Company: Cisco (@WeAreCisco), San Jose, CA USA
Nomination Category: Engagement/Happiness Team of the Year
Cisco’s Talent Brand team's mission: to make personal connections with talent. That’s why we amplify current employee happiness externally to serve as an authentic view of the Cisco life.
Visit @WeAreCisco anywhere on social media – you won’t see stock imagery or brand marketing, you’ll see the #WeAreCisco employee tribe. (The same with our Cisco Careers website – all employee imagery!)
How? By listening on the #WeArecisco hashtag, and empowering employee sharing. This creates employee retention opportunities AND attracts candidates.
In 2018, we held our third annual #WeAreCisco #LoveWhereYouWork employee contest. Entries increased 90% YOY with a new twist tied to one of the top reasons employees love working at Cisco – giving back. For each entry, $1 was donated to charity. During the contest, #WeAreCisco owned 31% Share of Voice in the #LoveWhereYouWork conversation.
From the entries Talent Brand team is so good at seeing a spark of “there’s a story” and sourced almost a half of a year’s worth (75+) of blog posts. Their words, our help (as editors and professional “find the hook” unicorns.)
We publish on the blog 2-3 times a week, always giving the employee the byline and the promotion on social. As one employee said to us “You know you've arrived when #WeAreCisco pulls out a tweet or a post and hits you up to say, "Hey, this could be a blog!" 😁💖” In late 2017/2018, we began the Life at Cisco Blog Community. Initially, this space was created in Webex for Teams (using our own tech!) with an RSS feed to help our authors see when their blogs were live.
What we did not expect (but should have) was that this space would become a thriving community where Cisco employees support, congratulate and have fun with one another, and has grown to over 100.
We also took our “employee takeovers” (yes, they have the username and password) on Snapchat up a level during the summer of 2018. Focusing on the audience demographics, we created the “Summer of Interns” – daily takeovers by not just employees, but employees who were INTERNS. True to Snap form, each story was raw, and real and the interns were so happy to work at a company with that kind of trust in them. We provided the training and the guardrails; they provided the content, which got almost 90K views in the 2 months of the program.
Additionally, we feature employee content to highlight their happy through Instagram Stories. For this channel, we don’t do “takeovers,” we give employees a storyboard to capture the pieces – Boomerangs, vertical photos, videos – then we take those pieces and add the Instagram “flair.” One of our most successful Instagram Stories was for Diwaloween: a completion rate of 77.8%. This employee story from Austin, TX on a diverse, multi-cultural mash up of Diwali and Halloween and then continued to various celebrations of the two around the world. It showcased an incredible sense of inclusion, diversity, and comradery. Our average completion rate for 2018 was 68.9% -above average. YOY we saw a 7% growth in completion rate, a 12.50% growth in reach, and 318% increase in impressions.
One of our fastest-growing avenues for showing off happy employee is Instagram Live. These are usually 10-15 minutes long and follow an AMA (ask me anything) format. Here the employees get to share their “Cisco Story” in real time and our audience gets an opportunity to interact one on one with an employee. Instagram Live has had a 61% increase in average live views and a 92% increase in average replay views in 2018.
As you can see, this entry isn’t just for the Talent Brand team, this is for our extended team of employee ambassadors as well.
-Third annual #WeAreCisco #LoveWhereYouWork employee contest. Entries increased 90% YOY with a new twist tied to one of the top reasons employees love working at Cisco – giving back. $1 was donated for each entry ($5K total.) 31% Share of Voice in the #LoveWhereYouWork conversation.
-75+ #LoveWhereYouWork blog posts sourced from content – employee bylined! Employee happiness! “You know you've arrived when #WeAreCisco pulls out a tweet or a post and hits you up to say, "Hey, this could be a blog!" 😁💖”
-Summer of Interns with intern takeovers daily on Snapchat in 2018. INTERNS with username and password, bringing 90K views.
-Best employee-sourced Instagram Stories for Diwalloween showcasing how employees come together and embrace our diversity with completion rate of 77.8%.
-Instagram Live ambassadors sharing their #LoveWhereYouWork stories with a 61% increase in average live views and a 92% increase in average replay views in 2018.