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Social Recruiting at Cisco Europe

Presented at SRCONF 2012

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Social Recruiting at Cisco Europe

  1. 1. Leveraging the power of the human network Facebook and Cisco – harnessing social networking as a tool in graduate recruitmentSedef M BuyukatamanCisco University Relations ManagerEuropean and Emerging Markets
  2. 2. Hello My Name is Sedef – and I’m a Graduate Recruiter  Management Consulting  Hi Tech  Communications  Automotive  Banking….SMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 2
  3. 3. Agenda  Why a new approach?  Method Behind the Madness - Facebook is about Communication  Cisco’s Community Platform  Overview  Milestones  Key Success Factors, Tools  Growth  Q&ASMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 3
  4. 4. Tools in the Search for Potential  Job Fairs and Milk Rounds  Giveaways  Career Services (where available)  Online Job Boards  Mailers, emailSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 4
  5. 5. The Audience has Changed  As Eric Chester writes in  Generation Y rarely uses ‘Employing Generation Y’, email; instead the preferred ‘although they are better media are social networking educated, more techno- sites savvy, and quicker to adapt  Studies also show that Gen Y … they refuse to blindly doesn’t respond to formality – conform to traditional particularly office hierarchies standards. Instead, they and traditions. boldly ask, ‘Why?’ So how do we grab their attention?SMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 5
  6. 6. We’ve become the mountain…in a time when we need to adapt to changeSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 6
  7. 7. We had to modify our approach  Provide access to our employees, at all levels, in an informal and open forum  Open the lines of communication – make it transparent and easy to access  Develop a brand that accurately represented our corporate culture  Target the individual not the opportunity on hand – be proactive, not reactive  Create a sense of community As part of this approach we found Facebook to be an excellent channelSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 7
  8. 8. Welcome to the Human Network…  Facebook is a free-access social networking website that is operated and privately owned by Facebook, Inc.  The website currently has more than 200 million active users worldwide  More than 100 million users log on to Facebook at least once each day  Average user has 120 friends on the site  About 70% of Facebook users are outside the United StatesFacebook is the platform for global viral marketing and personal referrals at alllevels – by penetrating these social networks we can capitalize on the Human Network Effect.SMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 8
  9. 9. How does the average member use Facebook?  IM and email messaging throughout personal and professional networks  Keep in touch with worldwide networks through tools like status updates and photo sharing  Follow specific topics or groups that are in interest area, also track what groups or interests their friends are following thru an updated feed on their personal home page  Find and recommend products or services worldwide  Create, organize and participate in social, political and business related events  Network with personal and business contactsSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 9
  10. 10. What do they see when they log on?SMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 10
  11. 11. Facebook is about Communication  Communication: a two-way process in which there is an exchange and progression of thoughts, feelings or ideas towards a mutually accepted topic, goal or direction.  Facebook marketing is about communicating not advertising  The facebook experience is content driven, not ad space  Facebook allows you to target your customer is several ways …its about creating a dialogue and building a communitySMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 11
  12. 12. We started small…SMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 12
  13. 13. Then we went Global…SMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 13
  14. 14. We supplemented with targeted campaigns Focused Advertisements based on geography and diversitySMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 14
  15. 15. And partnered with our other teamsSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 15
  16. 16. But we made sure to keep it about communication  The highest media consumption comes from our videos and pictures  They let us know what they’re interested in by their likes and comments  They can ask us question in the open forum about their individual recruitment process or overall programs  Responsiveness is key  Content must be consistent and timely The more we listen…the more they talkSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 16
  17. 17. We can target our audience and tailor information to them • The Ad itself was viewed over 48.5 M times by over 3.7 M different individuals who met our target demographic • And was used to click through to our fan page over 7.576 times by 7.498 unique visitors • The number of female members to our global fan page in the target demographic group increased overall, during the ad period, from 17% to 24% in the target demographic • The total spend for the advertising was under 5K USDSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 17
  18. 18. Facebook helps us track our successSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 18
  19. 19. Growth Strategy  Viral Growth – 65K employees worldwide, academic contacts and alumni networks  Competitions, contests, discussions  Insertion into our recruitment process and overall communications  Expansion – baby boomers are the largest growing demographic on Facebook  Minimal Advertising – as needed in key markets to targeted groups of individuals Facebook offers what Twitter and Linked In cannot – a direct, reciprocal communication channel and open discussion forum with our target audienceSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 19
  20. 20. www.facebook.com/CiscoUniversityJobsSMB 09 © 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations Europe 20

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