Maersk-Old woman and boy

Case study

Maersk – International Employer Brand

A leader in global shipping, A.P. Moller Maersk (Maersk) had undertaken a huge transformation to realise their vision of becoming a ‘Global Integrator’ of container logistics. To achieve this, they needed a strong new global Employee Value Proposition (EVP) to help increase business capability.

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Impressions

63m

Cost per click

£0.05

Highlights

We created a global EVP that, as well as addressing core objectives, Maersk could use to attract into key talent communities and territories worldwide.

  • 1
    Extensive insight conducted across different roles, business areas and territories
  • 2
    Global employer brand and technology talent attraction toolkits.
  • 3
    Activation campaign receiving 63,671,606 impressions.

Challenge

  • 1
    Supporting a transformational journey. With the digitalisation of their business, Maersk were increasingly focused on the evolution of their culture and a particular need to attract world-class technology talent. They needed a strong people brand to help increase engagement with their existing workforce, as well as support talent attraction and retention.
  • 2
    Uniting multiple brands and business areas. With a strong history and set of values stemming from their family roots, there are multiple brands under the ‘one Maersk’ banner. So, they needed an EVP with the depth and breadth to encompass this, as well as their different business areas.
  • 3
    Challenging perceptions. To attract the new talent they needed, Maersk also needed a perception-challenging employer brand – showing that there’s much more to them than their shipping containers.

Solution

  • 1
    Intensive insight. Our Employer Brand and Insight (EBI) team conducted intensive insight, to gain a deep understanding of the organisation, its people, core business areas and nuances across the globe. We also mapped the competitor talent market to identify specific messaging territories that Maersk could own.
  • 2
    Creative platform. Our Creative team worked closely with our EBI team to develop a set of core pillars/themes which we validated with senior stakeholders across the globe before defining the core proposition: ‘Let’s go into the amazing’. We then used this to develop a creative messaging platform and visual approach for the overall global employer brand.
  • 3
    Talent community-specific articulation. With digitalisation at the core of Maersk’s business strategy, technology talent attraction was a clear priority. To develop a Talent Value Proposition (TVP) for this audience, we started with a validation exercise – testing the global EVP pillars across a wide-ranging group of technology professionals. Their feedback enabled us to create a message hierarchy, dialling up the pillars that had more resonance for technology talent.

What we delivered

01

Global employer brand toolkit. Working closely with the Maersk branding team to take the EVP to market we built an employer brand toolkit that hiring managers across all territories and business areas could use to help them recruit within their individual markets.

Maersk_Asian woman looking out
02

Updated global careers site. We collaborated with the Maersk digital team to ensure the new employer brand messaging and visuals were incorporated throughout the careers site.

03

Technology talent attraction toolkit. We created a smaller toolkit specifically aimed at technology audiences, to help deliver hires in key markets including the UK, India and Denmark.

Maersk_Man and woman with basket
04

Successful campaign. The initial three-month activation campaign received 63,671,606 impressions, with 686,103 clicks at a final cost per click of £0.05.

Maersk_farmer in Vietnam
01

Global employer brand toolkit. Working closely with the Maersk branding team to take the EVP to market we built an employer brand toolkit that hiring managers across all territories and business areas could use to help them recruit within their individual markets.

Maersk_Asian woman looking out
03

Technology talent attraction toolkit. We created a smaller toolkit specifically aimed at technology audiences, to help deliver hires in key markets including the UK, India and Denmark.

Maersk_Man and woman with basket
02

Updated global careers site. We collaborated with the Maersk digital team to ensure the new employer brand messaging and visuals were incorporated throughout the careers site.

04

Successful campaign. The initial three-month activation campaign received 63,671,606 impressions, with 686,103 clicks at a final cost per click of £0.05.

Maersk_farmer in Vietnam

RESULTS

Insight eye icon

63,671,606 Impressions

The initial three-month activation campaign received 63,671,606 impressions.

Website visits icon

686,103 Clicks

With 686,103 clicks it was a very successful campaign.

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£0.05 Cost per click

At a final cost per click of £0.05.

“The employer brand really brings to life the depth of understanding of our organisation and culture. It has engaged people across the business and the high quality of creative execution has gone beyond our expectations.”

Global Head of Talent Management & Talent Acquisition A.P. Moller – Maersk

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