ORCID Advocacy Toolkit/Resources/ORCID Advocacy at Reading

ORCID Advocacy Case Study: University of Reading

Institution Profile

  • Institution: University of Reading, UK
  • Implementation Timeline: 2016-Present
  • Integration Type: Institutional repository (CentAUR, Eprints)
  • Research Community: 750+ researchers across 22 subject areas
  • Research Focus: Four broad themes (Agriculture/Food/Health, Environment, Heritage/Creativity, Prosperity/Resilience)

Implementation Approach

The University of Reading took a gradual approach to ORCID implementation:

  1. 2016: Joined UK ORCID consortium and began advocacy activities
  2. 2016-2020: Advocacy-first approach without technical integration
  3. July 2020: Implemented ORCID integration with CentAUR repository
  4. Future: Planning CRIS (Current Research Information System) implementation with ORCID integration

Key Advocacy Activities

Educational Resources

  • Training sessions for researchers and PGR students
  • Comprehensive LibGuide with detailed information
  • Instructional videos demonstrating repository connection
  • "Researcher Digital Identity Check" sessions

Institutional Integration

  • Including ORCID in research division lead inductions
  • Regular meetings with individual researchers and departments
  • Email campaigns about repository integration

Strategic Campaigns

  • Targeted outreach to researchers without ORCID IDs
  • Personalized messages to those with unlinked IDs
  • "Five Simple Steps" campaign with clear instructions
  • Follow-up campaigns for non-responders

Technical Integration Details

  • Integration via CentAUR Eprints publications repository (implemented July 2020)
  • No CRIS system initially (planned for future implementation)
  • Focus on authentication and verification of researcher identities

Metrics and Outcomes

  • Membership growth from initial sign-up to 1,000+ connected researchers
  • Current adoption rate: Over 70% of research division members
  • Clear connection spikes following technical implementation and targeted campaigns
  • Significant surge (200+ new connections) following "Five Simple Steps" campaign in 2024

Challenges and Solutions

Challenge: Initial slow adoption despite advocacy

Solution: Persistent, multi-channel approach to awareness-building

Challenge: Technical integration limitations

Solution: Focus on strong advocacy while working toward full integration

Challenge: Dropped connection rates after initial surge

Solution: Targeted campaigns with personalized messaging

Challenge: Researchers with duplicate ORCID IDs

Solution: Personalized support for complex cases

Campaign Example: "Five Simple Steps"

Target Audience

  • ~170 researchers with no ORCID iD identified
  • ~220 researchers with unlinked ORCID iDs

Campaign Components

  1. Simple, personalized email with clear purpose
  2. Short list of 5 specific action steps
  3. Direct links to individual ORCID records
  4. Links to support resources and instructional videos
  5. Follow-up communications for non-responders

Results

  • Immediate action from many recipients
  • Most completed process without requiring support
  • Total connections increased by 200+ in campaign month
  • Overall adoption rate increased to 70%+

Lessons Learned and Recommendations

For Initial Implementation

  • Begin with advocacy even before technical integration
  • Create comprehensive, accessible support materials
  • Include ORCID in researcher onboarding and training

For Increasing Adoption

  • Use personalized, targeted messaging
  • Provide simple, clear instructions
  • Explain benefits and necessity of ORCID connection
  • Be prepared for questions with standard responses
  • Follow up systematically with non-responders

For Sustainability

  • Establish processes for new staff
  • Continue "mop-up" campaigns for remaining researchers
  • Maintain regular communication about ORCID benefits

Observations About ORCID Adoption Over Time

  • Increasing recognition of ORCID's value
  • Integration into standard academic practice, especially for early career researchers
  • Enhanced functionality making ORCID more useful (funding wizard, peer reviews)
  • Single sign-in benefits appreciated by users

This case study is based on a presentation given by Karen Rowlett at the UK ORCID Advocacy Clinic in November 2024. For a more narrative account of the University of Reading's journey and key takeaways from their "Keep on Plugging Away" approach to ORCID advocacy, see the blog post on the UK ORCID Support website.

The blog post offers additional insights into the motivations behind Reading's incremental implementation strategy and reflections on how researchers' attitudes toward ORCID have evolved since their initial implementation in 2016.

·       University of Reading ORCID LibGuide

·       Blog post example from early advocacy

Contact Information

Karen Rowlett, Research Publications Adviser K.a.rowlett@reading.ac.uk

This case study is part of the ORCID Advocacy Toolkit, a community resource for institutions implementing ORCID. The toolkit is maintained by an Editorial Board with representatives from the ORCID community. For questions or to contribute additional case studies, please contact help@jisc.ac.uk.

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