2022 Winners & Shortlists

Background

Five years ago, research indicated that 76.6% of Emiratis were employed by the Government, and 16.6% worked for semi-government agencies. The NAFIS Programme, a Government Initiative planned on changing that. The NAFIS Programme is a federal programme that aims to develop the Emirati workforce’s competitiveness, empowering them to consider jobs in the UAE’s private sector over the next few years. As soon as the initiative was announced, Majid Al Futtaim pledged their commitment to the cause. Our ask was to use Majid Al Futtaim’s social channels to reach Emiratis in the UAE and educate and inform them about the company’s participation and encourage them to apply.

Describe the strategy

Our purpose was simple: connect Majid Al Futtaim to every single Emirati in the country. While Majid Al Futtaim began the initiative with an initial Recruitment day, followed by an extensive recruitment roadshow in 7 emirates. Our job was to capture, package and promote content from these events, reaching these young Emiratis in a space their most familiar with: Social Media. Luckily for us, it’s a space we thrive in.

Describe the execution

Our team spent over 14 days covering 12 events, generating over 100 posts, 80+ Instagram stories, 15+ interviews with senior leaders and speaking to over 100 new recruits. All this content culminated at EXPO 2020 Dubai, where the team devised a cool TikTok featuring a special guest, His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.

List the results

Over a period of 5 months, 100 pieces of content reached 12.9 million people, with an engagement of 47.5K. This resulted in Majid Al Futtaim’s Human Capital team interviewing over 28,000 candidates from across the nation. The social sentiment of Majid Al Futtaim in relation to the NAFIS Programme is overwhelmingly positive on all social media platforms. To date, Majid Al Futtaim hired 300+ talented Emiratis through the NAFIS Programme.