Cricket Wireless Focuses on Employee Engagement
Challenge
As a subsidiary of AT&T with its own brand and P&L, Cricket Wireless needed to energize and sustain a unique employee culture. This was especially challenging given its geographically dispersed employee base, distinct brand persona, and predominantly franchise-owned retail store infrastructure.
Approach
My team collaborated with business unit leaders to survey employees, identifying preferred communication channels and key topics of interest. We developed a comprehensive communications strategy that included employee gatherings, volunteer opportunities, company newsletters, town halls, and a CEO video short series.
Results
We established a consistent content strategy that fostered ongoing dialogue between employees and leadership. Employee net sentiment increased, and the passion for the Cricket brand permeated AT&T, boosting internal brand awareness and interest in the prepaid business. This transparent and authentic communication strategy maintained employee connection and morale during the pandemic and societal unrest, ensuring stability and cohesion in times of change and uncertainty.
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