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P a r t o f O r g a n i z a t i o n a l C o m m u n i c a t i o n ( C M S T 3 6 6 )
Career Goals Portfolio Greta Erickson Winona State University
Fall 15
08 Fall
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TABLE OF CONTENTS
Executive Summary p. 3 Career Goals and Qualifications p. 4-‐5 Industry Profile and Career Outlook p. 6-‐19 Shadowing a Professional p. 20-‐ 32 Communication Challenges in Training & Development p. 32-‐39 References p. 40-‐45
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Executive Summary This section of my portfolio presents research regarding the role of a
Training and Development Specialist. Arranging this portfolio and participating in
the Dream Job Project at Winona State University allowed me to explore career
options, and learn about the daily life of an Instructional Designers.
While working on this project, I was able to participate in a job shadow,
explore the industry of Health Care and Social Assistance, give a presentation about
my dream job, as well as explore the challenges that are included in this industry. I
now know what to expect from this career, and also am aware of what is expected of
me as I step into the role of an Instructional Designer.
Throughout my time creating this section of my portfolio, I have gained
immense knowledge that has helped me prepare to enter the job market. Included
in this section of my portfolio is:
v Industry Profile and Career Outlook
v Shadowing a Professional Report
v Communication Challenge of the Industry
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Career Goals and Qualifications Career Goals My career goal is to work as a Training and Development Specialist, and
more specifically pursuing the role of becoming an Instructional Designer. Upon
graduation in May of 2016, I plan to fill the role of an Instructional Designer for a
hospital, or another health care institution.
I have developed a strong passion for health care and helping my
community’s overall health. I am looking forward to educating health care
professionals through instructional design, in order to equip them to educate the
general public about health issues.
Qualifications
My acquired academic qualifications for this profession include:
v Bachelor of Arts Degree in Organizational Communication from Winona State
University in May 2016.
v Completion of Training and Development related course work:
v Training and Employee Development
v Management of Human Resources
v Software Applications
v Organizational Communication
v Training Techniques and Media
v Health Communication
Additionally, I have extra-‐curricular activities that have enhanced my experience
and helped to prepare me to become a Training and Development Specialist:
v Vice President of WSU’s Communication Studies Club
v Winona State University New Student Orientation Leader
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v Marketing and Design Assistant for Winona State University’s Integrated
Wellness Complex
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Industry profile & career outlook
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I n dustry Prof i l e Much like every industry in the United States, the Health Care and Social
Assistance field is rapidly changing while being expanded and transformed by outside
factors. According to the Bureau of Labor Statistics (2014):
The Health Care and Social Assistance sector comprises of establishments
providing health care and social assistance to individuals. The sector
includes both health care and social assistance because it sometimes
difficult to distinguish between the boundaries of these two activities (¶1).
Within the health care field, I am interested in holding a Training and
Development Specialist role that would allow me to design and conduct training and
continuing education for health care professionals, including doctors, nurses,
administrators and more. I have a passion for healthcare, and educating those who work
in the healthcare field to further their knowledge and understanding of medicine,
insurance, and other important health care systems.
Stakeholders
Miller (2015, p. 149) states that stakeholders include “workers, investors,
consumers, suppliers, host communities, and the world economic community.” The
Health Care and Social Assistance industry holds many stakeholders.
◊ Physicians: Physicians are at the forefront of the healthcare industry, and largely
affect the way that health care is defined and formed in the United States. A
physician, or a professional licensed to practice medicine, is a major stakeholder
in the health care industry, by being the direct liaison between patients and the
health care industry. Physicians are largely responsible for patients’
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understanding and comprehension of the care that is being given. By physicians
practicing proper communication practices to patients they are increasing health
literacy. According to the National Network of Libraries of Medicine health
literacy can be defined as “the degree to which individuals have the capacity to
obtain, process, and understand basic health information and services need to
make health decisions” (Eberle, 2013, ¶2).
The future of health care will largely be impacted by the extreme shortage of
physicians in the coming years. By the year 2025, the United States could see a shortage
of as many as 90,000 physicians, creating a massive gap in the health care industry
(Bernstein, 2015, ¶1). Included in this shortage is the need for specialized physicians
who are able to treat an aging population with many cases of chronic illness and diseases.
With the growing number of older adults in the United States, the rates of diseases such
as cancer will see a steady increase as well, creating an even greater need for surgeons
and trained physicians. Darrell G. Kirch, the president of the Association of American
Medical Colleges stated that, “an increasingly older, sicker population, as well as people
living longer with chronic diseases, such as cancer, is the reason for the increased
demand” (Berstein, 2015, ¶4). The need for physicians and the gap that is continuing to
grow is a major concern for Kirch and other professionals involved in United States’
medical schools. In relation to a growing population, the Affordable Care Act, which was
put into place to reduce costs and improve accessibility to health care is transforming the
ways that physicians function. Under this act, more Americans will be covered by health
insurance, creating a greater demand for care in all 50 states, which in turn, creates a
greater demand for specialized care by trained physicians. This cycle of need and
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shortages will further increase, creating long term and large scale issues for the health
care industry as a whole.
◊ Patients: Patients are the first in line to feel the effects of health care and the
changes that take place. In health care, patient health and satisfaction is the
ultimate goal. The health care industry can often be difficult for patients to
navigate due to constant changes in terminology, policies and procedures.
According to Gamble in 2012, patient satisfaction in the United States measures
at 77 percent.
◊ Insurance Providers: Health insurance serves multiple purposes to patients and
the general public in the United States. Among the many benefits of health
insurance, protection from unexpected high medical costs and free preventative
care are a few. As health care standards, procedures, and policies continue to
grow and change in the United States, insurance providers are continually
growing and changing along with these policies and procedures. A few of these
health insurance providers include United Health Group, Kaiser Foundation
Group, Health Net, WellCare, and Humana. Under the umbrella of health
insurance fall various types of health insurance plans that provide coverage to
patients, including Health Maintenance Organizations, Point of Service, and
Preferred Provider Organizations. Within these plans there are various coverage
levels that can keep costs minimal for patients. One major way that the insurance
providers are considered stakeholders in the health care industry is how they
determine reimbursement policies. Due to varying reimbursement rates among
insurance companies, health care agencies must hire specialists to translate cost
descriptions to patients and insure that fees are paid correctly and in the full
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amount. With a constantly growing rate of Americans who are becoming insured
by health insurance, there will continue to be a greater need for specialized health
insurance professionals, creating a greater involvement in the health care industry
and visa versa. According to the White House in 2009, “expanding health
insurance coverage to the uninsured would increase net economic well-being by
roughly $100 billion a year, which is roughly two-thirds of a percent of GDP
(¶7).”
◊ Community: Through having strong health care organizations the public is
protected from mass spread of disease, infection, and illness. Health care
organizations include public health, or the promotion and protection of health of
the general public as part of their practice. Public health includes preventing
against mass cases of disease and infection, but also encourages and promotes
healthy behaviors among the public. Public health can be defined as “an
organized community effort aimed at the prevention of disease and promotion of
health” (National Conference of State Legislatures, n.d., p.1). The general public
is highly influenced by the health care industry not only by the prevention of
disease, but also the treatment of illness and disease for community members.
Conversely, the health care industry is continuously molded and shaped by the
general public’s health and wellness needs.
◊ Health Care Administration: Health care administration includes the leadership
and management that are behind the scenes of health care industries, public
health, hospitals and related health care networks. Health care administrators
“manage, direct and coordinate medical services in a variety of settings, from
clinics and hospitals to practices operated by groups of physicians” (New
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England College, n.d.). Health care administrators have many roles within many
industries in health care, such as human resources, finance, admissions, and
more. As the health care industry continues to grow more complex, the roles that
are held by these professionals follow in complications as well. As the need for
specialized doctors increases, health care administrators need to examine
situations and develop strategic plans to accommodate. According to Saint
Joseph’s University, “When determining the type of concentration, it is essential
for health care administrators to examine the providers in surrounding areas and
the demographics that the facilities serve” (Saint Joseph’s University, n.d.,¶7).
The role of health care administration professionals is prone to changes and shifts
as the health care industry is continually changing and adapting to outside forces.
Current Industry Challenges
The health care and social assistance industry is continually changing and
growing, and requires adaptation by all parties involved. The first challenge that faces the
health care and social assistance industry deals with the Affordable Care Act. According
to the U.S. Department of Health & Human Services, The Affordable Care Act is
“working to make health care more affordable, accessible and of a higher quality for
families, seniors, businesses, and taxpayers alike” (2014, ¶1). Key features of The
Affordable Care Act include prescription discounts for seniors, free preventative care,
small business tax credits, and protection against health care fraud. The major challenge
that is currently associated with The Affordable Care Act is the increased number of
patients in the health care system. With an increased number of patients, there are many
uncertainties that have risen for the general public. The biggest concern that American
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citizens are faced with is insurance coverage that is distinguished by The Affordable Care
Act. Regulations have continued to evolve and change since the release of the ACA,
creating confusion and misunderstandings for Americans. Marsha Dieckman, CPA, stated
“Regulations have continued to be released and evolved. It has been a maze” (Gillette,
2015, ¶2). Employers and individuals alike have been confused and frustrated with the
system, and seem to have no single adviser to give answers to complicated questions.
This issue will increase in complexity in 2016, as there are increased penalties for
uninsured patients. According to Gillette (2015),
Penalties for those who cannot afford health insurance coverage and don’t
have it go up to $695 per adult and $357.50 per child, which can add up to
$2,085 per family, or a penalty of 2.5 percent of family income, whichever
is higher (¶9).
The increased fees are a major source of concerns for many families, and the
frustrations increase with a complicated sign up process for insurance for many. While
the need for health insurance for Americans continues to increase, the irritations of many
will continue to grow.
Another growing issue that is pressing the health care and social assistance
industry is health literacy. According to the Eberle (2013, ¶1), health literacy can be
defined as “the degree to which individuals have the capacity to obtain, possess, and
understand basic health information and services needed to make appropriate health
decisions.” Health literacy goes beyond reading and listening to health information, it
includes the ability to “understand instructions on prescription drug bottles, appointment
slips, medical education brochures, doctor’s directions and consent forms, and the ability
to negotiate complex health care systems (¶2).” Along with the listed necessities to be
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health literate, patients also need to be able to assess health care services, calculate
medication dosages, effectively communicate with health care providers, and interpret
test results and more. Health literacy is a pressing issue for the health care and social
assistance industry, with only 12 percent of adults in the United States holding proficient
health literacy skills (America’s Health Literacy: Why We Need Accessible Health
Literacy, n.d.). Additionally, when the U.S. Department of Health and Human Services
surveyed adults in the United States, fifty three percent of adults were not able to perform
tasks beyond reading instructions on a prescription label and determine what time a
patient should be taking medication. These alarming statistics are a reality for a majority
of Americans. As the technology and medical advancements that are taking place
continue to grow in the United States, the health literacy gap among Americans will
continue to grow.
Lastly, an issue that is currently being presented and will continue to be a pressing
issue for the health care industry is the rising cost of caring for baby-boomers in the
United States. The soaring cost for Medicare and Medicaid patients are creating a wave
of change in the health care and social assistance industry. According to Calogero and
Halfmann (2008), the “baby boomer” period, refers to:
A bubble of growth in the U.S. population. About 76 million baby
boomers were born. At present older Americans (65 and older) make up
about 12% of the population. By 2030, when the baby boomers retire, the
number of Americans aged 65 and older will more than double to 71
million or roughly 20% of the United States population (p. 4).
The United States will feel an increase in overall medical costs in direct relation
to baby boomers and the need for care in coming years. With the growing number of
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older adults who are eligible for Medicare, the number of those who are paying into
Medicare will decrease dramatically. According to Blunck (2014), “The problem comes
from the fact that the number of people paying into Medicare (people between the
ages of 18 to 65) will drop from 63 percent to just 57 percent by 2029” (¶9). With
this major shift, the United States will feel the effects financially and, in turn, will
need to find new ways to pay for medical programs. In summary, the health care
industry will feel the major effects of having a large number of Americans turning 65
within the same short time period.
Predictions for the Industry
The health care industry is rapidly changing, and will continue to do so. The first
prediction that I have for this industry is the increased need for trained and specialized
health care professionals. The aging baby boomers are presenting the health care field
with more chronic illness and disease, and will need care that is specialized, creating a
large need for professionals to fill roles. The rapid growth of the oldest age group of the
United States will have a major impact on all fields of health care, including costs and
specialized care (Schneider & Guralnik, 1990, ¶1). The second prediction that I have for
the industry is an increase in health literacy issues. As the health care industry becomes
more complex, it will become increasingly more difficult for Americans to navigate and
understand the care that they are receiving. Health literacy will becoming an increasingly
important issue in years to come, becoming more of a public health epidemic (Nutbeam,
2000, ¶1). Additionally, insurance coverage explanations will add to the lack of health
literacy, increasing the need for patients’ to have advocates supporting their health
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literacy knowledge. Lastly, I predict that there will be debate and attention drawn to the
Affordable Care Act. With an upcoming Presidential election, health care and the ACA
will be at the forefront of debates and issues.
Career Outlook
Dream Job
My dream job is to be a Training and Development Coordinator in the health care
field, especially a long-term care facility or a hospital.
Job Duties
Organizations are constantly changing policies, procedures, and guidelines for the
way in which the company functions. Due to the nature of organizations and the need to
keep up innovation and new ways of thinking, Training and Development Specialists are
in high demand, to meet the needs of employees. Training and Development Specialists
hold many roles inside Human Resources departments within organizations. According to
the U.S. Bureau of Labor Statistics (2014) Training and Development Specialists mainly
help to plan, conduct and administer programs that center on the training and continuing
education of employees. The role of Training and Development Specialists can be
divided into various categories and roles. The first major role of Training and
Development Specialists includes assessing the educational needs of employees, through
surveys, interviews and consultative meetings. In order to create a new training system
that is the best fit for the needs of employees Training and Development Specialists must
be well educated on the needs of the subordinates who will be benefiting from the
training session.
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Secondly, Training and Development Specialists work to create training materials
through a variety of media and modules. Due to these tasks, Training and Development
Specialists are often classified through different titles, such as Instructional Designer. In
order to fulfill the training needs of a company, Training and Development Specialists
work to design training materials such as PowerPoints, booklets, and videos (Personal
Communication, October 1, 2015). Along with training materials and modules, Training
and Development Specialists work to design and implement other communication
deliverables, such as employee biographies, learning documents, and customizable online
documents that can be distributed during training sessions.
In addition to design elements of training, Training and Development Specialists
work to implement the training modules that have been created. According to the U.S.
Department of Labor Statistics (2014):
Training and development specialists organize or offer training sessions
using lectures, group discussions, team exercises, hands-on examples, and
other training formats. Some training is in the form of video, Web-based
program, or self-guided instructional manual. Training also may be
collaborative, which allows employees to connect informally with experts,
mentors, and colleagues, often through the use of technology (¶4).
The training that is designed by specialists must incorporate creative and innovative
strategies to increase engagement and involvement by employees. According to
Instructional Design Now, Training and Development (2015) “incorporates known and
verified learning strategies into instructional experiences which make the acquisition of
knowledge and skill more efficient, effective and appealing” (p. 3).
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The process of designing, implementing and conducting training takes skillful
planning and innovation. According to Neal (2011), the time period of creating
PowerPoint’s presentations and writing scripts for trainers is long gone. “We have to step
up in the game and show stakeholders what it takes to achieve successful results” (p. 77).
Important Qualifications
Someone who is interested in getting a job as a Training and Development
Specialist has to possess a list of traits and qualities. A Training and Development
Specialist first needs to be innovative, and have the ability to think outside of the box.
The process of understanding how various groups of employees learn differently can be
difficult to master, so finding new ways to help employees grasp new concepts is critical
for a specialist’s success. According to Neal (2011), training and development specialists
must:
Step out of the instructional systems design box and get more involved in
the entire project. We need to think critically and be involved during the
early stages of the project and own part of the decisions made related to
the project scope. (p. 76).
In order to accommodate the learning styles and needs of all training participants, it is
necessary for specialists to be continuously considering new ways of thinking about
training materials.
Adaptable communication styles are necessary when it comes to being involved
in the Training and Development industry. Devari Koenings (Personal Communication,
October 1, 2015) works in the industry in Milwaukee, Wisconsin, and states that one of
the most crucial qualifications for individuals wishing to be part of the industry is
adapting communication styles.
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Someone entering this type of role should have the ability to create
materials for multiple audiences. In order to create training, or really even
train someone, you need to change what you’re talking about and put it in
terms that someone can understand.
Communication courses at a university level can greatly contribute to this. Devari, a
recent graduate of Winona State University, attributes her ability to adapt to various
audiences to the classes that were offered in college. In employers’ eyes, there can never
be too many communication classes, and each class offers a different perspective when it
comes to communicating effectively with various audiences.
Aside from communication skills and innovative thinking, individuals in a
Training and Development role need more technical qualifications as well. As stated by
the Bureau of Labor Statistics (2014), a Bachelor’s degree is required in order to achieve
a position as a Training and Development Specialist. The achieved degree can come from
a variety of backgrounds, including human resources, instructional design,
communication, or training and development. There are also more alternative education
routes, such as having a major in organizational psychology or business. The large range
of degrees that can be used to achieve a position as a specialist prove that the first
qualification comes from an individual’s traits and personality. However, a growing
qualification that is included in most job descriptions is an extensive or growing
knowledge of technology. The U.S. Bureau of Labor Statistics (2014) states, “as
technology continues to play a larger role in training and development, a growing number
of organizations seek candidates who have a background in information technology or
computer science” (¶2). Like many industries, the growing need for a focus on
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technology and technological advancements is necessary in the Training and
Development field.
Current Career Path Statistics
With nearly 228,800 individuals employed as Training and Development
Specialists, the median annual wage for Training and Development Specialists was found
to be $55,930 by the U.S. Bureau of Labor Statistics (2014). In this industry, the lowest
10 percent of individuals earned less than $31,910 and the top 10 percent earned over
$93,470. Among the roles that fall under the descriptions of Training & Development
Specialization, the lowest paid individuals included administrative and support services,
and the highest included professional, scientific, and technical services. As a recent
graduate, with little to no experience, I can expect to make $49,000 in an entry-level
position (PayScale, n.d.).
The Training & Development field is growing and expanding at a rapid pace, and
growing faster than other career industries. The U.S. Bureau of Labor Statistics (2014)
projects the employment of training and development to increase by 15 percent until
2022. There are many factors that contribute to the increasing rate of employment in this
field, including the growing number of retiring baby boomers. As these individuals begin
to retire, the need for training and education for new employees will increase drastically.
As there is a large turnover of employees in many industries, the need for increased
human resources staffing will rise as well. Related to technological developments, the
U.S. Bureau of Labor Statistics (2014) states that employment will also rise in the areas
of training and development due to the need for employee training with increased
technology and need for technological knowledge.
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Shadow a Professional Report
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Conducting research regarding potential future jobs is crucial to understand the
role as a whole, but experiencing the duties of the job for a full day of work is an
experience that is sure to provide a realistic preview of what is in store post-graduation
for students. For an Organizational Communication class at Winona State University, it is
a requirement to complete eight hours of shadowing a professional. This portion of the
Dream Job Project gave me great excitement, as I am constantly looking forward to
joining the work force in a field that I have already developed a great passion for. For
this assignment, I had the great pleasure of spending the day with Devari Koenings, an
Instructional Designer at Zywave, which is an insurance software company
headquartered in Milwaukee, Wisconsin. On October 13, 2015, I spent the day with
Devari from 8 a.m. to 4 p.m. In this paper, I will first describe my day as an Instructional
Designer, including my interview with Devari, interactions and observations. I will
follow this with discussing the organizational communication terms and theories that I
found to be prevalent in my shadow experience. I will close with my learning outcomes
from this experience.
What I learned during my Observations and Interviews
My job shadow experience taught me more than I ever thought I could learn in
one day. Going into my job shadow with Devari, I was not completely sold on the
prospect of becoming an Instructional Designer or Training and Development Specialist
as my post-graduation career. However, my experience not only taught me about the role,
but also gave me the assurance that I was seeking to confirm that this is, indeed, the
career path that I would like to follow upon graduation. The role of an Instructional
Designer carries many tasks within in. According to Instructional Design Central,
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“instructional design is the systematic process by which instructional materials are
designed, developed and delivered” (¶1). Before going to my job shadow, I asked Devari
to send me a write-up of her role as an Instructional Designer so that I could be informed
of the roles that I would be observing throughout the day. Her response was as follows,
My role in my workplace is to create training materials for insurance brokers. I
create training scripts that the trainers use in their virtual classroom training
sessions, I create PowerPoint’s for these sessions, and training booklets that the
brokers use during and after training. In addition, I create training videos that
brokers can watch to learn about Zywave’s products. I also create other
communication deliverables, such as biographies for our employees, one-off
documents that we give to the brokers for more learning, and customizable
training booklets for on-site trainings with brokers.
There are many tasks that fall under the categories of designing, developing and
delivering training materials. To better understand the tasks that I observed during my job
shadow, I have placed them into various categories.
◊ Meeting with trainers: When arriving at Zywave, I first sat in on a meeting with
Devari and a trainer. This meeting centered on a current project that included
completely redesigning an existing training program that Zywave holds. The
meeting was an initial consultation between Devari and a trainer. Devari
explained to me that the type of meeting that was taking place was the beginning
of the “re-vamp” process. A re-vamp takes place when there is a current training
that needs to be edited, or in this case, made completely new with updated
information and teaching styles. The majority of the meeting focused on what the
new training should look like, and what should be continued from the previous
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training to the newly designed training. A large portion of this meeting was back
and forth communication between Devari and the trainer. It was interesting for me
to hear how the opinions of both the instructional designer and trainer molded
together to create the training revamp. Zywave sets up their teams in a way that
the design and training are separated, and in this context it made sense why it is
done this way. Devari’s design and technical skills were complemented by the
trainer’s ability to sense what type of training would be successful for the
audience of the training. Without the differing pieces of the puzzle, it was clear
that the training would be incomplete and would lack critical pieces. By the end
of this meeting, Devari and the trainer had a clear understanding of what the
training would look like, and what will be accomplished by trainees after going
through the training session. Both of them explained to me how the rest of the
development process happens, by continuing brainstorming meetings until a
finalized plan is constructed. After this, the team brings various teams into the
meetings to add additional learning insights and advice. After this, training is
molded and is run through practice training sessions before going public to
insurance brokers. I very much enjoyed listening to the initial brainstorming
process of training and learning about training revamps.
◊ Update Meeting with IT: Following the meeting with the trainer, Devari and I
sat in on a meeting with the technology team at Zywave. This meeting was filled
with technological terminology and an “in-culture” attitude. The meeting was
considered to be an update meeting, and gave insight into the current technology
updates and happenings. Devari explained to me that as a designer, it is necessary
to keep up with these updates, in case they will lead to an update in training
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materials. In this case, Devari works very closely with tech writers and
technology specialists to correctly update materials. It was fascinating for me to
listen to all of the terminology that was used.
◊ To-Do List Work: The hours that followed the meetings with Devari included
work on her “to-do” lists that were currently taking place. Devari’s role includes
many small projects for various co-workers and departments. A lot of Devari’s
day-to-day work includes making small adjustments to training materials as
updates to technology and various systems and programs are made. Additionally,
Devari works to support salespeople by creating deliverables for them to hand out
to new clients. During my time, Devari was working to create a deliverable to
send to clients that introduced the sales team, and the assets that were available to
them as Zywave clients. Making these deliverables took a lot of back and forth
communication between salespeople and designers to assure that information was
correct. During this time period, Devari explained to me that she works hard to
make sure she understands what is needed from each of the deliverables she
makes the first time, to avoid having to make smaller edits later on. By doing this,
she is able to meet deadlines that please the salesmen, and also allows her to move
on to new projects in a timely manner. From simply observing Devari’s work, I
quickly realized that Instructional Designers must have excellent verbal and
written communication skills in order to effectively work on and finish tasks.
◊ Project Work: I was lucky to be able to watch Devari take part in the final stages
of editing a training module that she created. In this particular online module,
Devari recorded her voice to go along with computer actions. During this time, I
gained insight into the various technology systems that are used in training
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techniques. It was very interesting to find out what a training module looks like
during the editing process, as well as the final product that was made.
◊ Review of the Day: At the end of my time at Zywave, I had the chance to sit
down with Devari to discuss the overall ideas behind Instructional Design and
Training and Development. I prepared questions to ask Devari to get a better idea
of the qualifications for the job, job roles, and other important insights into her
job. During this time, Devari explained to me the challenges that are currently
facing the industry. The biggest challenge that she named was staffing shortages.
Devari stated:
It’s difficult role to fill because not many people know about it. In addition,
with the rise in technology Instructional Design and Training needs to become
more technology focused by using E-Learning. This is something that costs
money, but in order to stay competitive is crucial.
The issues that Devari brought up sparked a lot of thoughts regarding the growing
opportunities in this field because of the short staffing within the industry. Additionally,
it emphasized my desire to continue to grow my knowledge of technology and E-
Learning. These points led me to my next question for Devari, which asked about the
growth of her role as an Instructional Designer in the future. Devari explained that the
growth would take place in the areas surrounding technology and E-Learning. In the
coming years, Instructional Designers will need to explain knowledge behind technology,
and find new and innovative ways to integrate it into the workforce and into employee
training modules.
Once I found more about the job currently, I asked Devari to provide me with
insight into how to prepare for a job in Instructional Design and Training. In her
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response, Devari explained to me that Instructional Designers must be able to adapt
communication styles to various audiences and teams, both verbally and in writing. In the
role of an Instructional Designer, it is critical for communication to take place both orally
and in writing, and often times a mixture of both is necessary. I saw this take place first-
hand throughout my time at Zywave. Devari then explained to me that it is necessary for
perspective Instructional Designers to have interpersonal skills. This includes finding out
what is needed from Trainers for newly developed training. Treating the conversation as
a personal connection gives Trainers and Instructional Designers a sense of togetherness
and creates concise thoughts and ideas. This brought Devari to another necessary
qualification of her role, which was a task-oriented mind. Devari explained that often
times, she would have more than five training projects going at the same time. In order to
complete them all and meet deadlines, she has learned the need to prioritize and complete
tasks in relation to their importance while still giving each training the attention and focus
that is necessary. In order to prevent feeling overwhelmed, Devari works in the order of
importance and tries to keep projects separate because multitasking in her role becomes
confusing and overwhelming, and can lead to miscommunication of training information.
Applying Terms and Theories of Organizational Communication
In order to understand the role of Training and Instructional Design, I have
connected organizational communication terminology to experiences in my job shadow.
◊ Optimizing Model of Decision Making: According to Miller (2015),
individuals who use an optimizing model of decision making, “decision makers
are attempting to find the single best solution to an organizational problem” (p.
140). When Trainers and Instructional Designers collaborate to create training
27
modules, they are working to find the single best way to communicate the
information for training. There are many ways that information can be
communicated to trainees, and it is the job of the Trainers and Instructional
Designers to create a training that will work best for the given audience for
information to be understood and applied. When Trainers and Instructional
Designers meet for brainstorming, they come up with the learning outcomes for
trainees. According to Adam (2006),
Learning outcomes are statements of what a learner is expected to
know, understand and/or be able to demonstrate at the end of a
period of learning. They are explicit statements about the outcomes
of learning-the results of learning. They are usually defined in
terms of a mixture of knowledge, skills, abilities, attitudes and
understanding that an individual will attain as a result of his or her
successful engagement in a particular set of higher education
experiences (p. 2).
In order to complete the learning objectives for any given training, the Trainers
and Instructional Designers must agree upon what it is that they would like
learners to absorb from the particular training course. In order for this to happen,
they collectively utilize the optimizing model of communication.
◊ Sensemaking: According to Miller (2015), sensemaking can be defined as “the
cycles in which organizational members introduce and react to ideas that help to
make sense of the equivocal information environment” (p. 278). Training is
centered on sensemaking and information processing. Collectively, it is the
responsibility of the instructional designers and trainers to create a
28
comprehensive training program and materials that will help learners to make
sense of the information that is being presented. In Zywave’s case, it is critical
that the Instructional Designers and Trainers help insurance brokers understand
the technology products that are offered, due to the at times confusing nature of
the information. According to Kezar (2012), “Leaders can put structures and
processes in place that help people to create shared sense of organization, such as
task forces and dialogues” (p. 783). Instructional designers are the leaders in the
training world of organizations, and are responsible for correctly communicating
information for learners to interpret and comprehend. Additionally, trainers and
instructional designers work closely to make sure that equivocal information is
interpreted correctly between one another. Trainers are responsible for making
information clear to designers, so that it can be correctly communicated in
training materials. Within this industry, there is a large communication chain
reaction that takes place to make sure that sense making occurs and is consistent
among all parties.
◊ Organizational Culture: Instructional Designers must always keep in mind the
culture of the organization they are representing, in order to integrate the same
values into training modules. Miller (2015) explains that organizational culture is
centered on the norms, narratives and behaviors that take place within an
organization. When creating training modules, Instructional Designers must work
to integrate the organizational culture and standards into the training. When
speaking with Devari, she explained how she works to make sure the language
and overall feeling of her training sessions are representative of Zywave’s brand
29
and culture. By doing this, Zywave’s customers are aware of the organizational
culture and thoughts behind the products they are receiving and utilizing.
◊ Interdependence: Trainers, Instructional Designers, Salespeople, Customers and
other parties all depend on one another to achieve goals and accomplish tasks. If
one of these parties falls short on tasks, other groups and their work suffers. This
is the concept of interdependence. As part of the systems theory of
communication, interdependence can be defined according to Miller (2015) as
“the need of system components to rely on other components in order to
function.” Instructional designers are creating the training manuals, booklets and
modules that are being presented and utilized depend upon trainers, who are
experts in knowing the clientele and needs of learners. This give-and-take
relationship is necessary for the organization to properly train and inform
consumers about Zywave’s products and services. Throughout the meetings that I
attended with Devari, I saw the concept of interdependence come to life by
listening to the individuals disperse tasks and collaborate through dividing
various tasks. Team members depended on one another to achieve goals and
complete tasks. Through interdependence, the team members create a sense of
mutual trust and understanding to accomplish tasks and make training modules
and projects come to life.
Reactions to What I Have Learned
My job shadow provided me with great insight into what my future will soon look
like. Although I have participated in job research, being a part of the organizational
culture for a day taught me more than I could have learned from reading articles or other
30
text about the Instructional Design role. I was grateful to learn about the tasks that
Instructional Designers perform, as well as the struggles and complications they face.
Finding out about the major communication challenges, and overall challenges in the
industry was valuable.
◊ There is a widespread need for training. When I first became interested in
pursuing a career in training and development, I primarily thought of the industry
as conducting intra-organizational training for employees. However, what I found
was that there are trainers and instructional designers that create and conduct
training for both organizational members and outside members. For industries
similar to insurance, it is crucial for training to be given to consumers regarding
sometimes complicated and difficult to understand material.
◊ The need for training will always increase. The world we live in is constantly
changing, through technology and innovation. Due to this, organizations need to
adjust policies, products and procedures in order to stay competitive and
informed. The area of training will continue to grow in order to train employees
of the adjustments that are taking place. Additionally, as products are developed
and changed, training for outside stakeholders will also continue to be in high
demand. According to the Bureau of Labor Statistics (2014), the employment of
those in the training and development field is projected to grow by 15 percent
during the years 2012 to 2022 (¶1). This growth rate is much higher than many
other industry’s current growth rates, proving that the need for trainers and
instructional designers will continue to develop and grow in the coming years.
The high demand for training at Zywave gave me a first hand look into the
industry growth statistics.
31
◊ Importance of Adjusting to Learning Styles: Students in the classroom have
different learning styles and needs, and the same is true for adults in the
workplace setting when learning new skills and information. Helping Devari with
her various training projects showed me the large expanse of training and learning
styles that exist. Evaluating the needs of various learners is a critical piece of this
role, and it is difficult to be successful without this. According to Stitt-Gohdes,
Crews & McCannon (1999), “Individual characteristics of people emerge in their
behavior that provides insight as to how their minds work and thus, how they
learn” (¶1). Just as teachers evaluate individuals in a classroom to access learning
needs, it is critical for trainers to be aware of learning styles of the trainees they
are working with. While listening to Devari’s meeting with a Zywave trainer, it
was clear that the trainer was well educated about the audience of the specific
training that was being edited. A chain of communication was created between
the trainer and Devari, so the training could be designed to match the audience’s
education and knowledge level of the content. During my job shadow, I was
reminded of the need to assess learner’s needs before designing a training session.
Devari advised me that as an Instructional Designer, it is important to sit through
the training that is being edited. By doing this, Instructional Designers are able to
see the gaps in the training and understand where the re-vamp needs to take place.
Conclusion I completed my job shadow portion of the Dream Job project by spending the day
with Devari Koenings, of Zywave in Milwaukee, Wisconsin. The day of job shadowing
was filled with meetings, training updates, and great conversations that gave me insight
32
into the world of Instructional Design. After my experience, I was able to apply what I
learned to Organizational Communication terms and theories, which helped me to better
understand the role and how this position requires many functions of communication.
This experience gave me fantastic insight into the career that I am looking forward to
pursuing after graduation from Winona State University. Researching this position
assured me that there is a promising future in this career, through the projected career
growth statistics. I’m grateful that I was able to spend my job shadow with an
Instructional Designer, which gave me the reassurance that this is the position that I
would like to hold during my career to utilize my Communication Studies degree.
33
Communication Challenges in Training & Development
34
Description of Communication Challenges
The role of Training and Development Specialists carries many
communication related challenges. The role has an increasingly growing collection
of responsibilities within it, and is continuing to grow in demand. The tasks that fall
into the Training and Development Specialist job are dependent on communication
and competence of various organizational practices and departments.
Miscommunication is among the greatest of communication challenges for Training
and Development Specialists, which can cause great chaos and confusion in
organizations. The frequencies of miscommunication continue to grow as
globalization increases in the United States. Miller (2015) defines globalization as a
“movement that has led to practices such as outsourcing, in which businesses move
manufacturing and service centers to countries where labor is cheap” (p. 3).
Globalization and the spread of businesses internationally means makes our world
feel and seem smaller, due to the closeness of business partners in other countries,
but also creates communication challenges as countries have varying
communication ‘norms’ and practices, especially in language. When speaking with
Devari Koenings, of Zywave, I learned about the role of Training and Development
Specialists in relation to globalization. Devari explained to me that her organization
has recently expanded and created branches in Canada and the United Kingdom.
Although initially it may seem that Canada and the United Kingdom are not
drastically different in terms of communication, Devari described that there are
many slang words that are used in the United States that can be seen as
disrespectful to those in Canada and the United Kingdom. After speaking with
35
Devari about this, I considered how our culture communicates, and the large gaps
that exist between the United States’ communication practices and other countries.
Along with basic communication challenges, globalization presents
complications in terms of technology differences. According to Valjataga & Laanpere
(2010), “We live in a fast-‐developing world with rapid social and technological
changes. In many contexts of life and work people need to deal with continuously
developing environments and have to be more responsive to these rapidly changing
demands” (p. 277). Communication among international coworkers becomes more
complex by adding in technology and software. These technologies create a barrier
for Training and Development Specialists when creating training materials. Because
of the language barrier that can exist, Training and Development Specialists can
have a more difficult time finding a technology source that stretches beyond
language barriers and provides a source for learners to comprehend and excel with
the provided materials. This challenge is difficult to overcome for many reasons. The
biggest reason is that globalization will only continue to grow as business and
organizations become increasingly more diverse and international. Businesses are
continuing to expand to countries all over the world. Therefore, the problem is not
something that can be easily tackled. Another roadblock to solving this difficulty is
the rapidly increasing need for training. While companies become more global, they
are also requiring more training and further employee development.
36
Description of Options
There are multiple options that are available for Training and Development
Specialists to overcome the communication challenges that are caused by
globalization and the growth of international organizations. Creating mutual
understanding for all employees across the nations is critical and can be done with
thoughtful consideration and planning. During my time speaking with Devari
Koenings, I was able to understand how she handles communication challenges
across nations. Although Devari’s situation isn’t completely representative of
globalization because Zywave is not currently located in countries where labor is
less expensive, she works hard to overcome global communication challenges for all
training needs. Devari explained to me that she spends time working to understand
the language norms and slang words in both Canada and the United States. Through
her research, she has found that Canadians and the British can dramatically
misinterpret even small differences in sentence structure. According to Valtjataga &
Laanpere (2010), “in an increasingly networked and technologically mediated
world, people need to continuously update their knowledge and skill base, so as to
be able to self-‐direct their intentional learning projects” (p. 277). Being informed of
language small differences is highly beneficial for Training and Development
Specialists. Devari reiterated this fact to me by explaining her constant thirst for
more knowledge and growth in terms of her organizational competency.
Research is central to the next option to this issue as well. According to
Arneson, Rothwell & Naughton (2013), it is necessary for training professionals to
be competent in “anticipating and meeting the training and development needs of
37
an increasingly global workforce and contributing to talent development where the
organization most needs it” (p. 44). Training and Development Specialists can
become competent in the difficulties that face them by understanding the global
workforce and using this knowledge to predict the future changes in their respective
industries.
Tackling technology-‐based workforce issues is something that many roles
and industries are currently talking about and adjusting to. In order to reduce
confusion in terms of language barriers and technology, it is important to encourage
meetings to take place over Skype or video based media if face-‐to-‐face
communication is not possible. This way, questions can be addressed immediately
and will not have to be asked over email or another written form. However, it is not
always possible to connect face to face, especially when oceans separate branch
offices, like in Zywave’s case. Castellano (2015) stated, “Organizations can’t always
resort to classroom training anymore” (p. 66). Due to this, Castellano suggests
creating meeting and information platforms that are highly accessible on multiple
platforms. Although technology is complex and can be difficult for some to navigate,
it is important for professionals to remember to keep content in technology simple
and easy to understand. Creating simple information that is communicated through
technology platforms could create a dramatic decrease in confusion for companies
that face a global workforce.
38
My Response
Learning about the various communication challenges that exist within this
role gave me great insight into the encounters that I will be facing in my career as a
Training and Development Specialist. In my role, it will be crucial to be constantly
aware of the audience that I am designing training programs for. Miller (2015)
defines demographics as “statistical descriptions of characteristics of a population,
such as age, race, income, educational, etc.” (p. 133). It will be imperative for me to
be mindful of the demographics within my organization, in order to properly
address all individuals, despite their demographic. Reaching across demographic
lines to reach all employees is necessary to achieve optimum training results.
Additionally, learning about these communication challenges, I have learned
the importance of adaptation in communication styles. Without assessing the
individual needs of each trainee, training sessions cannot be successful. Within this
challenge, there are many ways that information can be communicated. Learning
the ins and outs of the organization and the training needs is key. Looking at the
organization with the metaphor of a machine is useful when using a training
methodology. According to Miller (2015), the metaphor of a machine is useful by
looking at disparate objects that fit together to form an organization (p. 60). When
assessing the training needs, especially in terms of globalization and global business,
it is helpful to use the machine metaphor to assess how each team member fits
together to create a concise, and well working organization.
While learning about globalization and its impact on training, my passion for
the role of Training and Development Specialist grew. Learning about the various
39
problems that exist within the overall issue is fascinating and deserves attention. I
have a great passion for teaching and training others, and the issue of globalization
within training has further sparked my interest in the subject matter and inspired
me to continue to grow my knowledge on the subject and possible solutions.
40
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