The document discusses how Cleveland Clinic Abu Dhabi improved its recruitment efforts through social media. It faced challenges in 2012 with limited digital presence and global awareness. It then began collaborating with marketing to create targeted digital campaigns. Relevant and engaging content on hospital life increased traffic to its website and social profiles. Tracking results helped optimize campaigns, leading to a 62% increase in website visits and expanding its global talent pool. This allowed it to achieve over 90% of its hiring plans.
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Insights and Data: How to engage and recruit the perfect candidate via social media | Talent Connect London 2014
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
• 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
3.
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
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 goal
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
• Living in Abu Dhabi
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
365%
Above industry benchmark CTR
19. 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
20. 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