Helping Ru’ya Create an Arabic-First Social Experience for Young Emirati Talent

Ru’ya Careers UAE connects Emirati students, graduates and jobseekers with major employers and career opportunities.

Click2View was tasked with managing the event’s social content before and during the exhibition. The campaign needed to introduce participating employers, communicate practical event information and build excitement among a young local audience.

Once the doors opened, the channels also needed to capture the event in real time through reels, stories, interviews and highlights. Every part of the campaign, from its language and visual hierarchy to its pace and tone, had to feel created specifically for young Emiratis rather than adapted for them afterwards.

Although the campaign was bilingual, Arabic was its primary language. This meant localisation could not be treated as a final translation step. Copy, layouts and onscreen text had to be planned around how Arabic reads and appears visually while remaining consistent with the English version.

The event’s existing identity presented another challenge. Its gradients and visual treatments worked across physical banners and venue branding but were less effective on mobile. Designs that closely followed the original guidelines were frequently rejected, requiring the team to find a more social-friendly interpretation without formally changing the brand.

During the event, the social channels also became a point of contact for attendees. Comments and direct messages ranged from questions about parking and venue access to concerns about available roles and expectations of securing employment. Responses needed to be patient and encouraging while remaining clear about what a career fair could realistically provide.

Click2View built the campaign around an Arabic-first content workflow. Arabic was considered from the beginning of each post, helping the team create clearer bilingual layouts, more natural messaging and consistent visual hierarchy across formats.

We also adapted how Ru’ya’s existing identity was used on social media. Heavy gradients were replaced where appropriate with stronger solid colours, cleaner layouts and bolder mobile-first designs. This created a more flexible visual system for employer announcements, practical information and live content while retaining Ru’ya’s recognisable character.

To connect with younger audiences, reels used concise messaging, fast-paced edits and current music choices. Onsite coverage included interviews, vox pops, event highlights and activity from participating employers.

Click2View also supported external creators appointed by the client, helping them develop ideas, approach exhibitors and identify relevant moments to capture. This allowed a wider network of creators to contribute while maintaining a coherent campaign direction.

Alongside content production, the team monitored comments, mentions and direct messages throughout the event. Practical questions were answered promptly, while emerging issues were flagged to the client in real time.

Ru’ya welcomed more than 18,000 attendees and over 180 participating companies, supported by a social presence shaped around the language, habits and needs of young Emiratis.

Click2View’s approach brought localisation, design, video content, creator coordination and community management into one joined-up experience. The social channels helped audiences discover participating employers, understand what to expect and seek guidance as the event unfolded.

By treating localisation as an audience strategy, not simply a translation requirement, Click2View helped Ru’ya create a digital presence that felt local, accessible and genuinely useful to the young people it was designed to serve.