Name of Organization/Company: Cisco, San Jose, CA USA
Category: Engagement/Happiness Team of the Year
Cisco’s Employee/Employer Brand team has a mission to make personal connections with talent by building the best social media community through our approachable and inspirational nature by sharing real employee stories about working at Cisco. We do this by amplifying 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 community. (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're excited to be featured) AND attracts candidates, by sharing an authentic and transparent view into what it’s like to work at Cisco.
Amidst life in 2020, our mission continued to present an authentic view of Cisco’s culture and reputation as a great place to work to candidates, and meet our employees and talent where they were in the moment.
In 2020, everyone's worlds shifted. So, it only made sense for our content and strategy to shift as well. We paused as needed, were mindful and strategic in when, where, and how we were connecting with our audience, and met our employees and potential talent where they were in each moment.
Our 5th annual #WeAreCisco #LoveWhereYouWork employee was held January 25 - March 3, 2020. The contest doubled the previous year’s entries with 4000+ – each generating a $2 donation to charity. The entries generated over 60 employee stories for the We Are Cisco blog.
When our interns arrived (virtually) we welcomed them to the Summer of TikTok (where we created a first-of-its-kind pilot at Cisco to share their #LoveWhereYouWork stories through a series of TikTok challenges), saw continued increased growth on the We Are Cisco blog, were contacted by Conviva to be featured for the success of our Instagram Stories, and highlighted employees in our Together, Apart video.
Cisco was also named the No. 1 World’s Best Workplace thanks to our employees’ happiness! To announce and celebrate this prestigious achievement (to employees & to the world via social), #WeAreCisco partnered with select 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.
Cisco’s Employee/Employer Brand team’s metrics and business outcomes for talent attraction are all detailed in the supplementals. Here are a few highlights:
Covid Content Shift
• 23k+ organic impressions and over 1,500 likes on an Instagram post that highlighted an employee starting at Cisco "virtually" - showing employees can relate.
• We Are Cisco blog saw an increase of 53% in views with a 60% bounce rate (showing engaged readers).
Summer of TikTok
• 306,316 total views and 20k total #WeAreCisco views.
• 286k Total number of ambassador views.
• 37 ambassadors
Together, Apart Video
• 2,937 views and 355 likes on IGTV.
• 5,472 views (3x average!) and 121 engagements on Twitter.
• 296k views (organic)(20k paid views) and 901 reactions on LinkedIn
- View rate for sponsored post was 1.5x the average on LinkedIn.
- 2.3x our average engagement!
#WeAreCisco #LoveWhereYouWork contest
• 2X previous year’s entries, most yet at 4K+
• 56% share of voice in the #LoveWhereYouWork conversation in social
• $2 of each entry to charity!
• Stories consistently reach 5000 peoples per story, with hyper-engaged audience.
• Reach rate is 20% higher than 'brands' category average.
• Traditionally as accounts grow, reach rate declines - that isn't the case for @WeAreCisco!
Our general strategy of using employee voices to attract talent gives employees “Cisco fame”, gets them excited, and encourages more sharing.
Our KPIs all follow the marketing funnel, growing awareness, engaging talent to consider Cisco as a great place to work, and taking an action (visit a blog, go to the careers site, etc.) All of this has the foundation of employee advocacy as a trusted source of information, but also as a retention and referral model.
Attached is more in-depth supplemental material: Results from our content strategy shift due to COVID-19, We Are Cisco Blog response, TikTok Metrics, and our Together, Apart video metrics.
COVID Sicial Content Updated: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/5f9676f2-ce70-42d7-8048-4502d14f72e7?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720392588&response-content-disposition=inline%3B%20filename%3D%22COVID-social-contentUPDATED.pdf%22&response-content-type=application%2Fpdf&Signature=adBhuo4TZ9WZO9WwnCp1YRq3xOI%3D
Employee Generated Content Examples: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/8878cc94-45c6-45de-8221-aa562a03ad9a?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720392588&response-content-disposition=inline%3B%20filename%3D%22EGC%20Examples%20Calendar%202020.pdf%22&response-content-type=application%2Fpdf&Signature=eAkvlFp8J0gSQm%2BDLO7wjJdYAJo%3D
WEAReCisco Blog Response: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/b03043f5-7811-44a7-bf46-c677aa966f0b?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720392588&response-content-disposition=inline%3B%20filename%3D%22WeAreCisco%20Blog_COVIDresponse2020.pdf%22&response-content-type=application%2Fpdf&Signature=u12vekWAEmAl0orCI9Auew4WO80%3D
TikTok Metrics: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/69e78f3d-cc9e-48a3-b287-a855c09e3e41?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720392589&response-content-disposition=inline%3B%20filename%3D%22TikTok%20MetricsUPDATED.pdf%22&response-content-type=application%2Fpdf&Signature=qOr6vEg5JAPXOEk5HnR1qG7TQf8%3D
Together Apart Video: https://vo-general.s3.amazonaws.com/a1ab4161-9c30-4e28-88fc-d6ad384e3fe2/99852204-8cd8-4579-979f-dbe849a250cd?AWSAccessKeyId=AKIAJ4PRWO26HAX3IOCA&Expires=1720392589&response-content-disposition=inline%3B%20filename%3D%22Together-Apart-Video-MetricsUPDATED.pdf%22&response-content-type=application%2Fpdf&Signature=ldYARHr5TdJIEPFBqdXVX1tDEdA%3D