Seizing the skills gap: How brands will lead the future of employee learning
This is an opportunity for employers.
Allison Shelton is director of instructional design for Codeword.
American workers are facing a significant literacy and numeracy crisis. According to recent research, in a global assessment designed to measure job readiness and critical thinking skills, the U.S. ranked 14th in literacy and 24th in numeracy, underscoring a growing concern about the skills of the American workforce.
While this shift presents a challenge, it’s also a golden opportunity for brands to invest in employee education.
Why the critical thinking skills gap matters
This isn’t just about struggling with balancing a budget or a complex sentence structure; it’s about a fundamental deficiency in the critical thinking and problem-solving skills needed to thrive in today’s economy. We’re talking about the ability to analyze information, solve complex problems and communicate effectively – the very building blocks of a successful workforce. The implications are clear: if we fail to address this skills gap, we jeopardize the health of our workforce.
Having spent years teaching writing, literary criticism and research skills (before I fled from academia and crossed over into fast-paced industry and agency life), I’ve seen firsthand how challenging it is for many to develop critical thinking. It requires a deep understanding of logic, a willingness to question assumptions and the ability to synthesize information from many sources. Without these abilities, people struggle to navigate the complexities of their jobs.
Workers want to upskill in a meaningful way
A growing number of employees are unsatisfied with their company’s internal training and support. According to Gallup, only 45% of younger workers clearly know what is expected of them at work, and a LinkedIn study found that a lack of learning and development opportunities was the number one reason for employees leaving their jobs.
Clearly, traditional approaches to this kind of education are no longer sufficient. Changes in the job market, the growth of the gig economy, the rapid pace of technological advancements, increasing career transitions and the sheer volume of information confronting us demand a new approach. Employees are looking elsewhere, taking charge of their own learning and piecing together skills from diverse sources. And they’re seeking engaging experiences, not just rote information.
To meet this need, we’ve witnessed a rise in brand-led education for the wider public since 2020, with varying success. Online skills training is everywhere, with plenty of programs offering the promise of upward mobility. But more often than not, these external programs are marketing tool suites and software, more interested in selling products than teaching useful skills. Instead, employees want true learning that will go above and beyond and address their real-world needs and aspirations within their role. That’s where employers can step in.
Brand-led learning needs to elevate
Brands In a world where personalized tech experiences have become the norm, brands will have to go beyond traditional corporate training modules and develop upskilling programs that keep employees’ interest and feel deeply relevant to their needs within the company. In 2025, we’ll see companies investing much more in their internal education, either through more robust L&D and internal branding, or hiring edtech brands to create personalized, bespoke materials.
By investing in authentic educational content that digs into employees’ career goals, life aspirations and desire for connection, brands can empower their workforces to build confidence while also building loyalty to the company. Plus, programs that genuinely teach employees will ultimately have a stronger ROI for the company. Moving beyond repurposed marketing material requires intentionality. Brands must build structured programs with clear learning objectives leading to recognized credentials, and provide experiential learning through simulations, case studies and on-the-job training directly relevant to workers’ needs.
Deloitte is a brand that has implemented a comprehensive learning ecosystem called “Deloitte University” and “MyPath,” which focuses on personalized learning pathways, providing employees with access to a wide range of online and in-person courses, certifications and experiences. As a result, the company has reported higher employee engagement levels, improved retention and enhanced performance. Another example is Accenture, an IT company that has won multiple awards for L&D and is known for their personalized learning programs, AI-powered learning tools and focus on continuous skills development.
The role of AI in brand-led learning
This brand-led education revolution will be accelerated by AI. Impersonal “can I help?” chatbots will be replaced by hyper-personalized, interactive AI agents that offer continuous conversational feedback, which is vital to cultivating critical thinking skills. These tools can provide individualized learning pathways with opportunities for interactive questions and dynamic visuals, providing the experience of a friendly tutor stopping by your desk to check in on your progress.
However, while AI is a powerful tool, we must also recognize the human need for connection, especially in learning. Brand-led educational strategies should also cater to a growing “slow learning” movement, focused on a measured, thoughtful approach, peer-to-peer learning opportunities and methods for collaboration and social engagement. This slower-paced, more thoughtful approach to learning is really the only way to meet the critical thinking gap. Deep understanding takes a deeper, more meaningful investment.
Are you ready to embrace this new era of brand-led education? It’s time to move beyond sales-driven learning materials and create authentic, engaging experiences that truly empower your workforce. The future of learning is here, and for better or worse, it’s branded.
