A passion for storytelling and a background in social media and digital marketing led Gemma Critchley to BP's Learning Innovation Through Technology team. Gemma heads up The Hub, BP's informal learning platform for sharing stories through video. 

The Hub is packed with over 2,000 videos of BP colleagues sharing peer-to-peer advice. These sit alongside externally curated content from sites like Ted.com and YouTube. All videos provide performance support at the point of need, championing on-the-job learning. Content on the site is pulled by learners, not pushed by the business, and users are not tracked through a learning management system. Instead, Gemma uses Google Analytics and takes cues from modern marketing to understand her audience. User experience is a big focus for the team and lots of time is spent understanding the context of the audience and the tasks they have to complete. This helps The Hub team to deliver content to learners in a relevant, timely and useful manner. 

Stories on The Hub cover everything from senior leaders sharing stories of challenges they've overcome to technical specialists talking about how they dealt with a particularly tricky issue in a safe way. Authentic stories about useful lessons learnt and real people sharing these stories are what make The Hub compelling. 

The results speak for themselves: The Hub has had over 500,000 page views since launch in 2012 and now averages around 5,000 visits per month. Because The Hub is accessible from any device - mobile, tablet or laptop - and via any connection, even 3G, it is used globally across BP's locations.

The Hub's success lies in its balance between design and utility, coupled with a strong community built on sharing and storytelling.

 

Links

Twitter