For example, Cisco quickly developed the reputation as the company with cool recruiters and, therefore, it must be a cool place to work. Everyone was aware of it. Even if a participant was not interested, he or she probably knew someone who was. It became obvious to lots of people that companies such as IBM and Hewlett-Packard were not there, and therefore might not be cool place to work.And, cool is big for some employees who want an atmosphere of youth, excitement, growth, and perhaps most of all,permission to experiment and make mistakes.