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At Webnorth, we proudly wear our nerdiness like a superhero cape! Being a nerd isn’t just a label – it’s a badge of honor in the digital world. We dive into code like it’s a treasure map, ready to solve mysteries and craft solutions that save the day.
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A break from the conventional career route.

Project

Website

Collaborative Agency

Pravda

Client

Uni-Tankers

About

Uni-Tankers is a global shipping company headquartered in Middelfart, with offices in Turkey, France, and the USA. The company, which employs approximately 550 people, specializes in shipping of oil and chemicals and operates a fleet of +40 tankers worldwide.

In collaboration with Pravda, we have created an explorative employer branding universe targeted at individuals aged 20-29, where potential applicants can freely navigate through the shipping company’s unique culture. The solution was nominated for the Creative Circle Awards and the Danish Digital Award.

Do you need a new employer branding universe? Contact Webnorth today.

Jacob Munche Spardahl

Jacob Munche Spardahl

COO

Contact

Digital clarification

The career universe is based on extensive global qualitative and quantitative research within the target audience of both seafaring and land-based employees. Through this research, we identified a number of key myths and prejudices.

The ambition behind the career site was therefore to challenge the many stereotypes about the shipping industry by openly and honestly inviting visitors into an engine room that is typically off-limits.

We wanted a career site that was worth people's time and a place where they would want to explore a career at Uni-Tankers.

The universe

Destination Possible is a serious, fun, and authentic experiential universe for which we have created over 40 films, gamification, mythbusters, explainers, portraits, and much more.

All told at eye level – by both sailors and landlubbers at Uni-Tankers.

The universe is designed with headlines in a distinct, chemical language that underscores Uni-Tankers’ global leadership in shipping oil and chemicals – celebrating the company’s uncompromising focus on the chemistry between people.

The experience

Based on the target audience’s digital preferences, three fundamental criteria together formed the guiding mantra for developing the experiential universe:

  • Fast flow
  • Easy navigation
  • Ability to dive deep

We developed a special solution focusing on ‘single-page application’ to ensure a fast flow and easy access to choose between formats: film and text – without wasting time loading new pages and navigating back. And with SoMe-inspired personal ‘stories’ based on Google Web Stories, we can continuously update and create lively content with input from the employees themselves.

Through creative gamification elements on pages like ‘Mythbusters’ and ‘Got Chemistry?’, we provide opportunities for immersion and interaction. Here, we address a wide range of prejudices about the industry – honestly and with a twinkle in the eye – while potential applicants can mirror themselves in Uni-Tankers’ culture, values, and attitudes.

The Chemistry

Destination Possible manages in a very special way to encapsulate and emphasize the importance of chemistry between people in the shipping industry – and especially highlight the positive energy and team spirit that characterize the culture at Uni-Tankers.

Uni-Tankers’ primary goal was clear and user-defined management of the universe, ensuring easy administration while keeping the career site vibrant with varied, fresh, and relevant content that resonates with the 20-29-year-old target audience.

In addition to Google Web Stories, gamification elements provide opportunities for immersion and interaction on the pages, ensuring increased engagement among visitors. Intuitive, user-friendly, and dynamic. Regardless of the device used to access the career site.

Unique visitors

More unique visitors than ever before.

Visitors

Doubling of visitors compared to the previous career page.

Time on page

An average time on page of 2 minutes and 38 seconds.

Anja Skov Mygind, HR Business Partner at Uni-Tankers

"Destination Possible plays a crucial role in our ability to attract and retain qualified candidates in the recruitment process. In fact, we now experience that all candidates we reach out to accept further dialogue with us. This is something that previously required more legwork."

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