Marketing Excellence Awards: "Social Network" Training Series

Klohn Crippen Berger Ltd. (Vancouver, BC) – a 500-person international engineering, geoscience, and environmental consulting firm – is taking home second place in the Internal Marketing category of Zweig Group’s 2015 Marketing Excellence Awards for its “Social Network” employee training series. At KCB’s 2014 corporate strategy session, the marketing group identified a few key business risks – including a lack of brand awareness, retiring technical staff, and limited market penetration. With that information, the marketing and human resources groups developed an internal training program that would help staff develop skills to act as brand ambassadors for recruitment and business development. To engage staff in the process, a fun, creative internal campaign featuring parody movie posters was developed to draw attention. The goals of the training series included getting mid-level managers and junior staff more involved in conferences, associations, and community functions by providing them with the tools they need to navigate any networking activity. They also wanted to increase participation in social media – particularly LinkedIn – as a way to build personal brand and the brand of the firm. As a result of networking, they also hoped to develop client prospect lists and employee referrals. The campaign was launched in KCB’s head office in Vancouver, which employs 193 people. A total of 168 staff members attended the training series, which included four sessions and a mock event. Feedback from attendees was very positive. KCB is already seeing an increase in activity on LinkedIn profiles as staff members implement tips and tricks they picked up. The training program is now being rolled out to all KCB locations. For more info on the Marketing Excellence Awards click here. The 2016 Marketing Excellence Awards are open for registration! Click here to register your firm.