How T-Mobile Turned Magenta into a Movement of Engagement
T-Mobile has turned the color magenta into a movement. As one of the world’s most valuable brands, according to Forbes, T-Mobile has differentiated itself among wireless providers by being the “Un-carrier” with uncomplicated service plans that remove familiar customer pain points. Consumers don’t sign on to T-Mobile, they join a movement, which creates a shared sense of involvement in #TeamMagenta for customers and employees alike.
It’s hard not to be attracted to the energy and purpose of T-Mobile, and that goes for candidates as well. The company’s dedicated careers social media channels on Twitter, Facebook, Instagram and LinkedIn have hundreds of thousands of followers. Yes, their audience is huge(!), but the T-Mobile talent acquisition team still needs to work hard for social engagement just like the rest of us. What have they learned about translating mission and culture into authentic content that invites talent engagement?
In this session, Mark Diller, Senior Employer Brand Manager at T-Mobile, will take you inside T-Mobile’s social careers strategy. Mark will show you real examples of T-Mobile social content that got the most engagement—as well as other material that struggles by the same measures—and will provide his expert analysis of why. You’ll learn the core metrics that Mark tracks every week to continuously improve results, and will hear the philosophy that guides all of his editorial decisions. Finally, you’ll walk away with 5 lessons Mark has learned that will help you create engagement with candidates and employees across your own social careers channels.