Kerry Antezana

Challenge
T-Mobile is known more as a telecomms company than a tech company. Having just launched the first 5G network, they asked us to attract and recruit 900 new tech employees to work on non-telecomms projects like Scam Shield, Home Internet, and other IoT advancements.

Solution
The solution was twofold: 1) Position T-Mobile as the best kept secret in tech careers and 2) Find new audiences among often underrepresented groups in technology, namely communities of color, mature workers and women.

• Testimonial videos featured employees talking about the company culture, their own career growth and opportunities to innovate. 

• New photography refreshed recruitment advertising, the company website, social media channels, and job board profiles.

• Event materials promoted DEI-focused events such as Lesbians Who Tech, Latinas in Tech, Black Tech NOLA, Grace Hopper, HBCU Connect, and Afrotech. 

Results
The campaign made record progress on hiring. Recruiters embraced the videos for standing apart from the competition. It’s also worth noting everything was filmed and photographed at the start of the Covid pandemic–an effort requiring innovation in and of itself. 

Art Direction: Camille Yocum