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.


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.


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.

1 Comment – employer branding made simple!

I recently signed up to the website as a jobseeker to browse around and scope out any potential for our clients.

It only lists US companies so it wouldn’t be of benefit to us yet. However it would be a good thing to keep an eye on as it is a beautiful design and easy to use.

The first thing to do is sign up either as a jobseeker or a company. As a jobseeker you submit your field of work and job title. I believe this is to help them suggest relevant jobs and companies (although I didn’t get many Social Media Executive jobs on my dashboard).


Once you have decided to view a company you can take a virtual office tour which showcases some classy photos. You can meet team members at the company and get to know the company culture through events, milestones, videos and image galleries.


This feature I especially liked – the company benefits are listed which is important to many jobseekers.


You can then find out the latest news from the company in the form of articles, quotes and tweets.

Finally, the latest opportunities at the company are listed.

It looks like the site is targeting passive jobseekers; it’s worth noting that job promotion is at the bottom of the site. I like how they use branding, company culture and benefits to lure candidates.

Although it may be a while until the site comes to the UK, I would recommend having a play around; if only to gain some employer branding inspiration!


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UK Digital Future in Focus

ComScore hosted a webinar called UK Digital Future in Focus which presented the key insights from the 2013 UK Digital Future in Focus report.

After listening to the webinar, I’ve noted some of the key findings from the report:

  • Europe makes up 27% of the online population.
  • Online Engagement is high in Europe at 26.2%
  • In the UK there are 39 million unique visitors per year online with a growth of 5%.
  • The UK has the highest online engagement in Europe with an average of 37.3 hours per visitor spent online.
  • The UK has the largest digital advertising market in Europe.
  • 2/3 of users in the UK are below the age of 45 making our online market younger than other European countries.
  • Germany has the largest online mobile market.
  • 64% of UK mobile owners are smartphone users.
  • Online visitors increased in August during the Olympics and continued to grow until December.
  • Job search has increased online by 51% and it has seen the 2nd largest online growth after retail.
  • Google is the most popular site, followed by Microsoft and Facebook.
  • ¼ of UK Smartphone users are aged between 24 and 34.
  • UK Smartphone usage is likely to increase in 2013.
  • Google is the leading operating system on smartphones.
  • 6 million Brits have a tablet as well as a smartphone.
  • Social Media is the 4th most popular content on smartphones.
  • The UK is responsible for 1/3 of pageviews from mobiles and tablets – this is the largest in Europe.
  • Internet usage is popular on mobiles during the morning commute, on PCs during the work day, and on tablets during the evening.
  • Mobile video viewing has seen a growth of more than 262% over the past year.
  • In 2012 there were 9.23 billion display adverts in the UK.
  • Social networking adverts are making an impact with mobile advertising; these have a particularly high response rate with 18-24 year old smartphone users.
  • Google captures 91% of the Search Engine Market.
  • 1 in 5 smartphone users make a purchase on their smartphone.

There is a lot of data and our job is to work out how these insights will benefit our clients.