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Company: Cisco

Category: Engagement/Happiness Team of the Year

Nomination Title: WeAreCisco Talent Brand Team



Cisco’s Talent Brand team has a mission to make personal connections with talent by building the best social media community – through our approachable strategy of sharing real employee stories about working at Cisco. 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!) We call it EGC (employee generated content.) Through our visual identity on our social media channels, our presence conveys “Be You, With Us.”

We do this by listening on the #WeArecisco hashtag, and empowering employee sharing on their personal social media channels. This aids in employee retention, strengthens advocacy with our employee ambassadors (they get really excited to be featured) AND attracts candidates, by sharing an authentic and transparent view into what it’s like to work at Cisco.

- Our 4th annual #WeAreCisco #LoveWhereYouWork employee contest doubled the previous year’s entries with 4000+ – each generating a $2 donation to charity. The entries generated 100 employee stories for the Life at Cisco blog. The potential reach of #WeAreCisco was 23M+ on the #WeAreCisco & #LoveWhereYouWork hashtags, and drove conversation on our employees’ networks – that's why they’re our influencers!

- Talent Brand was chosen to participate in LinkedIn’s Live beta program. The pilot program we launched for LinkedIn Live gave the keys over to our employees to authentically share what it’s like to work at Cisco through their eyes. And over 300K minutes of these employee testimonials on live were watched in 2019.

- We turned National Intern Day into National Intern Week! We featured current and former interns - including “A Day In The Life” takeovers on our channels, and partnered with our interns’ top tier universities to re- share #WeAreCisco content and had Cisco interns takeover university social channels talking about their Cisco internship experience.

- Cisco was named the No. 1 World’s Best Workplace in 2019, thanks to our employees’ happiness! To announce and celebrate this prestigious achievement (to employees & to the world via social), #WeAreCisco partnered with employees around the globe (12 different locations) to create a collaborative video in various languages.
Employees were excited to be a part of this exclusive project and their Cisco pride really shined through in their passionate spirits. The video generated over 595K impressions and 190K video views across social media platforms.

The 2019 #WeAreCisco #LoveWhereYouWork contest generated 60% more entries YOY, exceeding our team goal and populating our content for months to come. During the contest, we owned 56% of the conversation, an increase in Share of Voice YOY. In addition to generating significantly more entries, we were able to donate 50% more to charity, which supports Cisco employees’ values of giving back to our community.

By putting our employees front and center through our LinkedIn Live pilot, the audience consumed 359K+ minutes of video (including replays). 60% of the viewers were from key talent areas where we are hiring and LinkedIn Live received 2x the engagement of average content on the platform. One of our LinkedIn Lives increased Cisco organic impressions by 95%, shares by 81% and reactions by 247% vs. the previous day!

National Intern Day is a one- day celebration each year, but the #WeAreCisco team turned it into a week- long social media activation to generate awareness of our internship opportunities, engage with our social audience in a fun way (over 950K video views.) Though the universities we partnered with did not share their metrics with us, reaching their audience, that we wouldn’t have reached on our channels, was a huge win in raising awareness of Cisco’s culture and made our employees “famous” at their schools!

And our general strategy of using employee voices to attract talent gives employees “Cisco fame,” gets them excited, and encourages more sharing.