how social media creates relationships between talent and employer - annemarie malchow

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

Facebook

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