Corporate Marketing – LinkedIn By: Elliott Davis CH2M Hill Corporate Marketing – LinkedIn By: Elliott Davis

Global Engineering Company What is CH2M (CH2M Hill)? Global Engineering Company Consulting for Businesses, Cities, and Governments in 50+ Countries Infrastructure & Natural Resources Environmental Planning & Permitting Bridges & Roads Oil Pipelines and Refineries Manufacturing

Social Media Metrics LinkedIn: 339,851 Followers Instagram: 2,511 Followers Facebook: 23,059 Followers Twitter: 30,300 Followers

Why does CH2M use LinkedIn? As a professional network, LinkedIn provides a strong platform for recruiting new employees Because CH2M is a B2B (Business to Business), it is trying to engage clients from companies and governments to work with them, rather than appealing to consumers to purchase a particular product Putting a spotlight on individuals working at the company, a practice most often used on LinkedIn, CH2M positively portrays the type of people clients will be working with

Successful LinkedIn Post Examples

CH2M’s Successful Strategies Advertising jobs at CH2M as opportunities to solve problems Positioning the company as doing good for people and the planet Highlighting CH2M’s projects and achievements Showing the positive, tangible results of CH2M’s work Showing visually appealing images Uplifting, engaging, and straightforward

What CH2M Does  LinkedIn Presence At CH2M, we love to take on our clients'​ most complex infrastructure and natural resource problems, creating new pathways for human progress. Partnering with governments, cities and businesses in more than 50 countries, we tap deeply integrated capabilities across our organization – in transportation, water, environment, nuclear, oil & gas, industry, and urban environments – to meet their biggest engineering challenges. We love what we do, but we care just as much about how we work.

Shortcomings Some of CH2M’s LinkedIn posts cater too much toward particular audiences Geographic regions, events, or areas of expertise Lack of relevance to certain followers may make them feel distant from company

Key Takeaways Make corporations’ social media posts connect to their work & values Show that your corporation is doing good through their work Use LinkedIn for recruiting new employees and engaging clients People want to work with people they feel they can trust; use LinkedIn to show employees working hard and achieving success

Discussion Questions Why do you think over 300,000 people choose to follow CH2M on LinkedIn? What value do followers get from the company? Do you think CH2M’s focus on people, highlighting their employees and recruiting new ones, would be as important for B2C (Business to Consumer) modeled businesses?