EE faced challenges attracting talent following its merger, especially for hard-to-fill B2B, technology, digital and engineering roles for its new 4G network. To address this, EE created a LinkedIn group called "Jobs at EE" to build a talent pool and share messaging to attract candidates. Within 3 months, the group had nearly 1,000 members, 18% of which had relevant B2B and sales experience. EE recruiters began using the group to introduce themselves, contact candidates, and fill roles. Additional training was provided to help recruiters make the most of this new talent source.

1. EE – Jobs at EE Linkedin group
Case Study – June 2014

2. Following the merger of Orange and T-Mobile into the new
telecommunications network EE, attracting talent was a key focus for
the recruitment team to help make the network thrive. The
telecommunications industry notoriously recruits hard to fill roles within
B2B, technology, digital and engineering, and EE was no different with
the additional challenge of being the first 4G network in the UK and
therefore pioneering technological advancements. On top of this, with
the launch of EE came a new employer branding identity, company
culture and vacancies which needed to be communicated to potential
candidates to highlight EE as an employer of choice.

3. There were two key challenges facing EE and one
ultimate solution. A LinkedIn group titled ‘Jobs at EE’ was
created in order to build a talent pool for EE recruiters,
with the additional benefit of sharing key EE messaging
and job discussions in order to inform, and attract those
candidates within the group to apply for a role at EE.
Social advertising across Facebook and LinkedIn was set
up in order to target EE’s key Head Office audience and
attract candidates in line with EE’s B2B recruitment focus
in 2014. Discussions within the group were created in
line with brand messaging consisting of information about
what it’s like to work at EE, job application tips and to
advertise key vacancies in order to promote EE as an
employer of choice.

4. Just 3 months after the launch of Jobs at EE, the
group had just under 1,000 members. 18% of this
group membership was made up of B2B and sales
skilled individuals largely with telecommunications
experience in line with EE’s recruitment focus for
2014. Group moderation and the social advertising
campaign ensured that all members were potential
candidates for Head Office roles as opposed to from
a retail background which was a key performance
indicator for this campaign. EE recruiters began to
take ownership of the group by introducing
themselves through the discussions feature,
resulting in them being contacted by potential
candidates about live or potential future vacancies.
Additional training was scheduled for the EE
recruiters in order to assist them with making the
most of this talent pool for future business
requirements.
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5. Founded in 2006 and headquartered in
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organisations on the strategic use of social
media.
Our people-first approach helps
businesses build the systemic capability
to create value through better connectivity
and collaboration. Results-driven, our
programmes include transformation
through Social Recruiting, Social Selling
and Enterprise Social Networking.