AT&T, Retraining, and the Workforce of Tomorrow

By: William R. Kerr and Joseph B. Fuller and Carl Kreitzberg

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Synopsis: By the late 2000s, rapid changes in the telecommunications industry forced AT&T's management team to take on a task that CEO Randall Stephenson called the "biggest logistical challenge" they had ever seen: retraining 100,000 workers by 2020. In 2012, internal company analyses found that AT&T's workforce would lack the skills it needed to fulfill emerging job requirements. AT&T responded by creating "Workforce 2020," a company-wide initiative that sought to address potential skill shortfalls. The initiative aimed to transform AT&T's workforce by implementing multiple changes, such as redesigning job roles, developing new educational curricula with Udacity, and incentivizing employees to retrain themselves for high-demand careers. Some gave high praise to the "Workforce 2020" model, going so far as to call it a new "social contract" between employers and employees. Others worried that the new program was systematically disadvantaging specific groups of workers. In 2018, AT&T rebranded Workforce 2020 to "Future Ready," signaling the company's commitment to retraining its workforce beyond 2020.