Best Employment Social Media Campaign, Best Of Show Social Media Campaign

AT&T has implemented socially integrated contests and promotions aimed at building a following in the past. We've learned that the engagement from contests was much more centered around winning the contest vs truly engaging with the employer brand. So, we wanted to develop something with the social share-ability of a contest, that could also effectively speak to the diversity and breadth of the career opportunities at AT&T in a genuinely fun and engaging way.

The Career Character Quiz was our answer. Through the development of 6 character profile types, we made sure to capture the variety of personality types AT&T looks for in its employees. By creating illustrations vs photos, we were able to develop solid gender neutral personas that reinforced our target audiences. As a result, we provided both passive and active candidates with something they’d have fun doing and be inspired to share while connecting to the AT&T employer brand.

Contributors:

AT&T Staffing Director, Talent Attraction & Operations:	Jennifer Terry-Tharp
Digital Strategist:	Chris Citero
Creative Director:	Craig Knutson
Associate Creative Director/Copywriter:	Jessica Quinby
Sr. Art Director:	Jake Ruef
Copywriter:	Martin Dudek

TMP WORLDWIDE

Location: United States

About the Agency:

We’re the global talent technology leader intelligently solving the most critical challenges for employers and delivering results that strengthen their organizations. Our unified platform, augmented by rich data and deep industry expertise, is revolutionizing how employers attract and hire the talent they need through connected intelligence.