Retail Recruitment Campaign

T-Mobile retail stores face an ongoing challenge in nationwide hiring, often involving the recruitment for multiple positions across various locations. This challenge is particularly pronounced in less established or rural markets where the brand may be unfamiliar to consumers. In some cases, local recruitment efforts led by store managers proved to be seamless, but in other instances, challenges urgently arose.

To address these complexities, a comprehensive and tiered marketing strategy was implemented. Initially, the focus was on creating an engaging retail landing page that succinctly communicated essential information about the roles, benefits, and career prospects. Recognizing the aversion to lengthy documents, a key element of this strategy was the incorporation of a video featuring employees passionately sharing their experiences and commitment to the job.

The second tier involved empowering store managers and recruiters with a toolkit of marketing materials to use locally, including social, yard signs, posters, sidewalk stickers and flyers. In cases where these efforts fell short, the Employer Brand Marketing (EBM) team had the capability to activate hyper-local paid media campaigns. Recognizing the time-intensive nature of creating creative content for such campaigns, a turnkey media kit was established, enabling rapid deployment within a matter of days. This streamlined approach significantly reduced the burden on local stores and eliminated the need for last-minute efforts by the EBM team. 

This creative suite not only spotlighted genuine, magenta-loving employees but also established a cohesive brand for candidates' career journeys through messaging and design.