Ezee Hire — Bilingual laravel Website with Custom Candidate Profiles System

The challenge: Ezee Hire needed more than a standard services website — they needed a functional recruitment platform that allows UAE employers to browse, filter, and directly contact or hire specific domestic workers. The site had to serve two audiences simultaneously: Arabic-speaking Emirati and Arab expat employers making high-consideration hiring decisions, and the wider UAE expat market searching in English. Critically, the platform needed to integrate directly with the lead generation infrastructure — feeding every enquiry into the same WhatsApp, call, and attribution pipeline that the Google Ads and Meta Ads campaigns were driving traffic toward.

My role: I led the project from concept to live deployment — covering UX architecture, visual design, full technical specification, project management of the Laravel development, and hands-on code and GTM implementation.

UX and design: The candidate profiles system is the centrepiece of the platform — a custom post type displaying individual domestic worker profiles with photo, nationality tabs (Filipino, Ethiopian, Ugandan), age, religion, marital status, language proficiency, work experience history, availability status, and sponsorship type. Each profile carries a unique candidate reference code used across the WhatsApp tracking and lead attribution system, and two conversion mechanisms: a "View CV" link for research-stage visitors and a "Hire Me" button for decision-stage visitors ready to act. The filtering sidebar — Sponsorship type, Availability, Age range, Experience, Language, Religion — was designed around how UAE employers actually search for domestic workers, putting the exact hiring criteria front and centre rather than requiring an enquiry call just to filter candidates.

Technical specification and direction: I wrote the complete functional specification for the Laravel developer — defining the database structure for candidate profiles, the filtering logic, the bilingual content model, the RTL layout requirements, the conversion path architecture, and the integration points with the tracking stack. The Arabic/English toggle was specified as a genuine bilingual implementation with proper RTL rendering, not a translation plugin overlay — ensuring Arabic readers experience a natively right-to-left designed interface rather than a mirrored English layout.

Code and GTM implementation: After the Laravel developer delivered the base build, I handled the front-end code adjustments, conversion tracking configuration, and GTM implementation personally. This included configuring WhatsApp click tracking, phone call events, and form submission tracking as separate GA4 and Google Ads conversion actions — ensuring every lead channel visible on the site feeds into the attribution pipeline supporting the parallel Google Ads and Meta Ads campaigns. The three-CTA architecture on the candidate profiles page — Call Me Back, WhatsApp Us, View Location — was designed and implemented to match how different UAE buyer segments prefer to make first contact, with all three tracked as separate conversion events.

What was delivered:

• Complete UX architecture and visual design for a bilingual recruitment platform
• Full technical specification delivered to the Laravel development team
• Bilingual EN/AR implementation with genuine RTL design throughout
• Custom candidate profile system with 6-parameter filtering sidebar
• Unique candidate reference codes tied to CRM and ad attribution
• Dual CTA architecture (View CV + Hire Me) per candidate card
• Three-channel lead capture (WhatsApp, Call, Form) all tracked via GTM
• Google Ads and GA4 conversion event configuration
• Mobile-optimised layout with click-to-call and WhatsApp CTAs above fold
• Full UAE social ecosystem footer (Facebook, Instagram, YouTube, TikTok, Snapchat)

The outcome: A live recruitment platform at ezeehire.ae where every design, UX, and tracking decision was made to convert employer traffic into qualified enquiries — and where the lead attribution infrastructure connects directly to the Google Ads campaigns generating 84,000+ conversions across the account lifetime.

Looking for a digital marketing Dubai specialist who can design, specify, and technically direct a full conversion-optimised platform for the UAE market? Book a free consultation