Corporate university: do you know this concept?

Employee training is an issue that is underestimated by companies in Brazil. A survey conducted in 2016 showed that Brazilian companies still have a low investment in team training – only 22 hours per year per employee, 10 less than what is invested in American companies.

However, some managers have already paid attention to the relevance of training , especially those that meet specific demands in the business. This is the case of Corporate Universities , educational institutions fostered and developed by the organization itself and focused on its specific objectives.

This type of training resource is booming in the country. Predominantly in the industry and in public administration companies. However, modern companies that want to achieve concrete results are also adhering to this trend.

In today’s post, we will talk a little more about the concept of Corporate University and why your company should adopt this solution. Continue reading and learn more:


What is corporate university?

The Corporate University is an educational institution that is associated with private organizations or even the public sector. It offers training courses for employees of a company, according to the needs of the business and the teams.

Also called the Business University or UC, it constitutes an aspect of what we call Corporate Pedagogy – a major trend in Human Resources management .

The Corporate University offers personalized training, developed and applied according to corporate policy and business strategy. Always aiming to achieve the objectives and results.

It is worth mentioning that it is not the preparation to perform a certain function or occupy a specific position. Rather, broad training that brings growth and perennial benefits for both the company and the employee – which will take this learning into their professional life.

Most companies that have a budget for training employees invest in formal training. However, it is not always a guarantee of good results and effectiveness.

Beyond the formal training of labor qualification, the Corporate University allows the creation of fully personalized courses. This represents a real revolution in the field of business training.

Large Brazilian companies, such as Banco do Brasil , Caixa Econômica Federal and Petrobras , have already joined the Corporate University as a training resource.

The Petrobras University is an example of how Corporate Education is a powerful feature in building successful teams. The human resources sector of the company developed, through it, an efficient strategy of in-depth and targeted training for employees. And the result was: an increase in the qualification level of the labor force.


Corporate vs. traditional: what are the differences?

The concept of Corporate University can be more easily understood when compared to that of traditional universities. It is common to be confused with initiatives such as agreements with colleges or conventional educational institutions, but their conceptions are quite different.

Traditional universities are those focused either on the academic universe or with a focus on broad market demands. The courses are not very targeted, as they need to cover large areas of knowledge in a very limited time. Because of this, most of the curriculum is composed of superficial subjects. This means that the student does not have in-depth learning and general training.

The corporate university, in turn, consists of courses with personalized and targeted content. This is because all its structuring will be done taking into account the specifics and needs of the company . From methodologies and teaching materials to the grid of disciplines and faculty. Everything is designed with a focus on meeting certain demands.

The Corporate University is a very efficient tool, but it can also have disadvantages. In general, the problems in these cases are related to poor management, the company’s lack of preparation for its implementation or the use of obsolete tools and resources.

At this point, traditional universities in general have more experience and greater preparation. In addition, Corporate Universities are not able to offer diplomas recognized by the Ministry of Education .

Therefore, it is worth mentioning that one type of university does not cancel the other. After all, the traditional undergraduate diploma is still a prerequisite for most companies and positions today. A higher education title combined with certifications and targeted courses can be a differential in the career of employees. This makes them complementary.


What are the advantages for the company?

As you can see, the Corporate University is a smart and innovative resource for companies that want to prepare high performance teams . But the benefits of adopting this strategy do not end there. See other advantages below:


Resource savings

The Corporate University is synonymous with resource savings. It is a more agile, efficient and focused type of training. This avoids the need for investment in training and external courses, in which much of what is learned will often not be adequate to the company’s demand.

Personalization guarantees greater use, since the course will be shaped according to specific needs. This also brings gains in agility, since it is possible to dry the curriculum matrix or optimize it, making greater use of the course load.


Attracting and retaining talent

The current market is increasingly thirsty for good professionals. These, in turn, are more selective and look for companies that offer more than a good salary.

The professional of the days of constant learning and intellectual growth. That is, you want to work in a company that offers the opportunity to study and deepen in your area of ​​expertise.

Given this, the Corporate University works as an important benefit, with the consequence of greater chances of attracting and retaining talent .

We recommend that you download this free eBook . In it you will discover fundamental strategies for retaining talent . Answer the form and receive:

Quality gains

The investment in the professional development of employees has a direct impact on the quality of their performance in the company. Consequently, this helps to build more productive and efficient teams that deliver high-level work.

The result of this is the higher quality of services provided and products developed by the company, which generates customer satisfaction and greater profitability.


Highlight in the market

Having a personalized educational institution within the company also contributes to improving the business image. This is because, offering high quality courses, the organization positions itself as an expert in its field.

And that can go far beyond the team itself. The UniBB , for example, offers online courses open to the community. Another example is Hubspot, which has become an international reference in the area of ​​Inbound Marketing. Nowadays, Hubspot Academy course certifications are a prerequisite for several companies in the segment.


How to implement this concept?

The idealization and implementation of the Corporate University is something that will require a large investment in infrastructure and professionals. The HR team is responsible for structuring the project and ensuring its progress.

Below, we list some necessary steps to create a Corporate University in the company:

  1. First of all, it is necessary to map what are the demands of the company and employees to understand how they can be met. In that case, long-term goals must also be taken into account.
  2. Then, it will be necessary to prepare the project. For this, it is necessary to consider some key points:
    • the courses that will be offered;
    • the faculty;
    • the way the classes will be taught (in person or by distance education);
    • methods of proof of results, etc.
  3. The next step is to prepare the cost planning. It is important to measure what the return on investment will be and carefully analyze whether the company is able to afford it.
  4. With proven economic viability, it’s time to get your hands dirty. At this point, it is recommended to hire specialists in Business Education that will help in the development of a more consistent educational project.
  5. Finally, it will be necessary to outline the dissemination strategy, so that employees understand the relevance of this initiative. It is possible to adopt measures to prevent absenteeismand increase adherence by encouraging participation not only as a student, but sharing their knowledge as teachers.


What to do after implementing it?

After implementing the strategy, HR will need to develop metrics to demonstrate the results of the initiative. It can be difficult to measure these impacts, since most improvements are qualitative rather than quantitative.

In addition to the performance in the training itself, it is possible to include the students’ satisfaction and engagement index in the reports. One can also look for associations between metrics focused on productivity or quality in specific points of the business and performance in training that have this same focus.


The Corporate University is synonymous with innovation in companies that want to cultivate high performance teams and achieve the best results. In addition, this initiative also has a positive impact on the construction of the brand identity, making the business stand out in the market.


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