CIPD publishes employer case studies detailing neuroscience in action
Case study evidence of how HR can use neuroscience to boost learning and development, cut staff turnover and enhance customer service has been published by the CIPD.
The institute’s report, ‘Neuroscience in action: Applying insight to L&D practice’, details how major employers including Fitness First, BT and Imperial College Healthcare NHS Trust, have used brain-friendly methods to benefit employees and the organisation.
For example gym chain Fitness First used neuroscience to support a change management initiative where the organisation moved from being sales-led to more serviced-focused. The employer’s managers were developed into ‘master trainers’ using techniques outlined in the book Brain Rules by John Medina.
The employer developed a programme called ‘Raising the Bar’, which incorporated behavioural psychology, to encourage staff to think about how they serve customers and meet their needs.
In addition to detailed case studies the report sets out recommendations to help make better use of neuroscience as a tool for learning. For example, helping staff to gain knowledge of how the brain is structured can help learners build self-awareness and improve their personal effectiveness.
By analysing social interactions to inform how changes are communicated and received, change can be embedded more successfully, the report said. BT’s experience of using brain-friendly approaches highlights this. The firm transformed leadership styles across the business and saw enhanced employee performance as a result.
However, the report warned HR to beware of 'neuromyths' and be critical of the latest neuroscience findings. It urged HR to be diligent when applying neuroscience in practice, and only work with experts with sound credentials.
Ruth Stuart, L&D research adviser at the CIPD, added: “We’ve heard a lot about neuroscience in the press recently but we haven’t heard much about the organisations who are applying these techniques, which I think has led to some scepticism. But this report proves that neuroscience can inspire new, more effective approaches to people management and can provide a valuable evidence base for existing practice.
"We’re seeing tangible positive changes in business performance from those organisations who are encouraging staff to take a step back, analyse what boosts their productivity and how to get others on side. It’s definitely time for more employers to start thinking about how the principles of neuroscience can help solve their business challenges.”
Beverley Aylott, head of leadership at Imperial College Healthcare NHS Trust, has been reaping the rewards of applying neuroscience to learning design and delivery at the trust. She started from scratch to create new in-house leadership and management development programmes informed by neuroscience.
She has since launched four new programmes designed to increase learner engagement, with practical exercises and open, interactive environments.
Aylott said: “As a long standing 'brain-friendly' convert, I am really excited by the growing interest in neuroscience and I grasp every opportunity that I can to learn more about this fascinating field. For me neuroscience lends significant scientific weight to what in essence is common sense for designing and delivering engaging, learner-centred L&D interventions.”
Three of the L&D professionals featured in the report will share their experiences with delegates at the CIPD’s Annual Conference and Exhibition, in partnership with IBM this week.