Kevin Ferra Director, Talent Acquisition Cleveland Clinic Abu Dhabi [email protected]
Insights and Data: How to engage and recruit the perfect candidate via social media
#intalent
Rami Zahran Digital Marketing Cleveland Clinic Abu Dhabi [email protected]
Challenges 2012
• Project vs. Operating Hospital • Recruiting a family • Lengthy offer-to-start time frame • Fierce competition to hire talent
locally • Global competition for talented
SMEs • Minimal digital media interaction
with global community • Limited global awareness of Abu
Dhabi as a destination of choice
#intalent
Research, Plan, and Target Use Data to analyze current hiring patterns
#intalent
Recruitment occurring in over 60 countries Primary focus on UAE and English speaking countries
Research, Plan, and Target
#intalent
Research, Plan, and Target Use Data to find your “recruitment sweet-spot”
#intalent
Collaboration – The Ask
Objective Prioritize specific areas • Volume Recruitment • Remaining SMEs • UAE Nationals Solution • Create brand familiarity • Brand favorability • Targeted digital campaigns
#intalent
Collaboration – The Ask
#intalent
Objective • Candidate insider perspective • Hiring manager viewpoint • Career development • Available opportunities
Digitize Job Descriptions
Collaboration – The Ask
#intalent
Results • 8,400 Views • 18,000 Minutes Watched • 140 Shares • 71 Likes • 0 Dislikes
Digitize Job Descriptions
Collaboration – The Ask Digitize the Recruitment booth
Objective Incorporate technology into recruitment stand design Solution • Have touch screens to enable video
content to play • Use LinkedIn “Check-in” feature to
immediately build pipeline
Collaboration Building Digital Foundations
Common goal Launch relevant platforms
• Google SEM
• Enhanced website
Educate the organization Create different strategies for active and passive candidates
#intalent
Collaboration Digitizing Recruitment
Create relevant and engaging content • Hospital Visuals • Inspiring the greater mission • Thought leadership • Living in Abu Dhabi Targeted advertising Track campaigns, review, improve and optimize
Collaboration Digitizing Recruitment
Create relevant and engaging content • Hospital Visuals • Inspiring the greater mission • Thought leadership • Living in Abu Dhabi Targeted advertising Track campaigns, review, improve and optimize
Collaboration Digitizing Recruitment
Create relevant and engaging content • Hospital Visuals • Inspiring the greater mission • Thought leadership • Living in Abu Dhabi Targeted advertising Track campaigns, review, improve and optimize
Collaboration Digitizing Recruitment
Create relevant and engaging content • Hospital Visuals • Inspiring the greater mission • Thought leadership • Living in Abu Dhabi Targeted posts and advertising Track campaigns, review, improve and optimize
Collaboration Digitizing Recruitment
Create relevant and engaging content • Hospital Visuals • Inspiring the greater mission • Thought leadership Targeted posts and advertising Track campaigns, review, improve and optimize
Collaboration Digitizing Recruitment
Create relevant and engaging content • Hospital Visuals • Inspiring the greater mission • Thought leadership Targeted posts and advertising Track campaigns, review, improve and optimize
62% YoY increase in website visits #1
Most Followed Hospital in MENA
365% Above industry benchmark CTR
Collaboration What does it mean to us?
Expanded our talent network Push content to relevant audience Increase in interested candidates End result: A Broad, but highly targeted audience of engaged candidates
Collaboration What does it mean to us?
2012 – 57% hiring plan achieved 2013 – 90% hiring plan achieved 2014 – 95% hiring plan achieved 400k candidates in talent pipeline prior to first patient
Key Takeaways
Collaborate with Marketing
Team
Create Targeted
Campaigns
Create Engaging Content
Use Social Media Smartly
Use Information to your
Advantage
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
#intalent
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