About ONAs

An organisational needs analysis (ONA) is an essential element of your employer engagement strategy.

You can’t do business without one . . . but what goes into it?

I’ve seen ONAs that are long, and I mean long. I suspect you have, too.

I’ve seen ONAs that have ensured that employers never get in touch with a training provider again. Yes, they won’t even speak to the provider on the telephone.

I’ve worked with lots of employers who see ONAs as bureaucratic form-filling activities.

You need to make sure your ONA is different. You need to make sure your ONA adds value to the employer.

Remember that the primary purpose of an ONA is to support the employer, not to give you lots of information to put into your database.

Therefore, you need to think about the answer to a simple question.

What do we need to know about an employer to enable us to tailor a support package which right for the people in his or her organisation?

That’s it. Simple.

In reality, providers get carried away and try to find out a great deal more. They take up lots of an employer’s time. At the end of the process the employer feels that he or she has lost an afternoon or a morning and gained nothing.

To avoid falling into that trap decide that whatever information you are collecting, it must only take you an hour at most to collect it.

Think also about ways in which you can make that meeting or discussion something that the employer will think is valuable. What useful information can you make sure you impart? What does the employer want to know more about? – No, this doesn’t refer to your offer. What is the employer struggling with, right now – and how can you help – without selling your offer?

Of course, you need to ensure you capture the usual information about names, addresses, contact details, web addresses and so on. There are other things, too, that you really need to know about.

These include:

how the organisation heard about you, the provider – because this will help to shape the discussion

the employer’s key challenges – because you don’t know how you can help until you know what is keeping the employer awake at night

how the employer is addressing those key challenges at the moment - because that will give you a hint as to where the gaps in the strategy are at the moment

what the employer aspires to achieve in the next year – because everything you eventually offer must support the employer’s own plans

how the employer currently develops his or her staff – because that will help you to be clear about what has already been done and what sort of development the organisation favours.

There are quite a few more things, but all of the information is gathered as part of a discussion. It doesn’t result from working through a checklist.

You can add value in an ONA discussion by actually giving the employer the chance to talk about these things. You can add value by asking questions that will help the employer to clarify and advance the thinking that has gone into current achievements.

Therefore, you need to spend some time working on your ONA. It can be a great selling aide and a reputation-building activity – if you plan it correctly.