satisfaction High staff turn-over Undesired behaviour of staff and middle-managers - marketing! 26 Feb. 2019 Counselling?Counselling?Counselling?
  • 6. Does this approach work? • Proactive marketing works • Skills Center and Training providers in alliance • During 2018, around 120 small companies have been visited: • >40 contracts signed • 72 companies (sometimes more than one company pr. contract – clusters) • 2.100 employees involved • 5 Training providers (now expanded to 8) active, nation-wide • Usually well-met by the companies • Performance indicators (measurements) are not always easy to use • Training the Training providers takes more time than anticipated • This approach can probably be used for SMEs in all sectors – but specific „language“ must be used for each sector with knowledgeable „sellers“ • Don‘t sell courses – sell performance and profitability (ROI) 26 Feb. 2019

Notes de l'éditeur

  1. One of the 3 main suggestions/ proposals in the report was to found a so called Skills Center. We were fortunate enough to get finanzing from the government to establish the center in 2017. What´s interesting and new is that we have members from 2 ministires , from the social partners employers side and employees and the project in led by the Education and Training service Center (FRÆ). Gap between the demands of the industry and provision. Opplæringssenter Island