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

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

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Research, Plan, and Target  Use Data to analyze current hiring patterns

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Recruitment occurring in over 60 countries Primary focus on UAE and English speaking countries

Research, Plan, and Target

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

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Collaboration – The Ask

Objective Prioritize specific areas •  Volume Recruitment •  Remaining SMEs •  UAE Nationals Solution •  Create brand familiarity •  Brand favorability •  Targeted digital campaigns

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Collaboration – The Ask

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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

•  LinkedIn

•  Facebook

•  Google SEM

•  Enhanced website

Educate the organization Create different strategies for active and passive candidates

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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

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