In today’s fast-paced corporate landscape, the growth and development of support staff— executive assistants, team assistants, receptionists, and other operational team members—is increasingly recognised as a critical investment for sustainable success. Yet, organisations often prioritise development programs for leadership or fee-earning employees while overlooking the potential of their support staff.
However, a well-planned learning and development (L&D) strategy for support staff can drive engagement, improve retention, and foster a values-based culture that strengthens the company's position as an employer of choice. Let’s explore why investing in support staff development is crucial, drawing on recent insights from industry reports like McKinsey’s Elevating Learning and Development, the LinkedIn Workplace Learning Report 2024, as well as our own Employment Market Report 2024.
- Building a Values-Based Culture and Sense of Community
An organisation’s culture can be a defining element of its identity. Increasingly, employees seek to work in values-based environments that prioritise societal welfare and ethical standards. L&D programs can be foundational in fostering such a culture. By offering opportunities for support staff to grow, organisations communicate that they value every employee’s role. This inclusivity builds a sense of community and belonging that resonates particularly with younger generations.
McKinsey's report underscores the importance of values in the workplace, particularly for millennial employees. Millennials value sustainable enterprises that are committed to broader societal welfare. Therefore, investing in their development not only aligns with a values-based culture but also empowers support staff to act as ambassadors of the company’s core values in every interaction they manage. When highly engaged employees are challenged and given the skills to grow and develop, they are more likely to be energised by new opportunities at work and satisfied with their current organisation.
- Enhancing Employer Brand and Reputation
In a competitive job market, an organisation’s reputation as an employer of choice can greatly influence its ability to attract and retain talent. Offering development opportunities to support staff not only enhances their skills but also boosts the organisation’s overall reputation. According to McKinsey, robust L&D programs significantly contribute to an organisation’s branding efforts, positioning it as a progressive employer committed to the growth of its people.
The LinkedIn Workplace Learning Report 2024 confirms that career development is now a top priority for L&D departments, as organisations increasingly recognise the connection between development opportunities and employee retention. Notably, LinkedIn found that helping employees build their careers jumped from the ninth to the fourth position in terms of L&D priority. This shift highlights that companies are more aware than ever of how development programs can build a favourable reputation and draw in high-quality candidates.
- Retention and Engagement: Key Benefits of Investing in L&D
Retention remains a pressing concern across industries, with 90% of organisations citing it as a significant issue (LinkedIn Workplace Learning Report 2024). L&D opportunities are one of the most effective strategies to improve retention rates. The LinkedIn Workplace Learning Report highlights that learners who set career goals are four times more likely to engage with L&D offerings than those who don’t. Career development initiatives allow employees to envision a future within the organisation, encouraging them to stay and grow within their roles rather than seeking external opportunities.
Our own 2024 Employment Market Report reinforces this insight within the context of support staff, revealing that 29% of support staff job seekers cited a lack of growth opportunities as their primary motivation for leaving a role, second only to salary motivations. Despite this, 86% of employers surveyed admitted that they do not have a career progression pathway for administrative staff. This gap represents a missed opportunity: creating clear career paths and development programs for support staff could drastically improve engagement and reduce turnover.
Additionally, feeling connected to an organisation significantly influences retention. According to LinkedIn, seven out of ten employees report that learning opportunities strengthen their connection to their employer. With 80% of respondents also stating that learning adds purpose to their work, it is clear that professional development programs can serve as a potent tool for cultivating both connection and purpose within the workplace.
- Addressing Skill Gaps and Fostering Future-Ready Support Staff
The CIPD’s Learning at Work 2023 Report underscores that closing skill gaps is the number one priority for L&D professionals. As technology and business practices evolve, upskilling support staff is essential to ensure that they can effectively support organisational goals. While budget and headcount in L&D functions have increased, 53% of L&D professionals report a heavier workload, indicating that the demand for skill development is rising rapidly.
Modern technologies enabling collaboration—such as webinars, podcasts, and social learning—are more widely used than ever before, showing that employees are eager to adapt to new ways of learning. Support staff, who are often the backbone of day-to-day operations, stand to benefit greatly from learning opportunities that hone their skills and keep them updated with the latest trends and tools in the industry.
Furthermore, our report on the London employment market revealed many professional services firms, as well as those in finance, have yet to create career progression pathways for support staff. This lack of structured development plans not only limits employees’ potential but also perpetuates the skills gap, making it harder for organisations to adapt to future challenges. By investing in the skill development of support staff, organisations can close these gaps, ensuring that their teams are ready to meet the demands of an evolving business landscape.
- The Link Between Lifelong Learning, Happiness, and Job Satisfaction
There is a growing body of evidence linking continuous learning with happiness and job satisfaction. McKinsey's report suggests that lifelong learning positively impacts overall happiness, as engaged employees are more likely to feel energised by new challenges and satisfied with their roles. When organisations commit to fostering a learning culture, they not only enhance employee happiness but also drive motivation and productivity across the board.
Support staff, in particular, may benefit from ongoing training. Offering regular learning opportunities allows these employees to gain a sense of achievement and growth, making them feel appreciated and motivating them to contribute to the organisation with renewed enthusiasm. In essence, a commitment to lifelong learning transforms workplace roles into avenues for personal and professional fulfilment, leading to a more satisfied and loyal workforce.
- Creating a Culture of Learning and Development: Best Practices
To realise the full potential of an L&D strategy for support staff, organisations should adopt best practices that make learning accessible, relevant, and impactful. Here are a few key recommendations:
- Define Clear Career Pathways:
As our report highlights, many companies lack structured career paths for support staff. Developing these pathways can provide employees with a roadmap for growth within the organisation, making it clear that the company values their development.
- Set Realistic Learning Goals:
LinkedIn’s report indicates that learners with clear goals are four times more engaged. Encouraging support staff to set goals and creating personalised learning plans can enhance their motivation and commitment to development programs.
- Incorporate Flexible Learning Formats:
CIPD’s report shows an increase in technologies like webinars, podcasts, and social learning, which offer flexible, engaging ways to learn. Organisations can leverage these formats to accommodate diverse learning preferences and schedules, ensuring that support staff have access to development opportunities that suit their unique needs.
- Foster a Culture of Feedback and Recognition:
Regular feedback and recognition for newly acquired skills can reinforce the value of L&D initiatives. Celebrating milestones, such as completing a training module or mastering a new skill, boosts morale and encourages continued learning.
- Measure Impact and Adjust Accordingly:
Organisations should actively measure the outcomes of their L&D initiatives to understand their effectiveness. Gathering feedback from support staff can provide insights into what’s working well and what areas might need adjustment, ensuring that development programs remain relevant and impactful.
Conclusion
Investing in the development of support staff is no longer optional; it is a strategic necessity for organisations aiming to build a robust, values-driven culture and achieve long-term success. By prioritising L&D for support staff, companies can foster an engaged, motivated, and future-ready workforce, while strengthening their reputation as employers of choice. In a competitive talent market, organisations that actively support the growth and development of all employees are more likely to retain top talent, close critical skill gaps, and build a workplace where every team member feels valued and inspired to contribute to collective goals.
