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Emily Hayward
Data & Digital Change Manager at CBRE

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Inside CBRE’s Data Literacy Program

September 2022

Summary

Data literacy is increasingly essential for organizations in today's data-driven world. Emily Hayward, Data and Digital Change Manager at CBRE, highlights the importance of integrating data literacy across all levels of a company, from fresh employees to C-suite executives. Hayward stresses that successful data transformation relies on engaging people and winning their support and understanding. CBRE's ambitious data literacy program aims to train 3,500 UK and Ireland employees in data literacy, making data a competitive asset. The program is structured around ADKA, a change management framework focusing on awareness, desire, knowledge, and ability. This approach ensures that every individual within the organization grasps the value of data and is equipped to utilize it effectively. The program involves a diverse project team, personalized learning routes, and strategic branding. By building a community of learning and making the process enjoyable, CBRE aims to create a sustainable culture of data literacy that supports its business objectives and enhances client services.

Key Takeaways:

Data literacy is essential for maintaining a competitive edge and providing sophisticated insights to clients.
Successful data programs require engaging people and aligning with organizational goals.
The ADKA framework aids in creating awareness, desire, knowledge, and ability to change.
Personalized learning routes and inclusive engagement strategies are essential for wide adoption.
Making learning enjoyable and community building can reinforce learning and improve data literacy culture.

Deep Dives

Importance of Data Literacy

Data literacy is not j ...
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ust a buzzword but an essential part of modern business strategy. As Emily Hayward explains, data literacy allows organizations to provide advanced services and insights, which are increasingly demanded by informed and connected clients. For CBRE, data has shifted from being a tool to a competitive asset. The company's data literacy program aims to utilize this potential by enabling every employee, from technical experts to client-facing staff, to use data effectively. "Our clients are more informed and connected than ever before," says Hayward, emphasizing the urgency for data-driven decision-making. By integrating data literacy across all levels, CBRE ensures that its workforce can anticipate client needs and innovate continuously.

Engaging People in Data Transformation

Emily Hayward’s approach to data transformation is people-oriented. She emphasizes that change is only successful when it wins over support and understanding. This people-first approach is evident in how CBRE's data literacy program is structured. The program's success relies on understanding the unique motivations and needs of each employee. Hayward's strategy involves creating a persona map to adapt learning experiences and communication strategies. This personalized engagement ensures that all employees, regardless of their role, are motivated to participate actively in the data literacy initiative. By focusing on individual needs and providing clear benefits, CBRE fosters an environment where data literacy thrives.

ADKA Framework for Change

The ADKA framework—Awareness, Desire, Knowledge, Ability—is central to CBRE's data literacy program. This industry-standard change management model focuses on the individual learner's progress. "It's about putting the end user, the end learner at the heart of change," says Hayward. The framework guides the program's design, ensuring that employees understand the need for change, are motivated to engage, acquire the necessary knowledge, and develop the ability to apply what they've learned. By focusing on individual outcomes, CBRE ensures that its data literacy program is not only effective but also sustainable, building long-term cultural change within the organization.

Community and Enjoyable Learning

Building a community around data literacy is key to sustaining its momentum. CBRE's initiative includes a Data Visionaries Network, where practitioners share insights and best practices. This community builds a culture of continuous learning and collaboration. Additionally, CBRE employs enjoyable learning techniques to make learning engaging and competitive. Leaderboards and monthly awards motivate employees to participate and excel in their data literacy progress. "We're going to make learning enjoyable and encourage colleagues to get competitive," says Hayward. These strategies not only enhance engagement but also ensure that data literacy becomes an integral part of CBRE's organizational culture.