1.
We start at 11 am CET. Until then, enjoy the
music and introduce yourself in the chat. The
hashtag for the webinar is #socialchallenge!
Recruiting your
candidates via
Facebook!
!
Vera Verkooijen
Partner relations & events
Komfo
Laura Forne Elkow
Customer relations manager
Komfo

2.
Social Media Marketing at Scale!

3.
Maersk Drilling – Recruiting your candidates via Facebook
Komfo Social Challange, March 5th 2015
Fredrik Tukk, Head of Communication, Branding & Marketing

4.
Situation…
• 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• Unstructured website with outdated content –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 competitors 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
• Getting HR on-board
• What to communicate?

5.
“You can’t recruit people via Facebook –
it’s unprofessional and for private use only”

6.
# 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 Communication to people-to-people stories
# Organic growth - haven’t bought likes/fans/followers
Employer Branding = Marketing = Communication

7.
page 9
Digital strategy supports the
implementation of our
corporate strategy
§ Increased number of visitors to our website
with +45% in 2014 (average 80,000 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: +155,000 fans
• LinkedIn: +52,000 followers
• Established on five additional channels:
Twitter, Instagram, YouTube, Vimeo and Flickr
• Leading +10% directly to job applications 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%
page 8

8.
page 10
Business Partnering Project
to Support PLAN3000
Facebook results
• The recruitment campaign was targeted at the US
• It reached 246,657 unique people
• Before the campaign our Facebook page had a
weekly reach of 50,000, at the end of the campaign
that number had increased to 180,000
• Link to the vacancy page on maerskdrilling.com was
clicked 7,641 times during the campaign and our
Facebook page received 3175 new likes
HR Results
• HR Houston registered 694 new applicants, compared
to 90-100 applicants per month in Q1
Quality of applicants
• Most of the applicants were Floorhands and
Roustabouts, but also Crane Operators, DPOs,
Electricians, ETs, Hydraulic Mechanics applied and
several people where hired as a result of the process
Total investment
• USD 2,000

9.
“You cant fool people online. You have to be open &
honest every time”
“Social media is not about B2B or B2C - it‘s about P2P”
“We don´t want to have a lot of followers in social media
channels, we want to get into dialogue with the right
people”

10.
page 12
Key to success
- Strategic initiative – 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

11.
page 13
Thank you!
Contact details:
fredrik.tukk@maerskdrilling.com
LinkedIn:
Fredriktukk
Twitter:
@fredriktukk
Follow 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
www.flickr.com/maerskdrilling
Case video:
https://vimeo.com/99333032
Articles:
http://www.forbes.com/sites/clarebettelley/2014/10/06/
executives-arent-always-right-why-social-media-recruiting-
has-a-place-in-every-industry/
http://www.talentmgt.com/articles/7053-ways-to-maximize-
online-recruiting
Blogpost:
https://www.linkedin.com/pulse/article/
20140826212100-2314046-is-this-the-world-s-best-facebook-
recruiting-campaign?trk=prof-post
Interview:
https://www.linkedin.com/pulse/article/
20140901205407-2314046-how-maersk-drilling-achieved-
their-incredible-facebook-recruiting-results?trk=prof-post

12.
Please rate the presentation!
speakerscore.com/SocialChallengeMaerskDrilling!
Kim Steenkjær Mortensen !
ksm@komfo.com!
Twitter: @KS_Mortensen!
www.komfo.com!
Fredrik Tukk
fredrik.tukk@maerskdrilling.com
Twitter: @fredriktukk
Linkedin: Fredriktukk