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Why is relationship branding also important for employer branding? How can social media enable relationship branding toward talent? After the session, the participants will understand why employer branding should be more than one-way communication, and how this can be done, with particular focus on the potential within social media. They will get insights into the many opportunities that lie with the new digital channels and social media interaction and get inspiration to how to use it for recruitment purposes beyond traditional job advertising and cold mailing. The session will combine relevant theory and facts on relationship branding in an employer branding context with Maersk Drilling’s experiences with using Facebook and LinkedIn for employer branding purposes. There will also be room for sharing and discussing other ideas and experiences with employer branding based on digital media.
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How Social Media create relationships between employer and talent
- Relationship employer branding and digital media as enabler
Osney Media Event – May2013
Annemarie Malchow-Knudsen, Organisational Development Expert
Maersk Drilling is a Business Unit within the Maersk Group
Container activities Other businessesRetail activityTankers, offshore and other shipping activitiesOil & Gas activitiesTerminal activities
• 2012 revenue: USD 59 billion • 117,000 employees• 900 offices in 130 countries• Cultural diversity• Strong positions in growth markets
1: Maersk Line2: Maersk Oil3: Maersk Drilling4: APM Terminals5: Maersk Tankers
6: Maersk Supply Service7: Maersk FPSOs8: Svitzer9: Damco10: Maersk Container Industry11: Dansk Supermarked
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We operate internationally
NW Europe5 Ultra Harsh Jack-ups4 Harsh Jack-ups
Egyptian Drilling Company(50/50 Joint Venture)61 land and workover rigs3 low spec jack-ups2 Premium jack-ups
Caspian Sea 1 Mid-water Semi
Korea (yard)4 Ultra deepwater drill ships
SE Asia2 Premium Jack-ups
Australia1 Semi (management)
US GoM1 Ultra Deepwater Semi
W Africa1 Ultra Deepwater Semi1 Ultra Harsh Jack-up
Venezuela10 Drilling Barges
Denmark – Copenhagen3,200 employees (5,300 in EDC)
Singapore (yard)3 Ultra Harsh Jack-ups
Egypt1 Ultra Deepwater Semi
Global market share, all rig types: 2%2012 revenue: USD 1,889 million2012 profit: USD 359 million
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What is brand relationship?
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Brand relationship definition
“..each customer experiences the brand individually, but at the same time, each individual likes knowing that he or she is part of a larger group who experiences the brand together.” Susan Gunelius, Editor of the AYTM.com blog.
Emotions
Participation
Sense of belonging / identity
”Part of the club”
Loyalty, advocacy, guardianship
Relationship branding is the process of establishing a brand relationship between consumer and brand
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Direct branding:What the company says
Employee branding:What the Employees say
Reputation branding:What others say
Traditional ways to establish candidate relationships
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Physical events
Company visits
Fairs
Student events
School cooperations
Internships
Summer schools
Expert fora
Social media is a catalyst for relationship branding
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Interaction
Participation
Easy to share
Maersk Drilling’s use of social media
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Maersk Drilling tells the story
Our employees share their stories
Potential candidates share their stories and create a community
Facebook examples
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LinkedIn Examples
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Follow us on
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