L&D-befektetés & események
A kerekítési hiba: avagy miért verseng egymással a képzési és a rendezvénybüdzsé?
Szerző: Kalmár Péter, [eureka] társalapító és CEO
Key takeaway: A képzés-fejlesztés csak addig tűnik kerekítési hibának, amíg külön költségsorként tekintünk rá. A nagyobb lehetőség abban rejlik, hogy összekapcsoljuk azokkal a beruházásokkal, amelyeket a szervezetek már most is konferenciákra, offsite-okra és csapatprogramokra fordítanak; így az együtt töltött idő mérhető munkahelyi változást is eredményezhet. |
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„Kerekítési hiba.”
Mondta ezt egy nagyon jó szakmai ismerősöm, akit magát és a munkahelyét sem fogom megnevezni, de kellően közel ül a tűzhöz (mondhatjuk, hogy benne ég a tűzben…) ahhoz, hogy közelről lássa, milyen költségvetésért küzdenek a nagyvállalati képzési osztályok. A munkaerő megtartására, elkötelezésére szánt kiadások között ekkora nagyságrendért kell versenyezniük a képzés-fejlesztési projekteknek és rendszereknek: egy kerekítési hibáért.
A mondat először túlzásnak tűnt. A friss adatok alapján már kevésbé.
Az ATD 2026-os iparági jelentése szerint 2025-ben az egy munkavállalóra jutó formális tanulási idő 13,7-ről 16,7 órára nőtt. Közben az egy főre jutó közvetlen képzési kiadás 1254 dollárról 846 dollárra esett.
Nagyjából ötödével több képzési óra, harmadával kevesebb pénzből.
De hát ez egy sikertörténet! Hiszen hatékonyabban használjuk a forrásokat, a technológia olcsóbbá teszi a hozzáférést, és több munkavállaló jut képzéshez! Nincs itt semmi látnivaló.
Ez tényleg igaz, de csak akkor, ha az egészet a nyers számok, a pénztárca oldaláról vizsgáljuk meg. (Sőt, még azt is meg fogom mutatni, hogy a kiadások hol torzítanak).
A valódi kérdés azonban az, hogy a fejlesztés van-e annyira eredményes, mint korábban? Mert ha nem, akkor nem lettünk hatékonyabbak, csak olcsóbban vettünk többet.
Nem a jelenléti tanulás tűnik el
Azt gondolnánk, hogy a képzések hatékonysága drasztikusan nő a technológia fejlődésével. Első látásra ezt én is majdnem benyeltem. 2026-ban a londoni Learning Technologies-en, a világ legnagyobb képzési-technológiai expóján végigjárva szinte minden standon megjelent valamilyen formában az AI. Gondoltam, megvan a válasz: a vállalati képzések jövője elsősorban technológiai kérdés, az egyéni tanulási utak, az e-learning, az AI coachok, a személyre szabott képzési tartalmak mindent elsöpörnek, ami eddig jelenléti formában zajlott.
A keresleti adatok azonban ennél árnyaltabb képet mutatnak. A Cegos 2026-os nemzetközi kutatásában a képzések 55%-a továbbra is jelenléti formában zajlik. A HR-vezetők 64%-a a munka közbeni tanulást, 50%-a pedig a közös problémamegoldásra épülő fejlesztési formákat részesíti előnyben. A csoportos tanulás tehát nem tűnik el.
Ugyanebben a Cegos-kutatásban először lett a képzések legfontosabb mérési szempontja az operatív teljesítményre gyakorolt hatás. Ezt a HR-es válaszadók 55%-a jelölte meg, megelőzve a tanulási eredményt és a résztvevői elégedettséget.
Ez az igazán fontos fordulat, amire a képzést vásárló vállalatok és maguk a képzők is vártak.
A képzés-fejlesztésnek már nem elég azt bizonyítania, hogy lezajlott a tréning és hogy tetszett a résztvevőknek. Azt kellene megmutatnia, hogy három hónappal később valamit ténylegesen másképp csinálnak-e az emberek. |
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Ennek pedig már a szervezeti pozíciókban is látszik a nyoma. Az ATD idei, 340 szervezetet vizsgáló kutatásában a képzés-fejlesztési funkciók mindössze 55%-a képviseltette magát a felsővezetésben, szemben az előző évi 75%-kal. Vagyis ha az L&D nem tud stabil üzleti hatást felmutatni, akkor annál az asztalnál sem lesz helye, ahol a büdzséről döntenek.
Szép új világ, a képzés-fejlesztés végre felelősséget vállal a saját szakmai munkájáért! It sincs semmi látnivaló.
Csakhogy láthatatlanul bekúszott egy versengő szolgáltatás, és felszedte az akadálypályát. Igaz, csak a saját sávjában, önmaga elől: ugyanazokra az emberekre és ugyanarra az együtt töltött időre egy másik költséghelyről jóval nagyobb összegek jutnak.
Egy terem, két költséghely
Nézzünk meg gyorsan egy másik kérdést.
Mennyit költ egy szervezet arra, hogy ugyanazokat az embereket egy terembe ültesse? Mármint nem feltétlenül képzési célból, gondolhatunk itt másra is: konferenciára, csapatépítésre, offsite-ra.
A Training Magazine 2025-ös amerikai iparági jelentése szerint a vállalatok átlagosan 874 dollárt költöttek egy tanulóra az év során. Ebben a büdzsében a képzési programok, tananyagok, technológiai megoldások és oktatási szolgáltatások költségei egyaránt jelen vannak.
A GoGather saját, általa kezelt amerikai konferenciákból összeállított 2025-ös benchmarkjában egy átlagosan háromnapos esemény 2731 dollárba került résztvevőnként.
Egyetlen háromnapos konferencia körülbelül háromszor annyiba kerül, mint egy teljes év képzése. Résztvevőnként. De miért is érdekes ez? Miért keverem a szezont a fazonnal, a képzéseket a rendezvényekkel?
Mert a gyakorlatban a képzési és rendezvénybüdzsék részben ugyanazokat a költségeket fedezik: a helyszínt, az utazást, a szállást, a facilitációt és a szakmai tartalmat.
A Training Magazine 2025-ös amerikai iparági jelentése szerint a 102,8 milliárd dolláros teljes képzési kiadásból 22,1 milliárd dollárt, vagyis a költés több mint ötödét az utazás, a helyszínek, az eszközök és más kapcsolódó kiadások tették ki. A képzési büdzsé tehát jelentős részben olyan tételeket is tartalmaz, amelyek egy rendezvény költségvetésében is ugyanígy megjelennek.
És ez fordítva is igaz. Egy vezetői offsite vagy belső konferencia költségvetésében ugyanúgy megjelenhet szakmai tartalom, előadó, workshop vagy facilitáció, csak ezeket már nem feltétlenül képzésként tartják nyilván.
Nem két tisztán elkülönülő termékről beszélünk tehát. Ugyanaz a helyszín, szállás, utazás vagy facilitált program az egyik szervezetben képzési költségként, a másikban rendezvénykiadásként jelenhet meg. Sokszor pedig ugyanazon a szervezeten belül is attól függ a besorolása, hogy melyik osztály rendelte meg és melyik költséghely fizette ki.
A vállalatok gyakran két külön költségsoron próbálják értelmezni ugyanazt a tevékenységet: az emberek “összehozását” és fejlesztését.
Versengés helyett együttműködés
Érdemes tehát egymás mellé tenni a két számot.
Az egyik: mennyit költött tavaly a szervezet képzésre és fejlesztésre?
A másik: mennyit költött arra, hogy a munkatársakat belső rendezvényeken, offsite-okon, csapatépítéseken összehozza, az utazást, szállást és helyszínt is beleértve?
Ha a második szám jóval nagyobb, abból nem az következik, hogy túl sokat költünk rendezvényekre. Nem azt akarom mondani, hogy vesszünk össze a költségsorokon, és vegyünk el pénzt a rendezvényektől és adjuk a képzésnek.
Érdemes inkább úgy tekinteni rá, hogy a szervezet egyik legnagyobb fejlesztési lehetősége talán már finanszírozva van, csak nem képzésként tekintünk rá. |
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A helyszínt, az utazást és az emberek idejét már kifizettük. A kérdés az, hogy terveztünk-e hozzá megfigyelhető munkahelyi változást is. Ez jelentheti például azt, hogy három hónappal később a résztvevők másképp adnak visszajelzést, egy új döntéshozatali rutint követnek, vagy másképp működnek együtt, mint korábban.
Ügyfeleinknél egyre gyakrabban látjuk, hogy a két területet már közös célokkal és KPI-okkal tervezik. Egy ilyen közös KPI lehet például azoknak a résztvevő vezetőknek az aránya, akik három hónappal később már rendszeresen alkalmaznak egy, az eseményen bevezetett új visszajelzési vagy döntéshozatali rutint. Nem elvesznek a rendezvénybüdzséből, hanem a fejlesztési szempontok segítségével többet hoznak ki belőle.
A képzés-fejlesztés csak addig kerekítési hiba, amíg külön költségsorként nézünk rá. Ha a szervezet teljes együtt töltött idejének értékét növeli, már nem a rendezvénybüdzsével verseng, hanem egymás megtérülését segítik.
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