How the continuing education and corporate training market adapted to the 2022 upheavals

How the events of 2022 have affected continuing education in EdTech and universities

In late winter and spring 2022, the market experienced a period of uncertainty and was unsure of the consequences to come. This affected both the corporate training sector and the B2C sector in continuing education for adults, which includes courses in EdTech and higher education institutions. In the face of change, it is important to adapt to new realities to maintain competitiveness and ensure effective training. It is important to note that companies and educational institutions began to seek new approaches and formats to meet the needs of students and ensure high-quality education.

Some areas of study experienced significant changes. According to Marianna Snigireva, CEO of the Netology platform, internet marketing and SMM have seen a sharp decline in interest, while demand for programming and data analytics has increased significantly. These changes are the result of dramatic fluctuations in the labor market: marketing budgets have been cut, while the IT sector is demonstrating steady growth and a demand for specialists.

According to information provided by Dmitry Volkov, Deputy Director of the HSE Graduate School of Business, demand for digital professions increased by 30% at the beginning of the year. However, by November, this demand had fallen by half. The dynamics of interest in digital professions are directly linked to changes in the gross domestic product (GDP). This underscores the importance of the economic situation for the development of the digital professions market.

Representatives of the EdTech sector expected that the partial mobilization announced on September 21 would have a similar effect to what happened on February 24, when there was a sharp decline in training. However, as Marianna Snigireva noted, this did not happen. She emphasized that the market as a whole has adapted to the new conditions.

Demand for continuing professional education (CPE) at universities appears to have declined after the mobilization. However, according to Dmitry Volkov, despite this, the first two quarters showed an increase of 30-35% compared to the same period last year. Nevertheless, the autumn months proved challenging for the CPE market.

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The Russian EdTech market is showing signs of growth again. Educational technologies have seen rapid development in recent years, driven by increased interest in online and distance learning. Students and educational institutions are increasingly turning to digital platforms and tools, which contribute to a better educational experience. These changes open up new opportunities for investors and startups in the education sector, making the EdTech market in Russia attractive for further development and innovation.

How the events of 2022 have affected corporate training

In the context of the geopolitical crisis, companies in the corporate sector have significantly reduced soft skills training, adopting a "hold on, everyone" attitude. As Natalia Tsarevskaya-Dyakina, Director of the EdTech direction of the information technology cluster of the Skolkovo Foundation, notes, many organizations have also abandoned customized projects developed in collaboration with EdTech, which highlights a change in priorities in employee training. This indicates that in conditions of instability, the emphasis shifts to short-term tasks, which can negatively affect the long-term development of skills and adaptability of companies.

Employee training in online schools using standard programs continues, said Marianna Snigireva. This is due to both staff reductions and an increase in the volume of tasks. "The corporate sector is demonstrating greater effectiveness in this area," noted Snigireva. Corporate universities continue to demand "quality education" from EdTech. However, no one can yet clearly define what this quality should entail, noted Natalia Tsarevskaya-Dyakina. It is important to identify key aspects and parameters that will facilitate effective education and meet organizational needs. High-quality training should take into account modern technologies, methodologies, and approaches that ensure maximum engagement and effectiveness of participants.

Learning has become more humane

Natalya Tsarevskaya-Dyakina emphasizes the importance of the "person-to-person" approach in the learning process. Tutor support and community interaction create conditions for the effective exchange of knowledge and experience between participants. This approach significantly influences the organization of educational processes for designers, promoting deeper assimilation of material and the development of practical skills.

Elena Faber, Director of the Corporate Academy of the Magnit retail chain, noted that the online learning format has become dominant, especially in corporate training. Employees are reluctant to return to in-person classes, as distance learning significantly saves them time. This approach not only created an accessible educational environment but also fostered self-learning among employees. Offline training formats have become "premium" as they are most often used to develop meta-competencies in senior managers. Experts believe these skills cannot be effectively conveyed even through hybrid formats. Approaches to customer interaction are evolving, and the "online with a human face" trend is currently relevant. This approach emphasizes the importance of personalization and human interaction in a digital environment. Companies strive to create closer and more trusting relationships with customers, leveraging modern technologies to provide high-quality service. In a competitive environment, it's important not only to offer products but also to emphasize emotional interaction, which helps differentiate brands.

Elena Faber notes that many companies, when transitioning to remote work, fail to create a proper mentoring system, which is a serious mistake. In an online format, training without the support of an experienced mentor becomes extremely difficult. Mentoring plays a key role in successfully adapting employees to new working conditions and contributes to their professional development. Companies that ignore this aspect risk losing qualified personnel and reducing overall productivity.

The situation with synchronous and asynchronous learning requires careful analysis. Dmitry Volkov expresses the opinion that asynchronous learning is losing its relevance, especially in the context of programs that do not offer mentoring and support. In the modern educational process, synchronous learning is becoming increasingly important, as it enables interaction between instructors and students, creating a more effective learning environment. Support and feedback play a key role in the success of the learning process, making synchronous formats preferable for many students.

The current shift in corporate training and open programs reflects a shift from the traditional understanding of learning to the concept of learning as a developmental process. Training should be integrated with coaching, support, and assessment to ensure deeper learning and application. It's important to note that asynchronous learning doesn't always provide the necessary level of interaction and support, which can limit its effectiveness. Therefore, to achieve maximum learning results, it's necessary to focus not only on content but also on methods that help develop participants' skills and abilities.

The expert expresses doubts about the future success of a hybrid learning format that combines asynchronous and synchronous methods. He considers this approach controversial and raises questions about its effectiveness. Hybrid learning, while offering many benefits such as flexibility and accessibility, can face challenges related to the quality of interaction and student engagement.

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Program Duration Has Changed

The events of 2022 and the rethinking of the pandemic experience have had a significant impact on preferences for the duration of educational programs. Trends in this area vary depending on the specific market segment, highlighting the importance of adapting programs to new conditions and requirements. Educational institutions and companies must take these changed preferences into account to remain competitive and effectively meet learner needs.

Natalya Tsarevskaya-Dyakina, commenting on Skolkovo's forecasts for corporate training, noted that short modular formats are an important trend. She emphasized that, in a context of reduced forecasting, short courses are more easily accepted, making this trend particularly relevant. Short modules allow for faster information absorption and adaptation to changes in the business environment, which is important for modern companies striving to effectively train their employees. Elena Faber confirmed that the company develops exclusively short-term strategies. She noted that this is necessary for a prompt response to changes both in the external environment and within the business. Such approaches allow for effective adaptation to current market demands and needs, which is a key factor for a company's successful operation. The situation in the open market has undergone significant changes. The drastic changes in February forced many to reconsider their views on previously popular long-term programs, as people's planning horizons shifted. This has influenced the approaches of training providers. For example, in the spring, Netology began testing the boot camp format, as reported by Marianna Snigireva. However, few could afford full immersion in the training, even if it was short. In a climate of instability and uncertainty, the importance of flexible and short-term educational solutions increases, highlighting the need to adapt educational programs to modern market demands.

The speaker emphasizes that in today's educational environment, finding the optimal balance is key. On the one hand, it is necessary to develop short courses that are convenient for students and allow them to quickly absorb information. On the other hand, it is essential that the course content be sufficiently rich and comprehensive to fully master the profession. This requires a thoughtful approach to curricula and their structure to ensure effective training and preparation of specialists who meet labor market demands.

According to Dmitry Volkov and his team at the Higher School of Economics, there is a growing interest in long-term educational programs consisting of short modules. This approach allows for the creation of an individualized learning track, allowing students to study at their own pace and as needed. This also fosters long-term relationships between students and educational institutions, an important aspect of the modern educational process.

The Audience Has Become Older

Experts emphasize that 2022 will see changes in the age categories of the audience. These changes may impact marketing and promotion strategies, as different age groups have their own preferences and interests. Adapting content and advertising campaigns to new demographic trends will be key to successfully engaging with the target audience. Analyzing these changes will help companies better understand customer needs and effectively address them. Natalia Tsarevskaya-Dyakina emphasized that the term "silver age" is gradually being replaced by a new concept—"new adults." This change is already beginning to impact the corporate market, which is increasingly focusing on experienced professionals, not just young people. Companies recognize the value of the knowledge and skills that more mature workers can offer and are beginning to adapt their recruiting and talent management strategies to attract and retain these professionals. The B2C EdTech segment is also joining this trend. Natalia noted that new projects in career guidance and retraining aimed at professionals over 40 are expected. It is important to take into account the growing interest in learning and skill development among this age group, which opens up new opportunities for educational technologies.

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Dmitry Volkov discussed similar trends in the higher education and continuing professional education (CPE) markets. He highlighted key changes that impact educational programs and qualification requirements. These trends reflect current labor market challenges and needs, making it important for educational institutions to adapt to these new conditions.

There is a noticeable trend toward significantly increasing demand for master's degrees due to the outflow of students from continuing professional education (CPE) programs. While master's degrees previously primarily attracted bachelor's degree graduates, they are now becoming more mature and attractive to students with experience. This shift in educational preferences indicates a growing interest in advanced learning and specialization within master's programs.

The online master's degree market has transformed into something similar to continuing professional education, Volkov noted. Today, these programs focus on the needs of adult learners.

Experts noted that the audience for educational products has become more mature. This is reflected in the growing demand for quality educational materials and support in the learning process. Users strive to immerse themselves more deeply in the learning process, which underscores their interest in receiving a comprehensive education.