Employee Advocacy Meets Executive Competition: Activating a Global Engineering Workforce Rooted in Ukraine

ABOUT Capgemini Engineering (formerly Lohika)

Capgemini Engineering, headquartered in San Mateo, California, part of the Capgemini Group, a global leader in technology transformation, combining the engineering and R&D expertise of Altran (acquired by Capgemini in 2020) with Capgemini’s digital manufacturing capabilities.
Globally, Capgemini Engineering employs more than 52,000 engineers and scientists across more than 30 countries. In Ukraine, the company has historically maintained a massive footprint as one of the country’s top IT employers, built on Lohika’s 20+ years of operations, with major
R&D hubs and offices in Kyiv, Lviv, Odesa, and Rivne.

THE CHALLENGE

As a global engineering organization with a particularly strong presence in Ukraine, Capgemini Engineering needed its social media program to work at two scales at once: big enough to represent a company of more than 52,000 engineers, and locally rooted enough to reflect its
deep ties to Ukraine. Getting executives onboarded and genuinely active was its own challenge, since a single one-size-fits-all approach wasn’t going to work for leaders with very different voices and audiences. On top of that, firewall issues threatened to slow the rollout of social tools
across its teams before it even got going.

THE SOLUTION

Capgemini Engineering rolled out employee advocacy through MarketBeam, giving both its global organization and its Ukraine-based teams a structured way to participate in social publishing. When firewall issues came up, MarketBeam’s team helped get everything set up
quickly so Capgemini Engineering’s people could get active on social without losing momentum, consistent with a company that’s always been innovative on the marketing side. The impact showed up almost immediately, with MarketBeam driving thousands of additional website
visitors every week right out of the gate. Executive social media became a centerpiece of the program. Capgemini Engineering’s content
development team built a distinct strategy for each executive rather than applying one template across the board, helping leaders show up in a way that actually matched their voice and audience. A leaderboard tracking engagement turned executive participation into real
competition: executives wanted the top spot badly enough to push each other for it, turning what could have been a compliance exercise into something leaders genuinely cared about.