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_People are social beings and want interaction, and social learning is the primary form of learning, just as word of mouth advertising is the highest form of advertising._ - [Stephen M.R. Covey](https://www.thegrowthfaculty.com/blog/stephencoveyleadingspeedoftrust?recacheSoql=true)

Attracting and retaining workers is a key challenge for business leaders. So it's worth looking at Albert Bandura's social learning theory. It's known to improve retention, the trust of your team, and your organisational culture.

Recent research shows that when workplaces provide:

*   **positive leadership**
*   **a sense of purpose**
*   **opportunities for meaningful connections** **with colleagues**

then their employees intent to stay improves by **52%** , while their willingness to recommend their employer to others increases by **65%**. (1)

In this blog, we'll introduce you to social learning theory and show how it has an influential impact on how employees behave in the workplace.

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Social learning theory arose from observing that humans **learn new patterns of behaviour** through **direct experience** or **by observing** the behaviour of others.

For example, someone who's never held a baseball bat would have a good idea how to swing it by watching others.

The idea that employees can learn appropriate workplace social behaviors by observing other workers is an eye-opening one. Leaders who model positive behaviour and create opportuntities for their teams to engage in purposeful and meaningful activities _together_, can shape a dynamic and healthy workplace culture.

What is social learning

The dictionary definition of social learning theory is _learning behaviour that is controlled by **environmental influences** rather than by innate or internal forces._ (Brittanica). It marries up **behavioral learning theory** (learning comes from responding to the stimuli in our environment) and **cognitive learning theory** (determined by psychological factors).

At its heart are the natural human behaviours of **watching and imitating** others, and **co-learning** moments experienced along the way. (2)

Psychologist Albert Bandura in the 1960s proposed four mediational processes (thought processes) when we watch the behaviour of another person:

*   **attention** (noticing the behaviour)
*   **retention** (recalling the behaviour)
*   **reproduction** (trying out the behaviour)
*   **motivation** (deciding if the reward for performing the behaviour outweighs the costs)

Leaders who understand social and emotional learning can use this theory to **spread desirable behaviours** (and quash undesirable ones) throughout the organisation.

Definition of social learning

According to social learning theory, humans learn by observing the behaviour of others. 

For this observation to be effective, however, one must be **paying attention** to the "model" (for example, a live person, a fictional person, a verbal instructional model). Interestingly, Bandura observed that a presenter on a screen (as most are in 2024) was **more powerful in commanding attention** than other forms of 'verbal characterisation'.

Conversely, anything that **distracts the attention** will have a negative effect on observational learning.

For instance, if the speaker is **uninteresting** or there is **nothing novel** about the situation, it is less likely that an observer will dedicate their **full attention to learning**.

If the speaker is **interesting** or there is **something new** about the situation, it is more likely that an observer will pay close attention and absorb the information being presented.

Therefore, **attention plays a critical role** in social learning theory and observational learning.

This is proven out by a Bandura experiment which involved children watching an adult behave violently towards a bobo doll (one that tips and then rights itself). For all the wrong reasons this certainly got their attention, and afterwards the children imitated the aggression of the adult.

On a more positive note, team learning facilitated by an **entertaining or highly engaging** world-class speaker will be more effective and better value than learning from mediocre speakers and consultants.

Learning by Paying Attention

Retention, or the ability to store information and retrieve it later, is another important aspect of social learning theory. This process is essential in order for observational learning to take place. Retention can be affected by a number of factors, such as the **type of information** being learned, the learner's **motivation** , and the **level of rehearsal or practice**.

However, the ability to recall information later and **use it in a new situation** is key to social learning. Without retention, we would simply **forget what we have observed** and be **unable to apply it** to other situations.

You can see from the **Ebbinghaus Forgetting Curve** \(below\) that without reinforcing what you have learned, 90% of information is lost within the first 7 days. As the biggest drop happens **just hours** **after** you learn new information, its always a good idea to go back to the training material within the next few days.

From 20-100% of information is retained when demonstrated, discussed or practised with others, or worked through with a coach.

Retaining the Information

_The Forgetting Curve. Image: Growth Engineering blog 'What is the Forgetting Curve?'_

In order for social learning to take place, three things must occur: **observation** (of a model), **retention** (of the information that was observed), and **reproduction** (of the behavior that was observed).

Reproducing the behavior, especially practising it over and over, helps you cement the learning and better perform the behaviour. For example, after Growth Faculty masterclasses we encourage teams to use **Conversation Starter** questions in a team discussion. This is social learning in action, and helps **retention and reproduction**.

As we know, social learning theory indicates people can learn from both live models (the people presenting the information) and symbolic models (such as through books, video/television, and podcasts). Not having a live model to watch and imitate is **no barrier** to learning new behaviors.

Reproducing the Behaviour

_"You can lead a horse to water but you can't make it drink."_ This famous saying sums up the importance of **having the will** to emulate a behaviour. We know that the more we imitate a behavior, the better our chances of success. The key is **motivation.** You need both **reinforcement** and **punishment** for observational learning to be most effective.

An employee getting **rewarded for a behaviour** will motivate us to do something similar. An example might be someone speaking up in a meeting and being congratulated by the manager. By contrast, an employee **getting punished** will demotivate us. An example might be the same employee speaking up in a meeting and being told "That's never going to work!" or "Not now!'

In this way, we are learning the organisational culture through observing the **consequences of the actions** of those around us rather than from our own experience.

Motivation to Emulate a Behaviour

*   **Positive behaviour** is multiplied. Colleagues will mirror the traits of others who are rewarded for positive behaviours. Rewarding learners will create more learners
*   **Building connections for remote workers**. With more and more people working from home or other remote locations, social learning gives them a sense of belonging, and keeps them communicating, engaged, and maintaining connections at work
*   **Deepens the understanding** of desired behaviours. Show, don't tell is a powerful learning tool
*   **Knowledge management**. Research shows most companies credit knowledge sharing for improving productivity by up to 40% (3)
*   **Positive habits** can form. Imitating others with good habits will help to ingrain the learned habit
*   **Learning** from good role models. People want to identify with others and their achievements. Within their own limits, they will see if such behaviours work for them

Benefits of Social Learning in the workplace

[Research](https://hbr.org/2017/01/make-learning-a-lifelong-habit) published in HBR links lifelong learning to happiness. Social learning amplifies this, and improves:

*   **Retention** - 90% of organisations are concerned about employee retention and "Providing Learning Opportunities" is the #1 retention strategy (LinkedIn 2024 Workplace Learning [Report](https://learning.linkedin.com/resources/workplace-learning-report#state))
    *   **Performance** - [Study](https://www.researchgate.net/publication/332537797_The_Importance_of_Training_and_Development_in_Employee_Performance_and_Evaluation) shows training and development is a significant motivator for employees
    *   **Engagement** - [Research](https://www.researchgate.net/publication/314511076_Enhancing_employee_engagement_through_training_and_development) shows significant effect on job satisfaction, organisational commitment, advocacy, pride, intention to stay, and overall employee engagement score

Employee engagement and social learning

As we touched on earlier, social learning theory was first proposed in the 1960s by Canadian psychologist Albert Bandura, who showed that behaviour is learned, at least in rough form, before it is performed. People choosing whether or not to perform the behaviour will be strongly influenced by the consequences of such actions.

We've learned his key pillars of **observation, attention, retention, reproduction/modelling** (acting out or describing something) and **motivation**.

A key to his theory is that learning is reinforced when the behaviour is rewarded or punished. By observing others, Bandura says, one forms an idea of how new behaviours are performed, and on later occasions, this coded information serves as a guide for action.(4)

For leaders, social learning is a powerful way to multiply desired leadership qualities, behaviours, values, and skills. It takes awareness _at all times_ of your responses to the actions of others.

History of Social Learning Theory

Just a caveat on this Social Learning Theory that people will learn through observation.

You should know that observing a behaviour doesn't _necessarily_ change the behaviour of the person doing the observing. It depends on the social context, whether the observed behaviour is **positively or negatively reinforced,** and how good at **self-regulation** they are.

Social learning requires reinforcement

Bandura's research shows learning progresses when certain factors are in place:

*   **Learning** can happen when people not only observe a behaviour but observe any consequences (were they rewarded or punished?)
*   **Modelling** the behaviour (acting out or describing something) can lead to knowledge, however it doesn't _always_ change behaviour in others
*   **Reinforcement** plays a role in learning. Pride, satisfaction, and a sense of accomplishment are ways to reinforce learning
*   **Sharing and collaboration** between peers is an important part of the process; people should play a mutual influence on one another (reciprocal determinism) (6)

Sharing and rewarding

Many leaders learn from personal experience, aka **the school of hard knocks.** But social learning experts argue learning alone is the school of _too hard_ knocks.

> _"Learning would be exceedingly laborious, not to mention hazardous, if people had to rely solely on the effects of their own actions to inform them what to do. -_ Albert Bandura, Social Learning Theory

A more enjoyable and easier path is via [peer learning](https://www.thegrowthfaculty.com/blog/8benefitsofpeerlearning) or social learning - exchanging knowledge with others through collaboration, observation, and interactions.

A successful organisation reflects a group a skilled, innovative, intelligent people. To achieve this, it must have a **learning culture** that is **engaging** and **effective**. Here, employees are always encouraged to learn and grow while they're challenged to further develop their knowledge and skills.

How Leaders Apply Social Learning Theory to Organisations

Learning is both explicit (intentional) and implicit (without conscious awareness). To ensure your workplace culture is healthy, find ways to encourage both implicit and explicit learning.

Try these actions:

*   Bring parties together to deliberate over problems
*   Attend masterclasses and webinars together
*   Do lunch and learns
*   Undertake shared tasks or learn new skills together

**Embrace differences of opinion, and encourage feedback**

Peers adjust their behaviour based on whether their colleagues are rewarded or punished for their contributions. Always be aware of how you respond to the actions and behaviours of others.

*   Reward employees who promote learning
    *   Instill positive reinforcement for the values you want to encourage, and negative reinforcement for those you don't want
    *   Model behaviours you wish to see in your organisation

For example, let your team know when you are unavailable due to **professional development** or learning commitments, not just meetings.

Incorporate learning into your workplace culture

A lot of learning can happen informally. A mentorship program can be informal learning, depending on the way it's structured.

*   Implements an easy way for employees to learn from one another
*   Gives leaders the opportunity to model behaviour for others to learn and imitate

It's as simple as organising coffee catch up between colleagues. Learning about each other in a social setting is as important as learning about team goals and values.

Include a mentorship program

With remote and hybrid workers, it's vital to pay attention to learning outcomes in the digital space. Social learning doesn't have to be face-to-face.

*   Leaders should seek out virtual education conferences, think tanks, masterclasses, and lectures that include opportunities for chats, post-event discussion, Q&A, and interactivity. 

For teams who can come together socially, take time away from work to get to know each other.

Encourage communication and connection

Both leaders and their teams benefit from exchanging knowledge when learning. This is one of the many reasons leaders should hire [_**impact players**_](https://www.thegrowthfaculty.com/blog/LizWisemanImpactPlayers) , or as [_**Jim Collins says in a popular quote**_](https://www.thegrowthfaculty.com/blog/bestleadershipquotesJimCollins) , get the "right people on the bus."

Then, have them join you as learning partners on a social learning journey.

1.  **Observation -** Search out thought leaders, peers, and mentors to learn from
2.  **Attention-** Remove distractions. Set aside time for your learning sessions
3.  **Retention -** Take notes. Participate in the chat or in post-event discussion
4.  **Reproduction -** Implement (reproduce) something you learned. Try acting it out!
5.  **Motivation -** Ask for feedback. Be vulnerable. Share your experience with others

Actions to take today to develop through social learning:

Leaders wanting to [_build high performing teams_](https://www.thegrowthfaculty.com/event.php?eventId=a1J4G00000BP4OWUA1&promoCode=Blog&utm_source=TGF) should consider shared learning experiences as the way to spread the right values through their organisation, engage and retain quality staff, earn their trust, and increase team skills.

[_Growth Faculty membership_](https://join.thegrowthfaculty.com/#plans) creates around **40 opportunities a year** for teams to participate in **live and interactive social learning** experiences. Each virtual event connects established and aspiring business leaders to the world's brightest minds. Each week, Growth Faculty's member community reaps the benefits of bringing social learning into the workplace.

How a Growth Faculty membership benefits social learning

In a world where we are all becoming more connected, it's important to be able to learn from one another. Social learning offers this opportunity for collaboration by allowing interactions between people in different departments or teams, or sharing experiences within teams.

Leaders taking the hard-knocks path risk becoming [accidental diminishers](https://www.thegrowthfaculty.com/blog/multipliersanddiminishers) who lose respect, staff, their confidence, or the companys profits. Social learning with a Growth Faculty Leadership Pass is the most effective way leaders can improve their [leadership qualities](https://www.thegrowthfaculty.com/blog/10leadershipqualities2022) and the skills of their teams.

References:

1\. 2021 Global Employee Engagement Benchmark study

2\. Georgina Cundill, Sheona Shackleton, Lawrence Sisitka, Monde Ntshudu, Heila Lotz-Sisitka, Injairu Kulundu, Nick Hamer (2014) _Social Learning for Adaptation Handbook_

3\. F.Ahmad and M.Karim, 2019 _, Impacts of Knowledge Sharing; A review for directions for future research, Journal of Workplace Learning._

4..K. Cherry, (2021) _How Social Learning Theory Works,_ Very Well Mind website.

5\. . C. Schubert (2014) _All Lights on Real-Life Social Learning Case Studies_ , CGIAR

6\. K.Cherry (2021) _How Social Learning Theory Works_ , Very Well Mind

7\. Georgina Cundill, Heila Lotz-Sisitka, Mutizwa Mukute, Million Belay, Sheona Shackleton & Injairu Kulundu (2014) _A reflection on the use of case studies as a methodology for social learning research in sub Saharan Africa, NJAS: Wageningen Journal of Life Sciences,_ 69:1, 39-47, DOI: 10.1016/j.njas.2013.04.001

8\. Bandura, A., & Walters, R.H. (1963). _Social learning and personality development_ from article by Dariya Lopukhina (2019) _Social Learning as a Way to Foster Productivity in the Workplace_ , Business2Community

_If you'd like to increase your professional and personal development why not consider becoming a_ [_Growth Faculty member_](https://join.thegrowthfaculty.com/#plans)_? Unlimited access to live virtual masterclasses and Global Headliner virtual events - PLUS year-round leadership content at On Demand with videos, podcasts and book summaries. Join a community of knowledge seekers who are inspired by the best._ [_**See what's included.**_](https://join.thegrowthfaculty.com/#plans)

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Social Learning Theory: What is it, Why Your Organisation Should Adopt It

How social learning helps develop meaningful relationships

Keep informed
Stay Inspired

Social Learning Theory: What is it, Why Your Organisation Should Adopt It

How social learning helps develop meaningful relationships

Keep informedStay Inspired

Keep informed
Stay Inspired