Audiolís Training Contracts
Campaign 2015-2016
An information campaign about structural changes to the company’s core product.
Role: Content Designer & Copywriter.
Starting point
Audiolís is one of Spain’s leading training companies, with over 250 employees. It delivers online and distance learning courses and, through its B2B line of business, provides other companies with the official training linked to apprenticeship contracts.
This type of employment contract allows companies to hire young people while benefiting from tax incentives, in exchange for training them on the job. Audiolís supplies the courses and teaching services these companies need for their employees.
In 2016, a legislative change meant that this training could no longer be delivered remotely, and was restricted to in-person and online formats only. From that point on, it also enabled employees to obtain official qualifications.
This brought a new set of procedures and administrative requirements associated with the training, as well as an increase in labour inspections
The challenge
Audiolís needed to explain to its clients (the companies using its services) the regulatory changes to the apprenticeship contract, in order to help them avoid penalties from the Labour Inspectorate and reinforce its position as a market leader.
Hypothesis
Clients were already well acquainted with the tax benefits the contract offered, but knew relatively little about how the training itself worked; up until then, that side of things had been managed entirely by the training provider. This hypothesis was backed up by queries coming into the company’s call centre and feedback gathered by its sales advisors.
The thinking was that if we could give clients clear, useful information about the changes to the training contract, we would increase customer satisfaction, help them avoid penalties, and position this as an added-value element of our service.
Our goal was to ensure our clients didn’t run into problems with official procedures as a result of the regulatory changes.
Working process
After meeting with the company’s key stakeholders (management, legal, development, sales, and commercial teams) the communications and marketing team decided to approach the project around three core principles:
- A highly accessible, educational tone.
- An engaging visual presentation.
- Genuinely useful communication.
The centrepiece of the campaign was a welcome kit for companies starting a new training contract. Its main components were two printed information guides (one for the employer and one for the designated in-company tutor) setting out the new procedures and requirements in detail.
We also designed a second kit for the apprentices themselves, on the basis that if they too understood the new regulations and their rights as employees, instances of non-compliance would decrease.
We designed welcome kits to address the questions of our three different user types.
The content design process included:
- Research into the new regulations.
- Information hierarchy and structure.
- Copywriting.
- Review and sign-off with stakeholders.
- Change management and iterative revisions.
Channels
The two guides were supported by complementary content across Audiolís’s communication channels.
I worked with the graphic design, production, web development, and legal teams to design all content and implement it correctly across each platform:
- Printed guides and PDF versions.
- New website sections.
- Online display banners.
- Social media graphics.
- Infographics.
- Videos.
- Informational emails.
Different formats were designed and adapted for each channel and user type.
Review and iterations
Online content was under continuous review based on feedback from the stakeholders involved in the decision-making process.
Offline content (the printed guides) was updated each time a new print run was needed, incorporating regulatory changes and newly approved qualifications that we documented internally on a weekly basis.
Working closely with stakeholders allowed us to improve the content on an ongoing basis.
Results
In the first ten months following the introduction of the new training contract, every company that had taken on training activity with Audiolís successfully completed its procedures with the Labour Inspectorate.
Zero penalties were recorded..
The brand reinforced two of its core assets: quality training and rigorous regulatory compliance.
Lessons learnt
On this project I learnt that the simplest things to explain are sometimes the hardest to understand — and that if a picture is worth a thousand words, a picture that includes the right words is more powerful than any beautiful design on its own.
And, of course, that what your manager wants to say isn’t always what your users actually need to hear.
