Talent Attraction Successes at AT&T


Carrie Corbin, MBA, SPHR Sr. HR Manager


Agenda

Discussion Re: Recruiting Strategy

A Brief History

Before and After Gallery

Media Strategy -Social Strategy

-Mobile Strategy

What Can You Take Away from this?


Recruiting Strategy…. In general

  What is it?

  Who has one?

  Average size of company?

  If you have one, how long have you had it?

  How long has it been since you changed?

  How successful has your strategy been?   In general?   ROI?

  Do you track your results? How do you track them?

  Who uses Social Media? Results?

  What tools have been most successful as part of your strategy?


Why is a Recruiting Strategy Important?

  Regardless of brand, your strategy (or lack of one) ultimately defines you as an employer.

  A defined strategy helps you connect the dots to ultimately decide where you look for talent, track how your sources are performing and make adjustments as necessary.

  A clear strategy helps you create a consistent message with candidates. We all know the candidate dilemma of the “the resume black hole” but how often are we truly working to “improve the candidate experience.”

  All of this, again regardless of brand, allows you to position your organization appropriately to source sustainable talent; which thereby inherently builds the business case that your recruiting organization is delivering increased value.


Let’s get this party started… or finished… or…

How AT&T became what it is today


Other Fun Facts About AT&T

•  $5.5 Million Dollars The amount A&T Spends on HealthCare Annually •  Would qualify for a company listing on the Fortune 500, ahead of Barnes & Noble,

Hershey’s & Pacific Union! •  Is more than the annual Medicare Spend of 38 states

•  1 in 300 How many people have AT&T Health Insurance in the US.

•  NUMBER The number of Vehicles in AT&T’s Fleet •  More than xyz….


Awards & Recognition

Company Awards Displayed on Web Portal

Some of our Accomplishments

•  Web Marke*ng Associa*on

•  Design Standard of Excellence

•  Employment Standard of Excellence

•  SHRM‐ Employment Branding‐ “5 Employers that are doing it right”

•  Poten*al Park: Top Employer Web Benchmark – ranked #25

•  CollegeGrad.com‐debuted on the list at #3 for Undergrads, #7 for Masters

•  Diversity Inc‐#7 for Recruitment & Reten*on

•  Diversity Careers‐A Best Diversity Company

•  Business Week‐Best Places to Launch a Career

More to come: Pending & Future Submissions

•  Best Corp. Career Site

•  Best Strategic use of Technology


A Brief History…

1990’s

Big $$ + Print Ad = Few Candidates. 2000

Job Boards are THE method of recruiting candidates—for a ¼ the cost of a print ad.

2003

Where are all of these resumes coming from? TMP implements ROI

Tracking for BellSouth and Cingular.

2004 First annual media plan for Cingular &

BellSouth demonstrating migration

to online solutions, proven through ROI

tracking.

Launch of www.cingular.com/careers

2002

“Fits You Best” recruitment campaign launches for Cingular.

2005

First recruitment videos are completed

for Cingular.

SBC begins use of JobVIPeR for job

distribution to post jobs to multiple job

boards

2006

Need Image


A Brief History (cont.)…

2006 (cont.)

Raising the Bar campaign launches after AT&T Wireless

acquisition.

2006

2006 National Media Plan reflects progressive media such as SEM to attract candidates for BellSouth & Cingular.

“Connect” recruitment campaign launches with

the AT&T merger.

First functional, pro-active media plan

developed for Cingular.

2007 First national plan

supporting all business units and incorporating progressive media is

developed.

ATT.jobs launches. In just 4 months, surpasses 2 million

visits and almost 7 million page views

2008 2009

AT&T Talent Network launches

AT&T uses iPhone application to

promote events and careers.


Aging National Workforce

Annual Rates of U.S. Labor Force Growth

Source: Bureau of Labor Statistics

2%

3%

1%

1% 1%

0%

1960-70 1970-80 1980-90 1990-00 2000-15 2015-25


Serious Shortage of Knowledge Workers

Gap of 25M college- educated workers

2012 Snapshot


% of U.S. Workforce

% of AT&T Workforce Key Facts

Gen Y

•  Born 1980 – 1995 •  76M •  Shaped by: Technology

enhancements; Internet-based social networking; globalization; social causes

Gen X

•  Born 1965 – 1979 •  46M •  Shaped by: Technology

enhancements; Internet, increase in diversity, unemployment and divorce rates; latchkey upbringing

Baby Boomers

•  Born 1945 – 1964 •  80M •  Shaped by: Vietnam War, Cold War,

Watergate, Kennedy and King assassinations

Source: McKinsey

12%

34%

44%

11%

38%

50%

Highly Differentiated Workforce


Primary Job Categories

Sales and Service (Retail/Consumer, Business, Interactive, YP)

Technology (IT, Network Planning, Engineering, Labs, Security, Data Centers,

IPTV, Broadband)

Operations (Billing, RE, Supply Chain, Global Network, Methods and

Procedures, Customer Support)

Corporate (Finance, Human Resources, Labor, Legal, Advertising, Corporate Strategy, External Affairs)


Our Reach

We have almost 300,000 employees

We hire in very high-volume areas (retail, call center)

We must reach ~20M potential candidates per year (receive x # of hits, etc… web stats)

We seriously consider ~500K – 1M candidates per year


Talent Attraction at AT&T has strategically changed

Robust, engaging, and dynamic recruitment

website featuring centralized job

search/apply and Talent Network

Pro-active, diverse

employment marketing

strategy with a focus on cost

efficient, digital solutions

Leverage scale while addressing target audiences

and specific staffing needs at the business unit

level

Unified Brand. One Employment Brand.

One Staffing.

Embraced Technology.

One Career Portal & Digital Sourcing.

Leveraged Scale. Nimble enough to care for

both High-Volume and Specialized Hiring Needs.

Enacted Governance. Strategic Ad, Brand,

Event & Campus Oversight with

Metrics for ROI.


Talent Attraction Design

Within each team are designated “Talent Attraction Managers” who provide centralized recruitment advertising and sourcing support.

Regional, & Rapid Response Media Strategies are created and reviewed with the business unit quarterly to ensure quality of candidate, candidate flow & costs are appropriate.

’09 RESULTS: 74% decrease in

print

 reduced overall cost per app

 Reduced cost per hire!

Moved from de-centralized BU/HM model to centralized model and HR controls the budget.

 Reduced one-off & over-lapping attendance at events as well as running excessive print advertisements

 Provided ability to leverage dollars towards national and regional media planning to drive candidate traffic to career portal, especially for high-volume positions.

Created Talent Attraction team to define overall strategy and guide Staffing Delivery

 2 High Volume Talent Attraction Teams to support high-volume business units

 1 Talent Attraction Team to support low volume, professional/technical positions


Attracting Talent – Summary at a Glance Category Before Now Staffing and Client Results

Recruiting Strategy

•  “Just-In-Time” Job Placement

•  Classifieds •  Radio/TV •  Billboards •  No Spend Governance •  Career Fairs

•  National/Regional/High Volume Proactive Planning

•  Significant emphasis on interactive recruiting thru On-Line Resume Mining, Search Engines, Job Wrapping, ATT.JOBS and Social Networking

•  Career Fairs used only as absolutely necessary or on campus

 AT&T seen as top employer

 Company seen as more Candidate Engaging

 Quicker Candidate ID tools

 Steadier Candidate Pool

 Targeted Searches easier

 Vacancies Filled Faster

 Employment Brand visuals match AT&T product/service Brand visuals

 Candidate can view positions multiple ways depending on how they come across positions on various sites

 Significant use of mobile technology to quicken candidate application

Employment Brand

•  Text-Heavy • Descriptive-Only •  Limited Visual Appeal •  Flat

•  Text-Light •  Visual/Lifestyle Appeal •  Call-to-Action •  Engaging

Career Site •  Numerous •  Static •  Boring •  Inconsistent Content •  A “web-site” •  No Job site extensions

• One •  Spirited imagery •  Relevant & Current • Mobile and Social •  Job Preview Videos •  A “web-portal” •  Talent Network to reach

passive candidates •  Candidate Destination

Strategy (extension of site)


Attracting Talent – Summary at a Glance (contd.) Category Before Now Staffing and Client Results

Events • Many Career Fairs •  Resource Overlaps •  Resume collection on-site

•  Limited Career Fairs (not as valuable for the cost/time)

•  Eliminated overlap with Governance model

• Mobile technology to drive resume directly to ATT.JOBS

 Better event coordination and spend

 Consistent and targeted campus recruiting strategy “by and across” student hiring programs

 Reduced recruiting costs

 Completely reduced client costs..Staffing pays 99.9% of all recruiting costs

 ROI metrics being developed to not just provide clarity on best sources for candidate applications but clarity on optimizing spend for sources providing candidate hires (and quality candidates hires)

 Diversity, Disability and Military Recruiting Strategies

 More strategic Staffing organization

Campus •  Resource dup on Campus •  Interaction on campus

varied •  Extensive recruiter travel •  No cross-domestic

strategy •  Program recruiting not

centralized •  Little candidate sharing

•  Actual Campus Strategy •  Strong governance model

to ensure no overlap •  Program specific collateral •  Recruiters must be “campus

trained” •  Less Travel •  All Campus Recruiting now

within Staffing •  Cross sharing of candidates

Diversity, Disabled, Military (DDM)

•  No formal programs • More “compliance” focus •  Reliance on coincidental

“overlap” of media •  Little promotion

•  Incorporate DDM recruiting into Natl and Regional online and event planning

•  ATT.JOBS have videos in Spanish & Close Captioned

•  Actively Promoting Diversity Awards and Achievements

•  Partner w/Diversity Org. •  Partner at Natl Diversity

Events & Consortiums


Recruiting Strategy:


Levels of Plan

Classifieds, Classifieds, and more Classifieds!

No planning, all advertising is “just in time”

Billboards are used in high traffic areas

Radio and TV are used for lifts in applicant volume (very costly)

Online=Major Job Board

Purchasing is decentralized resulting in less volume efficiencies and inadvertent overlap

No governance, Siloed, Errant

Before


Recruiting Strategy:

Advertising Approach: Reduce reliance on Rapid Response postings through proactive strategic media planning   National & Regional Media Plans   Leverage launch of att.jobs & Talent Network   Print advertising has decreased by over 70%   Talent Network membership: over 200K in one year since Feb 09 launch

Media: Continued strategic use of job boards, less dependency; Expand SEM strategy and utilization of SEO to all AT&T BU’s   Job Aggregators and wrapping from .jobs to job boards   ATT Jobs iPhone App   Facebook Work With Me™ Application & Campus Connect Pages   Twitter, LinkedIn, Facebook   Utilizing Search Engine Optimization to make att.jobs openings easy to find through basic searches.

Direct Sourcing Strategy

Holistic Strategy designed to drive both passive and active job seeker traffic to att.jobs

After


Employment Brand:

Text Heavy descriptive of work

Limited visual appeal

tell not sell verbiage

FLAT

Before


Employment Brand:

Limited Text devices displayed-consumer leverage

Removal of headsets & hard hats

Call to action for web (better conversion)

Lifestyle-what it would feel like to work here

After


Employment Brand: Coming Soon…. Tradigital


Web Banners Job Templates

Postcards Landing Pages

Trade Shows

College Recruitment

E-Mail Marketing

Recruiting Media Print


Career Sites:

Static

Lacking in content

Inconsistent messaging

3 separate paths to job search and apply.

Three separate career sites

Flat, one-dimensional & text heavy

Nothing besides jobs to engage job seeker to return to site

Before

© 2008 AT&T Knowledge Ventures. All rights reserved. © 2008 AT&T Knowledge Ventures. All rights reserved. Page 33 © 2008 AT&T Knowledge Ventures. All rights reserved. © 2008 AT&T Knowledge Ventures. All rights reserved.

updated consistent brand imagery & complimentary messaging

Single entry & application point for all jobs

expansion of job-related content

RJP Videos & Podcasts CC in English & Spanish

Social components & Talent Network to prompt return site visits

Easy access to request accommodations for online application

att.jobs Web Portal:

 Average of 500K unique visitors per month.

 44% conversion rate – visits to application.

 18% increase in traffic YOY.

After


Web Portal:


Realis<c Job Preview Videos

Prem Tech

Retail Sales

Wireless Call Center

DSL Tech Support

Call Center Sales

RJP Videos


Web Portal:

Relationship-based means of branding and engagement for AT&T candidates.

Alternative to online application, ideal for the passive candidate audience.

Incentive for membership through monthly contests and “members only”

content.

Reduces reliance on external advertising

Encourages candidate referral

Creates differentiation from the competition

Facilitates mobile marketing strategy

Sets the stage for social strategy

Talent Network


Web Destination Strategy:

Applicants are sent to the homepage of career site and then navigate to search page

to find a job and apply

Applicants are sent to the search page to look for open

positions depending on legacy company or

Before


Web Destination Strategy: Extensions of Website: Relevancy = Conversion

Destination for direct apply through staffing system and when general brand impact can influence conversion.

Offers alternative to apply for passive candidates.

Destination supporting a specific hiring initiative--function or location.

Reduces candidate path to apply for traditional media and localized online media.

Destination for Centralized Job Search and Search Engine Optimization

Increases organic search rankings.

Reduces candidate path to apply.

ATT.jobs & Talent Network

Web BITs (Branded Internet Templates)

SEOSite (Search Engine Optimization)

View Live

View Live

View Live

After


Media Strategy:


Re-active placement

Click-through metrics Online = job boards

Print heavy

Levels of Plan

National

Rapid Response

Before


Media Strategy:

Flexible strategy

Proactive calendars

Quarterly reviews

Detailed metrics

Media

Job wrapping

Diversity & Military

SEM & SEO

Levels of Plan

National

Regional

Rapid Response

Centralized, proactive, consistent, & tracked media

After


Recruiting Strategy: Utilization of multiple alternative sourcing methods

Talent Network: Passive candidate engagement •  Monthly prize give-away & newsletter •  Over 200,000 members since February 09 launch

AIRS Sourcing: Seeking out passive candidates to drive to att.jobs •  Consistently in our top 10 performing media

LinkedIn.com: Professional Social Networking Community •  50 million users, growing by 500K each week •  50% of users select “career opportunities” as reason for signing up.

Facebook Fanpage and “Work With Me”: Social Network Leverage •  Almost 2500 employees have installed app on FB profile. •  1/4th of those who view jobs via employee profiles have applied with AT&T •  Fanpage dedicated to college hires and sharing campus activity

Twitter/Twithire: •  First telecom to use twitter as a sourcing tool. •  Hired sourcer, AmyBeth Hale in less than a week using Twitter.

RSS/Share Buttons

Beyond Traditional Media


AT&T Media Strategy The strength of our plan comes from the combined media elements

working together to meet our overall hiring objectives.

•  Creating a precise, targeted approach delivering the same message through all media

•  Willing to test the waters and experiment with new strategies.

•  Making effective measurement integral to the success of the campaign to bring efficiencies and control expenditures

National

Regional

Market


Step 1: ATS Search/Review of Candidate Pool

Step 2: Tap the Talent Network

Step 3: National Plan reserve elements

Step 4: SEM budget re-distribution

Step 5: Regional plan reserve elements

Media Strategy If/Then Rapid Response Process

Rapid response engaged only after resources have been exhausted


Sample of National “Media Strategy” Elements

  Job Wrapping & Cross Posting (when possible vs. paying “per job” posting)

  Resume Database / AIRS

  Search Engine Marketing/ Search Engine Optimization

  Behavioral Advertising Postings for High Volume Jobs

  Custom Landing Pages

  Audience Sponsorships (banners)/ Email Newsletter Sponsorships

  Job Board & Talent Network Email Campaigns

  Niche & Diversity Site Annual Sponsorships/ Featured Employer •  Newsletter •  Banners •  Now Hiring Sponsorship •  Employer Profile •  Job Branding


Search Engine Marketing

Candidate Targets: All Functions, Active, Passive, College, Military, Diversity

SEO Continuum

Increases organic rankings for the career site overall—

focus on content.

SEOSite

Increase organic rankings at the job level—focus on

specific positions.

Pay-per-click

Supplement organic results with paid

sponsorship.


Regional Planning

Pro-active planning for all business units by region ensuring candidate pipeline and brand

awareness for AT&T.

Cost efficiencies through less reliance on rapid response and focus on online media.

Plans target focus cities, but also support driving traffic for the region as a whole.

Includes local print and websites, brand awareness media, and broadcast & outdoor

where applicable.


Market Menu – Professional & Technical Non-high Volume

Developed a market menu specifically for non-high volume

positions.

Media is selected each quarter for placement, based on the hiring

needs anticipated.

CrunchBoard

Fast Company powered by Job Thread

The Ladders

Google Content Network

Facebook and LinkedIn Ads


WebBIT Landing Pages

Webbit = Web Branded Internet Template

Connectwithatt.com

Web pages used to support specific hiring

initiatives.

Used as a destination for print and online

advertising.


Enhanced Technology

Email Center Branded Template customization

Email list upload & management

Professional email blasts

Tracking of emails sent, opens, clicks

TMP-managed monthly communication strategies

Job Distribution Metrics Gateway What’s My Buzz & Ranking

TMP AD PLACEMENT


Actionable Results

AT&T proves that social media/networks & mobile can be used for recruitment…

Results determine which social networks have a stronger response to various types of jobs & recruiting.

On-the-fly and automated analytics to create reporting for any level of recruitment activity or event.


Reporting Sourcing ROI & Media Performance

Points of Interest

 Top performing media is all interactive: primarily job boards

 Average total cost per app for Top 10 media is $2.90

 SEM strategy: 2nd highest applicant yield & 2nd lowest cost per app.

 Rapid Response is the most expensive cost per app ($26.82) and yields the fewest amount of applicants overall

Ability to see, track, and manage results that make significant impacts on strategy for 2010.

Ability to adjust regional strategy on quarterly basis.

National, Regional, & Rapid Response plans fully implemented


Top Performing Media 2009

Overall Cost Per App: $3.11

Major job boards provided greatest volume of hires while

the niche sites provided the lowest CPH.

National Plan accounted for 89% of total tracked hires &

78% of overall tracked budget.


Top Sources by Media Type

Despite targeting both active & passive candidate’s, SEM is still 2nd

to job boards in both:

 Generating applicants

 Lowest Cost per Application

Print Advertising is still most costly

media type, although it delivered 2nd

highest # of hires.


Realized Benefits of Media Strategy – 2009

Supported the adjustment of SEM budget based on performance of ad groups.

Validated SEM as logical option for Rapid Response and demonstrated that existing resources can be utilized

effectively in lieu of additional advertising.

Quarterly review of media results led us to select the appropriate Rapid Response markets and which email

campaigns would be used to ensure inventory was used appropriately.

Points of Interest



Allowed us to recognize early in 2009 that a particular board was not performing as well as their competitors. As a result,

the board offered several added value services and took steps to increase traffic.

Secured several free or minimal cost trials in 2009 on the premise we would track for effectiveness before committing

to dollars. As a result, several were not pursued saving dollars that would have otherwise been invested resulting in

poor ROI.

Points of Interest



Supported tracking of both print as well as event traffic -further demonstrating the costly investments compared to

other media strategies.

Regional Plans reduces the reliance on costly rapid response advertising – 74% decline in print

advertising YOY.

Points of Interest


Fun Facts about Social Media

•  13 HOURS: The amount of video uploaded to YouTube every minute.

•  412.3 YEARS The length of time it would take to view every YouTube video.

•  100,000,000 The number of YouTube videos viewed per day.

•  13,000,000 The number of articles available on Wikipedia.

•  3,600,000,000 The number of photos archived on Flickr.com as of June 2009. That’s roughly 1 photo per every 2 people on the planet.

•  1382% The monthly growth rate of Twitter users from January to February 2009.

•  3,000,000 The average number of Tweets per day on Twitter.com

•  5,000,000,000 The number of minutes spent on Facebook each day.

•  1,000,000,000 The amount of content (web links, news stories, blog posts, notes, photos, etc.) shared each week on Facebook.


Social Media Benefits for Business/Recruiting

  Cheapest way to market your business, brand, jobs, etc.

  A pathway to gather knowledge from experts in your industry and related industries

  A convenient way to stay on top of the latest in technology and advances pertaining to your industry

  A channel with which you can source potential candidates

  A simple way to develop lasting professional relationships that can, in turn, open up referral channels


So What is Social Recruiting?

Recruiting active and passive candidates via social network and media channels


How Strategy happens at AT&T


AT&T’s 2010 Social Strategy for AT&T was conceived in our recent

meeting in OKC.

The diagram portrays both the roadmap and the integration between

desired social properties for AT&T’s 2010

recruitment strategy.


att.jobs and social media

Top Social Networks

Sharing Content

RSS, Bookmarking

Conversation: Twitter

Talent Network

‘Work With Me’ FaceBook App

© 2008 AT&T Knowledge Ventures. All rights reserved. © 2008 AT&T Knowledge Ventures. All rights reserved. Page 64 © 2008 AT&T Knowledge Ventures. All rights reserved.

LinkedIn, YouTube, Twitter & Facebook presence

Integration with att.jobs

att.jobs blog

Audience segmentation

Talent Network Application

Leverage marketing efforts

Social Strategy


Facebook


Facebook Work with Me

All jobs from career portal wrapped to Work with Me

widget on Facebook.

Widget is used by AT&T employees and placed on their

profile pages.

Widget is also incorporated into AT&T Fan pages – College

Connection, and soon consumer marketing pages.

Facebook Social Media - Facebook


Facebook Talent Network Widget (coming soon!)

Opt-in to the AT&T Talent Network from Facebook.

Widget is incorporated into AT&T Fan pages – College

Connection, and soon consumer marketing pages.

Facebook Social Media - Facebook


Facebook Engagement Tools

•  Targeted Ads

•  Fanpages and Groups

•  Events

•  Causes (application)

•  Discussion Boards

•  Notes (aka: Blog)

•  Posted Items

how to deliver the message and stay engaged

Pages

Generally better for long-term relationships with fans, readers or customers.

(applications, stats, events)

Groups

Generally better for hosting a quick active discussion and attracting quick attention.

(bulk invites, shared messaging)


It’s Popular

  Led by Facebook & Twitter, global time spent on Social Media sites up 82% year over year.

  Facebook is 4th most trafficked site in the US (behind Google, Yahoo, & MSN) and #1 social networking destination as of Dec 2009.

  Users spend an average of 20 minutes on site – per day and 7 hours a month.

  The fastest‐growing demographic is the 25+ age group.

hey, everybody is doin’ it

  The number of US women over age 55 using Facebook grew by 175.3% since September 2008, making mature females one of the fastest growing demographic groups.

  Visitors to the sites who are age 35+ have increased 23% in February 2009 compared with February 2008.

  Women and people between 35 and 54 are most apt to perform social networking activities via mobile devices

Sources: Compete.com & Nielson.com


Twitter


Automation and Tracking

figuring out what works and is effective


Team Management delegation and teamwork to manage engagement

•  Real time

•  Email Notifications

•  Threaded Conversations

•  Multiple users

•  Multiple accounts

•  Notes

•  Scheduling

•  FREE (beta)


Contests and Free Stuff adding value by making it fun

•  Buy the new Pearl Jam single – with a single tweet.

•  Use of Culture Jam’s Twitter application allows followers to download the track – and auto tweet about Pearl Jam


Getting The Message Out

•  Monitor and LISTEN

•  Try to tweet 5 to 8 times per day – throughout the day

•  Only ~25% of tweets should be related to company “message” or perceived as “advertisements”

•  Majority of tweets should contain a “call to action” – link to your website, a blog, article, etc.

•  Various applications available to track clickthrus and “ROI”

•  Automate whatever you can – but remain personal!

basic best practices to communicating your message


AT&T Gets Social!

ATT social media page http://www.att.com/socialmedia


Trust is Everything

  We refer things we’re happy with to a friend.

  People trust personal referrals from people they know.

  People on social networks are “real” people.

Social promotes transparency

  We refer things we’re unhappy with to 10 friends.   People remember to tell poor customer service

stories more often than good.   People on social networks are “real” people.


Measuring Progress

AT&T Example:

•  Customer Service Tab added 12/5

•  6,366 Customers assisted EOY 2009 via social (FB/Tw)

•  Over 600 positive tweets

repeating what works and expanding the scope


Mobile Strategy

Text Campaigns


Data Matrix and Image Recognition

Click-a-pic for more information.

Push Marketing via Mobile Events, Job Alerts, Contests

Call to action for college events, outdoor and print. Data capture and

email job via mobile.

att.jobs Integration

Events, Job Alerts, Contests


AT&T Recruiting Gets Mobile – Like Nobody Else Mobile Optimized att.jobs

Ground Breaking employment driven job search application published by an employer (and not a job board)

Mobile optimization launch partnered with iPhone App

Automatic redirect of mobile devices landing at www.att.jobs

Seamless integration into existing AT&T Talent Attraction processes and channels


Mobile Enabled: iPhone Application for Careers!   AT&T Breaks new Ground within the Staffing/Recruiting Industry!

  Seamless integration into the att.jobs Talent Network!


And it’s FREE!

Content Includes:  Job Search  Job Preview Videos  Recruiting Events Calendar  Company Overview  Live feed of news updates  Popular career categories  Campus & Student Relations  Talent Network Updates & Opt-In Ability

iPhone app had over 20,000 downloads by

December ‘09


Dynamically created Job Categories

Live search for current job titles

Ability to forward postings to self or a friend to apply from personal computer.*

The Latest Opportunities – And Sharing Them Jobs

*Current applicant tracking system limitations make full application process less than ideal on mobile devices but very ideal on a PC. The mobile device application process will be improved in 2010 with the launch of AT&T’s new applicant tracking system and future technology enhancements.


“Living Event Calendar”

Seamless integration of events found on www.att.jobs

Touching event details takes users to iPhone map application for directions

Finding and Meeting our Recruiters in Person Events


Direct feed of all employment videos from www.att.jobs

Videos include “Day-In-The-Life” Call Center Premises Technician Tech Support AT&T By The Numbers

Capitalizing on the “Show” as well as the “Tell” Media


Opt-in marketing strategy for mobile and email alerts and updates

Job interest and location selection

Monthly prize drawings for participants

Inclusion of largely successful Talent Network initiative to the iPhone (over 200,000 opt-ins since February launch)

The Job Search Has Never Been Easier Alerts


RESULTS   Embraced best practices with clearly defined objectives, elements and

benchmarks.

  Leveraged scale while addressing target audiences and specific staffing needs at the business unit level.

  Unified employment brand approach.

  Robust, engaging and dynamic recruitment website featuring centralized job search/apply and Talent Network

  Pro-active, diverse marketing strategy with a focus on cost efficient digital solutions

  Leveraging scale for media buying and stronger negotiation tactics leveraging media performance metrics.

  Detailed and meaningful metrics on all activity

  Well-defined SOPs for recruitment marketing request process compliance

  Strategic use of both social media and mobile optimization

  Central platform for resource management (job distribution, metrics, email marketing, advertising requests).


This all sounds great, how do I get started: Media Strategy

Determine if/what can be centralized in your organization for bigger “bang for the buck” & create opportunities to leverage those dollars for better package deals with specific vendors

Invest in automation and tracking, specifically of any interactive media,

to allow you to better track true results & create meaningful metrics to make smarter media purchases.

Continue to monitor your efforts and be willing to adjust your strategy as

often as necessary to achieve maximum efficiencies


This all sounds great, how do I get started: Social Media

Start with Strategy, not tactics. Don’t sign up for sites without

having a plan, goals, & desire for specific results.

Become familiar with & sign up for some of the recommended social media sites & begin building your

network/relationships.

Automate and track your efforts as much as possible.

  Sign up for Twitter.   Listen FIRST, then engage.   Only consider corporate career account if you have plan & people to manage.

  Use an RSS feed reader to subscribe to industry blogs

  Set up Google Alerts for your name / your company name to monitor chatter

  Find / join your alumni network on LinkedIn


Take-aways GENERAL:

  Centralized support model for strategy and governance, while not necessarily for administrative tasks or execution, will typically still realize efficiencies in all areas.

  Automation tools: One company touchpoint to automate several different engagement strategies which all steer back to same call to action (i.e. to career portal apply)

  SEM/SEO for individual jobs vs. brand is an effective means for reducing overall traditional media spend (i.e. print)

  Know what you want to accomplish, and have a plan as to how you will do that

SOCIAL

  Social Media is only a tool and should not be your entire recruiting strategy

  Should be transparent

  Should not be a time and resource suck – automate and track whenever possible to ensure you have ROI and true efficiencies (& not just employee’s playing on FB)

  Be mindful of your online presence and understand you represent your company

  No two social media tools are alike

  Know your audience, and what they want

  Meet people where they already are


Q & A

Carrie Corbin, MBA, SPHR

Sr. HR Manager - Talent Attraction

Evolution of Talent Attraction Strategy at AT&T

Talent Attraction Successes at AT&T

Business

Transcript of Talent Attraction Successes at AT&T