International companies think they understand motivation, but they actually face a complex range of considerations that they often fail to grasp—leading to wasted training opportunities. This is the main finding from EF’s latest global research report entitled ‘Decoding motivation: global insight into motivational drivers of corporate training’. It also finds that:

  • There are big differences between countries in their willingness to undertake training - 62% of respondents in Brazil and 60% in China say employees are very willing to undertake training. By contrast, in European countries willingness is much lower: Germany (32%), Spain (34%), Sweden, UK and France (all 38%)
  • The specific factors that motivate change greatly during the lifecycle of a training program and vary hugely between countries, so a one-size fits all approach is not viable
  • 54% of respondents think motivation is the responsibility of the individual rather than the organization. This balance needs to be redressed if companies are to reap better returns from their training programs

This report is based on a survey of over 1,000 senior executives responsible for staff development, and provides insight on ten countries: Brazil, China, France, Germany, Mexico, Russia, Spain, Sweden, UK and the US. Download the full report here for further insights and practical advice on the best techniques to motivate staff in your country.


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