Michelin, which employs 125,000 people worldwide, uses Coorpacademy as a platform for digital acculturation for all its employees. Catharina Bot, Group Competency Manager for the IT and Digital professions (3,000 people), spoke at one of the workshops of the We Love Our Clients by Coorpacademy programme about the advantages and positioning of the platform. According to Catharina Bot, one of the main challenges of online training is to succeed in “bringing learners in and constantly renewing their interest! She gives us concrete details of the actions deployed to successfully meet this challenge.
Q.1 : In order to acculturate employees in digital technology, what was important for you in choosing the training platform?
The first criterion was to have content that was completely adapted to our needs, i.e. dealing with “soft skills” associated with digital and accessible in several languages. This training content also had to be available in microlearning mode, so that learners could follow independent five-minute modules on the subjects of their choice.
Another much needed requirement on our side, and one that was much appreciated by the top learners, was to have a mobile application where all the courses on the platform and its progress can be found. This will also allow us to reach the on-site manufacturing agents, who represent about half of the Michelin population.
Finally, the last element that seemed essential to us was the possibility of structuring the online learning paths to avoid the learner feeling lost in the 1700 modules offered, and wondering what to do! Hence the creation and promotion of “digital passports” (3 certifications of increasing level on digital) grouping together the courses considered as fundamental.
In short, the Digital Culture platform is just what we need!
Q.2 : Tell us about the flagship event organised annually at Michelin around digital: the Digital Week!
Digital Week is an annual event that has already taken place twice in person, and which has been transformed into a 100% digital and remote event, due to the pandemic. The aim is to show everyone all the digital achievements made in the group, and to share with as many people as possible the vision of what the group wants to do in this area.
We had to deal with the transition of Digital Week to 100% remote, and to keep the interactive and fun side, we decided to use the platform as a tool for animation during this event.
In concrete terms, we deployed a program of challenges using the training platform. This enabled us to reach an even wider audience than the one usually involved in Digital Week. Digital should not remain the exclusive preserve of the IT and digital professions, but should permeate all levels of the organisation.
Q.3: How did you use the Digital Culture training platform at the Digital Week event?
The animations aimed to introduce the platform, engage learners, and of course, intelligently complement the other Digital Week workshops and remote presentations. Our aim during the week was to build a coherent and attractive experience to promote digital within the group.
To do this, we first selected the most relevant content and launched this challenge programme. I can think of three animations in particular. The first animation consisted in setting up and promoting a “Digital IQ test” allowing learners to assess their level of digital skills at the beginning of the week, and again at the end of the event. The second, called “Star Week”, allowed participants to obtain bonus stars to move up in the ranking. The third animation, called “Battle Week”, rewarded the participants who had launched and won the most duels (battles) on a series of questions!
As a result, we have seen a 3-4 fold increase in platform activity during the week of Digital Week and the following week.
One of the key success factors was the active collaboration with our Customer Success Manager at Coorpacademy, Catherine McKernan, who helped us to create and coordinate the animations and communication.
Q.4 : Do you have any tips and good practices to share on how to successfully engage learners?
Thanks to the modular courses and the certificates, we really engage the learners in the training. However, we do not impose anything, we rely on events, or on Coorpacademy’s communication, through personalised follow-up emails (Note: intelligent follow-up emails sent automatically by the platform according to the learner’s activity).
Also to boost employee motivation, we offer prizes to be won (purchase vouchers) during the events and games organised on the platform. The winners are also highlighted and promoted via a dedicated Sharepoint.
Soon, we will be running an internal promotion campaign based on learners’ testimonials, following an assiduous collection, so that everyone can see what the platform can do for them and thus increase the number of people and their attendance!
Finally, another avenue that we are exploring is to offer highly specialised, tailor-made content, in response to the natural demand from the professions to have their specific training courses on this platform.
We are constantly trying to reinvent ourselves in order to develop our employees’ commitment to training day after day.
Congratulations to 
Congratulations to 
