SHOWCASE: MAERSK AND HAVAS PEOPLE
In 2022, Maersk and Havas People took home Grand Prix following winning silver in 'Best short-term or one-off employer brand campaign' and a gold in 'Best social media strategy' category at the Employer Brand Management Awards.
To reframe its business from one solely focused on shipping to an integrated, modern logistics company, Maersk had to reposition itself in the minds of potential employees. To do so, it worked with Havas People on the ’Together all the way’ campaign. Its key audiences of tech professionals, logistics workers and corporate operations recruits had to re-examine what they thought about Maersk.
The centrepiece of the campaign was a Hamilton-inspired film that was first teased across multiple channels. But once the film was released, the work had only just begun. Maersk shared employee stories and sparked conversations about life at the logistics company. The interactive quiz at the end of the candidate journey yielded strong results and ensured prospective employees were able to engage directly with career options at Maersk.
The integrated campaign was a huge success in terms of metrics and ROI. But it also saw an increase in searches for careers at Maersk, year-on-year. “Absolutely stand out,” said one judge. “A superb strategy and methodology. Great performance and application within brand channels. Without a doubt a winner.” Another added, “I love this! A well-thought out strategy and phased campaign with fantastic results. Just shows the potential of well-executed employer branding!” The lofty ambitions matched with stellar results and eye-catching creative make Maersk’s employer brand campaign an all-around winner and 2022 ‘Grand prix’ recipient.
To read more about the winning projects in the Employer Brand Management Awards you can do so by viewing the 2022 winners book.
The Employer Brand Management Awards is the must-win awards programme for any organisation keen to benchmark its employer brand activity. To find out more and to enter your work, visit the awards website.