Building the Values of Inclusivity and Collaboration Into a Tech Brand

BY Krista Sherer | March 19, 2023

“We were building a plane and flying it at the same time, with the hope that we were not going to crash and burn but soar to new heights,” said Aruna Ravichandran, chief marketing officer for Webex by Cisco, the conferencing and communications platform, about the company’s rebranding in the middle of the pandemic. 

In a fireside chat at From Day One’s recent Silicon Valley conference, Ravichandran said that tools for collaboration and video conferencing were suddenly in huge demand, democratizing the hybrid workforce. “We had to do something in a hurry to send the message to the world that we are not just about video conferencing, we are about the entire collaboration portfolio.”

Chuck Robbins, CEO of Cisco Systems, along with the company’s board, invested in an immediate brand transformation, creating an entire marketing team from scratch and ran with remodeling their identity in the spring of 2020, Ravichandran said. This metamorphosis resulted in changing a video-meeting product into a collaboration portfolio as a $5.5 billion business.

“Webex is no longer just about video conferencing; it’s a single app for everything to do with collaboration,” Ravichandran said. “So from the same app, you can do video meetings, you can do chat, you can do voice, you can do polling, you can even run event webinars.”

Ravichandran led the transformation not only with speed, but with diversity, equity, and inclusion (DEI) as core values for the production. Collaboration and inclusivity are about breaking down silos across geography, individual work arrangements, and socio-economic groups, as well as building this promise into the brand and its purpose, she said. “We influenced the engineering teams to create inclusive features,” Ravichandran said, “so you can speak in English and translate what you are saying into 108 languages in real time.”

Additionally, the company wanted to give equal voice to different personality types, including both introverts and extroverts, creating innovative solutions for people to express themselves in their own ways. “We had to make sure that this was not just a marketing rebrand, but that there was inclusivity in the underlying technology,” she said.

Multigenerational diversity was a consideration too, with four generations currently active in the workforce. Ravichandran said they wanted to ensure they were thoughtful and authentic to their customers and employees. “It helped internally and externally to set the stage for what Webex is,” she said. 

At the conference, Ravichandran was interviewed by From Day One co-founder Steve Koepp

 

Even with a video collaboration tool as her business, Ravichandran has been vocal about face-to-face meetings being vital to Cisco’s culture. Moderator Steve Koepp, From Day One’s head of content, asked how they manage the tension, and two seemingly clashing forces, of people wanting flexible work hours while working from home and businesses wanting employees to return to the office. 

“How do you make bringing back people into the office a magnet and not a mandate?” she said. “It’s a very tough problem to tackle.” Ravichandran said the answer is also a combination of culture and technological transformation and that offices built before the pandemic aren’t suitable for the changes that have happened with employees or the innovative technological advances over the last three years. “More and more, facilities, leaders, and chief innovative officers are starting to think about how they have to transform their offices,” she said.

HR professionals are central to finding solutions to this challenge. “They have to give the flexibility while simultaneously allowing employees to innovate,” she said.

Building this kind of culture will take a great deal of transformation and the code still needs to be cracked, Ravichandran said. However, she believes that this change will likely happen in a couple of years and that diversity is at the heart of the strategy for talent acquisition and HR leaders. “One of the beautiful elements many of us in the tech world learned is that talent is global. So every geography has something to bring to the table,” she said. “When increasing your innovation in an organization, diversity is very important.”

As for marketing in the future, Ravichandran said that artificial intelligence (AI) and the latest chatbot, ChatGPT, will be game changers. There is a caveat to how it is used, though. “You have to give ChatGPT the right input to get the right output,” she said. “It will help make you more productive. It’s not going to eliminate jobs; it is going to make your job much more productive so that it will free you up to think about additional things.”

Ravichandran added that sustainability is critical for all tech companies and is currently on every CEO’s charter. “Technology innovation is going to be a part of sustainability,” Ravichandran said. “And the HR community’s input will be important.” 

  •  
  •  
  •  
  •  

Krista Sherer is a strategic communications consultant with a background in journalism and corporate communications. She resides in Sebastopol, Calif. 

Related Stories

Making Talent Acquisition and Development More Efficient, Inclusive, and Personalized

In 2025, it will take an average of six months for an unemployed person to find a job, according to the Wall Street Journal. While many people seek employment, companies are now seeing an overwhelming amount of job applications and with such an influx of submissions recruiters are finding it difficult to keep up.As artificial intelligence has become a key tool in the world, companies must learn to evolve with technology and learn how to utilize it as a way to mobilize their work and increase efficiency. Using AI for talent acquisition and improving candidate experiences was the top discussion during an executive panel discussion moderated by KING 5 News anchor Jake Whittenberg at From Day One’s Seattle conference.Recruiting and Acknowledging Job CandidatesLHH is a company that specializes in supporting individuals and organizations with recruitment, career transitions, leadership development and more. It receives over 300 million applications a year from around the globe, says Erin Bogdanovich, vice president of innovation of LHH.A common dissatisfying factor in the job application process is being ghosted, only having access to a chat bot, not being acknowledged and never hearing back from a recruiter. With so many applications being submitted daily, AI has been serving as an effective way to give each candidate the acknowledgement and personal support that they need to find the right jobs for them, Bogdanovich says.Amazon also utilizes AI to help recruiters identify if one applicant’s skills can be applied to other open positions that the person may not have applied to. While technology can be helpful, Anthony Palumbo, head of talent acquisition for Amazon ads and IMDB, says it’s still important to maintain human interactions. “I think that the key is applying technology using high judgment, preserving candidate experience, but not eliminating the human aspect of what we do,” said Palumbo.Improving the candidate experience is the same as providing positive customer service. For many companies like Uber and Amazon, job candidates are going to be current customers. Jack Leitch, head of talent acquisition programs and enablement at Uber, said this is a “double edged sword.” In these situations, a negative job application process could impact how the candidate feels about the company and its services. “You have to kind of consider your impact on the business with what you do with your candidates,” he said.At LHH, Bogdanovich said the company has a candidate portal for any jobs they apply to. It shows them real time updates to their application and provides transparency to candidates.Finding the Balance With AIUsing AI can help speed up certain processes while also ensuring that customers and recipients of the service are still receiving quality care. Although the human aspect is still important, some processes can be better done by technology.Panelists spoke about "Making Talent Acquisition and Development More Efficient, Inclusive, and Personalized"Roz Francuz-Harris, vice president of talent acquisition at Zillow, says the best method is to provide options for people on when they want to see automated tasks and when they would prefer to speak to a real representative. For example, when you enter the Zillow career site and upload your resume, an AI assistant can recommend jobs that match your skills and later in the process an option to speak to a recruiter can be given as a choice. “It’s that duality. It’s giving me optionality, not one or the other. I think what makes AI so special is when it goes hand in hand with the human experience,” said Francuz-Harris.This human experience paired with AI can be useful to process tasks for technical jobs. These elements can slow down recruiters and lead to tasks getting held up because the manpower is not enough, said Carl Sanders-Edwards, CEO and founder of Adeption.By using AI for efficiency, it frees up more time for recruiters to think more strategically about how they can better engage with job candidates and recruit the right people with the best skills the company needs, says Leitch.Now that AI is able to complete more repetitive tasks which were formerly done by recruiters, those same employees now have to go through a transition phase to relearn how to focus on the more human parts of the job. In order to do this, they have to learn how to leverage AI technology and learn how to maintain human connection, says Sanders-Edwards.He also added that the most important skill in candidates is the “skill to acquire skills.” The ability to adapt and evolve to new challenges and learn from them is one of the most important qualities, he says.Francuz-Harris emphasized this when she said, “AI will not replace recruiters. Recruiters who don’t learn to use AI will be replaced.” With the rise of new technology, employees need to learn to evolve to changes.The message to not be afraid of technology was adopted by panelists during this conversation, echoing Francuz-Harris’s sentiments. “Don’t be afraid. You’re going to mess it up. We’re all going to mess it up and do the wrong thing. Do it fast, and then pivot if you need to,” said Leitch.Jennifer Yoshikoshi is a local news and education reporter based in the San Francisco Bay Area.(Photos by Josh Larson for From Day One)

Jennifer Yoshikoshi May 07, 2025

From Data Collection to Strategic Transformation, How People Analytics is Evolving

“People analytics has always been about combining a passion for change with a deep understanding of data,” said Miles Overholt, founder and CEO of Strategia Analytics. The HR profession has matured significantly, moving from fighting for a “seat at the table” to being core strategic partners, he says. “People analytics is key to earning and using that seat effectively.”Once seen as a peripheral function, people analytics has become a strategic cornerstone for navigating complex organizational challenges, from workforce transitions to AI adoption. At From Day One’s Seattle conference, a panel of executives reflected on this transformation and on how data is shaping HR in real-time.“During the Great Resignation, we didn’t just rely on instinct. We used data to guide leadership decisions,” said Becky Thielen, general manager of people analytics, at Microsoft.As companies navigate uncertain economic conditions, she says, there’s increasing pressure to deliver holistic, high-quality insights with speed and precision.Paige McGlauflin, reporter at HR Brew, moderated the discussion about "How People Analytics Can Give HR Leaders Insight Into Employee Experience and the Future of Work"For Shanthi Nataraj, director of economic research at Amazon, it’s not just about tracking data–-it’s about understanding the employee journey. “We look at all the inputs an employee receives, from their manager and peers to external pressures like the job market,” she said. “These shape behaviors and ultimately impact business outcomes. We don’t view data points in isolation.”Amazon’s internal feedback tool, Connections, allows for real-time sentiment tracking. But collecting data isn’t enough. “The key is closing the loop,” Nataraj said. “When employees see their feedback drives change, it builds trust and supports engagement.”Data is increasingly democratized. “We’re empowering HR to tell their own stories,” said Shannon Peterson, head of people analytics at Verizon. When she joined two years ago, the challenge wasn’t a lack of data, it was too much of it and with no unified view. “Our goal was to centralize, certify, and connect insights across the employee lifecycle, from recruitment to exit.”Verizon has also embraced AI. “We’re training systems to identify sentiment trends, draft communications, and provide tailored insights to leaders,” she said. These efforts are channeled through what she calls a “digital front door” for insights—streamlining access and decision-making.AI Is Great, When Used With CareAt Microsoft, AI tools like Copilot are transforming how managers engage with data. “Instead of mass communications, we’re shifting to targeted nudges,” Thielen said. “We’re enabling users to ask questions and get contextual answers instantly.”Still, AI adoption must be intentional, says Laura Luther, VP, health solutions account executive at Aon. Many mid-sized organizations don’t have in-house analytics teams or advanced infrastructure, she says. “Inventory how your vendor partners use AI. Focus on consolidating and aligning data practices to reduce risk,” she said. “Prioritize high-value, low-risk applications like customer service, and tread carefully with high-risk areas like healthcare data.”Verizon has responded to those concerns with a centralized AI certification process. “Every AI initiative is reviewed for legal and security risks,” said Peterson. “Transparency is critical. Two years ago, what we do with AI now would have seemed invasive -- but today it’s essential, and we’re doing it responsibly.”With massive amounts of data, prioritization and storytelling become essential. “Even with great analysts, storytelling is a separate skill,” Thielen said. “You need to communicate insights that resonate with the CHRO or a frontline leader. Otherwise, it doesn’t drive action.”Overholt agreed, underscoring the importance of context. “Data without context, both micro and strategic, isn’t useful,” he said. His work studying CEO successions revealed that when transitions are handled well, they preserve the organizational ‘core,’ or its culture and values. “Failures happen when that core doesn’t get passed on.”Dig DeepToo often, HR teams lean on simple metrics like participation rates or satisfaction scores. That’s not enough, says Nataraj. “Those are starting points. We need to ask: Did the program reduce attrition? Improve knowledge transfer?” Her team often applies economic models to assess impact, especially when controlled trials aren’t possible.Measurement should start early, says Thielen. “Don’t bring analytics in after the fact. Involve us during program design. It’s much harder to measure outcomes retroactively.”As organizations face continued volatility, real-time listening is becoming more vital. Microsoft, Verizon, and Amazon are all investing in always-on feedback systems, shifting away from static quarterly surveys. “A single snapshot isn’t enough,” said Peterson. “We’re building systems that evolve with the employee experience.”Whether it’s guiding CEO transitions, refining total rewards strategies, or addressing workforce segmentation, people analytics is no longer just about numbers. It’s about interpreting data in ways that inspire trust, empower action, and ultimately drive business outcomes.“At its best, people analytics helps organizations not only see themselves clearly, but navigate where they need to go next,” said Overholt.Lisa Jaffe is a freelance writer who lives in Seattle with her son and a very needy rescue dog named Ellie Bee. She enjoys reading, long walks on the beach, and trying to get better at ceramics.(Photos by Josh Larson for From Day One)

Lisa Jaffe May 07, 2025

Creating Connection in a Complex Work World

The pandemic changed how work happens, and the alterations continue apace. “Five years in, the challenges haven’t stopped, they’ve just changed,” said Joe Reimer, VP of HR for F5 Networks. Hybrid work has become a norm, but it requires fresh thinking to maintain connection across locations and workstyles.In today’s evolving workplace, connection is more vital than ever, but it’s also harder to maintain. Work and workforce have both changed, agreed Jennifer Olivas, HR director at Airgas. “That shift requires new strategies to stay connected,” she said during an executive panel discussion at From Day One’s Seattle conference. Reimer, Olivas, and three other executive panelists had a distinct definition of connection. They mentioned relationships, meaningful experiences in community, communication, building empathy, and integrating physical, emotional and social well-being.One shift has been the emphasis on mental health and well-being. “Stigma is still a barrier,” said Nicole Wolf, VP of B2B partnerships at Rula. “Especially in small companies, where it can feel more personal.” Leadership must model openness and ensure mental health resources are visible and accessible, she says. “Normalize small interventions,” said Tristan Orford, VP of total rewards at Sentinel One. Regularly reminding employees about existing resources can help prevent bigger issues from developing, he says. Mental health isn’t some silo to be treated as unique, says Jennifer Jones, a dietitian and director, clinical solutions architect for Noom. “It impacts everything, from stress to healing to weight loss.” At Noom, they’ve woven mental health support into all their wellness programs, says Jones. Olivas noted that Airgas trained its HR team in mental health first aid. “It helps managers recognize red flags and respond effectively,” she said. “That builds credibility.”Companies can foster good mental health by providing support to employees during “moments that matter,” said Reimer. Whether those are positive personal events or crises. “That’s when benefits feel meaningful.”Orford noted that many solutions don’t require new investment. “Often, the answer is already in the system. We just need to communicate it better,” he said.Wolf agreed, noting that their women’s ERG helped promote a postpartum mental health benefit. “A member connected with a therapist who spoke her language and understood her experience,” she said. “That created a real impact.” Still, she cautioned that ERGs need structure. Building Connection From the Top DownConnection doesn’t happen by accident. Leaders must be intentional. “Share stories, not advice,” said Orford. He said that when leaders speak honestly about what’s worked for them, it makes resources feel more relatable.Olivas emphasized regular, structured check-ins. “Intentional, uninterrupted one-on-ones build trust,” she said. “Some of our leaders even set goals around having them consistently.”Reimer said one simple question can open the door to deeper connection: “How are you doing?” He said good leadership today means seeing employees as whole people, not just roles. F5 operates with a hybrid model: 60% of the workforce has in-office requirements, and 40% are fully remote. Two years ago, they asked employees who live within 30 miles of an office to come in 30 days per quarter on their own schedule. “There was resistance at first,” he said. “But people adapted.”Journalist Diana Opong moderated the discussion about "The Connection Solution: Bringing Workers Together for Well-Being and Innovation"They strive to make office time worthwhile, emphasizing collaborations and building relationships, but Reimer also says that they work to ensure virtual connection also happens with those who are not in office. “We’re still learning how to run inclusive meetings and foster that shorthand communication online.”Online connection has value, too, says Jones. Noom offers anonymous online “circles” around topics like weight loss or chronic conditions. “They’re not tied to work or home life,” she said. “But they give people a safe space to share and support each other.”You May Already Have What You NeedCompanies often overlook the tools they already have. “Take stock,” said Wolf. “What’s in your benefits plan? Who on staff could volunteer? What support are you already paying for but not using?”Orford says his team found new value by combing through contracts. “When we switched 401(k) vendors, we found benefits we weren’t using that were free,” he said. They were marketed and employees are using them. Technology can also support well-being and connection. “AI can offload mundane tasks and improve efficiency,” said Jones. She described how Noom uses AI for food logging and body scanning, and how vendors can help employees understand health risks. “When used responsibly, this tech can be incredibly impactful,” she added.Connection isn’t just a perk. It’s essential to engagement, innovation, and retention. “People are craving connection in new ways,” said Wolf. That shift opens new doors for benefits design and employee engagement. In a world where work is increasingly fragmented, the companies that thrive will be those that treat connection not as an afterthought, but as a foundation.Lisa Jaffe is a freelance writer who lives in Seattle with her son and a very needy rescue dog named Ellie Bee. She enjoys reading, long walks on the beach, and trying to get better at ceramics.(Photos by Josh Larson for From Day One)

Lisa Jaffe May 05, 2025