Digital Marketing

Use of LinkedIn by the Public Sector in Abu Dhabi

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The tide of social media which has swept the world has brought with it several platforms that have provided individuals, businesses, and governments a means of interacting and connecting in a new way. One such platform is LinkedIn, a social media tool aimedmainly at professionals to help them grow their networks and careers. Although built primarily for professional networking, LinkedIn is also largely used by organizations for online promotion, recruitment and hiring, and for generating discussions and debates on the latest news, trends, and breakthroughs.

Although Facebook and Twitter lead the use of social media internationally, LinkedIn seems to be catching up quite rapidly. From marketing and engagement activities to establishing professional networks and recruiting, LinkedIn is being used by individuals, businesses, and even governments to broaden the reach and penetration within target segments. The surprising thing about the growing usage of this particular social media site is that it is not limited only to the Western world, which has always been the frontrunner in embracing such changes. Rather, the Arab world, particularly the UAE, is seeing a meteoric rise in the number of LinkedIn users.

As pointed out above, Facebook and Twitter lead the rankings in terms of the most widely used social media tools, but LinkedIn follows closely. In fact, compared with other countries in the Arab region, the UAE ranks highest in LinkedIn usage.

As of October 2014 there were over 9.4 million LinkedIn users in the Arab world, up from 7.6 million users in January 2014. The UAE has, since early 2012, consistently been the country with the highest LinkedIn penetration in the Arab region with just over 25% of the population using the social media platform today. The number of users has increased from over 860,000 in February 2012 to roughly 2.1 million in October 2014, a growth of 1.2 million users, representing a 142% increase during that period.

The majority of LinkedIn users in the UAE are male, between the ages of 18 and 35, and includesrecent graduates and established professionals. Only around 28% of users in the UAE are female, which is close to the regional average of 29% but significantly lower than the global average of roughly 46%. The percentage of young LinkedIn users (those under 35) has increased over the past year from 57% in February 2014 to 60% in October 2014. This is lower than the average percentage of young LinkedIn users in the Arab region, which stands at 68%. Being one of the more balanced countries in terms of the age of its LinkedIn users, this indicates the increasing maturity of LinkedIn usage and its prevalence across all age brackets, not just recent graduates and young professionals.

LinkedIn: International Good Practices

It can be easily said that there is still ample opportunity for growth in terms of the uses of LinkedIn. Speaking strictly with regards to the public sector, governments and semi government entities can use LinkedIn for various purposes. Government agencies can use LinkedIn for expanding their reach and accessibility to the general public. Those governments especially that are pursuing e-Government or smart government approaches can use this platform to help attain their objectives. Similarly, government-owned investment companies can use LinkedIn to solicit investment ideas, find potential investors, and to create awareness regarding development projects. If nothing else, LinkedIn, as with other social media sites, offers a great way of simply connecting with more people and creating a large professional network.

Public sector organizations around the world are making good use of LinkedIn. A few examples of good practices observed globally are highlighted below:

• The US Government Accountability Office maintains a LinkedIn page that allows people to stay connected with and abreast of the latest developments and announcements of that office. It currently has a total of 36,610 followers, and actively posts blogs relating to crucial accountability matters in the US. For example, the LinkedIn page of the Accountability Office recently featured a blog on Healthcare Fraud Prevention. Users could view the blog, discuss and share their opinions, and also recommend ways to improve the effectiveness of the bureau.
• The digital communications team of the UK Government runs and maintains the official LinkedIn page of its current prime minister, David Cameron. The page is frequently used to feature the prime minister’s speeches, announcements, and articles, which can be viewed by the users, discussed, and commented upon.
• A very smart use of LinkedIn is being observed by several trade and investments groups globally. One such example is that ofUK Trade and Investment (UKTI). It uses its LinkedIn page to bring together a diverse set of projects, investment opportunities, and ventures, as well as offering comprehensive insight into and knowledge of the investment world. It is a haven for investors; with 29,495 followers currently, it is one of the major drivers of investment in the country.

Local Good Practices

With the announcement of Vision 2030, and the e-government initiative by the Government of Abu Dhabi, it is not surprising to note that the use of social media sites, including LinkedIn, is on the rise in the country. Most, if not all, government and semi government agencies are using LinkedIn for online promotion, citizen engagement, recruitment, and wider accessibility. Particularly, the use of LinkedIn for promotion of development projects and investment in the country is seen as an integral tool in the achievement of the vision.

Some examples from within Abu Dhabi that demonstrate its effective use are discussed below:

• Masdar, Abu Dhabi’s Future Energy Company has a huge following on LinkedIn. The page is frequently updated to include latest development projects and contracts that the company enters into. It also features latest breakthroughs in the area of future energy technology which provides a great platform for people to discuss and share their own perspectives on the issue. Being an oil rich country itself, Abu Dhabi uses this energy company page to identify prospective investors and generate as many potential opportunities and business ventures as possible.
• Abu Dhabi Media (ADM), the official media organization of the Government of Abu Dhabi has an extensive following of 13,972 followers on its LinkedIn page, which it uses to promote and coordinate the 18 brandchannels that it runs in the country. Abu Dhabi Media is the fastest growing media platform in the entire Middle East, with its operations spread across multiple platforms, from digital media to broadcasting and publishing. Its use of LinkedIn is seen as a tool primarily for promotion and expansion of the company’s interests, as well as to attain greater penetration in a country where media is just gaining the kind of recognition that it has long enjoyed in the West.
• The Department of Finance of the Government of Abu Dhabi also maintains an official LinkedIn page. The page features latest news and announcements on the financial front, including highlights of various government projects. The idea behind this is not only to enhance the government’sprominence among the public, but also to gauge their support and trust in the government by emphasizing the frequent financial endeavors it engages in.
• MubadalaDevelopmentCompany is yet another example of the productive use of LinkedIn by the public sector in Abu Dhabi. It is the country’s leading development company with a well-diversified portfolio of investments and development projects. For Mubadala, LinkedIn is afrequently used platform to view projects, discuss latest investmentopportunities, and for job searching and recruitment. The company, as well as its use of social media channels including LinkedIn, is considered a catalyst in generating investors’ confidence and interest in Abu Dhabi.

With innumerable examples from the international arena as well as from within Abu Dhabi itself, it can be safely said that LinkedIn is proving to be much more than just a professional networking site. What is commendable is Abu Dhabi’s proactive incorporation of this particular media in its promotional and engagement activities to spur the kind of interest and business that is conducive to the attainment of Vision 2030.

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