Company: Cisco Talent Brand, San Jose, CA USA
Nomination Category: Engagement/Happiness Team of the Year
Employer branding is a new focus area for many companies, and Cisco's Talent Brand Social Team is leading the way in the space, by putting happy employees at the forefront of our content and letting them tell their stories.
1. The Cisco Talent Brand team launched the WeAreCisco Snapchat account in May, 2016 to show the authentic view of what it's like to work at Cisco. Each day is an employee takeover, and signal of trust, to Snapchat ambassadors. Attached, you’ll find a PDF with employee and industry feedback.
The Talent Brand Social Team manages the account logistics, and provides enthusiasm and opportunities, creating a shared calendar where employees can sign up for whatever day/topic they would like, while also providing prompts for great Snapchat content based on metrics and feedback from followers.
Each month new Snappers are rolled into the program in more geographies (we’ve covered the US, Canada, Israel, UK, Dubai, Bangalore, Russia and Ireland so far) to keep the story fresh – both Executive Chairman John Chambers and our CEO Chuck Robbins appeared on the channel.
2. Only five months after the WeAreCisco Snapchat launch, the team partnered with the NASDAQ to do an employee takeover TAKEOVER of the NASDAQ account for National Techie Day to show a view of what it was like to work for a tech company. See the video with entry.
The team organized 18 different employees in 12 different global locations (including an airport for "work from anywhere") in one week and also engaged the New York City employees to Snap from the NASDAQ itself, with photos of the NASDAQ tower that featured the WeAreCisco Snapcode (we took over Times Square!).
3. The Talent Brand Social Media team continued building a new Instagram channel – which went from 2K followers at the beginning of 2016 to 15K ORGANIC followers at the end of 2016. The team focuses on authentic, raw, emotionally impactful photography, almost all of which is employee-generate content sourced from Cisconians, who receive a tag “shoutout” when their photo is used. We’ve attached some Instagram “best ofs.”
Additionally in 2016, Instagram launched Instagram stories. The team felt strongly that Instagram Stories should NOT be "Snapchat light," but rather offer unique content, while putting the employee voice front and center, again tagging them when their content is used.
The WeAreCisco Instagram Stories and regularly sees 50-60% completion rates.
4. In mid-2015, the Talent Brand Social Team launched a new, culture focused blog called Life at Cisco (only 9% of the Fortune 500 have a culture blog.) In 2016, the team stepped up their efforts with two posts per week instead of one, and focused on letting employees byline the stories. Employees then share from their own channels when they are featured, tell their managers, respond to comments on their blogs, etc..
5. To further gather content for the blog and social channels, the Talent Brand Team partnered with Employee Internal Communications to launch the second-annual #WeAreCisco #LoveWhereYouWork contest. During February 2016 and 2017 (the month of love) employees entered photo representations of why they loved working at Cisco on their own networks (thus, expanding our talent brand reach.) The finalists were promoted on the internal employee site home page, and awarded prizes (in 2016, the tshirt prize was the most coveted – employees still ask where they can get it.) Winners Storify and blog post with entry.
6. In February of 2017, the Talent Brand team also launched a new Careers website, featuring ONLY photos of, or by, employees (no stock photos here!) Some of the featured employees cowrote a blog post about being on the site and shared it with their networks! Careers link with entry.
1. Launched WeAreCisco Snapchat account. Since inception (10 months as of this entry) WeAreCisco has had 6.3M+ minutes viewed and a story completion rate of 60-70%.
2. Facilitated an employee takeover TAKEOVER of the NASDAQ’s Snapchat account for National Techie’s Day. Both the NASDAQ and WeAreCisco saw their best unique views ever during the project. The WeAreCisco account saw almost 20K views on Snaps in that one day.
3. Instagram engagement tops industry standards by 2-4x, Twitter engagement 2x.
4. Focused further on the Life at Cisco blog, featuring stories by employees. It is frequently the second-most viral Cisco blog. Two to three posts per month make the top 10 most shared blogs.
5. In November of 2016, the team posted its most viral blog yet, a story about how a woman came through struggle thanks to her Cisco family, with more than 45 comments in two days.
Cisco Employees Can’t Stop the Feeling: https://youtu.be/gFmA3SnFguo