Leveraging Social Networks for Recruitment

Leveraging the power of
the human network
Facebook and Cisco – harnessing
social networking as a tool in
graduate recruitment

Sedef M Buyukataman
Cisco University Relations Manager
European and Emerging Markets

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

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&A


Tools in the Search for Potential
 Job Fairs and Milk
Rounds
 Giveaways
 Career Services
(where available)
 Online Job Boards
 Mailers, email


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?

We’ve become the mountain…in a time when we
need to adapt to change

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
channel

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 the platform for global viral marketing and personal referrals at all
levels – by penetrating these social networks we can capitalize on the Human
Network Effect.

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 contacts


What do they see when they log on?


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 community

We started small…


Then we went Global…


We supplemented with targeted
campaigns

Focused Advertisements based on
geography and diversity


And partnered with our other teams


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 talk

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
USD


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 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 audience


www.facebook.com/CiscoUniversityJobs

Leveraging Social Networks for Recruitment

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