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Article

Вовлеченность участников краудсорсинговых проектов

Долженко Р. А.

This paper deals with the capabilities of managing the engagement of participants in the crowdsourcing projects. The essence of crowdsourcing has been analyzed. The contents of the basic stages of realization of crowdsourcing, with emphasis on the importance of engaging participants in the crowdsourcing activities on each stage are described. Different aspects of such projects, increasing or reducing the quality of joint activity of participants, are highlighted.

The article considers experience of using crowdsourcing on the example of Sberbank of Russia - company which first used this technology to identify the prospects of its development, with more than 100 thousand interested participating persons in the project. Currently this commercial Bank organizes crowdsourcing of regulatory documents on a permanent basis involving 16 thousand employees. Attracting and retaining such a large number of participants requires management of their engagement. Having analyzed the concept of "engagement ", the author gives the definition of "engagement of participants in crowdsourcing activity"; outlines dedicated behavioral indicators of engagement of participants in crowdsourcing projects. Analyses have been given to the contents key scientific works devoted to motivation of participants in crowdsourcing activities.

Considering the scarcity of scientific developments in the given field, the paper considers possible ways to strengthening the engagement, based on the Gallup Institute conception of personnel engagement (emphasizing the specifics of crowdsourcing activity).

The indicators of engagement used in the conception, have been adapted for using in crowdsourcing activities.