Standing Out in a Crowded Recruitment Marketplace in Saudi Arabia

Standing Out in a Crowded Recruitment Marketplace

Prepared ByFeras Al-SadiDirector, Strategic Marketing & Communications

https://sa.linkedin.com/in/fsadi

www.abunayyanholding.com

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

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.



The Realities of the Saudi LandscapeAbunayyan Holding | Empowering Solutions


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.

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 GCCcountries over KSA

01Internal Recruitment Challenges

02External Recruitment Challenges

Resulted in:



We Had to Make a ChangeWe 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

03A professional online recruitment system to help the HR team manage the large volume of CVs



We Saw Digital as the Key Component to Reach our Audience



01 | Created a Strong Corporate Brand Identity



02 | Created a Strong Recruitment Identity - Mostaqbaly



03 | Real Demonstration of “Saudi Opportunities”



04 | Attracted Saudi (and non-Saudi) TalentsAbunayyan Holding | Empowering Solutions


05 | Considered as the First Mobile Recruitment Website For Companies in KSA

http://mostaqbaly.abunayyanholding.com/



Built a greater choice of high quality applicants

Increased candidate engagement



Overall Result of Mostaqbaly

Speeded up the hiring process by almost 50% (Currently 2-4 weeks)



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 withGlobal Leaders |

Career PageAbunayyan Holding | Empowering Solutions


Employee Profile AdsAbunayyan Holding | Empowering Solutions


Targeted Ad CampaignAbunayyan Holding | Empowering Solutions


The process took no more than 2 weeks.

CVs received Candidates were short listed

+50+500Candidates were interviewed

+10Candidates were recruited

2


The First Job Posted on - ExampleAbunayyan Holding | Empowering Solutions

Jul 1,140K

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



Ad Campaign Driving Traffic to our Company & Career Page

Followers % Difference4/1/2014 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)

4,000New FollowersAcquired

Overall All Result of Partnering with

Followers Jobs Viewers Employer Brand

10,044+300 | 8,449 50%



Thank You


Standing Out in a Crowded Recruitment Marketplace in Saudi Arabia

Recruiting & HR

Transcript of Standing Out in a Crowded Recruitment Marketplace in Saudi Arabia