Onboarding into Chaos

Introduction Video

Lesson 1 of 6

Context and Problem

BENlabs had largely served as an influencer marketing and product placement agency, but had developed a series of applications and tools for their teams and clients. They hoped to shift their offering from “services-heavy” to “tech-driven, supported by services”. Main issue was that the applications and tools were disparately spread across a confusing ecosystem, had no consistent branding, and had little/no support & onboarding materials for the teams they were meant to serve.

Strategy and Approach

Some of these issues were beyond a learning & training solution, and more up to actual Product and Engineering work. That said, there was still the need for current and incoming team members to even receive a consistent summary of what the company was trying to do with the evolution, and how individuals could start to bring that to life.

BENlabs had no LMS or course authoring tools, so I opted to create a mini video series covering the most key areas that needed addressing. I embedded the videos within a Qualtrics “survey”, where team members would watch each module and have follow-up assessments for each.

The series was structured in short videos with the following topics:

  • Concept of leveraging data in influencer marketing

  • How AI is to be applied to influencer marketing at BENlabs

  • Introduction to BENlabs applications and tools

  • Walkthrough of example use cases

  • Overview of the teams and target outcomes at BENlabs

  • Longer-term vision for BENlabs technology and company

I also followed up this course with regular office hours, town halls, work aids (redacted for confidentiality), attending client calls, etc. to help ensure understanding and application.

Impact

The prompt of “I feel like this course was effective for me to get a baseline understanding of AI & Tech at BEN.” received an average score of 8.7 across 160+ completes. I also ran pre-and post- assessments for this course with the results below:

I feel I have a clear understanding of how AI works in a general sense.

6.79

7.83

I feel I have a clear understanding of BEN's AI offering.

6.02

7.91

I could comfortably give an overview of BEN's AI offering and tools to someone who asked me.

4.99

7.16

I understand what work each of the teams within the AI & Tech org focus on.

4.26

8.04

I clearly understand the future direction in which AI and Tech is headed at BEN.

5.08

8.17

PRE-TEST
AVG RATING

POST-TEST
AVG RATING

PROMPT

This also helped pave the way for selling “SaaS+services” packages, whereas before the teams only understood to sell in agency services offerings. These new sales offerings added $200k+ revenue in their first 2 quarters.

Having to creatively put together a course in short videos and in Qualtrics, better illustrated what is possible from a learning perspective for leadership. They subsequently approved budget for course authoring tools and an LMS.

Other examples of assets created for the videos