British Telecom (BT) Case Study | Employee Branding & Digital Transformation

About British Telecom

BT Group is a British multinational telecommunications holding company headquartered in London, England. Operating in around 180 countries, it is the largest provider of fixed-line, broadband, and mobile services in the UK. BT also offers subscription television and IT services. With a legacy of over 173 years, BT was formally branded as British Telecom in 1984.

Challenge

BT was a legacy organization relying on traditional technology for its products and services. In 2021, under the leadership of Mrs. Harmeen Mehta, Chief Digital and Innovation Officer (formerly of Airtel and Global CIO/Head of Cloud and Security Business), BT embarked on a digital transformation journey.

Objective

The aim was to brand this transformation through events and live sessions, targeting digital talent across lateral and leadership levels. This would foster engagement and attract talent aligned with BT’s innovative future.

Alp Consulting’s Role

Alp Consulting was engaged as a partner to identify and bring specific digital talent to BT’s events. Target profiles included Delivery Leads, Architects, Product Managers, and Design Engineers.

• Our team identified the talent pool in the market matching BT’s requirements.
• We branded BT’s transformation story to prospective candidates.
• Outreach focused especially on senior talent and those seeking opportunities in digital roles.
• We communicated how BT’s platform could enable these professionals to share their digital experiences.

Challenges Encountered

• Convincing candidates to participate was difficult due to remote work setups and busy schedules.
• Extensive effort was needed to secure the attendance of senior digital talent.

Results

• Despite challenges, Alp Consulting succeeded in attracting a strong group of motivated individuals to the event.
• Event-day turnout exceeded expectations.
• Several candidates opted to pursue career opportunities with BT.
• BT was able to onboard key talents identified and scheduled by Alp Consulting for their digital transformation journey.