A learning path to transformationSM Supermalls accelerates organisational transformation with LinkedIn Learning

SM Supermalls, a subsidiary of integrated property developer SM Prime Holdings, operates 74 malls in the Philippines and seven malls in China, working with over 20,000 tenant partners to provide one-stop family fun experiences for mall-goers.

In 2019, SM Supermalls jumpstarted its organizational transformation journey to create malls of the future where engaging customer experiences are delivered seamlessly on-site and online. Aligning with the business strategy, the HR team embarked on a three-year roadmap of innovating the employee experience journey where learning and development is one of its key thrusts. This meant rethinking their learning and development (L&D) programme to upskill and reskill

employees with new skillsets, particularly around customer experience and digital transformation, to better adapt to evolving roles and changing business models.

Given the organisation’s keen focus on digitisation, it made sense for the new L&D programme to walk the talk as well. SM Supermalls chose to partner with LinkedIn Learning to transition its traditional classroom learning to online learning, which had previously been limited to onboarding and compliance courses.

The programme, branded DIGI-U and powered by LinkedIn Learning, was launched in November 2019.

Head office: Pasay City, Metro Manila, Philippines

Industry: Real Estate Employees: 5,000+

“ We want to make learning an integral part of life at SM Supermalls. We want it to be so deeply embedded into the employee experience that it’s among the first things people think of when they think of SM Supermalls as an employer. Our partnership with LinkedIn Learning is moving us in that direction.”

Cheryll Ruth Lat-AgsaoayVice President of Human Resources, SM Supermalls

“ We view online learning as a step towards employee-centred L&D design because it brings learning to our people, wherever and whenever,” explained Xandra Feliza Galang, Assistant Vice President of Learning and Engagement.

She shares that LinkedIn Learning was a natural choice for many reasons, highlighting several in particular:

• Brand familiarity and intuitive interface makes onboarding quicker and easier for the HR team

• The vast library of learning content meets the needs of SM Supermalls’ diverse employees and allows the HR team to upload customised content

• The availability of online and offline viewing on multiple devices supports learning on-the-go without mobile data being a barrier for employees

Building the business case

Challenge

• To design a new L&D programme that is aligned with business objectives and that nurtures self-directed learners

• To support and empower employees as the organisation undergoes digital transformation

Solution

• Ran a pilot to build a business case and secure executive sponsorship

• Launched DIGI-U, an online learning programme powered by LinkedIn Learning

• Used motivational internal marketing to encourage learners to strive towards the benchmark of 40 learning minutes a week

Results

• Achieved 100% activation rate and exceeded benchmark by 1.5x with an average of 60 learning minutes per week

• Recorded 40% increase in learning minutes during COVID-19 lockdown in March 2020

• Achieved 66% activation rate within 2 weeks of DIGI-U’s 2020 season launch

• Data-driven course recommendations based on global data is a great benchmark and reference

The HR team started with a pilot programme to trial the experience, gauge employee response and gather data to build a business case for management approval. They were delighted to find that all participating employees activated their LinkedIn Learning licences and recorded an average of 60 learning minutes each week — 1.5x higher than the 40-minute benchmark they had set. With this data, and by demonstrating the alignment between LinkedIn Learning and the organisation’s transformation goals, the team was given the green light to proceed in earnest.

“ LinkedIn Learning is a convenient way to learn. I downloaded the app, so every time I’m free, I learn a little instead of spending my time browsing social media. If I encounter a problem, I just search for a course that can help me. It has guided me to adopt a broader perspective and become a better leader.”

Anonymous learner feedback

Introducing the habit of learning In November 2019, DIGI-U was officially launched. The team organised a launch event that was live-streamed to other office locations across the country to involve as many colleagues as possible.

“ During the event, we set up experience booths with laptops. We invited colleagues to log into LinkedIn Learning and search for any topic they want. It was an effective way to reinforce the message that the learning content they need is available and always accessible,” shared Xandra.

1. Activate 100% of LinkedIn Learning licences by onboarding learners through initiatives like DIGI-Cafe, a satellite learning hub that introduced learning content by themes.

2. Engage learners to log into LinkedIn Learning at least 2x a week and learn for 8 minutes a day through motivational marketing and gamification strategies such as monthly leaderboard challenges and digital achievement badges.

3. Ingrain the habit of learning by encouraging users to complete their recommended courses and having at least 30% of learners sharing relevant learning content with their colleagues.

4. Optimise learning through the application of new skills at work, using employee success stories to showcase the possibilities.

At the same time, the HR team also conducted pulse surveys for employees to share their feedback anonymously. This has become an important source of information for the team, as they use it to continuously review and refine their strategy.

This underscored SM Supermalls’ phased approach to creating a culture of learning among its employees:

Fast-tracking to the future SM Supermalls was on track in its transformation journey when COVID-19 hit in early 2020. With the situation triggering lockdowns in the Philippines and much of Asia, and potentially changing the way people approach retail and leisure experiences in the future, SM Supermalls’ digital transformation plans have taken on greater urgency.

With DIGI-U in place and complemented by inhouse developed webinars, SM Supermalls was able to ensure that its people remained engaged through continuous learning despite the government-mandated quarantine. Leveraging readily available course content and trend data from LinkedIn, the HR team quickly rolled out a series of virtual learning programmes that contributed to a 40% increase in learning minutes in March 2020.

“I take pride in sharing that, throughout the lockdown in the Philippines, learning at SM Supermalls never stopped,”said Cheryll Ruth Lat-Agsaoay, Vice President of Human Resources.

In fact, despite the challenging business situation that the global retail industry faces, SM Supermalls has increased its investment in its employees’ learning. In July 2020, it extended its LinkedIn Learning partnership with 30% more licences.

To this, Cheryll said,

“ A period of unprecedented disruption calls for transformation where learning agility is key. Learning is empowering our people in a variety of ways. Our Management acknowledges the need to enable our people to be more agile and innovative, and recognises the strategic role that L&D plays in preparing our organisation for the changes that lie ahead. By investing in our people, we are investing in our future.”

LinkedIn Learning is a leading online learning platform that helps professionals learn relevant skills and achieve their goals. It combines a library of 16,400+ up-to-date courses in 7 different languages with an engaging, intuitive, and personalised learner experience. LinkedIn Learning also includes real-time skills insights that help learning leaders identify skills gaps. For more information, visit http://learning.linkedin.com.

“ Because LinkedIn Learning uses global skills data to inform its content, our employees know that they are investing their time on high quality, relevant learning content, while management is assured that targeted training, meant to address skills gaps, is being completed. We also leverage its data-driven course recommendations to benchmark ourselves to global standards.”

Xandra Feliza Galang, Assistant Vice President, HR - Learning and Engagement, SM Supermalls

“ I love LinkedIn Learning. The courses are easy to understandand I can learn real time, especially when I really need to be guided on current problems I have. I downloaded the LinkedIn App so I can start learning anywhere and anytime I am free. There is continuous improvement everyday, always have something to learn before going to sleep. And that’s really fulfilling. Thank you SM.”

Anonymous Learner