Transforming employee communication to engage employees: AT&T’s focus on strategic messaging and humanizing our brand

Job one for us is to engage employees in company strategy and bring our brand to life. At AT&T, we’ve evolved Employee Communications from a focus on email and intranet articles to a newsroom-style, multimedia storytelling approach with huge successes. And we didn’t stop there. We created an internal social media program and debuted a fresh voice to enlist employees to help share great brand-building stories through their personal social networks. And we use blogs and podcasts to reach our diverse—four generations strong—global workforce.  We integrated companywide digital signage with other channels to engage employees more powerfully than ever before.

Come hear our journey and lessons learned. We’ll share what drove our approach, key successes and takeaways for teams of any size and how all of this enables us to look at what’s next to drive home strategic messaging.

By attending this session, we’ll have helped you understand:

  • How to develop a strategic mindset that drives frontline engagement.
  • How to bring your brand to life through good storytelling and a fresh voice.
  • How to integrate multiple channels for major impact and strategic alignment.

TrackEmployee engagement
FormatPanel
Career LevelStrategic adviser
Date and Time: Wednesday at 9:00–10:00 a.m.


18418f1Moderator / Pat Stortz / Texas, U.S., 
leads a core team of 40 professionals responsible for engaging 280,000-plus employees worldwide with the company’s corporate and business unit strategies, programs and policies. During her tenure, Stortz transformed the EC team into an internal “newsroom” for AT&T, one that delivers breaking news, executive perspectives and stories about the extraordinary employees who work every day to advance the company’s mission to “connect people to their world, everywhere they live, work and play—and do it better than anyone else.” Top communication organizations have recognized AT&T’s employee communication team for its innovative campaigns, social engagement program and award-winning weekly newscasts.

 

TammieWagner_small_byEllisVener_2014_tightPanelist / Tammie Wagner, ABC / Georgia, U.S., leads governance and content for AT&T’s worldwide digital signage operations. She’s managed employee communication strategy and implementation and executive support for the AT&T Technology Operations team—including the chief security, digital and information officers. She’s led employee engagement with AT&T’s brand, advertising and sponsorship activities and the company’s industry-recognized employee social media advocacy program. Wagner has also managed motorsports marketing and award-winning sales incentive programs for Mighty Distributing System of America and trade shows and marketing communication roles at SunTrust Bank.

 

 

NolanPCarleton_headshot_tPanelist / Nolan Carleton / Colorado, U.S., leads AT&T’s internal social engagement team, which focuses on next generation communication tactics and techniques to better engage all employees. Among other programs, her team most notably runs the AT&T Social Circle employee advocacy program, produces the Life at AT&T podcast and the award winning AT&T employee newscasts. Carleton is passionate about employee engagement, data-driven decision making and developing thought leaders who will humanize the AT&T brand. Carleton joined AT&T in 2014. She has a background in strategic communication, Lean Six Sigma and organizational change.

 

 

DougMagditchPanelist / Doug Magditch / Texas, U.S., helps employee communication programs for AT&T corporate communications. His responsibilities include internal communications for AT&T’s chairman and CEO, hosting Business Beat—an internal newscast for around 40,000 employees—and producing the Life at AT&T podcast. The podcast is a monthly behind-the-scenes look at what it’s like to be an AT&T employee in a variety of roles across the company. Magditch joined AT&T in 2014, after 10 years in broadcast news. Most recently, he was a Reporter/Anchor at Dallas’ CW affiliate. Prior to that, he worked at Fox, NBC and ABC affiliates in Florida and Missouri.