Inside CBRE’s Data Literacy Program

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.