BCG - Boston Consulting Group

BCG Case Study
BCG amplifies thought leadership with LinkedIn Elevate
Providing a platform for passionate
employees
With thousands of business strategy experts in 48
countries, Boston Consulting Group (BCG) generates a
significant amount of thought leadership – its online news
website “bcg.perspectives” publishes more than 300
pieces a year and each office produces countless surveys
and research briefs on critical business challenges. To
extend the reach of this content, and to build the thought
leadership of its employees, BCG’s digital marketing
team wanted to tap into their employees’ networks by
encouraging employees to share content more often.
“We realized that only a fraction of BCGers were actually
sharing content,” says Ben Cobb, Social Media Manager for
BCG’s global digital marketing team. “The best asset any
company has is a passionate employee – it affects how the
brand is perceived both internally and externally.” Cobb
and his colleagues tried to boost employee advocacy by
emailing content directly to employees, but they couldn’t
identify the best advocates or content, nor could they track
results of their efforts.
Challenge
Extend the reach of BCG’s thought leadership
Help employees build their personal brands
Create a more socially engaged organization
Solution
Make it easy for employees to share via an intuitive
platform, LinkedIn Elevate
Results
Employees are sharing 9x more frequently than
before, resulting in:
5x more followers of BCG’s Company Page
7x more views of BCG employees’ LinkedIn profiles
Average engagement rate of 1.8% on employee-
shared content
Ben Cobb
Social Media Manager
Boston Consulting Group
“Elevate is a fantastic channel through which employees can showcase our top work. Clients and employees tell us they
love what they see, and we’re becoming a more social company.”
Elevate

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Curated content for valuable employee
networks
At the same time the digital marketing team was promoting
the value of employee advocacy, they learned about LinkedIn
Elevate. “It was the perfect fit for us, because BCGers
understand the value of LinkedIn,” Cobb says. “When our
employees share content, they want to feel confident that
what they’re sharing has been vetted.”
The ability to choose and share content with just a few clicks
also generated enthusiasm from BCG employees. “People
have varying levels of savviness with social sharing – but since
Elevate was intuitive and simple to use, it made onboarding
easy,” Cobb says.
To ensure the program was a success from the beginning,
Cobb and his colleagues started with a small group of active
social sharers and limited topics. “We wanted to turn small
wins into larger successes,” Cobb says.
Becoming a social company
Since BCG began using Elevate, employees are sharing
content 9x more than before – resulting in a 1.8% engagement
rate on employee-shared content. In addition, content sharing
via Elevate has influenced 5x more Company Page views and
followers. It’s also influenced 7x more employee profile views
than before.
“Elevate is a fantastic channel through which employees can
showcase our top work,” Cobb says. “Clients and employees
tell us they love what they see, and we’re becoming a more
social company.”
“The best asset any company has is a passionate employee – it affects how the brand is perceived both internally
and externally.”
Tips for launching a successful
employee advocacy program
Don’t just wing it – create a strategy for your
program. “We took time to think about how we
would roll out employee advocacy, including
starting with a small group and getting buy-in
from senior leadership,” Cobb says.
Buy-in from leadership should be a key part
of the planning process, Cobb adds. Before
sending out an email to worldwide staff about
Elevate and employee advocacy, Cobb got
the company’s CMO to gives the program
the thumbs-up. “Also, ask marketing partners
to endorse employee advocacy so you have
support across the business,” he says.
When building out topic areas for the
program, go beyond the marketing plan. “Talk
to employees and figure out what matters to
them and their connections,” Cobb says. “If you
only stick to what’s on the marketing agenda,
you won’t get the whole picture.”

BCG - Boston Consulting Group

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