“We Make
it Happen”
I was asked to support the “We Make it Happen” employment campaign for entry-level careers. It’s as much about what employees make happen for customers as it is what AT&T does for its employees. Based on market research, the focus was on pay, benefits, and growth opportunities.
Technicians
Technician work is very physical and offers a lot of autonomy; it’s what people in these roles want. These ads make it clear that they can find that freedom at AT&T, while having the safety of a well-established company behind them.
Female Technicians
As a traditionally male-dominated field, there are many misconceptions about what it’s like to be a woman in this space. What sets these ads apart from the general technician ads is the importance of doing work they’re passionate about and emphasizing the ability to support family.
Call Center
These team members support customers and, fittingly, people in these roles like to know that they’re supported too. Knowing they would have managers who look out for them and help them grow was very important to employees. The ads deliver the message that AT&T will make that happen.
Field Sales
Compensation is king in sales. AT&T offers numerous perks and incentives as well as uncapped earnings for their sellers. The goal was leaning into that rewards package and setting AT&T as the place to be to make the most for their effort.