Challenge

In alignment with Saudi Arabia’s Vision 2030, Bayer set out an aim to grow the number of Saudi nationals and nurture their career growth, from fresh graduates to future leaders in the field in KSA.

Bayer aims to employ 145 Saudi nationals at Bayer in Bayer’s Jeddah office by 2021.

Approach

As a result, we have launched a large digital recruitment drive and created a Bayer Saudi Content Hub under the campaign name #MoveForwardWithBayer انطلق_مع_باير# on the website and across Bayer’s social media platforms.

We have also worked with our PR team on news features highlighting this massive digital campaign in English and in Arabic.

Results

The campaign has exceeded expectations:

Organic average reach rate of over 50,000 users on Facebook per post and more than 6M impressions on LinkedIn.

Paid: 2.1m people in Saudi Arabia saw our content from April 5th to July 7th with 6% of them commenting, liking, sharing and clicking on our posts (above industry average of 4-5%).

PR: Combined SoV 20.5M in April alone with around 60% of the coverage achieved in KSA, with the remaining share split between the UAE and pan-Arab outlets.