LinkedIn: Benchmarking progress

Opportunity

BRiM entails moving from good intentions to meaningful action and so measuring progress is integral to understanding the impact being made. However, this requires clear benchmarks to measure progress against. Without an understanding of where your company is at presently, it’s difficult to gage the impact of any subsequent initiatives. 

Initiative

In order to effectively implement the framework, LinkedIn started by conducting audits of their teams to see where they comply with best practices already. They created a template to guide the process, assigning BRiM champions and rating their teams using an OKR rating system. Following the audit, they are finalising an action plan to implement necessary changes across the business.

Impact

The initial audit was conducted by four BRiM champions covering the four main teams in the UK. You can access a copy of their audit template here to get started on driving change in your organisation.

Early in September, LinkedIn, the world’s largest professional network, also launched an integrated brand campaign. This campaign focused on elevating the voices of ‘Changemakers’ – creators and influencers who are using the platform to galvanise its global professional community and affect real change around important workplace issues. As part of the campaign’s media strategy, LinkedIn partnered with Channel 4 in the UK to support their Black to Front Project. Black to Front Project is a wide ranging on-and-off screen initiative designed to raise awareness and provoke change in the areas of Black inclusion in media and Black portrayal in advertising. One moment within the project was a full day takeover of Channel 4, where every advertisement and programme broadcast was fronted by Black talent, designed to raise awareness and drive conversations around improving Black representation on and off-screen. LinkedIn participated with two bespoke ads that featured two of their talented Black Changemakers in order to increase awareness of the change they are creating in the world of work and the content worth following on LinkedIn.

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