HR 2017 Strategy v2

DEWA HR 2017
SOCIAL MEDIA STRATEGY

CAMPAIGN BRIEF
• UAE’s National recruitment is an integrated campaign to increase UAE
nationals in non-supervisory jobs, and encourage UAE fresh graduate to
apply for DEWA jobs/position

CHALLENGE
• Attract fresh graduates, UAE nationals, to apply for DEWA engineering/
technical positions.
• Increase the number of CVs/applications received by the HR recruitment
department. Target to receive 300 CV by 2017 vs 283 CV by 2016.
• Promote DEWA’s participation/presence in the various career fairs across
UAE.

UAE TALENT TRENDS
1
What candidates want to
2
What candidates expect
3
know about you
to hear from you
What candidates want to
know about your new job

What candidates want to know
most about your company?

What candidates expect from your
company to share?
Give an honest perspective
Inform me about how genuinely happy employees are working at the company
in terms of work-life balance and feeling fulfillment after an assignment or project
Share employee views
Give me an option of touring the organization and meeting employees in the department.
Explain what makes you different
Give more details about the company’s business plan over the next 5 years and what
they expect precisely from us
Talk about the company vision and strategy
Share a brief about the company’s value and strategy and staff satisfaction measures

What candidates want to know
about your new job?
Give an honest perspective
Clarify the position in the hierarchy of the company and the growth potential
Share employee views
Give me clarity about the role, responsibilities and expectations
Day in the life
Describe what a typical work day sounds and look like
Employee Perspectives
Connect me with people already working there

Here’s how the candidate journey
plays out on LinkedIn
We looked at the behaviors of LinkedIn members and discovered that the most common path from
candidate to hired looks like this:

Your Digital
Engagement Presence
By combining our understanding
of your objectives with our
understanding of user behavior,
we will implement digital
recruiting strategy that will
increase the level and quality of
candidates engagement.

3 ways to apply these trends to
your recruiting strategy
Fully utilize the LinkedIn
platform to get access to
the best talents
Get specific about
DEWA’s culture and
values
1 2 3
Reach candidates
through the right
channels

1
Fully utilize the LinkedIn
platform to get access to
the best talents
• Activate LinkedIn Careers Page
• Use LinkedIn Talent Solutions
• Use LinkedIn Marketing Solutions
2
Get specific about DEWA’s
culture and values
• Create and share enticing content
about things that makes DEWA’s
culture unique
• Refresh job descriptions so they
bring life to the DEWA’s culture
3
Reach candidates through
the right channels
• Invest in the top channels that UAE
talents can be found in like LinkedIn &
Twitter
• Make employees aware of open roles
and how referral program works
• Make employees brand ambassadors

Launch DEWA Career Page
DEWA Career Page will be the central hub for talent brand activity on LinkedIn.
Through using videos,
banners, and employee
spotlights we will showcase
DEWA culture and what it
means to work there. This will
also allow us to promote
careers events efficiently. To
drive traffic and raise
awareness about the careers
page we will have to buy the
ad space on DEWA LinkedIn
Company Page overview
The anatomy of a successful Career Page

Use LinkedIn Talent Solutions
Unlock LinkedIn power to recruit talented candidates and headhunt talents
Through LinkedIn talent
solutions DEWA will expand its
candidate search through:
- Accessing the entire LinkedIn
network
- Using powerful search filters
to find the ideal candidate
- Reach out directly to potential
group of candidates with
personalized InMails

Use LinkedIn Marketing Solutions
Raise awareness to the required target audience and generate leads
Through LinkedIn Marketing solutions DEWA will
communicate effectively through zeroing in to the ideal
audience:
- By Company
- Seniority
- Fields of Study
- Gender
- Age
- Years of experience
- Degrees and Skills

Social Media Content Strategy
Channels, objectives & Frequency
Sorted by importance
Use as a primary
channel main hub
which is DEWA
career page to post
up to 4 posts a
week all over 2017
Up to 4 posts/ month -
Target required
candidates by promoting
DEWA LinkedIn career
page using keyword
targeting (Ex: Electrical
Engineering) - Will also
be used to cover the 4
career events through
out the 2017
Create a playlist for all
our video content used
in DEWA career page
Up to 4 posts a month
where we will choose
real images to promote
DEWA working
environment and
employees - Will also
be used to cover the 4
career events through
out the 2017
Up to 2 posts a month
- Facebook will act as a
supporting channel for
our recruiting campaigns

Content Strategy
How to effectively engage with our candidates on our social media channels
• Think visually.
Use real images (and not illustrations) to give a real-world glimpse into DEWA.
• Think digitally.
Whatever we share or post, we will always keep it brief. Attention spans are
much shorter on LinkedIn.
• Think video.
We will engage candidates more deeply if they hear real people tell their own
stories, so videos will definitely be a core part of our strategy.

DEWA Employees brand Ambassadors
Leverage ad space on employees profiles
Every interaction someone has with your employees on LinkedIn is an opportunity
to promote DEWA. Since the #1 activity on LinkedIn is checking out profiles, we
will be taking advantage of this traffic to promote career opportunities. Using “Work
with Us” Ads we will be able to purchase the ad space in the top right corner of
every employee’s LinkedIn profile.

DEWA Employees brand Ambassadors
Convert your employees into talent brand ambassadors
DEWA employees are the unofficial
marketers and recruiters. We will just need
to show them the way! There are almost
over 4,000+ employees from DEWA that
are on LinkedIn. A simple tactic to apply
could be like sending a mail that sounds
like:
To: All DEWA Employees
Subject: Get Social and Spread the Word
As we work to become a leading organization, we need to grow our world
class team–and you can help us do that by connecting us to amazing
people like yourself. We’ve put together a few posts that we’d love for
you to share with your networks. This is a great way for you to help us
build our first rate team and receive a nice referral bonus
Sample update: I’m in my #dreamjob at dewa.gov.ae and we’re hiring!
Check out our positions here: www.linkedin/dewa/careerspage

Summary of deliverables
SUMMARY OF DELIVERABLES
Item Description Price in AED
Social Media
Management
LinkedIn Solutions
Animated Videos
Video Production
Media Buying
Bi-lingual content development with (176) posts including (visuals,
GIFS, videos and 4 live coverage events.
Activate Career page - Full LinkedIn Recruitment strategy with
access to LinkedIn database - Including Media buying with 400,000
LinkedIn impressions
2 Animated videos promoting DWTC career fair & DEWA Open
Day
A series of 3 videos promoting employees at DEWA (A Day in a
DEWA’s employee life - Engineers at DEWA - The Young Talents)
Promote the DEWA HR Campaign on Instagram and Twitter and drive
direct traffic to career page
106,000 AED
150,000 AED
9,600 AED
62,300 AED
60,000 AED

THANK YOU