With global demand for maritime logistics, shipping, and offshore energy rising, attracting and retaining skilled professionals has become more challenging than ever.
This guide outlines practical, data-driven employer branding strategies that help maritime companies build trust, stand out, and recruit top talent in a highly competitive sector.
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Why Does Employer Branding Matter in Maritime?
The maritime industry is at a turning point. According to UNCTAD, maritime trade is expected to grow by 2.1% annually between 2023 and 2027, supported by increasing global demand and ongoing supply chain shifts according to UNCTAD Maritime Transport Review 2023.
But here’s the issue: the industry faces a growing talent shortage. The BIMCO/ICS Seafarer Workforce Report 2021 highlighted a need for over 89,000 additional officers by 2026 to operate the world’s merchant fleet.
So as it’s becoming harder to recruit skilled officers, engineers, and technical staff, maritime companies need more than competitive pay. You need a strong, visible employer brand that appeals to today’s workforce.
Step 1. Capture Real Voices Using Vouch
The fastest way to build trust with potential candidates is to show them what it’s like to work in your company - through the eyes of real employees. This is why Vouch should be your first step.
Vouch is a video platform that makes it easy for employees to record short, authentic videos.
Here's how Vouch works in maritime:
- Seafarers and onshore staff can record Vouch videos from vessels or ports
- HR teams can share testimonials in job ads, career sites and outreach
- Candidates can see the real environment before applying
- Videos build connection and transparency across borders
For global operations with rotating crews or remote bases, Vouch makes it easier to humanise your brand at scale.
Read more about video branding in the Vouch blog.
Bring your employer brand to life
- Empower employees’ storytelling
- Transform careers sites with video
- AI-driven video editing
- Publish videos anywhere
Step 2. Define Clear Employee Value Propositions (EVPs)
Your EVP is the core promise you make to employees. It reflects what they can expect from working with you - beyond salary.
In maritime, a strong EVP could highlight:
- Long-term career development and training
- Rotation schedules that support work-life balance
- Safety-first culture on vessels and rigs
- Mental health and family support programs
- A mission that contributes to global trade or energy security
To define your EVPs try:
- Interview employees from sea and shore
- Review exit interviews and internal feedback
- Identify what sets you apart from competitors
Once you have your EVP, embed it across job descriptions, recruiter messaging, social media, and internal communications.
Step 3. Build a Careers Page That Speaks to the Modern Seafarer
A modern maritime workforce looks for more than vessel specs and license requirements.
Employees today want to know who they’ll work with, what the culture is like, and what support systems exist.
Your careers page should include:
- Vouch videos from officers, engineers, and HR leaders
- An overview of your EVPs and benefits
- Information on career paths from sea-to-shore to management
- Your Safety and sustainability initiatives
- Rotation patterns, training programs, and wellness support
- Application guidance and recruitment contacts
Examples like Maersk Careers and Wilhelmsen show how to combine purpose, people, and professionalism.
Step 4. Use Social Media to Showcase Life at Sea and Shore
LinkedIn, Facebook, and even Instagram are powerful platforms for reaching maritime talent - particularly among younger professionals.
What to share on social media:
- Crew change highlights and team milestones
- Vouch videos showing life onboard or in port offices
- Safety drills or training snapshots
- Sustainability projects or partnerships
- Q&As with leadership on career development
Step 5. Arm Recruiters with Branded Hiring Tools
Maritime recruiters often deal with long hiring cycles, compliance checks, and international candidates, so make it easier for them to lead with compelling, on-brand content.
Equip your recruiters with:
- Vouch videos that align with role types, e.g. ETO, Deck Cadet, Technical Superintendent
- EVP-aligned pitch scripts and email templates
- Fact sheets on training, rotation, and onboarding
- Slides or links to share your careers page and culture blog
- FAQ documents for common seafarer questions
As it’s recruiters who carry your brand message across time zones, give them the tools to do it well, including Vouch which is perfect for recruiter enablement.
Step 6. Get Crew and Office Staff Involved In Your Employer Brand
Employer branding can’t just come from HR, it needs to come from your crew members, engineers, and office staff are the most trusted storytellers - and involving them builds motivation internally too.
How to get your employees involved:
- Feature employee milestones on LinkedIn
- Host a blog series: “Why I Joined Maritime”
- Celebrate long-service awards or promotions publicly
- Encourage posts on LinkedIn after onboarding or training
People want to work where others enjoy their jobs. So let your employees lead the message.
Step 7. Monitor Brand Sentiment on Review Sites
Platforms like Glassdoor and Indeed are used globally - and reviews trends can give you early warning signs or highlight strengths worth promoting.
Check these company review sites regularly for:
- Themes around leadership, training, or rotation issues
- Mentions of safety culture or team support
- Comments from ex-employees who’ve gone to competitors
Use this feedback to guide your employer brand improvements - and reply thoughtfully to reviews where appropriate.
Who Are The Top 10 Maritime Companies Globally?
Maersk: Global leader in container logistics and supply chain management.
Employees: 100,000+
Revenue: $81.5 billion (2023)
https://www.maersk.com
NYK Line (Nippon Yusen Kabushiki Kaisha): One of Japan’s largest shipping and logistics companies.
Employees: 34,000+
Revenue: $21.4 billion
https://www.nyk.com/english
Mitsui O.S.K. Lines (MOL): Diversified maritime group operating tankers, LNG, dry bulk and more.
Employees: 8,500+
Revenue: $13.3 billion
https://www.mol.co.jp/en
Hapag-Lloyd: Germany-based container shipping company with global routes.
Employees: 14,000+
Revenue: $20.6 billion
https://www.hapag-lloyd.com
Wilhelmsen Group: Norwegian maritime group offering ship management and marine services.
Employees: 21,000+
Revenue: $900 million+
https://www.wilhelmsen.com
CMA CGM Group: French container shipping and logistics company.
Employees: 155,000+
Revenue: $74 billion
https://www.cma-cgm.com
Eastern Pacific Shipping: Singapore-based ship management and ownership company.
Employees: 6,000+
Fleet: 230+ vessels
https://www.epshipping.com.sg
Bernhard Schulte Shipmanagement (BSM): A global maritime solutions provider with a focus on safety and sustainability.
Employees: 20,000+
Fleet: 650+ vessels
https://www.bs-shipmanagement.com
Wallem Group: Hong Kong-based ship management and maritime services company.
Employees: 7,000+
https://www.wallem.com
Stena Bulk: Tanker shipping company focused on energy logistics and innovation.
Employees: 1,100+
https://www.stenabulk.com
FAQs
What is employer branding in maritime?
Employer branding is how a company is perceived as a place to work. In maritime, it includes both at-sea and onshore experiences, company values, safety culture, and long-term career support.
Why is employer branding important in this industry?
The maritime sector faces global talent shortages. A strong employer brand helps attract and retain skilled professionals in a competitive market.
How can we start with employer branding?
Start by capturing employee stories using Vouch, define your EVP, and update your careers page with real insights into life at your company.
Is employer branding only for large maritime companies?
No. Smaller companies can build trust by being more transparent, personal, and community-driven - especially using tools like Vouch.
How do I measure employer branding success?
Track application rates, retention, review site trends, and feedback from hiring and onboarding to measure your impact.
What type of content works best?
Employee video testimonials, Q&As, behind-the-scenes content, and blog posts about life at sea or in the office work particularly well.
Where can I find examples of employer branding strategies?
Explore the Vouch blog for guides, case studies, and examples from leading companies.
See Why Employer Branding Managers Love Vouch!
Loved by companies like Canva, Nike, Cisco, HubSpot, Amazon, and more, tools like Vouch make employer branding in your business remarkably easy.
Book a Vouch demo today and chat with an employer branding expert about your business needs.
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