Invest in Growth: Benefits of Upskilling Employees

The digital world has evolved continuously over the past few decades, but never at the same rate as today, thanks to the widespread adoption of artificial intelligence software and technologies. These advancements make businesses more productive and profitable, but they also emphasize the importance of upskilling your team to ensure sustained growth and success. 

Understanding the benefits of upskilling employees, such as improved readability, increased retention, and enhanced performance, is not essential for staying competitive in the digital age.

Investing in your team’s development is an investment in your business's future. The recent WSI AI Business Insights Report supports this point, demonstrating a notable knowledge gap regarding AI and how teams can embrace its uses within small and medium-sized businesses (SMBs). This knowledge gap is both a challenge and an opportunity requiring swift action.

What is Upskilling?

Upskilling is the process of developing new capabilities or strengthening existing ones to keep pace with today’s fast-moving digital environment. In the context of digital marketing, this means equipping teams with the latest knowledge in areas like SEO, data analytics, AI tools, paid advertising, and web accessibility. As technologies and consumer expectations evolve, upskilling your workforce becomes essential—not just for staying relevant, but for driving employee performance, boosting adaptability, and positioning the business for long-term growth and success.

Why is Upskilling Important?

Upskilling is important because it empowers businesses to remain competitive, agile, and future-ready in a constantly evolving digital world. As new technologies—particularly AI and automation—reshape how work gets done, teams must adapt by acquiring the necessary skills to use these tools effectively. For small and medium-sized businesses, in particular, upskilling closes critical knowledge gaps, improves productivity, and supports smarter decision-making. It also contributes to higher job satisfaction and employee retention, as individuals feel valued and capable of contributing meaningfully. 

76% of employees say they are more likely to stay with a company if training is available, while 94% would stay longer if the company actively invests in their development. Additionally, 74% of employees are open to learning new skills or retraining, highlighting a clear desire for growth opportunities within the workplace.

Ultimately, upskilling is a strategic move to drive innovation and support long-term success into 2025 and beyond.

What the Data Says

The report indicates that most business leaders are intensely interested in embracing AI to boost profits, attract new clients, enhance productivity, and ensure customer satisfaction. However, 62% of those surveyed reported being either unfamiliar, slightly familiar, or only somewhat familiar with AI and its potential uses within the workplace.

Additionally, 69% of the respondents said they hadn’t participated in any AI-specific training or educational programs in 2023 or early 2024 – and 55% cited a lack of internal knowledge or technical skills in AI as the main reason for not yet adopting AI tools or strategies within their organizations.

In short, the enthusiasm is there, but business owners need to increase their investment in AI education and training to make the most of its nearly limitless potential. And this finding isn’t surprising. According to the World Economic Forum, a staggering 44% of workers' skills are expected to be disrupted in the next five years, with six in ten employees requiring training before 2027. Staying ahead of this curve requires a proactive approach to upskilling, ensuring your team possesses the knowledge and skills to make the most of the power of AI and drive your business forward.

Upskilling vs Reskilling

Upskilling and reskilling are both strategies for workforce development, but they serve different purposes:

• Upskilling focuses on helping current employees build advanced or updated skill sets within their roles. For example, a digital marketer might learn to use AI-powered analytics or implement new SEO strategies to improve campaign outcomes.
• Reskilling, on the other hand, involves training employees in entirely new skills so they can transition into different roles. For instance, a customer service representative might reskill to move into a digital marketing role by learning content creation, paid search, or social media strategy.

In today’s fast-changing digital environment, both are critical. Upskilling helps businesses stay ahead of the curve, while reskilling supports internal mobility and prepares teams for emerging roles shaped by technological change.

H2: Training vs Development

Training and development are both essential to employee development, but they serve different objectives.

• Training is usually short-term and role-specific, focusing on improving task performance. For example, learning how to operate a new CRM system or Google Ads dashboard.
• Development is broader and long-term, supporting professional development and future leadership. This might include coaching, strategic planning workshops, or AI readiness programs.

When used together, training and development help ensure employees feel supported and aligned with a clear career path that benefits both individual growth and business success.

The Key Benefits of Upskilling Your Business Teams

The benefits of upskilling your employees extend beyond simply keeping pace with technological advancements. A report by TalentLMS revealed that 76% of employees are more likely to stay with a company that offers continuous training. Investing in your team’s development is a powerful retention strategy in a competitive job market. Furthermore, the report shows that more than half of the employees know that additional training is vital for improving performance.

Ultimately, the rewards of consistent upskilling within your business are win-win. By providing opportunities for growth, you enhance individual capabilities while increasing overall team productivity and innovation. By building a culture of continuous learning, you can tap into your employees’ existing drive and channel it towards achieving your business objectives.

Different Training Methods

There are several effective training methods businesses can use to build digital marketing skills, each suited to different learning styles, team structures, and objectives. Here are some of the most common:

1. Instructor-Led Training (ILT)

Instructor-led training involves live sessions—either in-person or virtual—facilitated by an expert. This method allows for real-time interaction, immediate feedback, and opportunities for discussion.

• Best for: Complex topics that require explanation, such as AI integration, technical SEO, or interpreting analytics reports.
• Example: A virtual session led by a WSI consultant on adapting SEO strategies for Google's latest algorithm update.

2. On-the-Job Training (OJT)

This hands-on method allows employees to learn while performing actual tasks under the guidance of a more experienced colleague. It promotes practical skill-building and immediate application.

• Best for: Skill reinforcement and learning-by-doing in tools like Google Ads, HubSpot, or CMS platforms.
• Example: A marketing assistant learns to manage PPC campaigns by working alongside the digital ad specialist during a live campaign.

3. eLearning and Online Courses

e-Learning offers self-paced, flexible learning modules available through platforms such as LinkedIn Learning, Google Skillshop, Coursera, or HubSpot Academy. These courses often include quizzes, video content, and certifications.

• Best for: Scalable training across teams and continuous, self-directed learning.
• Example: A team member completes a HubSpot Inbound Marketing certification to improve lead-nurturing efforts.

4. Workshops and Bootcamps

These are short, intensive sessions—often ranging from a few hours to a few days—designed to teach specific tools or strategies. They combine theory with practical exercises.

• Best for: Deep dives into topics like AI-powered personalization or advanced keyword research.
• Example: A two-day digital marketing bootcamp focused on AI content tools, customer journey mapping, and data-driven campaign design.

5. Coaching and Mentoring

This method involves ongoing one-on-one or small group guidance from experienced professionals. It's particularly effective for leadership development or mastering more strategic areas of digital marketing.

• Best for: Long-term development, personalized growth, and leadership readiness.
• Example: A junior strategist is mentored by a senior consultant to build confidence in data interpretation and client presentation.

6. Simulations and Case Studies

These offer experiential learning by simulating real-world marketing challenges or analyzing past successes and failures. They encourage critical thinking and problem-solving.

• Best for: Applying theory to practice, especially in decision-making and campaign planning.
• Example: A team analyzes a past digital campaign’s KPIs to identify what worked, what didn’t, and how they’d optimize it in the future.

7. Microlearning

Microlearning delivers small, focused learning moments—often 5 to 10 minutes in length—that address a single concept or task. This method is ideal for time-constrained teams.

• Best for: Just-in-time learning or reinforcing specific skills, like setting up a UTM code or writing ad copy.
• Example: A short internal video shows how to configure GA4 goals before a campaign launch.

8. Blended Learning

This approach combines multiple training methods—for example, mixing self-paced eLearning with live instruction or mentorship—to create a well-rounded experience.

• Best for: Comprehensive training programs that cater to diverse learning styles and schedules.
• Example: A digital marketing onboarding program that includes online courses, weekly mentor check-ins, and monthly live workshops.

Types of Employee Training

Here’s an overview of the most common types of employee training that help improve employee retention and drive consistent results, particularly in digital roles:

1. Onboarding Training

This is the foundational training provided to new hires to help them understand the company’s culture, tools, processes, and expectations.

• Purpose: Smooth integration into the team and early productivity.
• Example: Introducing a new digital marketing coordinator to your brand guidelines, project management tools, and core platforms like Google Analytics or HubSpot.

2. Technical Skills Training

Focuses on developing the specific technical abilities needed to perform job tasks effectively, particularly important in digital roles.

• Purpose: Improve proficiency with platforms, tools, and technologies.
• Example: Training a team on how to use AI-driven analytics tools, run A/B tests, or implement SEO best practices.

3. Soft Skills Training

Centers on interpersonal abilities like communication, collaboration, leadership, and emotional intelligence.

• Purpose: Enhance team dynamics, client relationships, and leadership potential.
• Example: Providing training that improves employee engagement through workshops on active listening, conflict resolution, or presenting digital strategy reports to clients.

4. Compliance Training

Covers legal, ethical, and regulatory requirements—essential for ensuring company-wide adherence to industry standards.

• Purpose: Reduce risk and maintain compliance with regulations.
• Example: Training on GDPR, email marketing consent laws, or web accessibility standards (WCAG 2.1).

5. Product or Service Training

Equips employees with in-depth knowledge of the business’s offerings so they can effectively communicate value to clients or use internal tools correctly.

• Purpose: Increase confidence in promoting or using company products.
• Example: A session that aims to help employees better understand the latest service updates, such as adaptive SEO or AI consulting.

6. Leadership and Management Training

Designed for current or future leaders to build skills in people management, strategic thinking, and business development.

• Purpose: Prepare team members for leadership roles and drive organizational growth.
• Example: Training that aligns with what employees need to succeed in roles requiring team coordination, KPI planning, or managing change during digital transitions.

7. Cross-Training

Teaches employees the basics of other team members’ roles, promoting flexibility and collaboration.

• Purpose: Enhance team agility and collaboration across departments.
• Example: A content writer learning the fundamentals of SEO or paid search to better align messaging with campaign goals.

8. Sales and Customer Service Training

Focuses on developing skills related to client interaction, negotiation, and closing deals—especially important for marketing and sales alignment.

• Purpose: Boost customer satisfaction, retention, and revenue.
• Example: Training that improves employee satisfaction by enabling team members to confidently use CRM tools, understand buyer personas, and respond to objections with strategic insights.

How Can Businesses Upskill Their Workforce?

Businesses can upskill their workforce by adopting a strategic, continuous training model that aligns learning with the organization’s evolving goals and technologies. Here's how:

1. Conduct a Skills Gap Analysis

Start by assessing your team’s current capabilities versus the skills needed for future growth. This helps prioritize upskilling efforts and ensures training is targeted and relevant.

• Tip: Focus on both technical and strategic skills, such as SEO optimization, AI tool adoption, data literacy, or digital strategy development.

2. Offer Flexible Learning Options

Provide a mix of training formats like online courses, webinars, in-person workshops, and microlearning modules to accommodate different learning styles and schedules.

• Tip: Use platforms like HubSpot Academy, Google Skillshop, or LinkedIn Learning to offer self-paced options.

3. Create Personalized Learning Paths

Design development paths that reflect each person's current role, learning style, and future aspirations to keep them engaged and progressing.

• Tip: Pair this with regular performance reviews and development check-ins to track progress.

4. Leverage Mentoring and Peer Learning

Encourage knowledge-sharing by pairing less experienced employees with mentors or creating cross-functional learning groups.

• Tip: Host regular “lunch and learn” sessions where team members share insights on tools, trends, or campaign results.

5. Invest in External Training and Certifications

Support participation in industry-recognized certification programs and conferences to keep skills sharp and up-to-date.

• Tip: Sponsor certifications in areas like Google Ads, Analytics, AI marketing tools, or accessibility compliance.

6. Integrate Learning into Daily Work

Encourage continuous learning by allowing time for skill development and making learning part of daily workflows.

• Tip: Dedicate a few hours each month specifically for training and experimentation with new tools or strategies.

7. Track Outcomes and Adjust

Use KPIs and employee feedback to measure the impact of training efforts and refine your strategy as needed.

• Tip: Monitor improvements in campaign performance, efficiency, or client satisfaction as indicators of upskilling success.

Steps to Building a Successful Training Plan

Building a successful training plan involves a strategic, structured approach to ensure the right skills are developed to support business growth and team performance. Here are the key steps:

1. Identify Business Goals and Training Objectives

Start by aligning training initiatives with your company’s short- and long-term goals. Clarify what success looks like—whether it’s improving campaign results, adopting new technologies, or increasing customer satisfaction.

• Example: If your goal is to improve lead generation, training might focus on paid advertising strategies or marketing automation tools.

2. Assess Current Skills and Identify Gaps

Conduct a skills assessment to understand where your team currently stands and where gaps exist. This helps prioritize training topics and tailor learning paths for maximum impact.

• Tip: Use surveys, manager feedback, and performance data to gather insights.

3. Define the Audience and Customize Content

Customize the training plan to different employee roles, departments, and learning levels. Not every team member needs the same training—customization improves relevance and engagement.

• Example: Your content team may need AI writing tool training, while your analytics team may need advanced GA4 skills.

4. Choose the Right Training Methods

Select a mix of delivery formats—such as instructor-led sessions, eLearning, hands-on workshops, or mentoring—to suit different learning styles and logistical needs.

• Tip: Consider blended learning for more comprehensive coverage and flexibility.

5. Develop a Clear Training Schedule

Establish a realistic timeline with key milestones. Spread sessions out to avoid disruption and allow time for absorption and application of knowledge.

• Tip: Schedule short, frequent learning moments rather than long, infrequent sessions to encourage continuous improvement.

6. Implement the Training Program

Roll out the training with clear communication about its value, expectations, and outcomes. Ensure team members have access to the necessary tools and resources.

• Tip: Assign coordinators or champions to support participation and engagement.

7. Track Progress and Measure Impact

Use metrics to evaluate training effectiveness, such as performance improvements, knowledge retention, or business KPIs. Collect feedback to identify what’s working and where adjustments are needed.

• Example: Monitor changes in campaign ROI, client satisfaction scores, or workflow efficiency post-training.

8. Adjust and Optimize Continuously

Treat training as an ongoing process. Regularly update content to reflect industry changes, gather feedback, and refine your approach for better results over time.

• Tip: Reassess goals and skill needs quarterly or biannually to stay aligned with business evolution.

Guidelines for Powering Up Your Team's AI Skills

So, how can you effectively upskill your team in the age of AI? Here are some guidelines to get you started:

• Prioritize AI Education: Dedicate resources to training programs focused on AI tools and technologies relevant to your industry and each employee’s specific role. Don’t reinvent the wheel; leverage existing AI education resources tailored to different skill levels and needs. WSI can help you identify and implement suitable training programs that align with your business objectives.
• Focus on Practical Application: Theoretical knowledge alone isn’t enough. Training should emphasize the practical application of AI within your specific business operations. Consider organizing workshops and training sessions focusing on real-world use cases and demonstrating how AI can solve everyday challenges. Mentor your employees as they explore and discover, offering feedback. 
• Cultivate a Culture of Continuous Learning: Upskilling is not a one-time event. It must be an ongoing process if your business is to yield long-term results. Encourage a culture of continuous learning within your organization by providing access to relevant resources, creating opportunities for knowledge sharing, and recognizing and rewarding those who embrace new skills.
• Partner with Experts: Navigating the complexities of AI adoption can be daunting, especially since you’re also likely still learning about its intricacies and abilities. Partnering with experienced consultants, like those at WSI, can provide valuable guidance and support throughout the upskilling process. We can help you develop a tailored upskilling strategy, identify the right training programs, and ensure your team is equipped to leverage AI effectively.

Contact us for Employee Upskilling in 2025 and Beyond

By prioritizing upskilling, particularly in the rapidly evolving field of AI, you’ll equip your team to succeed in the present while laying the foundation for sustainable growth and innovation in the years to come.

Talk to us today to learn more about the benefits of upskilling employees and explore how we can help your teams reach their full potential through strategic upskilling initiatives. You can also request your preliminary AI assessment to better understand where your organization stands and identify opportunities for growth through smarter training and technology integration.