Let’s start with a definition.
(v.) white label: To conceal the source brand and overlay a new name for the purpose of internal recognition
Many learning and development teams seem to think white-labeling is an essential part of their learning strategy. We disagree for a few reasons.
First, because white labeling brings a lot of unnecessary work. You have to come up with this new name. You’ll have to get it approved. You’ll have to get someone to help with the logo and colors and designs. And most important, you will need a series of marketing initiatives and communications to explain the why, what, how, etc. since it is new to the organization.
Why is that a problem? Do you have the expertise? The time? The tools? The budget?
Of course, you have to roll out any new application or process. But when you retain the source branding there is one less set of hoops to jump through along the way.
Second, white labeling may not actually be as useful as multiple applications people already use at work every day are not white-labeled and re-branded.
Here are some examples:
More than you thought, right? Sure, some of these have been around, some are widely known and others are becoming well known but didn’t exist two or three years back. You allow new employees of your organization to acclimate quicker to your systems and processes when you choose to retain the original name and brand. I can just hear them now, “I used that at my last company. I know how that works.”
We know it is a sensitive subject, but all companies are losing and gaining people every month. Is this 10, 20, 30 percent or more for your organization? These are people you now have to do less communication with because they already get it. And for Degreed, people are starting to bring their lifelong learning profile with them from company to company. Not to mention that many well-known organizations use Degreed.
Third, it’s just not that important to your workforce. And then there is the case for using “university,” “hub,” “portal,” or similar in your labels.
How would your people respond if they were polled and simply asked to describe “what do you think of when you hear the word “university”? We think most would describe the campus they walked around years ago with their backpack on their shoulders. For “portal” or “hub”, we anticipate some generations would connect this to the way previous technologies have been deployed, but for millennials, they may be thinking “world wide web.” The reality is that today most professionals have smartphones. And these smartphones have apps. Each of these apps has a unique purpose and your people know when and why to use them. Sometimes we need to call something what it is.
We’d love for you to just call us “Degreed.” Why, because we would love to help with the communications online and offline with why it matters, how it can be utilized and what to do to discover, build and measure Skills. “Degreed” will become a part of their online and offline learning experience and quickly become integrated into their daily habits with our emails, digital assets, videos and more. Provide a consistent message with the Branding of “Degreed” and see adoption and usage grow.
Here is how we can help make you and your team successful:
- Build Brand Recognition Around the Office – Brand your intranet with “Degreed,” digital bulletin boards and onsite materials and events.
- Build Brand Recognition and Understand the Value – “Degreed” product emails send starting at their first log in through their first week on Degreed.
- Build Brand Recognition and Create a Habit of Learning – “Degreed” sends a personalized weekly email to keep your teams discovering, building and measuring their Skills.
- Build Brand Recognition and Create a Social Experience – “Degreed” empowers your team to recommend content, follow others and see what others are learning in your organization.
At the end of the day, we at Degreed respect your decision to label things in a way that makes sense for your company. We put this together to start a conversation and provoke a deeper discussion on “why”?
Reach out to your client experience team member to get started.