The Dutch company GoodHabitz has landed in Spain with a clear objective: to democratize corporate online training in the country, a practice that the Covid-19 pandemic has strongly promoted due to restrictions on mobility and teleworking. For this, the multinational (it is already present in 10 European countries) offers companies a platform with a wide catalog of transversal content under a subscription model such as Netflix or Spotify.
“This model is fully scalable and allows us to offer our catalog at a marginal cost compared to what companies are used to paying in the sector of the e-learning, where until recently there was a lot of course as they could each cost about 10,000 euros. In our case, the cost is between two and seven euros per hour, while in the traditional sector it is 20 or 30 euros per hour ”, explains Roel Koppens, general director of GoodHabitz in Spain.
In total, this company currently offers some 90 courses, 1,000 units and more than 7,000 learning activities in seven languages. And all based on his own online pedagogical method based on Kolb’s learning styles, Ruijters’ learning preferences and Bloom’s taxonomy.
“We have sought that each student learn exactly how they want and, above all, we are committed to producing training courses with the same components that a series or other more leisure content may have. This is key if we want to encourage our employees to train and promote the culture of digital learning. The sector of e-learning It has suffered in the last 10 years due to the rejection generated by some less advanced formats and the rejection generated by the obligation to make them, but with our method we see that even many workers are willing to train in their free time, because it is very entertaining ”.
GoodHabitz had a global turnover of 35 million in 2019 and this year it expects to grow 50%. “The corporate training sector in Spain moves about 1,000 million euros, but we are experiencing a cannibalization of face-to-face training by online, which has been accelerated very significantly this year by Covid-19, ”says Koppens.
The manager points out that the sector had already been growing at rates of 10-20%, but with the pandemic “where before an online course was consumed, it was consumed between 7 and 9, and, although the severe confinement already ended long ago, the pulse of corporate online training will be maintained in corporate budgets for 2021. Companies have cut face-to-face training, which goes from representing between 60-70% to 10-20% ”.
GoodHabitz is today training more than three million professionals in Europe, where it offers its services to more than 1,500 companies. In Spain, the fourth most important market for the company, it is training more than 400,000 in more than 100 clients. Among them, Prosegur, Sanitas, Orange, NH Hotels, Meliá Hotels, Acciona, Red Eléctrica, Cepsa, Aena, Grupo Fuertes or Altran. In Spain, some 650,000 courses have been completed in the last 12 months and more than four million globally. GoodHabitz courses are focused on calls soft skills (productivity, leadership, communication, office automation, digital skills, positive psychology, languages …) and are localized to the language, culture and regulations of each country.
Koppens says that with the pandemic they have had to reinforce their technological infrastructure to respond to all the demand and also include some new content. “The courses most in demand in the current crisis situation are those related to positive psychology, expectations management, virtual leadership, change management, Office 365, teleworking, courses related to employability, Covid regulations, business development issues and English. ”.
The general director of GoodHabitz, a company that already has 180 employees (11 in Spain), believes that the pandemic is serving to reaffirm and value remote training. “In most companies, the 80-20 rule was widely used. That is to say, 80% of the usual corporate training budget was dedicated to 20% of its workers, generally managers. But, with our subscription model, they can reach triple the number of workers at a third of the costs. And this is key to having sustainable employability, especially in a time of crisis like the current one ”.
Koppens recalls that they have done a solidarity campaign with Adecco for people who are in ERTE or unemployed and we have trained approximately 50,000 people for a month and a half. “There we could see how there are groups of workers who want to update themselves; they are aware that with the current crisis they must catch up ”.
The manager trusts that the economic impact of the pandemic on companies will not lead them to cut back on investment in training their employees. “Many companies have already learned that in times of crisis is when they have to bet the most on talent, so that good people do not leave, which in the end is what makes the company grow again ”. But if this expense is finally reduced by 15%, according to some estimates, Koppens is convinced that this cut will have a special impact on face-to-face training.