SBM Offshore: EVP and employer brand
Creating Experts
The Brief
SBM Offshore is a global deep-water energy provider, offering services over the lifecycle of design, engineering, installation, operation and maintenance.
A pioneer in Single Buoy Moorings (SBM), the business was founded in 1959 and is made up of 6500 employees across offices in key markets, operational shore bases, construction yards and onboard the offshore fleet.
With a global on and offshore community in mind, the challenge was to create a new employee value proposition (EVP) and employer brand identity, which appeals to both prospective and current talent.
This needed to happen alongside improving employee experience, employee retention, and creating a synergy across the breadth of locations in parallel with the external facing brand.
As part of this suite of work, we also created a code of conduct which sets out the established policies, regulations and guidelines in the same employer brand look and feel.
Solution
We began by carrying out research with employees in markets across the world along with employer brand competitor research and analysing candidate and customer expectations of SBM.
Based on our research, we created an employee value proposition for testing.
The result? An EVP focused on expertise.
We also created a fresh identity which feels authentic to SBM – grown up and honest. It has an exciting, inspirational feel which speaks to multiple generations and has longevity in mind.
The design principles allow the heart of SBM to come through. We shared these in mock-up examples of job advertisements and LinkedIn posts, along with a toolkit to be used as a blueprint for both candidate and employee experience, which will go on to be embedded globally.
Impact
Evelyn Tachau-Brown, Director of Communications and Change at SBM OffshoreThis EVP and employer brand is helping us focus on investing in the employee experience that will make a difference when attracting, retaining and focusing our talent.
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