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Carve Consulting | EE: LinkedIn Careers Group
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Content & Community
LinkedIn, Social Recruiting
About This Project
The challenge

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.

The solution

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.

The results

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.