1. Kevin Ferra
Director, Talent Acquisition
Cleveland Clinic Abu Dhabi
FerraK@ClevelandClinicAbuDhabi.ae
Insights and Data: How to engage and recruit
the perfect candidate via social media
#intalent
Rami Zahran
Digital Marketing
Cleveland Clinic Abu Dhabi
ZahranR@ClevelandClinicAbuDhabi.ae

2. Challenges
2012
• Project vs. Operating Hospital
• Recruiting a family
• Fierce competition to hire talent
locally
• Global competition for talented
SMEs
• Minimal digital media interaction
with global community
#intalent

4. 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

5. Research, Plan, and Target
#intalent

6. Research, Plan, and Target
Use Data to find your “recruitment sweet-spot”
#intalent

7. Collaboration – The Ask
Objective
Prioritize specific areas
• Volume recruitment
• Remaining SMEs
• UAE Nationals
Solution
• Create brand familiarity
• Brand favorability
• Targeted digital campaigns
#intalent

8. Collaboration – The Ask
#intalent
Objective
• Candidate insider perspective
• Hiring manager viewpoint
• Career development
• Available opportunities
Digitize Job Descriptions

9. Collaboration – The Ask
#intalent
Results
• 8,400 Views
• 18,000 Minutes Watched
• 140
• 71 Likes
• 0 Dislikes
Digitize Job Descriptions

10. 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

11. Collaboration
Building Digital Foundations
Common goals
Launch relevant platforms
• LinkedIn
• Facebook
• Google SEM
• Enhanced website
Educate the organization
Create different strategies for active and passive candidates
#intalent

12. Collaboration
Digitizing Recruitment
Create relevant and engaging content
• Hospital Visuals
• Inspiring the greater mission
• Thought leadership
Targeted advertising
Track campaigns, review, improve and
optimize

13. 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

14. 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

15. 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

16. 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

17. 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

18. 62%
YoY increase in website visits
#1Most Followed Hospital in MENA on
LinkedIn
365%
Above industry benchmark CTR

19. Collaboration
What does it mean to us?
Expanded our talent network
Push content to relevant audience
Increase in active candidates
End result:
A Broad, but highly targeted
audience of engaged candidates

20. Key Takeaways
Collaborate
with Marketing
Team
Create
Targeted
Campaigns
Create
Engaging
Content
Use Social
Media Smartly
Use Big Data to
your Advantage

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