Download - 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

Slide no. 2Annemarie Malchow-Knudsen

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


What is brand relationship?


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


Direct branding:What the company says

Employee branding:What the Employees say

Reputation branding:What others say

Traditional ways to establish candidate relationships


Physical events

Company visits

Fairs

Student events

School cooperations

Internships

Summer schools

Expert fora

Social media is a catalyst for relationship branding


Interaction

Participation

Easy to share

Maersk Drilling’s use of social media


Maersk Drilling tells the story

Our employees share their stories

Potential candidates share their stories and create a community

Facebook examples



LinkedIn Examples


Follow us on

https://www.facebook.com/MaerskDrilling

http://www.linkedin.com/company/maerskdrilling

Facebook


Download - How Social Media Creates Relationships between Talent and Employer - Annemarie Malchow

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