How Edelman helped Microsoft increase the IT skills of British workers

Microsoft UK has long been an important part of the UK economy and the IT industry for over 25 years. Too often, large corporates are accused of being all talk and no action. Microsoft wanted to find a way to make a strong commitment to the UK and a lasting difference to people’s lives by taking responsibility in an area where its help is most relevant while addressing the issues at the core of the UK’s future prosperity – IT skills. 

StrategyEdelman worked with Microsoft to develop a campaign called ‘Britain Works’ which was designed to address specifically the issue of IT skills. The ambition for this project was for Microsoft to help 500,000 people back into work by the end of 2012.

DeliveryTo achieve such an ambitious target, third-party advocacy was critical to ensure credibility for Britain Works. Edelman worked with Microsoft to secure endorsements from all three main political parties, with Peter Mandelson issuing a second quote of support on the day of launch. The team also obtained endorsements from other third parties including the CBI, UK Online, JobCentrePlus and Leonard Cheshire Disability, which demonstrated the unilateral recognition of Microsoft’s commitment to IT skills development in the UK.

To broaden the story, an external spokesperson was needed who had long-standing experience in the skills debate and would provide wider media appeal. Lord Digby Jones was chosen for this role because he was able to take the conversation beyond technology and into the heart of business.

Edelman also partnered with ICM Research to investigate attitudes towards employment and the recessionary environment. To ensure a breadth of comment and opinion would be available on the day of launch, a set of spokespeople was identified including NGO supporters, skills experts, as well as core spokespeople Gordon Frazer, MD Microsoft UK and Digby Jones. 

ResultsThe Britain Works campaign created a new platform for Microsoft to responsibly contribute to UK jobs and skills, not just talking about the issues but making a real difference to people across the country. The breadth of engagement with media, parliamentarians, business and the man on the street means that Microsoft has been able to reach an unprecedentedly large UK demographic. 

CoverageOver 150 pieces in mainstream national print, online, trade and regional media:

6 broadcast clips including the Today programme, BBC News, Sky News and regional radio

18 national news pieces ranging from the Financial Times to The Sun

53 regional news pieces

14 computing and HR trade articles

Extensive online and blog coverage

National media partnership:

Edelman secured a national media partnership with The Sun newspaper, including a double-page spread, profiling the national apprenticeship programme and a call for Sun readers to apply to join the scheme. A partnership was also negotiated that allowed for the creation of 10 ‘Sun Apprentices’ across the UK.

Online presence:The team also worked with Microsoft and campaign partners to build the Britain Works microsite where individuals can get information about the programme and direct access to skills training, and help across the spectrum from basic IT skills to support for technology professionals.

Microsoft’s bloggers and tweeters were engaged to amplify the news across social media and to connect to employees and Microsoft’s partner network of over 30,000 UK businesses.

Parliamentary power:A broad-based informational programme was prepared for parliamentarians outlining the Britain Works offer and demonstrating how MPs could access the programme in their own constituencies.

“Digital skills are crucial for the knowledge economy and this campaign will go a long way to helping people benefit from the new opportunities that technology brings” said Lord Mandelson, former business secretary.

“I’m delighted that one of the world’s leading companies is thinking about how business can help lead Britain into recovery” said George Osborne MP, former shadow chancellor of the Exchequer.

Timing:The launch campaign took place in September 2009.