Shell: Better marketing for a more desirable employer brand
SNAPSHOT
A comprehensive marketing capability programme had a significant impact on Shell's ability to attract the best people.
KEY INSIGHTS
Shell had to find a way to double the number of new and highly-skilled recruits in the face of strong competition and weak brand equity.
It decided to undertake an ambitious programme to develop the marketing capabilities of its recruitment team.
Sharpening up their marketing skills, while also strengthening the image of the employer brand, transformed perceptions of the company as a valued employer while costs dropped significantly.
SUMMARY
Shell is...