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

Social Media Marketing at Scale!

Maersk Drilling – Recruiting your candidates via Facebook

Komfo Social Challange, March 5th 2015 Fredrik Tukk, Head of Communication, Branding & Marketing

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•  Unstructured website with outdated content – recruitment channel for applicants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?

•  Which channels?

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

# 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

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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%

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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

“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”

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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

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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

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Kim Steenkjær Mortensen !ksm@komfo.com!Twitter: @KS_Mortensen!www.komfo.com!

Fredrik Tukk fredrik.tukk@maerskdrilling.com Twitter: @fredriktukk Linkedin: Fredriktukk