Abunayyan Holding share their employer branding initiative, Mostaqbaly. The objective was to position Abunayyan as an employer of choice in the Kingdom of Saudi Arabia and attract and hire both nationals and international talent. To learn more, visit http://linkd.in/1AmvtSj

1. Standing Out in a
Crowded Recruitment
Marketplace
Prepared By
Feras Al-Sadi
Director, Strategic Marketing & Communications
https://sa.linkedin.com/in/fsadi
www.abunayyanholding.com

2. Abunayyan Holding is one of the longest-
active companies in the power and water
business, and has grown to accommodate
4,500 employees
Abunayyan Holding | Empowering Solutions
Founded in 1950 to supply diesel-powered
water pumps to farmers, permanently
transforming the nation’s irrigation methods.
Abunayyan Story

3. 1950 1952 1978 1983 1990 20141992 1993 1996 1998 2002 2004 2005 2009 2013
The company that began as a family business has
blossomed into an impressive portfolio spanning
more than a dozen strategic business units that
provide integrated solutions for water, power, oil
and gas.
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

4. The Realities of the Saudi Landscape
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com
Saudi Arabia is sitting on
a demographic time-bomb
with 47 percent of the
population below the age of
24, while the digital age and
automation mean that the
jobs of today will disappear
over the next decade.
Social media penetration is
ranked among the top world
wide.
In 2013, Abunayyan Holding
was facing increasing
challenges, not only to
recruit, but also to find quality
talents that can fill jobs of
tomorrow.
According to recent studies
– the employment in water
and power and oil and gas
sectors has registered a
negative growth of 3% year
on year.

5. Traditional Recruitment Methods Weren’t
Meeting our Needs
Relying heavily on the traditional offline
methods
No strong online presence for Abunayyan
Holding or the Strategic Business Units =
lack of awareness in the marketplace
Lack of communication channels to engage
with potential candidates
Few CVs received
Poor quality of CVs submitted
Bureaucracy: long process of offline
recruitment to fill key positions
Foreign talents’ preference of other GCC
countries over KSA
01
Internal Recruitment Challenges
02
External Recruitment Challenges
Resulted in:
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

6. We Had to Make a Change
We focused on 3 key goals:
The positioning of Abunayyan as an
employer of choice through creating a strong
brand identity and a success story.
Active Online Engagement: creating a
dedicated career tool / website targeting the
best talent in KSA and abroad.
01
02
03
A professional online recruitment system to
help the HR team manage the large volume
of CVs
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

7. We Saw Digital as the Key Component to
Reach our Audience
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

8. 01 | Created a Strong Corporate
Brand Identity
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

9. 02 | Created a Strong Recruitment
Identity - Mostaqbaly
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

10. 03 | Real Demonstration of “Saudi Opportunities”
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

11. 04 | Attracted Saudi (and non-Saudi) Talents
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

12. 05 | Considered as the First Mobile
Recruitment Website For Companies in KSA
http://mostaqbaly.abunayyanholding.com/
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

13. Built a greater choice of high
quality applicants
Increased candidate
engagement
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com
Overall Result of Mostaqbaly
Speeded up the hiring
process by almost 50%
(Currently 2-4 weeks)

14. Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com
Promote our
products, services
and solutions
01 02
03 04
05
Engage more with
our stakeholders
Connect with
professional
businessmen
Reach a massive
pool of top notch
candidates
Increase awareness
of our company
We also Partnered with
Global Leaders |

15. Career Page
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

16. Employee Profile Ads
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www.abunayyanholding.com

17. Targeted Ad Campaign
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

18. The process took no
more than 2 weeks.
CVs received Candidates were short
listed
+50+500
Candidates were
interviewed
+10
Candidates were
recruited
2
www.abunayyanholding.com
The First Job Posted on - Example
Abunayyan Holding | Empowering Solutions

19. Jul 1,14
0K
2K
4K
6K
8K
Aug 1,14 Sep 1,14 Oct 1,14 Nov 1,14 Dec 1,14 Jan 1,15 Feb 1,15 Mar 1,15 Apr 1,15 May 1,15
4/30/2015
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com
Ad Campaign Driving Traffic to our
Company & Career Page
Followers % Difference
4/1/2014 2,140 0.0%
4/30/2015 8,462 295.4%
Followers Over Time
Launch of 600K+
IMP traffic drivers
Last updated date: (May 3, 2015)
4,000
New Followers
Acquired

20. Overall All Result of Partnering with
Followers Jobs Viewers Employer Brand
10,044+300 | 8,449 50%
Abunayyan Holding | Empowering Solutions
www.abunayyanholding.com

21. Thank You
www.abunayyanholding.com