To meet growth target and stay ahead of competition, a Maersk unit needed to attract and recruit the best talent in the market. With training and incentives in place, employees were trained to act as brand ambassadors, attracting new talent from within their networks.
Problem
The battle for talent is on, and it is one of the largest challenges businesses face these days. As part of its growth strategy, a Maersk unit needed to expand its IT team, but had trouble attracting the right pool of talent. Different approaches had failed, and they needed help finding and implementing new solutions.
Action
The process contained a few simple steps:
1. Develop a survey and distribute it to all employees in the unit to identify the unique characteristics of the department, team and job itself.
2. Analysis of survey insights and market data to articulate an employer value proposition and key messages differentiating the unit from its competitors.
3. Present findings and next steps to management for feedback.
4. Through a few simple and hands-on tools, employees were able to act as brand ambassadors for the company, as well as recruit peers to apply for positions.
Result
Not only did employees engage in the growth strategy and realize the benefits of utilizing their network, but they felt satisfied that they could positively impact their future colleagues.
The leadership team found the process and insights into team attributes valuable in themselves, and they were able to utilize the narrative across several employer branding initiatives - both local and global. It not only built a stronger employer brand that helped attract new talent, it also helped improve employee retention through internal storytelling.