RallyFwd Virtual Conference - Mark Diller, T-Mobile

1. © 2019#RALLYFWD
HOW T-MOBILE
TURNED MAGENTA
INTO A MOVEMENT
OF ENGAGEMENT
MARK DILLER
Sr. Employer Brand Manager,
T-Mobile
#RALLYFWD
@mdiller64
© 2019

2. #RALLYFWD © 2019
WHAT YOU’LL
LEARN
1. How @TMobileCareers uses
photography to connect
with our ideal candidates
and differentiate our brand
2. How our values inform our
talent marketing
3. The philosophy that guides
everything we do
4. The power of a smile
© 2019

3. © 2019#RALLYFWD
ABOUT T-MOBILE U.S.
• Subsidiary of Deutsche Telekomm
• Parent company of Metro by T-Mobile
• 52,000 employees based in the US
• HQ in Bellevue, WA
• 80% of employees in frontline roles
• Expanding into new markets

4. © 2019#RALLYFWD
ABOUT THE EMPLOYER
BRAND MARKETING TEAM
• We’re a small marketing team within HR
• We’re active on four social channels (TW, FB, LI, & IG)
• We also own tmobile.careers, search marketing,
digital ad placement, event collateral, etc.

5. © 2019#RALLYFWD
WHERE WE WERE
• 2016: @tmobilecareers
was a list of openings and
customer responses.
• Why should you want to
work here? Who knows?!

6. © 2019#RALLYFWD
WHERE WE ARE
• 2019: shifted to content
marketing approach.
Content types include
curated content...

7. © 2019#RALLYFWD
WHERE WE ARE
• 2019: shifted to content
marketing approach.
Content types include
company awards...

8. © 2019#RALLYFWD
WHERE WE ARE
• 2019: shifted to content
marketing approach.
Content types include
employee statements...

9. © 2019#RALLYFWD
WHERE WE ARE
• 2019: shifted to content
marketing approach.
Content types include
video testimonials...

10. © 2019#RALLYFWD
WHERE WE ARE
• 2019: shifted to content
marketing approach.
Content types include
live-tweeted events...

11. © 2019#RALLYFWD
WHERE WE ARE
• 2019: shifted to content
marketing approach.
Content types include
memes! (Yes, memes.)

12. © 2019#RALLYFWD
THE CHALLENGE
1. Raise the quality of hire
2. Create a career mentality
3. Shift perception
4. Create trust

13. © 2019#RALLYFWD
THE CHALLENGE
1. Raise the quality of hire
2. Create a career mentality
3. Shift perception
4. Create trust

14. © 2019#RALLYFWD
THE CHALLENGE
1. Raise the quality of hire
2. Create a career mentality
3. Shift perception from this...
4. Create trust

15. © 2019#RALLYFWD
THE CHALLENGE
1. Raise the quality of hire
2. Create a career mentality
3. Shift perception to this!
4. Create trust

16. © 2019#RALLYFWD
THE CHALLENGE
1. Raise the quality of hire
2. Create a career mentality
3. Shift perception
4. Create trust

17. © 2019#RALLYFWD
OUR APPROACH
• We publish weekdays to our
four social channels.
• 15/week on TW, 4-5/week on
FB, IG, and LI
• We seek to build
relationships within a mutual
exchange of value.

18. © 2019#RALLYFWD
OUR APPROACH
• We provide value via
curated articles,
employee
testimonials,
inspiration, and fun.

19. © 2019#RALLYFWD
OUR APPROACH
• We provide value via
curated articles,
employee
testimonials,
inspiration, and fun.

20. © 2019#RALLYFWD
OUR APPROACH
• We provide value via
curated articles,
employee
testimonials,
inspiration, and fun.

21. © 2019#RALLYFWD
OUR APPROACH
• We provide value via
curated articles,
employee
perspectives,
inspiration, and fun.

22. © 2019#RALLYFWD
OUR APPROACH
• We provide value via
curated articles,
employee
testimonials,
inspiration, and fun.

23. © 2019#RALLYFWD
OUR APPROACH
• We provide value via
curated articles,
employee
testimonials,
inspiration, and fun.

24. © 2019#RALLYFWD
Four Channels, Four Audiences
• Different value offered on
each channel:
• TW: tips, tricks, and hacks
• IG: culture and energy
• FB: inspiration
• LI: insider info
• Wise older friend persona

25. © 2019#RALLYFWD
Four Channels, Four Audiences
• Different value offered on
each channel:
• TW: tips, tricks, and hacks
• IG: culture and energy
• FB: inspiration
• LI: insider info
• Wise older friend persona

26. © 2019#RALLYFWD
Four Channels, Four Audiences
• Different value offered on
each channel:
• TW: tips, tricks, and hacks
• IG: culture and energy
• FB: inspiration
• LI: insider info
• Wise older friend persona

27. © 2019#RALLYFWD
Four Channels, Four Audiences
• Different value offered on
each channel:
• TW: tips, tricks, and hacks
• IG: culture and energy
• FB: inspiration
• LI: insider info
• Wise older friend persona

28. © 2019#RALLYFWD
#BeYou
• Celebrate the individual
• Advocate for diversity and
inclusion
• Provide a platform for
personal perspectives

29. © 2019#RALLYFWD
#BeYou
• Celebrate the individual
• Advocate for diversity and
inclusion
• Provide a platform for
personal perspectives

30. © 2019#RALLYFWD
#BeYou
• Celebrate the individual
• Advocate for diversity and
inclusion
• Provide a platform for
personal perspectives

31. © 2019#RALLYFWD
We’ve learned not to:
• Talk too much about ourselves
• Pat ourselves on the back
• Frame a topic negatively
• Be paternalistic (even with good
intentions)
WHAT DIDN’T WORK

32. © 2019#RALLYFWD
WHAT WORKED
Success factors:
• Positive/inspirational
sentiment
• Bright, fun, colorful
• Tribal identifiers (hair,
tats, gear)
• Big smiles

33. © 2019#RALLYFWD

34. © 2019#RALLYFWD
RESULTS
• Our engagement rates are significantly above
industry averages
• Follower growth has been steady (now >400K)
• Employees are thrilled to be featured
• Closer partnership with Marketing & PR

35. #RALLYFWD © 2019
LESSONS
LEARNED
• Focus on the value you provide
to your followers.
• Track performance within your
content categories to tune for
each channel.
• Employee testimony is your
most trustworthy resource -
use it.

36. © 2018#RALLYFWD
MARK DILLER
Sr. Employer Brand Manager,
T-Mobile
Thank You!
/markdiller/
@mdiller64
mark.diller@t-mobile.com