Hi folks! It’s Iain here again welcome along to another episode with TA Hack. Today, we are going to mix it up a little. Today, we’re going to talk a wee bit about a specific example of — well, employer branding greatness.
I came across this, one of my contacts at Candidate ID sent it across to me and this is just absolutely fantastic.
So if you want to follow me on this, jump over onto csr.cisco.com/gps.
This is Cisco’s Corporate Social Responsibility website and it just fantastic. The first place that I arrive along is their GPS site, global problem solvers.
Cisco have a massive drive for bringing problem solvers into the business. They don’t want people that see problems, see challenges, and then shy away from challenges. They want people that get in there and solve the problem. So what they’ve done is they have created this fantastic-looking site with lovely high res images and great content.
Cisco are obviously attracting a millennial style of candidate for these roles. They’re looking to bring in the next generation of employees. They’re launching their next global problem solvers program which really is giving people the skills to thrive and and grow their career. So they show that not only are you joining Cisco but you’re going to be given the skills that you need to really come and thrive in growing your career. So they promoting career opportunities, not just jobs. They’re talking about growth in your career. They’re talking about thriving but they are not saying specifically you will have growth in your career. They’re just letting you feel it. So it is a great way of putting forward the idea of growth without guaranteeing that you are actually going to be promoted around from the gap.
Further down the page, you get to see the statistics on what their workforce are doing, what a global problem solver looks like. To Cisco a problem solver thinks as an entrepreneur and they act as a social change agent. So they’re really showing the type of person they are looking for here; innovators, people that will champion diversity and support the communities that they work within.
Then, further down, they’re looking at people that are making a difference and really driving change. So they’ve got a couple of really cool things on further down and all this is just methods of engaging people again and again and again and again. Some of this includes:
A quiz to see what type of problem solver you are.
They detail what the anatomy of a global problem solver looks like and then they’ve got all this different content here.
Videos of their problem solvers
Profiles of people that are changing the world
If you think of how you could use this within a talent funnel, I don’t know if Cisco use a funnel — if they don’t, it could be powerful.
So up at the very top, we’re talking the launching the next generation of global problem solver, top of the funnel content.
Then, as you go down the page you get lower and lower down the funnel. With this structure and a funnel you can provide your talent pools with weekly emails and social content about what’s going in Cisco and their CSR efforts.
Then right the way down through to the bottom of the funnel you can download and white papers, see social proof of their brand in New York Time stories and infographics.
This is fantastic employer branding and can be used throughout the talent attraction stage and the recruitment process stage.
Imagine you are providing this content to people and then scoring how engaged they are. Allowing you to create league table of people that are most engaged with your employer brand. And then using that to see how effective your employer brand is and potentially even using it whenever you’re progressing through the recruitment process, whenever you’re looking at who you should be hiring into the business.
Then if you jump back through to the main CSR site, you can see that they’ve got all of their different campaigns and it’s all based around how they’re caring for the communities that they are work in, how they are supporting education, how they are building IT talent, preserving the environment, the global problem solver.
So this is great content that pretty much every company can put together, many will have it already. So if you’re thinking of building your employer brand, have a think about a sort of landing page or campaign site to host content.
Push your content out to people by email. You will be continually engaging you talent pool so that the next time they come to think about changing careers, they’re thinking about you. In time you will start to influence passive job seekers to think about you early on in their consideration of their career.
So thanks for come along to another episode with TA Hack. Jump onto that csr.cisco.com and I’m pretty sure you will be impressed, it’s a fantastic stuff.