Social Media 4 Recruitment


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How AT&T Powers its Employee Advocate Program

I came across an online video with a speaker from AT&T, an American multinational telecommunications corporation (thank you Wikipedia), who discusses the company’s Social Circle program.

This is AT&T’s brand advocacy initiative that is used to engage the company’s most social online employees, and its potential social online employees, in order to extend the brand’s reputation in the social space without being too marketing-focused.

To view the video yourself, click here, or for the key takeaways, read on.

The AT&T Social Circle

What is it?

An online hub that provides a central location for employees to access and share content. It contains a community of 1500 exempt managers who actively post and tweet from their personal accounts to share AT&T news and information.

Content is placed on the platform and community members are then able to share the updates to their preferred network. It can be accessed through mobile devices and is very user-friendly.

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The personal approach

The hub is kept personalised and focused around the employees by including information they want to see, to keep things fun and make it a valuable resource for them.

For example, content includes tips on how employees can build their personal online brand and expand their reach.

The hub will also share content that is not related to the company, such as interesting content from key influencers (e.g. in business (Richard Branson), in the music industry, etc). AT&T understands that if people are fully engaged with the hub, they become regular and better advocates.

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Incentivising through spotlighting and rewarding excellence

The hub develop recognises awesome work by members by:

  • Contents to boost activity or promote specific actions (e.g. 10 days of sharing during Christmas – because people are generally less active during this time period).
  • Award badges based on activity or expertise – gamification based on participation within the hub.
  • Highlight very active members in internal communications (e.g. hub member of the week).
  • Share experiences or guest speakers.
  • Find unique ways to surprise and delight employees.
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