24m+

impressions

1.78%

engagement on sponsored social content

47k

views on careers site

~470

applicants from hard-to-hire talent

2.12.2021 7:17

Launched a Global Brand Ambassador Program

As part of Telstra’s strategic transition from traditional telecommunications supplier to tech-led market leader, the company engaged The Martec to support with launching a global brand ambassador program.

Telstra had identified a new set of critical tech talent segments in line with its restructuring process. The employer branding team wanted to understand these workforce groups in a statistically meaningful way and leverage targeted content to improve their visibility in key segments.

The Martec Solution

Telstra’s partnership with The Martec has been integral in launching the company’s global brand ambassador program and positioning the company as an employer of choice in key talent segments. This is underpinned by five key solutions:

  • The Employee Hub provides a scalable solution for managing Telstra’s global network of brand ambassadors.
  • The Audience Research is the foundation for a content pipeline that leverages Telstra’s own people to showcase and distribute insightful content targeted at critical workforce groups.
  • The Story Builder matches trending topics with the brand advocates’ expertise, passions and interests.
  • The Questioning Engine extracts rich, in-depth responses from the company’s nominated brand ambassaors.
  • The Library provides an ongoing stream of ambassador-generated content to support with weekly paid campaigns on social media.

Results Recap

  • Launched a successful brand ambassador program across multiple target markets and talent segments
  • Achieved a 1.58% engagement rate on sponsored content – 3x higher than the industry benchmark
  • Averaging 2,000+ views on ambassador blog content
  • Unlocked a global ambassador network as a channel for amplifying content







Employee Hub

The Employee Hub allowed the team to map out Generation Health’s employee profiles and to identify and qualify thought leaders within the company.

Audience Research

Audience Research provided tailored insights into the topics and headlines trending with Generation Health’s key audience segments.

Story Builder

The Story Builder matched trending topics with the brand advocates’ expertise, passions and interests, in line with the business’ objectives.

Questioning Engine

The Questioning Engine extracted rich, in-depth responses from the company’s thought leaders.

Library

The Library enabled the team to grow their employer brand and establish credibility through unique and authentic insights and stories.

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