Shell: Better marketing for a more desirable employer brand

Shell is a global group of energy and petrochemical companies with around 102,000 employees in more than 100 countries and territories.

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...

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Insights Team
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