Insights and Data: How to engage and recruit the perfect candidate via social media | Talent Connect London 2014
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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
- 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 Shares • 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 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
- 21. Key Takeaways Collaborate with Marketing Team Create Targeted Campaigns Create Engaging Content Use Social Media Smartly Use Information to your Advantage
- 22. #intalent
- 23. #intalent
- 24. #intalent
- 25. #intalent
- 26. #intalent
- 27. #intalent
- 28. #intalent
- 29. #intalent
- 30. #intalent
- 31. #intalent
- 33. #intalent
- 34. #intalent
- 35. #intalent