Customised training can help organisations address their individual skills gaps and raise competency, it has been claimed. Renita Shwili, learning and development marketing manager at the Chartered Institute of Marketing (CIM), told Creativematch that training must be relevant to a firm's particular needs to be successful. "We are seeing an increasing number of organisations building their marketing and sales skills around corporate objectives, rather than taking an ad hoc approach," she remarked. In addition, she suggested that such training could raise competency levels and increase the capacity "to deliver value". "We believe that 60 per cent of companies have or are working towards establishing competency frameworks, which identify and prioritise skills gaps," Ms Shwili commented. Recent research from the Chartered Management Institute indicates that just over half of companies do not offer training and development programmes for employees.
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