Case Study

GoogleDigital Garage


Digital literacy is becoming more and more common, with The Good Things Foundation reporting that 90% of new UK jobs require it. Having said that, 69% of businesses in Manchester say that their number one barrier to growth is down to their lack of access of highly skilled workers. And similarly, under half of 18 to 25-year-olds believe the skills they need to enter today’s workforce come from their education.

Off the back of this, Google launched its Digital Garage in the UK. They wanted to help tackle the lack of digital literacy by offering UK residents free workshops to improve the skills they need to find jobs, progress in their career or grow their business.

The workshops are open to anyone and they’re offering five free workshops to every UK resident. They can register online beforehand or pop in on the day, taking part it in either the free workshops or one-to-one mentoring with expert coaches.

Results

  • Estimated 250,000 people trained via the web and at events from Port Talbot to Glasgow

BEHAVIOURAL ECONOMICS USED

It’s easy to be cynical when thinking about the big corporates but putting that aside for the moment here, there’s a whole bucket of behaviours on display: The POWER OF FREE, RECIPROCITY and SOCIAL INCENTIVE. The latter is perhaps the most motivating whereby social reward can be of greater value than money. And reputation, which is the driver, is incredibly important to Google’s brand equity and their balance sheet.

Case Study

BarclaysDigital Eagles


Barclays set out to have the most digital savvy team of workers in UK retail. They soon realised though that not everyone was comfortable with digital, as the Wi-Fi and iPads put in every bank weren’t being used.

From this came their Digital Eagles program. Up to now, it’s successfully trained 16,000 of it’s 45,000 staff as digital ambassadors for the public. Barclays aim to make staff feel comfortable with digital and encourage them to develop knowledge and skills that can be passed on to customers.

With digital-savviness becoming more common amongst staff, they introduced a new mobile-friendly internal collaboration app – MyZone. With training programs, YouTube-style video sharing and VoiP calling, it replaced their old Sharepoint sites.

Part of the app, MySite, has helped to develop new digital outreach initiatives. During Code Playground, the Digital Eagles run two hour coding sessions at local Barclays branches for children and parents. The target was to hold 500 sessions across the UK in the first year but they ended up holding 5,500. The Digital Eagles also cater to the older generation with their free ‘Tea and Teach’ sessions. Off the back of this, Barclays then helped to set up a website for the UK’s Walking Football league, which is a walking version of football that’s for older people.

In just two years, the number of customers who only interact digitally has risen from 2% to 13%. And the number of customers who go in store has dropped from 40% to 29%. So now, Barclays are looking to transform redundant branches into ‘Eagle Labs’. The spaces are either maker studios equipped with 3D printers and laser cutters or digital workspaces for start-ups.

BEHAVIOURAL ECONOMICS USED

When it comes to behaviours, ditto Google. Given that decision making is so complex we would also include the COMMITMENT PLEDGE as part of Barclays behaviour.