Maersk Drilling

Worldwide recruitment on social media

Maersk Drilling works in an area that demands highly specialized manpower for offshore locations in many different, often remote, parts of the world.

In the face of this challenge, we worked out a strategy paper with more than 30 recommendations for digital recruitment – one of which was a stronger Facebook presence.

We started out by growing the number of Facebook followers and quickly tripled the fan base through an intensive effort to publish great content and engage in active dialogue with the followers.

We then moved on to post job ads on Facebook to highly targeted audiences in selected oil drilling communities. We launched a number of pilots to test the efficiency of various ads and ended up with click rates as high as 10 %.

The strategy turned out to be extremely efficient, as we were able to 10-double the amount of traffic to their job applications, which meant that Maersk Drilling was able to meet their ambitious recruitment objectives on time.


The work was rewarded a DIA award in 2014 in the B2B category. Furthermore, the social efforts were mentioned on national TV as well as in magazines and newspapers.


The advantages of digital recruitment  are enormous, not least when it comes to keeping down the costs.