social recruiting at cisco europe

Leveraging the power ofthe human networkFacebook and Cisco – harnessingsocial networking as a tool ingraduate recruitment

Sedef M BuyukatamanCisco University Relations ManagerEuropean and Emerging Markets

© 2008 Cisco Systems, Inc. All rights reserved. Cisco University Relations EuropeSMB 09 2

Hello My Name is Sedef – and I’m aGraduate Recruiter

ManagementConsulting

Hi Tech

Communications

Automotive

Banking….


Agenda

Why a new approach?

Method Behind the Madness - Facebook is aboutCommunication

Cisco’s Community Platform Overview Milestones

Key Success Factors, Tools

Growth

Q&A


Tools in the Search for Potential

Job Fairs and MilkRounds

Giveaways

Career Services(where available)

Online Job Boards

Mailers, email


The Audience has Changed

As Eric Chester writes in‘Employing Generation Y’,‘although they are bettereducated, more techno-savvy, and quicker to adapt… they refuse to blindlyconform to traditionalstandards. Instead, theyboldly ask, ‘Why?’

Generation Y rarely usesemail; instead the preferredmedia are social networkingsites

Studies also show that Gen Ydoesn’t respond to formality –particularly office hierarchiesand traditions.

So how do we grab their attention?So how do we grab their attention?


WeWe’’ve become the mountainve become the mountain……in a time when wein a time when weneed to adapt to changeneed to adapt to change


We had to modify our approach

Provide access to our employees, at all levels, in an informaland open forum

Open the lines of communication – make it transparent andeasy to access

Develop a brand that accurately represented our corporateculture

Target the individual not the opportunity on hand – beproactive, not reactive

Create a sense of community

As part of this approach we found Facebook to be an excellentAs part of this approach we found Facebook to be an excellentchannelchannel


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 States

Facebook is Facebook is thethe platform for global viral marketing and personal referrals at all platform for global viral marketing and personal referrals at alllevels levels –– by penetrating these social networks we can capitalize on the by penetrating these social networks we can capitalize on the HumanHuman

Network Effect.Network Effect.


How does the average member useFacebook?

IM and email messaging throughout personal andprofessional networks

Keep in touch with worldwide networks through tools likestatus updates and photo sharing

Follow specific topics or groups that are in interest area,also track what groups or interests their friends are followingthru 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 contacts


What do they see when they log on?


Facebook is about Communication

Communication: a two-way process in which there is anexchange and progression of thoughts, feelings orideas towards a mutually accepted topic, goal ordirection.

Facebook marketing is about communicating not advertising

The facebook experience is content driven, not ad space

Facebook allows you to target your customer is severalways

……its about creating a dialogue and building a communityits about creating a dialogue and building a community


We started small…


Then we went Global…


We supplemented with targetedcampaigns

Focused Advertisements based ongeography and diversity


And partnered with our other teams


But we made sure to keep it aboutcommunication

The highest media consumption comes from our videos andpictures

They let us know what they’re interested in by their likes andcomments

They can ask us question in the open forum about theirindividual recruitment process or overall programs

Responsiveness is key

Content must be consistent and timely

The more we listenThe more we listen……the more they talkthe more they talk


We can target our audience and tailorinformation to them

• The Ad itself was viewed over 48.5 M times byover 3.7 M different individuals who met ourtarget demographic

• And was used to click through to our fan pageover 7.576 times by 7.498 unique visitors

• The number of female members to our global fanpage in the target demographic groupincreased overall, during the ad period, from17% to 24% in the target demographic

• The total spend for the advertising was under 5KUSD


Facebook helps us track our success


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 onFacebook

Minimal Advertising – as needed in key markets to targeted groups ofindividuals

Facebook offers what Twitter and Linked In cannot Facebook offers what Twitter and Linked In cannot –– a direct, reciprocal a direct, reciprocalcommunication channel and open discussion forum with our target audiencecommunication channel and open discussion forum with our target audience


www.facebook.com/CiscoUniversityJobswww.facebook.com/CiscoUniversityJobs