Shell: Better marketing for a more desirable employer brand


A comprehensive marketing capability programme had a significant impact on Shell's ability to attract the best people.


  • 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.


Shell is a global group of energy and petrochemical companies with around 102,000 employees in more than 100 countries and territories. In 2004, with the world's soaring demand for energy, Shell needed to rethink its approach to recruitment in order to boost the number of highly-talented recruits it was able to attract. That meant doubling the number in a year and expanding this even further by 2008.