AT&T has taken its recruitment brand back

AT&T like many successful companies has had a long history of having to adapt with the ever changing recruitment landscape.

Mergers Create Multiple Companies; Multiple Web Presence; and Multiple Messages

This need to adapt was a huge priority in 2008. At that point AT&T and Cingular were merging together producing the need for lots of change. There were three different places to apply, little job seeker interaction, and they were putting out different messages across their three separate career sites. These three things forced AT&T to rethink how they were recruiting and gave them the ability to start from scratch. This led them to invest in two key components. These components were the use of ATT.jobs as a marketing recruitment tool and the implementation of TMP and its TalentBrew platform.

Making it Easier for Job Seekers to Find AT&T Jobs

AT&T utilized the .jobs URL as an easy to remember destination for job seekers. They knew that if job seekers saw ATT.jobs they would intuitively know that the site was completely tailored to AT&T’s jobs. This type of marketing centered thinking was at the heart of everything they did. AT&T wanted a web site that would engage the job seeker and enable them to capture more of the traffic hitting their site. The finished product was a dynamic website with inter connected content that was regularly updated and fresh.

Job Seekers Shift to Using Search Engines

With the launch of ATT.jobs in 2008 it took only four months for the website to surpass 2 million visits and almost 7 million page views. The website was a success, however they realized there was a shift occurring in the culture of internet job seekers. More and more job seekers were turning to the search engines to find job opportunities. Instead of relying on job boards, and aggregators to drive search engine traffic to AT&T jobs, they decided to create their own infrastructure with ATT.jobs at its core.

TalentBrew Implementation Marks the Beginning of Building Out Search Engine Optimization

This led them to the second component of their long-term recruitment strategy which was the implementation of TMP’s TalentBrew Platform. At its core TalentBrew was a product designed with the intent of driving job seeker traffic from search engines into relevant ATT.jobs pages. The first step in this process was…

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