Hør, hvordan Maersk Drilling og andre dele af Maersk koncernen har skabt en digital strategi, der understøtter de strategiske målsætninger. For eksempel at finde, tiltrække og ansætte 3.000 nye medarbejdere. Få også indblik i, hvordan virksomhedens strategi lægger grundlaget for at vælge de rigtige kanaler, og hvordan sociale medier er blevet et vigtigt værktøj til leadgenerering.

1. Digital Strategy
– The Maersk Drilling story
Date 2013, presentation CMO presenter
Fredrik Tukk, Microsoft name,Event, 10.12.2013

2. SITUATION
•
Unstructured website with outdated
content – recruitment channel for
applicants
•
15,000 unique visitors/month spent 2
minutes each
•
No presence in social media
OPPORTUNITIES
•
Growth strategy – need 3,000 new
employees
•
No competitors have established social
media presence
•
Launched our new website with
recruitment as key focus
•
Developed a Social Media strategy and
launched it in mid 2012

3. “You can’t recruit people via Facebook –
it’s unprofessional and for private use only”

4. Challenges..
•
•
•
•
•
Senior management resistant
Getting HR on-board
What to communicate?
Where to post?
Resources?
- Website make-over
- Facebook launched
- Followed by
•
Linkedin
•
Youtube
•
Twitter
•
Instagram
•
Vimeo

5. “Using Facebook was totally new to us, but it soon
turned out to be a wise decision. We managed to
reach a broad target group in a fast and very cheap
way compared to the usual fairs and ads we normally
use for this purpose”
Lisa Damon, Recruitment Manager, MD Houston.
But seriously, does this really work?
From: Mason, Peter Redford
Sent: 5. december 2013 01:44
To: Worsaae, Nanna Christine
Subject: RE: Your interviews from Houston
Nanna,
Well the video seems to be working. I’m getting
contacted on Linkedin this morning by lots of people
wanting to join the Dream Team!
A lot of them are hoping to start new careers in starter
positions and I’m generally recommending that they get
onto the job portal on the internet and put in an
application online. One of them has written back to say
that he received a reply saying that his details were going
to be kept on file, but that apart from that, he’d had no
real feedback. From his linkedin profile he seems to be
just the sort we might need in the future. His name is
Jamie Lawrence and he’s been on active service in the
British army with the Royal Engineers. You may like to
pass this on to HR.
Regards, Peter

6. Targeted campaign on
Facebook
•
Geography
•
Gender
•
Age
•
Interests
•
•
Recruitment campaign:
Houston, US
Ads + relevant content
Number of applications received
during a regular month?
100
•
Number of applications after
recruitment campaign?
700

7. Key to success:
- Strategic initative – buy in from top
management
- Start with corporate strategy
- All competence in one team –
interconnectivity
- Clear goals – find,attract,recruit 3000
new employees
- Success is measured – engagement of
key target groups
Next Step
-
Digital Marketing
People-2-People

8. Title of presentation | page 8
Contact details:
fredrik.tukk@maersk.com
LinkedIn:
Fredriktukk
Twitter:
@fredriktukk
Maersk Drilling
www.maerskdrilling.com
www.facebook.com/MaerskDrilling
www.linkedin.com/company/maerskdrilling
www.twitter.com/maerskdrilling
www.vimeo.com/maerskdrilling
www.youtube.com/user/Maerskcom
www.instagram.com/maerskdrilling