Telstra’s “connect to a future created by you” video is a powerful talent attraction strategy that not only directly targets their ideal demographic but links their consumer brand to their employer brand.
Their focus on “connecting” serves the dual purpose of expressing their service, as well as engaging their future people by expressing how their work has value and what they can accomplish through a career at Telstra.
Trends in employer branding have shown organisations promoting a purpose for the people, and Telstra does just that. The video begins with the statement: “At Telstra, we help millions connect to the people and things that matter to them most.”
“We’re the right people at the right moment with the resources to do extraordinary things. For our team that means more than just a job. Here, you can make a difference.”
Video allows Telstra to show (not tell!) the advanced technology they offer as part of their unique employee value proposition. They showcase attractive high-end technology with big teleconference screens in modern meeting rooms, large touchscreens, smartwatches, tablets, phones, and even computer-aided medical devices. (Check out that cool glass touchscreen and futuristic television room at 1.35!)
“As we evolve into a global organisation, there is an opportunity for every person to innovate. Leading the way isn’t easy. It takes courage to say there’s a better way. And here, that’s encouraged.”
Telstra people discuss how they are given ownership, accountability, flexibility, and trust, which empowers them to deliver and achieve.
“Because we know and strive to serve our customers better than anyone else, our work here is ever-evolving.”
“If you want to thrive, the opportunities are endless.”
The video speaks to the variety and career growth available within the company, and how people are supported to reach their goals.
“A job with us is like no other… You’ll be challenged, inspired, and proud. You’ll always be a part of something bigger.”
Their video showcases their diversity with people of different ages, genders, and cultural backgrounds. They share the “we care” Telstra difference, and articulate how they respect the needs, views, and ideas of their people.
“Our vision is for Telstra to be a world-class technology company that empowers people to connect. Every one of our people has a role to play bringing this to life.
The video comes to a close with an engaging compilation of employees completing the sentence, “My future is…” (“My future is whatever I make it.”)
Circulating back to their introduction and core employee value proposition messaging, the video ends with the statement: “Come and connect to a future that’s created by you.”