Engaging Your Members with On-Demand Training Content

The Shift Toward On-Demand Learning for Engagement

Employee and member engagement has become a top priority for organizations in today’s fast-paced environment. Yet recent surveys show engagement levels are sagging, with many individuals feeling disconnected from their organizations. The good news: one highly effective way to boost engagement and loyalty is through learning and development opportunities. In fact, workforce studies indicate that about 7 in 10 employees feel that continuous learning makes them more connected to their company, and 76% of employees say they’re more likely to stay with an employer that invests in ongoing training programs. For professional associations, education is equally critical, a 2023 industry report found 39% of association members cited continuing education as a primary reason for joining. These figures underscore a powerful truth: when people have access to valuable training and skill development, they become more invested in the organization.

However, the challenge is not merely offering training, but doing so in a way that members actually participate in, complete, and apply. Traditional classroom sessions or long webinars can fall flat with busy professionals. This is where on-demand training content comes in. On-demand learning refers to educational content that is available anytime, anywhere – allowing members to learn at their own pace and on their own schedule. From pre-recorded video lessons and interactive e-learning modules to mobile micro-learning “bites,” on-demand training puts learners in control. For today’s workforce, accustomed to having information at their fingertips, this flexibility is a game-changer. Organizations across industries are increasingly turning to on-demand training libraries and learning platforms to engage their people. By meeting members where they are with convenient, relevant content, you can transform passive participants into active learners. Before diving into implementation strategies, let’s explore what on-demand training entails and why it’s so effective for member engagement.

On-demand training content is any educational material that learners can access “on demand” – in other words, at the time and place of their choosing. Unlike traditional training that occurs in scheduled sessions (e.g., an in-person workshop on a set date or a live webinar at a specific time), on-demand learning is asynchronous and self-paced. It leverages technology platforms to make training available 24/7, so members or employees can log in whenever they need to learn a new skill or refresh their knowledge. Common formats for on-demand training include:

• Video lessons and webinars: Pre-recorded expert talks, how-to videos, or seminar recordings that learners can watch any time. Notably, research shows employees are far more likely to watch a short training video than to read through dense documents or manuals, making video a cornerstone of on-demand content. One analysis found workers are 75% more likely to watch a video than read text for learning, highlighting the appeal of on-demand video libraries.
  
• E-learning modules: Interactive online courses that incorporate slides, text, audio, and quizzes. These can be accessed via a Learning Management System (LMS) or learning platform. Learners can progress through modules at their own pace, bookmark their place, and return as needed.
  
• Microlearning snippets: Bite-sized learning units, such as 5-10 minute tutorials or quick how-to articles. Microlearning is designed for just-in-time learning, fitting into busy schedules. For example, a sales representative between client meetings might complete a 5-minute micro-course on a product update. This “snackable” content is a hallmark of on-demand training and caters to modern learners who often prefer to learn in short bursts.
  
• Interactive knowledge resources: Things like how-to wikis, job aids, podcasts, or discussion forums that members can search and use at the moment of need. On-demand training isn’t limited to formal courses – it can encompass any resource that helps someone learn or solve a problem on the fly.
  

In essence, on-demand training shifts the paradigm from instructor-led, time-bound training events to a learner-centric model. The content is ready whenever the learner is, often delivered through digital platforms that track progress and allow people to pick up where they left off. This approach aligns with the habits of today’s professionals. We live in an era where if someone wants to figure out something, their first instinct is to search online for an immediate answer. On-demand workplace learning taps into that tendency by providing an internal “go-to” library of knowledge tailored to your organization. Instead of waiting weeks for the next scheduled seminar, members can get answers and develop skills in real time.

Another defining feature of on-demand learning is that it supports scalability and consistency. Once you create a high-quality training video or e-learning course, it can potentially reach your entire workforce or member base without the logistical constraints of live training. This not only broadens access but also ensures everyone receives the same core content. It’s important to note that on-demand training doesn’t necessarily replace all other forms of learning – in many cases, it complements live training or coaching. But as we’ll see, its flexibility and learner-driven nature make it a powerful tool for boosting engagement.

Engagement is the linchpin of any successful training initiative. It doesn’t matter how useful or important the content is – if members aren’t truly engaged with learning, the training won’t have its desired impact. Engaged learners actively absorb the material, reflect on it, and apply it in practice. They feel motivated to complete courses and keep coming back for more. In contrast, disengaged learners may barely skim the content, multitask through videos, or abandon courses halfway. This not only wastes training resources but also means the organization misses out on the potential benefits of an educated, upskilled membership.

Why does engagement in learning matter so much? For one, there’s a direct link between learning engagement and overall organizational commitment. When people are gaining knowledge that helps them in their role or career, they feel more invested in the organization’s success. For example, a LinkedIn Workplace Learning Report observed that about 70% of employees said ongoing training improved their connection to their company’s mission. Engaged learners also tend to stick around: according to research by the Society for Human Resource Management (SHRM), three-quarters of employees are more likely to stay with a company that offers continuous training opportunities. From a retention and turnover perspective, that’s a huge effect. In membership-based organizations, providing education is often a top driver of member retention as well. Members who take advantage of valuable training offerings are far more inclined to renew their membership year after year. They perceive tangible value in being part of the organization. In fact, learning opportunities have been cited as the number-one way to improve retention of employees and members alike.

Engagement is also crucial for knowledge retention and performance. People learn best when they are interested, focused, and find the material relevant to their needs. An engaging training experience can significantly improve knowledge retention compared to passive, didactic training. Interactive techniques like quizzes or scenario-based exercises force learners to think and apply concepts, leading to better understanding. On the other hand, if training is delivered in a dull one-way lecture format, learners are likely to forget most of it soon after it ends. There’s a saying in the learning field: “training that isn’t engaging is just expensive noise.” It underscores that without genuine engagement, the time and money spent on training yield poor returns.

Unfortunately, lack of engagement is a common challenge. Busy professionals often have limited attention spans for training, especially if it’s not immediately relevant. If a course feels too long, too theoretical, or not useful, learners tune out. In associations, members might sign up for an online course but never finish it if it doesn’t hold their interest. This is why on-demand training, when done right, can be a game-changer. By allowing members to engage with content at their own pace and according to their interests, on-demand formats inherently offer a more personalized experience. But simply making content available isn’t enough – it must be crafted and delivered in a way that captivates the audience. In the next sections, we’ll look at the benefits of on-demand training and concrete strategies to maximize engagement with your on-demand content.

Adopting on-demand training content can bring a host of benefits, both for your members (or employees) and for the organization as a whole. Here are some of the key advantages:

• Flexibility and Convenience: On-demand learning lets people train when and where it suits them. This flexibility is perhaps the biggest benefit in today’s busy work environment. Members can fit learning into their schedule – whether it’s during a break, after work hours, or in between other tasks – instead of being constrained by a fixed training timetable. This convenience lowers the barriers to participation. Someone who might skip a scheduled workshop due to time conflicts can instead take an online module later at night or over the weekend. By accommodating different schedules and learning paces, on-demand content encourages more frequent engagement with training. It’s especially valuable for distributed teams or associations with members across different time zones. Everyone gets equal access to the material without travel or coordination hassles.
  
• Just-In-Time Learning and Relevance: On-demand training shines at delivering “just-in-time” learning, meaning members can get information at the exact moment they need it. If an employee encounters a problem or a new task, they can immediately find a short lesson or how-to guide in the on-demand library to help solve it. This immediacy makes the training highly relevant, as learners are applying new knowledge directly to real-world challenges. The result is better knowledge retention and performance improvement. Learners are far more engaged when the content addresses an immediate need or goal. For example, sales staff could quickly access an on-demand product training module right before a client call to brush up on details – and then go apply it. This beats attending a generic seminar months earlier and trying to recall bits of it later. By focusing on “what you need, when you need it,” on-demand training ensures that learning is practical and valued by members.
  
• Learner Control and Personalization: With on-demand formats, individuals have much greater control over their learning journey. They can choose the topics most relevant to them, skip what they already know, and learn at their own pace. This autonomy contributes to a more learner-centric experience, which is linked to higher engagement. People are more likely to engage with training that respects their time and existing knowledge. Additionally, modern on-demand learning platforms often allow personalization features – such as recommending courses based on a person’s role or past activity. Members can create custom learning playlists or follow suggested learning paths that match their interests and career goals. This tailored approach means each person gets a unique, relevant experience instead of a one-size-fits-all curriculum. When learners feel the content is curated for their needs, they are naturally more motivated to complete it.
  
• Increased Engagement and Completion Rates: Organizations that shift to on-demand training often see a boost in overall participation. The combination of flexibility, relevance, and multimedia content tends to draw in learners who might otherwise ignore training. For instance, offering short, mobile-friendly microlearning modules can capture those who would never sit through a 2-hour lecture. On-demand video content also taps into modern content consumption habits – as mentioned, employees love video. By incorporating videos, interactive simulations, or gamified quizzes, on-demand training can make learning more engaging and even enjoyable. Importantly, engagement isn’t just about starting a course – it’s about finishing it and learning from it. Because on-demand platforms can track progress and allow resuming where one left off, learners are more likely to continue through multi-part courses incrementally. Many platforms also send reminders or use small incentives (like badges for completion), which further improve completion rates compared to traditional methods. The net effect is that a higher percentage of your members actually consume the training content you provide.
  
• Cost Effectiveness and Scalability: On-demand training can be more cost-efficient in the long run for organizations. Developing an online course or video library might have upfront costs, but once created, it can be delivered repeatedly at very low incremental cost. This can dramatically reduce expenses related to instructors, travel, venue rentals, and printing of materials that come with in-person training. For perspective, corporate training expenditures in the U.S. were over $100 billion in 2023, with nearly $29 billion spent just on travel and training facility costs. By shifting a portion of learning to on-demand digital channels, organizations can save on these logistical expenses. Moreover, on-demand content is easily scalable – whether you have 100 people or 100,000 people, they can all access the same e-learning resources without strain, especially if using a robust platform. This makes it feasible to offer training benefits even as your company or membership grows. It’s also easier to update content centrally; if a policy or process changes, you can update the online materials once, and everyone sees the latest version. From a consistency standpoint, on-demand training ensures every member receives the same quality of instruction, which can be a challenge with dispersed live training.
  
• Measurability and Insights: Digital on-demand training tools typically come with analytics that allow HR teams or program administrators to track usage and effectiveness. You can see how many people started or completed a course, how they scored on quizzes, and even which parts of a video were re-watched frequently. These data insights are incredibly valuable. They help identify which content is most engaging or where learners might be struggling. For example, if a large number of users drop off in the middle of a specific module, it could indicate that section is too long or not clear. With this information, you can continuously improve the training content. Measurement also enables better linkage between training and outcomes – for instance, correlating course completion with performance metrics or retention rates. Overall, the measurability of on-demand learning means you can fine-tune your engagement strategy over time based on real user behavior.
  

In summary, on-demand training offers a win-win: learners get a convenient, empowering experience, and organizations get a more engaged, skilled, and loyal membership. Next, let’s look at concrete strategies to ensure your on-demand training content truly engages your audience and delivers on these benefits.

Implementing on-demand training is not just about uploading a bunch of content and hoping people use it. To really engage your members, you should be intentional in how you design, deliver, and support on-demand learning. Here are several proven strategies to maximize engagement with on-demand training content:

1. Keep Content Relevant and Needs-Focused: Relevance is king when it comes to engagement. Members will tune out if the on-demand courses don’t resonate with their goals or solve their problems. Start by understanding your audience’s needs and pain points. What skills are they trying to develop? What knowledge do they need to excel in their roles? Then, ensure your on-demand library addresses those topics. Avoid padding the platform with “nice-to-know” information that isn’t practically useful. Remember that learners are usually motivated to learn in order to do their jobs better or advance their careers, not for learning’s sake alone. So frame your content around real-world applications. For example, instead of a generic “Project Management 101” module, an association might offer “Managing Projects in [Your Industry]: Best Practices,” tying the learning directly to members’ work context. Keeping training tightly aligned with member interests and professional challenges will drive much higher engagement. Consider soliciting input through surveys or by analyzing search queries on your learning platform, if many people are searching for a certain topic, make sure to create content for it. When learners see immediately that the training content will help them solve a problem or improve a skill they care about, they’ll be eager to engage.
   
2. Leverage Microlearning and Bite-Sized Modules: To fit into busy schedules and short attention spans, design your on-demand content in small, digestible units. Research and experience have shown that microlearning, lessons that take perhaps 5 to 15 minutes to complete – can significantly boost engagement and knowledge retention. Breaking down longer courses into a series of short modules allows members to make progress in incremental steps. They can complete a quick lesson during a coffee break and feel a sense of accomplishment, which motivates them to return for the next piece. This modular approach also prevents cognitive overload; learners can absorb one concept at a time. For example, if you have a one-hour webinar recording, consider editing it into 5 or 6 shorter videos each covering a key sub-topic. Provide clear titles and descriptions so members can easily find and consume the specific piece they need. Many modern learners prefer to learn at their own pace; in fact, surveys indicate over half of employees (58%) like to learn at a pace they control, rather than sitting through a long session continuously. By offering microlearning, you respect that preference. Additionally, space out the release of content if appropriate (a technique known as spaced learning). Instead of dumping a whole course series at once, you might release one module per week. This creates anticipation and gives members time to practice and learn between modules, which reinforces engagement and retention. Overall, think “less is more”, concise, focused lessons that are easy to access will keep members coming back.
   
3. Make it Interactive and Multi-Modal: On-demand doesn’t mean learning has to be a passive, solitary experience. In fact, interactivity is key to keeping online learners engaged. Whenever possible, incorporate elements that require the learner to actively participate, not just watch or read. This could include short quizzes or knowledge checks embedded in videos, interactive simulations, drag-and-drop exercises, or reflection prompts (“How would you apply this concept? Write down your plan.”). Even simple multiple-choice quizzes after a module can increase engagement by reinforcing learning and giving immediate feedback. Gamification features like points, badges, or leaderboards can also motivate some learners – but these should be used thoughtfully. The goal is to encourage involvement and a sense of progression, not to distract from substance. Beyond interactivity, use multimedia formats to cater to different learning styles. Mix videos with readable infographics, audio segments, or real-world case studies to keep the experience varied. According to learning science principles, people learn better from a combination of words and visuals than from text alone. So, for example, accompany explanatory text with diagrams or short demo videos to illustrate the points. Another tip is to include frequent opportunities for learners to reflect and apply knowledge. This might be done via scenario-based challenges or mini assignments where they can practice in a safe environment. The more a member engages mentally and physically with the content – clicking, answering, trying things out, the more deeply they will learn and the more enjoyable the experience. One caveat: ensure these interactive elements work smoothly on your platform (including mobile devices) so they enhance rather than frustrate the user.
   
4. Build Community and Social Learning: One drawback of self-paced learning is that it can feel isolating – but it doesn’t have to. You can boost engagement by weaving in social learning aspects around your on-demand content. Many membership organizations find that creating a sense of community among learners greatly increases motivation. For example, you might set up discussion forums or chat channels where members can discuss what they’re learning, ask questions, and share tips. If you launch a new on-demand course, consider opening a thread or group for enrollees to post their thoughts or complete challenges together. Peer interaction like this leverages the natural human desire to learn collaboratively and from each other. Another approach is to host periodic live Q&A or “office hours” webinars that complement the on-demand material – giving learners a chance to interact with instructors or experts after they’ve completed a module. This blended learning approach (combining on-demand with occasional live sessions) has been shown to outperform single-format training. For instance, you could have members go through a set of online lessons on their own time, then convene for a live virtual workshop to discuss and apply the concepts in real scenarios. This brings accountability (knowing there will be a group session) and a social element that keeps learners engaged. Additionally, encourage members to share their achievements. If someone earns a certification or completes a series of courses, celebrate it in a community newsletter or platform feed, perhaps with a “congratulations” badge or a shout-out. Seeing peers learning can inspire others to participate as well. The key is to remind members that they’re not learning in a vacuum; they’re part of a vibrant community of practice. That sense of belonging and mutual encouragement can significantly increase ongoing engagement with your training content.
   
5. Recognize Progress and Achievements: Recognition is a powerful motivator. To sustain engagement in on-demand learning, make sure to acknowledge and reward members for their progress. This doesn’t necessarily mean tangible rewards (though some organizations do offer incentives like continuing education credits or points that can be redeemed for perks). It can be as simple as providing digital certificates for course completions or displaying a progress dashboard for each learner. Many Learning Management Systems will allow users to earn badges or certificates automatically when they finish a course or learning path. Seeing these accumulate in one’s profile gives a sense of accomplishment. For professional audiences, tying training to formal credentials or professional development requirements can be highly engaging – for example, offering courses that count toward an industry certification or provide continuing education units (CEUs). Members will be eager to complete those to advance their careers. If formal credits aren’t applicable, consider creating an internal “learning certificate” for a set of key courses, and publish a list of members who achieved it (with their permission). Friendly competition can be motivating too: some organizations publish leaderboards of top learners or have “learning challenges” (e.g., challenge members to complete at least 3 modules this month, and recognize those who do). The aim is to create a positive feedback loop – when learners see their efforts acknowledged, they feel good about engaging more. One caution: ensure that recognition is meaningful and aligned with true learning. It’s not just about gamifying for the sake of it, but about reinforcing a culture that values growth. Simple praise from leadership can also go a long way. For instance, a manager or association leader can highlight how an individual’s new skills from training made a difference in a project, thus validating the effort spent on learning.
   
6. Promote and Refresh Content Continuously: “If you build it, they will come” does not always apply to on-demand training. Busy professionals might not actively seek out training content unless prompted. That’s why it’s important to actively promote your on-demand learning offerings and keep the momentum going. Treat the roll-out of new online courses like a mini product launch: announce new modules or learning paths through email newsletters, internal social networks, or meetings. Emphasize the benefits and outcomes of the training in these communications – for example, “Learn XYZ skill in 15 minutes” or “New course: Improve your presentation skills for client meetings.” It helps to segment your audience and target messages to what’s relevant for different groups (e.g., send different learning recommendations to new managers vs. frontline staff). Don’t assume members will find the content on their own; make it easy by providing direct links and clear calls to action to enroll. Once people start using the on-demand content, maintain engagement by regularly adding fresh material and letting everyone know about it. Stale content can lead to drop-off, so aim to update courses or introduce new resources periodically. Even highlighting an existing lesser-known resource as “Video of the Week” can draw attention and renewed engagement. Additionally, encourage feedback on the training content. Provide a quick survey or thumbs-up/down after modules, and pay attention to what learners say. Use their feedback to improve the library – when members see their suggestions implemented (like shorter videos or added topics), they’ll feel a greater sense of ownership and engagement. In summary, make your on-demand learning platform visible and dynamic. It should feel like a living resource that is constantly evolving to meet members’ needs, rather than a static repository. With consistent communication and content curation, you’ll keep the audience interested and coming back for more.
   

By applying these strategies – from creating relevant, bite-sized content to fostering social interaction around learning, you can significantly increase the engagement of your members with on-demand training. Remember that engagement is an ongoing effort. Monitor the usage patterns and be ready to adapt. For instance, if you notice that few people are finishing a particular course, it might need redesign; if a certain topic is very popular, consider expanding on it with more advanced modules. The beauty of on-demand platforms is that they give you the flexibility to experiment and improve continuously.

Engaging your members with on-demand training content ultimately comes down to building a culture of continuous learning within your organization. When learning is woven into the fabric of day-to-day work or membership experience, it stops being a chore and becomes a valued activity. On-demand content is a critical enabler of this culture because it makes learning accessible and immediate. HR leaders and business owners can lead the way by championing on-demand learning as not just an HR initiative, but as a strategic advantage for the organization. Communicate to your team or members that their development is a priority and then back it up with investment in quality content and tools.

It’s also important to set the example at the leadership level. When managers and leaders actively engage in self-paced learning and share what they’ve learned, it sends a powerful message that continuous improvement is for everyone. Over time, as members see tangible benefits from on-demand training – maybe it helped them solve a tough problem, get a promotion, or simply feel more confident, their intrinsic motivation to learn will grow. What starts as an HR-driven program can evolve into a self-sustaining ecosystem of engaged learners.

In closing, on-demand training is far more than a convenience; it’s a strategic approach to empowering your people. It meets the modern workforce’s expectations for flexibility and autonomy, while simultaneously advancing the organization’s goals for engagement, retention, and performance. By providing the right content in the right way, you equip members to take charge of their growth. An old proverb says, “Knowledge is power,” but in today’s world, accessible knowledge is power. On-demand training makes knowledge accessible. When your members are continuously building skills and sharing knowledge, the whole organization becomes more innovative, adaptable, and resilient.

As you implement or expand on-demand training, keep the focus on engagement – listen to your learners, refine your strategies, and celebrate the learning journey. Engaged members are not only better learners, they are better ambassadors, employees, and leaders for your organization. With thoughtful execution, on-demand training content will not only educate your members, it will also inspire and engage them for the long term.

FAQ

What is on-demand training content?

On-demand training content is educational material accessible anytime and anywhere, allowing learners to learn at their own pace and schedule.

How does on-demand learning improve member engagement?

It offers flexibility, relevance, personalization, and interactive elements that increase motivation, participation, and completion rates.

What formats are commonly used for on-demand training?

Typical formats include pre-recorded videos, e-learning modules, microlearning snippets, podcasts, and interactive resources.

How can organizations promote continuous engagement with online training?

By regularly updating content, actively promoting new resources, recognizing achievements, and fostering community interactions.

Why is microlearning important in on-demand training?

Microlearning delivers short, focused lessons that fit busy schedules, enhance retention, and encourage regular participation.