National Bank of Abu Dhabi (NBAD) this week surpassed 100,000 followers on LinkedIn helped by growing interest among job seekers, via the bank’s new direct hiring model and the launch of an integrated digital and social media strategy.
The number of followers on the professional network has doubled in the past 12 months, making it the largest LinkedIn follower-base among UAE banks.
Ehab Hassan, NBAD’s Senior Managing Director & Group Chief Human Resources Officer, said: “LinkedIn is the most actively used job search engine in the Middle-East and NBAD’s brand attractiveness is strong. NBAD is one of the 50 safest banks in the world and in the last few years we have been consistent with our messages in the market, following a very defined strategy of development across the West-East corridor. This has contributed to attracting high-quality talents who are looking to boost their career in the region.”
In the past year, the bank has hired specialists dedicated to building up a direct hiring model in which the professional online network LinkedIn plays a major role.
“Each job advertisement currently attracts an average of 1000 applications”, Mr. Hassan added.
NBAD’s LinkedIn success story comes amid a new digital media approach. Earlier this year the bank hired a new Head of Digital Marketing, Daniel Sale, to develop an integrated digital and social media strategy for the group.
Salah Al Tamimi, NBAD’s Group Head of Marketing & Corporate Communication, said: “LinkedIn, as a social network for professionals, has long been a priority and a great way to develop our brand internationally. In a business world where standing out is key, we are very proud to be the first bank to reach the milestone of 100,000 followers. Our main focus now is to build an integrated digital strategy, to be in reach wherever and whenever our customers want us.”
NBAD also has a refreshed presence on YouTube, Instagram and Google+. The bank’s Twitter and Facebook accounts are being redesigned and expected to be complete by the end of Q3 this year.
“It is important for us to be able to listen to, learn from and engage with our customers and stakeholders on their social networks,” Mr. Al Tamimi added.
In addition to press releases and financial results, NBAD’s LinkedIn page will also enhance its careers section with videos related to the bank’s work environment. A LinkedIn Showcase page for NBAD’s flagship event, the Global Financial Markets Forum (GFMF), already shows content from GFMF’s high-level roundtables and discussions.