Case Study

A creative talent strategy for global workforce growth

Taking a global giant into a totally new space – in more ways than one.  

How we used a playful, unexpected visual approach to announce a global giant’s arrival into a new sector. 

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The challenge

Maersk, a renowned global leader in shipping and logistics, is undergoing a strategic transformation. They’re expanding into integrated logistics services, especially in warehousing and distribution. It’s a market-moving shift. And it’s a fiercely competitive market, with high attrition rates and a constant demand for skilled workers.  

They came to us for a fresh talent strategy to attract individuals who may not have previously considered Maersk as a career destination. 

The solution

A robust research approach – Starting with comprehensive research ensured the strategy was data-driven and aligned with business objectives and talent expectations.

This included: 

• Primary research: 19 in-depth interviews with leaders, site managers, and recruiters. 

• Market intelligence: A deep dive into the warehousing talent landscape, with competitor analysis of DHL, Amazon, and DB Schenker. 

• Employee insights: Interviews with warehouse associates across nine countries, spanning APAC, WCA, Europe, and NAM. 

The research revealed three core themes for Maersk’s proposition: 

• Pioneering spirit: Maersk’s ambition to shape the future of logistics. 

• Belonging: A strong, inclusive culture that fosters growth. 

• Building for the future: The excitement of creating something new and ambitious. 

These insights shaped the TVP and its messaging, ensuring it resonated with both global and local talent markets. 

A new Talent Value Proposition (TVP) – To establish Maersk in the competitive warehousing sector, we developed a bold talent brand, ‘Go Big. Join Maersk.’. The positioning was created to challenge perceptions and highlight the vital new investment in warehousing Maersk was making, with all the career implications that came with it.

To stand out, we positioned Maersk as: 

• A business bringing its logistics leadership to warehousing. 

• A destination employer offering growth and inclusivity. 

• A distinct brand with a fresh, unexpected and engaging identity. 

An inventive creative approach – The ‘Go Big. Join Maersk.’ campaign needed a distinctive, engaging execution. The creative approach used an inventive, fun and out-of-scale photography style that was very different to what the rest of the sector was doing and what people expect of a global leader. 

This bold, playful concept was reinforced through clever messaging, and the campaign’s flexibility allowed it to be adapted for different regions. In Asia Pacific, for example, an oversized gaming console was used to appeal to a younger demographic. 

Localising a global campaign – This international TVP campaign was hyper-localised, with words translated into 8 languages and visuals created specifically for different target markets. 

Results

Heavily used by Recruiters and People Partners, the TVP was launched in Jan 2024. The ROI was excellent, with increased Glassdoor visits and profile followers, increased referral numbers and applicants-per-role. 

The TVP was rolled out externally across social media paid campaigns, print advertising, campus hiring events and referrals. And internally, across pull up banners, digital screens, tent cards and posters – with very positive feedback. 

With robust research, innovative visuals, creative messaging and localised strategies, Maersk is redefining talent acquisition in warehousing – ensuring it remains a leading employer in the evolving logistics landscape.