Maersk Drilling needed to recruit 3000 new employees globally but had no online presence, so they launched a recruiting strategy using social media. They faced internal challenges but created a website, launched Facebook, and later expanded to other platforms like LinkedIn, YouTube, and Twitter. A targeted Facebook campaign in Houston increased applications from 100 to 700 in a regular month, showing that recruiting via social media can be effective. The key lessons learned were to align social media recruiting with corporate strategy, communicate across departments, be authentic, and adapt based on listening to feedback.
Recruiting via Facebook - the Maersk Drilling story
1. Recruiting via Facebook
– The Maersk Drilling story
Date 2013, presentation name, Manager,
Nanna Worsaae, Digital Marketingpresenter Maersk Drilling
2. Maersk Drilling BC
(Before Channels)
No online presence although we
needed 3000 new employees globally
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New strategy
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Expanding the business
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3000 new employees
needed globally
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Fierce competition
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Skilled workers
..but we had no online
presence
11. Key take-aways
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•
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Feed into corporate strategy
Cooperation
Communication/HR
Experimental
Authentic
Don’t plan too much
Listen
Adapt
Ambassadors are important