Last month we discussed using a varied recruitment marketing strategy to ensure the largest possible reach. And AT&T does just that with a strategy that doesn’t rely on a single outlet for candidate attraction and engagement, but connects with talent through a number of digital mediums.
In fact, AT&T’s recruitment strategy and careers site have won them notable awards, including the ERE 2011 Recruiting Excellence Award for Best Corporate Careers Site and the Onrec-RecruitingBlogs 2010 Annual Recruiting Award for their Talent Network’s Inclusion Recruiting Program.
So what makes AT&T’s recruitment marketing mix stand out among the crowd? From a mobile job app and recruitment videos to targeted social media pages, AT&T’s unified strategy is a key factor in their employment brand and online presence.
To improve your digital recruitment strategy, use these best practices from AT&T’s social, mobile and video career tools.
In addition to staying connected on various social sites, AT&T brings mobile recruitment into the mix with their iPhone app. Unlike others on the market, this app doesn’t just push out jobs; it allows users to view “A Day in the Life” employee videos and set up alerts. One of our favorite aspects of the mobile app is the streaming calendar of career and job fair events.
For non-iPhone users, AT&T hasn’t forgotten about you. Their Talent Network is a mobile-optimized site that offers many of the same functions as the app.
An all-inclusive careers site is just another reason we’re going gaga for AT&T’s digital recruitment strategy. Try finding a stock photo on the site and you’ll be sorely disappointed. All of the photos feature real employees as a way to lead job seekers on a virtual tour through the different business units, introduce them to AT&T’s corporate culture and educate them about the hiring process.
For instance, college students and entry-level job seekers that have questions about what to wear to an interview or how to answer those tough interview questions can visit the interview tips section or view a podcast that answers these questions up front.
To supplement the true-to-life feel of their careers site, a myriad of videos get job seekers so well acquainted with AT&T’s corporate culture, they may feel like a part of the family before they’ve even applied.
Beyond simply casting the widest net, AT&T has exemplified three more strategies that companies with multiple presences must consider:
- Cohesive branding shows job seekers that they’ve come to the right place, and AT&T uses the same graphics and colors throughout their careers sites.
- Giving each presence a target audience ensures a mix of content sharing. AT&T’s Facebook page targets college students, while their LinkedIn and Twitter pages focus on more seasoned professionals and career opportunities.
- While each page should have a targeted audience, getting the right candidates to the appropriate pages may not happen automatically. Linking and sharing content between sites (like this YouTube video embedded on their LinkedIn page) will help direct users to the sites that are most meaningful to them.
AT&T is a great example of a recruitment team that took the time to build a digital strategy from the ground up, truly living up to their tagline of being “ridiculously innovative for 135 years.”
If you have other examples of companies with well-rounded digital recruitment strategies, share them in the comments section!