Research pick: Anchoring new recruits in the maritime industry - "Social media presence and organisational attractiveness of ship owner and management companies"

A study in the International Journal of Shipping and Transport Logistics has looked at the largely ignored potential for shipping companies to boost their recruitment appeal through social media. Social media has transformed many industries, such as show business, fashion, and tourism, largely by transforming brand visibility.

In some sectors, such as maritime, it has been less used. Equally, many companies around the world have used LinkedIn and Instagram to attract talent and to grow their corporate image, but the shipping industry has remained cautious. This, the paper suggests, may have left it at a distinct disadvantage in terms of competing for talent new recruits perhaps more readily enticed by job offers in other sectors.

Taha Talip Türkistanlı of Mersin University and Coşkan Sevgili of Zonguldak Bülent Ecevit University, Türkiye, surveyed 578 maritime students and analysed the social media activity of 27 shipping companies. The data showed that the maritime sector has a significant opportunity to relaunch its digital presence.

The team found that while larger companies with big fleets had a little more engagement on platforms such as Facebook and LinkedIn, the overall activity level of the industry was surprisingly low. Shipping companies have not yet sailed into the high seas of social media and as such are perhaps stuck in the doldrums. This lack of engagement with the various platforms means they are almost invisible to the younger demographic that has embraced the digital age.

However, the research also revealed a mismatch between where students look for engaging content and where shipping companies tend to focus their efforts. While Facebook and LinkedIn are the mainstays of the maritime industry, the students surveyed reported a preference for more visually-orientated platforms such as Instagram and YouTube. These are not only visual but offer story-driven formats that seem well-suited to engaging new recruits.

The social media gap suggests that maritime companies might change course and so target younger audiences more effectively. This is especially true as so many prospective recruits use social media not only for job information but to gauge the values and culture of potential employers before applying for jobs.

Türkistanlı, T.T. and Sevgili, C. (2024) ‘Social media presence and organisational attractiveness of ship owner and management companies’, Int. J. Shipping and Transport Logistics, Vol. 19, No. 1, pp.124–148.