build your employer brand online - fredrik tukk [energy digital summit 2015]

Maersk Drilling – Build Your Employer Brand Online

Fredrik Tukk, Head of Communica?on, Branding & Marke?ng

Situa&on…

•  Growth strategy to double the size of the company – need 3,000 new employees

•  Unstructured website with outdated content – recruitment channel for applicants

•  15,000 unique visitors/month spent less than 2 minutes

•  No compe?tors had established social media presence

•  Developed a Social Media strategy to recruit people via social media

Challenges…

•  Number 10 in the market place

•  Senior management resistance

•  GeRng HR on-‐board

•  What to communicate?

•  Which channels?

# Branding online – we don’t publish job ads # Storytelling – let your employees speak # Online Strategy = Corporate Strategy # Campaigns – targeted recruitment # EVP – develop it through dialogue # Success is measured – engagement of key target groups # From Corporate Communica?on to people-‐to-‐people stories # Organic growth -‐ haven’t bought likes/fans/followers Employer Branding = Marke?ng = Communica?on

Digital strategy supports the implementa?on of our corporate strategy §  Increased number of visitors to our website with +38% in 2014 (average 70,000 uniquie visitors/month) aligned with HR’s key target markets Norway, the US and UK

§ +30% of the unique visitors come in via mobile and almost +10% via tablet

§ Facebook: +150,000 fans § LinkedIn: +50,000 followers § Established on five addi?onal channels: Twiier, Instagram, YouTube, Vimeo and Flickr

§ Leading 10% directly to job applica?ons on website via social media

§ High engagement rate (likes/comments/share) of 10-‐18% on our posts, while on Facebook in general the average is less than 1%

“You cant fool people online. You have to be open & honest every ?me”

“Social media is not about B2B or B2C -‐ it‘s about People-‐2-‐People”

“We don´t want to have a lot of followers in social media channels, we want to have the right people following us”

Follow Maersk Drilling www.maerskdrilling.com www.facebook.com/MaerskDrilling www.linkedin.com/company/maerskdrilling www.twiier.com/maerskdrilling www.vimeo.com/maerskdrilling www.youtube.com/user/Maerskcom www.instagram.com/maerskdrilling www.flickr.com/maerskdrilling Case video: hips://vimeo.com/99333032 Blog ar?cle: hips://www.linkedin.com/pulse/ar?cle/20140826212100-‐2314046-‐is-‐this-‐the-‐world-‐s-‐best-‐facebook-‐recrui?ng-‐campaign?trk=prof-‐post Forbes Ar?cle: hip://www.forbes.com/sites/clarebeielley/2014/10/06/execu?ves-‐arent-‐always-‐right-‐why-‐social-‐media-‐recrui?ng-‐has-‐a-‐place-‐in-‐every-‐industry/

Contact details: [email protected] LinkedIn: Fredriktukk Twiier: @fredriktukk

build your employer brand online - fredrik tukk [energy digital summit 2015]

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