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If you supply products or services to the shipping industry, you are competing with tens of thousands of companies for the same attention. Every day, shipping companies receive new pitches, new technologies, and new promises. The world runs on shipping, and everyone wants a piece of the sector.

That makes maritime supplier marketing both fascinating and challenging. It also means you cannot afford to throw your message into the wind and hope it lands somewhere. You need focus. You need clarity. You need patience. And you need to understand the industry on a level that goes deeper than vessel types and trade routes. Every maritime supplier is fighting for the same moment of attention inside a shipping company. That moment is rare. And highly valuable.

In this blog, I will guide you through the maritime ecosystem, the stakeholders that influence decisions, the personas that matter, the channels that actually work, and the mindset required to win. I will also share lessons from my years at Getting the Market, where we support maritime suppliers every single day. This is a complex sector, but that is exactly why the right approach can create serious impact.

The shipping industry is not one market. It is many.

Open MarineTraffic and you will see vessels scattered across every ocean. Bulk carriers, tankers, container ships, RoRo vessels, offshore support vessels, dredgers, ferries, heavy lift ships, multipurpose vessels, and countless specialised ship types. The commercial fleet easily exceeds 100,000 ships.

The first mistake maritime suppliers make is treating shipping as one homogenous market. It is not. Different cargoes demand different vessels, and different vessels involve different owners, operational models, regulations, investment profiles, and procurement logic.

A 5,000 dwt shortsea bulker behaves differently from a 180,000 dwt Capesize. A coastal tanker is not the same as a VLCC. An offshore support vessel has a completely different technical rhythm than a container feeder.

This is why I always advise suppliers to pick a segment and build from there. Not everything at once. Choose your beachhead. For example: European owned bulk carriers between 20,000 and 60,000 dwt. That is already a significant and coherent target group.

Once you identify the right segment, you start speaking their language and solving their actual problems. That is the art of focus in maritime supplier marketing.

The maritime ecosystem: more complex than it looks

If you think the ship owner decides everything, you will be disappointed. Decision making in shipping is fragmented. Influence is spread across technical, commercial, and regulatory layers. Determine who the decision makers, budget holder and users are. Here are the stakeholders you must understand:

Ship owners: They hold the assets and often make the final investment decisions. Their main concerns are long term value, regulatory compliance, and return on investment.
Ship operators: They run voyages. They worry about fuel consumption, delays, schedules, and operational efficiency.
Technical managers: Often the true power players for technical products. They monitor vessel performance, maintenance costs, and operational workload.
Fleet managers: Responsible for multiple vessels. They care about standardisation, budget balance, and reliability across the fleet.
Superintendents: The practical engineers who keep vessels running. If they do not believe in your solution, nothing happens. If they trust it, they become your champions.
Captains and chief engineers: Your onboard users. If your product adds unnecessary complexity, they resist. If it makes life easier, you win allies for life.
Procurement: They negotiate pricing and terms. They rarely initiate new solutions but they can block any of them.
Charterers: Increasingly influential due to CII, ETS, and decarbonisation pressure. Their contractual demands influence technical decisions.
Shipyards: Crucial for newbuilds. If you want your system integrated at the design stage, you need early involvement.
Class societies: If class approval or certification is required, they become part of the journey and a source of credibility.

If you do not understand who influences the decision, your marketing will feel like shouting across a busy harbor. Once you do understand the ecosystem, you can speak to the right people with the right message at the right time.

The personas that matter in maritime supplier marketing

Let’s zoom in on the people behind the titles. Every maritime decision is made by humans with specific goals, constraints, motivations, and frustrations.

1. Technical Director: Often the final decision maker for CapEx. Cares about safety, reliability, compliance, and ROI. Worries about unproven technology and downtime. Responds to strong data and real-world proof.
2. Fleet Manager: Looks across multiple vessels. Cares about standardisation and operational consistency. Needs practical benefits with minimal complexity.
3. Superintendent: The engineer with grease on their hands. Cares about simplicity, installation, and maintenance. If they believe in your system, adoption becomes smooth.
4. Captain and Chief Engineer: Onboard users who want safe, simple, predictable tools. If your system makes their life easier, they become strong advocates.
5. CFO or Finance Manager: Cares about payback time, Opex savings, and long term cost control. Needs clear numbers, not promises.
6. Sustainability Manager: A fast-growing persona in 2025. Cares about CII improvement, ETS cost reduction, and decarbonisation pathways. Needs measurable impact and transparent reporting.

Every persona consumes information differently. Some read technical papers. Others rely on superintendents or LinkedIn. Tailor your message to their habits.

Maritime supplier marketing in practice: Econowind

For Econowind we built a highly segmented commercial engine. We focused on specific vessel types and geographies, created landing pages that spoke directly to bulk carriers, tankers, and general cargo vessels, and developed a fuel savings calculator for real time ROI estimation. We then drove traffic to this calculator via organic LinkedIn posts, targeted LinkedIn ads, and Google Ads. This combination brought consistent inbound traffic from exactly the right shipping companies and supported their commercial traction. It showed how segmentation and channel orchestration can create real momentum in a conservative market.

Your ideal customer profile in maritime supplier marketing

Once you understand segments and personas, define your ideal customer profile. Your ICP is the description of the companies that are most likely to buy from you, benefit from your solution, and convert into long term partners. It is the filter that keeps your marketing sharp and prevents you from wasting time on prospects that will never move.

In maritime, an ICP is crucial because the sector is enormous, fragmented, and diverse. Not every shipowner is your shipowner. Not every fleet operates the way you expect. Not every vessel type has the same needs, budgets, or regulatory pressure. A clear ICP brings discipline to your commercial strategy and aligns your marketing, sales, and product direction.

Lead identification tools help your sales team understand which shipping companies are visiting your pages. For many clients, this is where the first signs of commercial traction appear.

It is ideal for building brand awareness, promoting case stories, and driving traffic to your landing pages or tools. LinkedIn works especially well when you speak directly to vessel types or technical roles. Specificity wins.

When you look beyond Europe, different markets require different platforms. In China, WeChat is the dominant channel for business communication. Many shipowners, shipyards, and technical managers prefer WeChat over email or LinkedIn. If you want to build visibility in the Chinese maritime ecosystem, a WeChat Official Account, localised content, and targeted community groups are essential.

The same logic applies to markets like Japan, South Korea, and India. Each has its own preferred professional platforms and digital habits. To reach maritime buyers there, you need local channels, local language, and content that respects cultural expectations. Global campaigns only work when they are supported by local presence.

An EVP that appeals to a Filipino deck officer might not resonate in the same way with a Ukrainian engineer or a Greek superintendent. Different cultures bring different values, expectations and communication styles. Some prioritise stability and family leave. Others value career growth, salary or social status.

5. Industry media
Publications like TradeWinds, Splash, Lloyd’s List, Seatrade Maritime, and Offshore Energy remain strong channels for credibility and visibility. The maritime sector trusts industry media. A well prepared story can travel far.

6. Events and in person contact
SMM, Nor-Shipping, Europort, Posidonia, Singapore Maritime Week. Shipping is still a relationship driven industry. People want to meet, shake hands, and look each other in the eye.

Preparation makes all the difference. Reach out ahead of time. Build a meeting list. Create sharp one pagers. Follow-up with the people you have met.

7. Case stories and videos
People in shipping trust what they can see, not what they are told. Real world proof is contagious in shipping. A short case story or a one-minute testimonial from a captain, superintendent, or fleet manager has tremendous power. Nothing convinces a technical manager like seeing another shipping company use your solution with success.

8. Webinars and technical papers
Useful for complex equipment and energy efficiency solutions. Shipping professionals appreciate clear, technical, educational content.

9. Sales enablement and outbound
Marketing only works when sales is ready to continue the conversation. Tools like fleet lists, outreach scripts, one pagers, and follow up workflows make the difference between interest and opportunity.

Castor Marine example on maritime supplier marketing

For Castor Marine we strengthened their online presence as a maritime connectivity provider and supported their commercial success around selling Starlink to offshore vessels, merchant ships, and superyachts. Clear service pages, SEO optimisation, and targeted content created visibility among captains, fleet managers, and IT teams looking for reliable VSAT and Starlink installations. Online visibility helped trigger conversations that led to real conversions. Starlink is a hot topic, but visibility determines who gets the first call. Online content put Castor in that position.

Avoid these, and you will already position yourself ahead of many competitors.

Conclusion

The maritime industry is vast, dynamic, and full of opportunity. But it requires a specific approach to marketing. One built on focus, consistency, and persistency. One that respects the complexity of the shipping ecosystem and understands the people behind the decisions.

If you bring clarity to your message and discipline to your execution, you will be noticed. If you speak the language of the industry, you will build trust. And if you stay committed, you will create real impact.

At Getting the Market, we support maritime suppliers every day. We know the market, the vessel types, the companies, and the people who pull the strings. We have seen this across more than a hundred maritime companies. If you want to make your mark in this sector, I would be honored to help.

Let’s connect.

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Access fast growing markets during the first edition of this heavy lift & project cargo event in Singapore.

In May 2025, Breakbulk Events & Media announced the launch of Breakbulk Asia, joining its established events in Rotterdam (the Netherlands), Houston (USA), and Dubai (UAE). The event will be taking place on 18-19 November 2026 at the iconic Marina Bay Sands in Singapore. It answers rising demand for a central event connecting global and regional project stakeholders across Asia’s fast-growing energy and infrastructure markets.

In this blog I will list 10 key reasons why it is important for you and your maritime/logistics company to attend Breakbulk Asia 2026, and how it can add value through branding, lead generation and networking opportunities. I will also include some examples of work we have done for clients and several pro tips to get you started. So, why not start planning your marketing and sales efforts today?

1. Access fast-growing Asian markets

Asia is experiencing unprecedented growth in energy, infrastructure, and industrial projects. From mega-infrastructure initiatives to renewable energy investments, the region is full of opportunities for maritime and logistics companies. Breakbulk Asia serves as a gateway to these markets, connecting you directly with shippers, EPCs (engineering-procurement-construction companies), and project owners who are actively seeking reliable logistics partners.

2. Meet key decision-makers

One of the greatest advantages of Breakbulk Asia is the calibre of attendees. Decision-makers from leading shipping lines, freight forwarders, and industrial project teams come seeking solutions, not just networking. This is your chance to speak directly with the people who make procurement decisions for heavy-lift and project cargo operations. For maritime and logistics firms, building relationships with these stakeholders can accelerate contract opportunities and create long-term partnerships. And lastly, for maritime and logistics suppliers, the perfect place to meet key maritime and logistics decisions makers.

3. Strengthen your brand in a major maritime and logistics hub

Singapore is more than a host city; it’s a global maritime and logistics hub. Participating in Breakbulk Asia signals that your company is serious about expanding in Asia and establishes credibility among clients and partners alike. Whether attending as a visitor, exhibitor, or sponsor, your presence boosts brand visibility in one of the most influential markets for maritime trade and project logistics.

4. Gain market and industry intelligence

The conference portion of Breakbulk Asia provides interesting insights on industry trends, emerging trade routes, and innovations in logistics technology. For you as a maritime and logistics companies, this knowledge is invaluable. Understanding market shifts allows you to adapt services, anticipate client needs, and stay competitive in an evolving sector. Sessions cover topics like digitalization in shipping, sustainability, and project logistics best practices. In addition, there will be several workshops hosted covering chartering principles and applications, a heavy lift deep dive and an AI session.

Image 1: An impression of Breakbulk Europe, which will be held next year for the 5th consecutive time in Rotterdam, the Netherlands.

5. Forge strategic partnerships

Breakbulk Asia brings together the full spectrum of the supply chain; ports, carriers, heavy-lift specialists, forwarders, maritime suppliers, and project owners. This concentration of industry players creates fertile ground for alliances, joint ventures, and subcontracting opportunities.

Even a single meaningful connection at the event can lead to long-term revenue streams or collaborative projects that would otherwise take months or years to secure. In case you are exhibiting, you can also think of creating a PR moment. Think of launching a partnership, signing a deal, introducing a new product or service, or the kick-off of a new campaign. My colleague Frans drafted a blog about “The 10 rules for an impactful maritime press release”. It might be interesting to, prior to the event, circulate a press release to maximize impact.

6. Explore niche and high-value Segments

If your company operates in the specialized areas of project cargo or breakbulk logistics, Breakbulk Asia is unmatched. The event focuses specifically on oversized and heavy-lift cargo, giving you direct access to clients and partners who require your niche expertise. This targeted approach saves time, ensures meaningful conversations, and positions your company as a go-to provider in complex project logistics.

7. Position for sustainable growth

Asia’s investment in renewable energy, hydrogen, offshore wind, and green infrastructure is on the rise. Singapore is positioning itself as a regional hub for sustainable logistics and maritime operations. By attending Breakbulk Asia, your company can explore opportunities in these emerging sectors, positioning yourself as a forward-thinking partner for projects that align with the energy transition.

8. Gain early-mover advantage

Breakbulk Asia is still relatively new in the Asian market compared to established European or North American editions. By attending early, your company can establish relationships before competitors saturate the market. This early engagement allows you to understand client needs, secure preferred partnerships, and build brand awareness in a growing segment of the global project logistics ecosystem.

9. Leverage Singapore’s connectivity and infrastructure

Singapore’s world-class port facilities, stable business environment, and central location make it an ideal hub for regional maritime and logistics operations. The city-state’s connectivity reduces friction in business dealings and provides access to major trade routes across Southeast Asia and beyond. Participating in Breakbulk Asia enables your company to tap into this network efficiently, streamlining logistics planning and expanding regional reach.

10. Increase visibility and differentiate your brand

Whether through exhibiting, speaking, or attending, Breakbulk Asia provides unparalleled visibility. Pre-event marketing, social media coverage, and on-site branding opportunities allow your company to stand out among (potential) clients. For maritime and logistics firms, differentiation is key. The event offers a platform to showcase innovative solutions, highlight your expertise, and attract inbound inquiries from potential clients. Make it count by setting your brand apart with qualitative branding.

What’s next?

Breakbulk Asia 2026 in Singapore is more than just a trade show; it’s a platform for maritime and logistics companies looking to expand in Asia, connect with decision-makers, and explore high-value project cargo opportunities. From market intelligence to strategic partnerships and brand visibility, the event offers a wide range of benefits that can directly impact your line of business.

Your next move: Ensure your company doesn’t just attend but thrives at Breakbulk Asia 2026. Our agency can help you increase visibility, generate leads, and tell your story effectively to the right audience.

For companies ready to make the most of this opportunity, having a strong marketing strategy before, during, and after the event can make all the difference. You might think, “Okay, where do I start?”. In my next blog, I will answer that with tips to make the most of your attendance. Meanwhile, if you have any questions, please get in touch with me or one of my colleagues.

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Search Engine Optimization (SEO) is simply making your website easier to find when people use Google, Bing, Yahoo!Search and other search engines. Let’s use Google as an example in this blog. Think of Google as a massive library, and SEO is how you organize your books so people can actually find them on the shelves.

When someone types “ship management services” into Google, SEO determines whether your company appears in the first few results or gets buried on page 5 where usually nobody looks. Did you know that most search engine users never go beyond the first page of results? According to research by Backlinko analyzing 4 million Google search results, only 0.63% of people click on a link from the second page. That’s why SEO is of vital importance in your business. Whether you are looking for clients or new colleagues, it is a continuous effort to end up on the first page of Google.

Simple maritime example: A crane manufacturer optimizes their website so when port operators search “container handling equipment,” their products show up prominently in the top of Google results.

What is GEO?

Generative Engine Optimization (GEO) is the newer kid on the block. It focuses on AI tools like ChatGPT, Claude, and Google’s AI features. Instead of trying to rank high in search results, GEO ensures your company gets mentioned when these AI tools answer questions.

Think of it this way: If SEO is about being found in the library, GEO is about being recommended by the knowledgeable librarian when someone asks for advice.

Simple maritime example: When a fleet manager asks ChatGPT “How can we reduce fuel costs in shipping?” GEO helps ensure your fuel optimization services get mentioned in the AI’s response.

Today’s maritime professionals research differently than they did five years ago. Some still prefer traditional Google searches when they know exactly what they’re looking for. But increasingly, they’re asking AI tools complex questions about industry challenges.

Your shipping line might rank #1 on Google for “container shipping services” (SEO success), but if ChatGPT never mentions you when asked about efficient shipping solutions, you’re missing opportunities.

Real scenario: A port authority manager needs to improve cargo throughput. They might Google “port efficiency software” (where SEO matters) and also ask Chatgpt “What are proven methods to reduce port congestion?” (where GEO matters). You want to be visible in both situations.

SEO and GEO aren’t competing strategies. They’re different tools for different types of searches. SEO captures people who know what they’re looking for, while GEO captures people who are exploring solutions to problems.

As the maritime industry becomes more digital, companies that understand and use both approaches will have a significant advantage in being discovered by potential clients, regardless of how those clients prefer to search for information.

The key is recognizing that your next big client might find you through either channel, so being visible in both is essential for comprehensive digital presence.

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Singapore / Rotterdam, 23 July 2025 – As maritime companies digitize, decarbonize, and expand across continents, standing out in the market has never been more challenging. Customers expect clarity. Talent is scarce. And lead generation takes more than a good product. It requires creativity, consistency, and the right message at the right time. To meet that demand, maritime marketing agency Getting the Market has opened an office in Singapore to support clients across Asia.

The Singapore office comes at a time of accelerating change. From vessel performance software to low-emission technologies, shipping is undergoing both a digital and sustainable shift. But without the right narrative, these solutions risk being overlooked. According to the latest BIMCO/ICS report, the industry will face a shortfall of more than 89,000 officers by 2026. These combined forces are making strategic, global communication more essential than ever.

Getting the Market helps maritime and logistics companies explain their value to customers, partners and future employees. Founded in 2011 in Rotterdam, the agency has worked with more than 200 clients on web development, lead generation, employer branding and public relations. With its new base at 160 Robinson Road in Singapore, the team is now closer to clients across APAC and the Far East.

“Asia is where the momentum is, and we are proud to be part of it,” says Frans Swarttouw, founder and co-owner. “What began as a one-man show in the port of Rotterdam has steadily grown into a more global maritime marketing agency. Our Singapore presence puts us right where we need to be to support clients in one of the world’s most dynamic regions.”

Laurens Moerland, co-owner and head of the Singapore office adds: “Many of our clients operate across continents. With this office, we can build stronger partnerships and generate better results. In Asia, we have seen a clear need for a maritime & logistics marketing agency. We are here to fill that gap.”

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In the global maritime industry, stories don’t spread by themselves. Whether you’re a shipping company, maritime supplier or logistics provider, visibility depends on smart editorial marketing. A well-crafted press release remains one of the most effective tools to create brand awareness, strengthen your positioning, and trigger commercial leads. But only if it’s done with purpose.

Here are ten rules to help you write maritime press releases that editors want to publish, and your audience wants to read.

1. Write a title that sparks curiosity
Your headline determines if people will read further. Keep it short, specific and engaging. Avoid generic titles like ‘Company X announces new system.’ Instead, give it a twist that highlights the benefit or ambition. For example: ‘Smarter routes, lower fuel bills: Company X launches AI-powered voyage planner.’ The title is your first and sometimes only chance to stand out in a journalist’s inbox.

2. Tie it to something bigger
Your story gets more traction when it connects to broader themes that are already on the industry radar. Editors are always looking for content that fits topics like sustainability, digitalisation or the global talent shortage. Are you launching a new product? Explain how it helps reduce emissions or improves safety. Make it relevant to the bigger picture to increase the chance of coverage.

3. Keep it newsworthy
Not everything that’s important to your company is news. Ask yourself: would someone outside my organisation care? If not, don’t send it. Focus on developments that change something for your market or partners: a major contract, a new vessel, a product innovation or a strategic hire. Add context, numbers and a clear ‘why now’ to make the story timely and relevant.

4. Pick the right moment
Timing matters more than most people think. Aim to send your release early in the week and early in the day to increase visibility. Avoid Friday afternoons or sending during major industry events unless your release is tied to them. Aligning your release with relevant milestones or sector trends will give it more weight and relevance.

5. Repeat your core messages
Every press release is a chance to strengthen your brand. Use it to reinforce the values, strengths or promises that define you. Don’t just describe what happened. Connect it to your positioning. Are you known for innovation, reliability or operational excellence? Weave that into the story. The power lies in repetition across all your external communications.

6. Know who and where to target
Don’t just blast your release to a huge list. Think about which countries and media matter most. Want to grow in Asia? Find local titles and journalists that serve that market. Targeting technical shipowners? Pick trade media they trust. Tailor your story and your distribution list. Relevance is key. Journalists can tell when you’ve done your homework.

7. Make it easy to publish
Help the journalist help you. Always send your release as a Word file, not just a PDF. Include high-resolution, copyright-free images with clear captions. If you quote clients or partners, get their permission in advance. The easier you make it for media to copy, paste and publish, the more likely they will. Professional formatting also shows you’re serious about PR.

8. Follow up with a human touch
Press releases don’t build relationships. People do. After sending, follow up with a short, relevant message to your key media contacts. Offer an interview or background call if useful. Be brief, helpful and available. Over time, journalists will see you as a valuable source, not just someone pushing content.

9. Use strong, useful quotes
Most quotes in press releases are dull. ‘We are delighted to…’ adds nothing. A good quote adds insight, direction or proof of value. Use quotes to show leadership vision, client endorsement or technical relevance. Let the quote answer a real question. Why does this matter now? Why should the reader care?

10. Repurpose your release across channels
A press release should never be a one-hit wonder. Repackage the content for your website, LinkedIn, newsletter and even sales presentations. Use the same headline and image on social media but adjust the tone and call-to-action. This multiplies your exposure and increases the value of the work you’ve already done. One story, many formats. That’s the power of editorial marketing.

Don’t forget to measure your impact

PR is not just about visibility. It’s about results. Monitor the performance of each release using GA4 (Google Analytics) and lead identification software, such as Leadfeeder. Track spikes in web traffic, identify companies visiting your site, see how many times your brand has been mentioned in the media, and analyse which channels perform best. Share these insights with your commercial team. A good release doesn’t just land in the news. It lands in your pipeline.

Want to get more out of your press releases or need help with a PR strategy?

Getting the Market supports shipping companies and maritime suppliers with editorial marketing and PR that gets noticed. Whether you are based in Singapore or in North America, we have a global PR list including 5,000 maritime and logistics journalists to make sure we book results.

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At Getting the Market, we often hear from customers who have purchased banners or ads at magazines or websites such as the Maritime Executive, ShippingWatch, Logistics Management Magazine or TradeWinds. As a marketeer it is important to measure the effectiveness of your campaigns. We do understand that it is rather difficult to do so. No need to worry about this after reading this blog. This is where UTM tracking comes into play. “Wait, what? A UTM?”.

Let’s begin with a very concrete example of what many marketeers are facing. For instance, you share a post on LinkedIn including a link towards your website. All metrics, such as impressions, click-through-rate, and likes can be easily monitored. But what about the traffic towards your website due to this post? How many clicks? How long did people stay on your page? And did they click on one of the CTA’s (call-to-actions) such as an email address or phone number?

All of this can be measured by making use of UTM’s (also known as Urchin Tracking Module). These are snippets added to the end of your URL. It is a simple and reliable way to track your website traffic, conversions, and other online performances. Let’s say that you did purchase those online banners, and you want to measure the effectiveness: no problem. From now on, you can measure the click-through-rate and make more data-driven decisions.

How to make use of UTM’s?

In our other blog, we highlighted the importance for ship owners/operators of making use of position lists in your digital marketing strategy. We also stressed the importance of using UTMs.

At Getting the Market, we make use of the Campaign URL builder by Google. An easy-to-use tool, that does not require any technical knowledge. Best of all, it’s free. Let’s have a look at it together. In short, I will discuss each parameter/field first.

Below an example where I used the builder to create a UTM for an organic social post on LinkedIn. Sharing the same post but on different channels? Make sure you change the source/medium into e.g. Instagram or Facebook. Once you have everything in place, you can use the generated link for your kind reference. Do note that you can also shorten the link with your Bitly account.

Please note the differences below in the URL structure. In this example we are using the websites of Swire Projects and Maersk. In paid ads on Google and Bing, we strongly advice to make use of the ‘Campaign Id’. This identifies the ID of the specific product promotion (e.g., if you are maritime or logistics supplier) or strategic campaign.

A couple of other examples:

How about measuring offline efforts and campaigns?

Want to measure the success rate of your offline efforts? Think of a printed ad where you want to recruit seafarers on your vessel or you want to promote your vacancies on a roll-up-banner during a recruitment event. Simply add a QR code to your printed advert with a UTM link.

Pro tip #2: When for instance your offline effort is part of a greater campaign, just make sure that the “campaign” parameter remains the same. Only change the source/medium parameter, and that’s it.

Where do I see the results?

Now that you have created your first UTM, you might think ‘how to view these stats?’. Let me show you how can you find out the success of your campaigns by making use of Google Analytics 4 (GA4). Just simply follow the steps below. For your convenience, I have also added some screenshots.

Pro tip #3: Employer branding isn’t just about attracting talent. It also helps you lead better. Use it to guide how you onboard, train and support your teams. The clearer your brand, the more connected your crew.

To wrap it up!

Making use of UTM’s is a great way to rely on data while making decisions. Say goodbye to making decisions based on gut feeling. And hello to data-driven insights with UTMs! It is a great way to measure the success of your online efforts (and to a certain extent your offline campaigns too). It gives insight where your website traffic is coming from.

From now onward, you can for instance measure the impact of those online banners you’ve purchased. See what the click-through rate is and find out whether your marketing investments are effective or need adjustment. Get grip on how your online channels are performing, and decide whether to double down on certain ones or adjust your strategy.

Need some help with setting up these UTMs or you simply need help with Google Analytics 4? Please let us know, we’re happy to help you and your organization. Contact Laurens today.

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Ask any maritime HR department, fleet manager or crewing agency what keeps them up at night, and you won’t hear the word ‘marketing’. You’ll hear ‘people’. Finding seafarers. Retaining them. Motivating them to stay for another contract.

Shipping is a competitive industry. The market for seafarers is under pressure. According to BIMCO and ICS, we’re heading towards a shortfall of nearly 90,000 officers by 2026. The Philippines remains the largest supplier of seafarers, followed by India, China, Indonesia and Russia. But attracting people from these countries takes more than a job post and a decent contract.

That’s where maritime employer branding comes in.

It starts with your DNA

What makes your shipping company a great place to work? Not just at sea, but also onshore. What do seafarers and office workers say about your culture, your leadership, your mindset? These are not soft questions. They’re fundamental.

You need to define your employer branding DNA. What kind of team are you building? What behaviours do you reward? And what values should every colleague, from cook to chief engineer, live by? Who are your brand ambassadors? What do they have in common?

Pro tip #1: If you don’t define your DNA, others will. Employer branding is not something you launch. It’s something you shape, every day.

What is an Employer Value Proposition?

Your Employer Value Proposition (EVP) is the set of unique benefits and experiences you offer to current and future employees. It explains what people can expect when they join your company, and why they should choose you over one of your competitors.

A strong EVP answers one key question:
“Why should I work for you?”

To get there, you need to stop thinking like an employer and start listening to your colleagues. What do your people value most? Time off between rotations? A reliable payment schedule? Room to grow into new roles? Or simply being treated with respect?

The best EVPs are not crafted by HR alone. They emerge naturally, expressed by colleagues who feel a true sense of belonging. Built from real stories and genuine experiences, they convey what it’s like to work here every single day. They are honest, clear, and specific. Interviewing your colleagues is fun and an excellent way to gain fresh insights.

Pro tip #2: Don’t build your EVP in a boardroom. Start by talking to your people. Ask them why they stay. Why they leave. What makes the job worthwhile. These answers are your EVP.

Once you have it, use it. Not just in job ads, but across your entire brand. On your website. In your content. In your conversations with crewing agencies. Consistency is key. The best EVPs demonstrate what impact your company has on your staff.

Where do seafarers come from?

The global seafaring workforce is concentrated in a few key nations. If you’re recruiting internationally, this is your playing field:

These numbers include both officers and ratings. Ratings are the non-officer crew responsible for key operational roles such as mooring, maintenance, engine room support, cleaning and catering. For most shipowners, these countries are the first stop when building or scaling a crew. But without a clear and attractive employer profile, it’s becoming harder to convince seafarers to sign on.

Building a globally relevant EVP

Creating an EVP is one thing. Making sure it works across borders is something else entirely.

An EVP that appeals to a Filipino deck officer might not resonate in the same way with a Ukrainian engineer or a Greek superintendent. Different cultures bring different values, expectations and communication styles. Some prioritise stability and family leave. Others value career growth, salary or social status.

So how do you build an EVP that works internationally?

Start by listening locally. Involve people from different regions and backgrounds when developing your message. What matters most to them? What do they need to feel supported? Your goal is not to write ten different EVPs, but to create core messages with room for local adaptation.

Language adds another layer. Many seafarers speak English, but that doesn’t mean they process nuance the same way. Use plain and simple language. Avoid wordplay, jargon or cultural references that don’t travel well. When needed, translate your materials, not just word for word, but with attention to tone and meaning.

The most effective employer brands feel both consistent and personal. They tell one story, in multiple voices.

Pro tip #3: Start with one EVP. Test it in different countries and adapt accordingly. Refine your tone and delivery, not your message. That’s how you stay true to your brand and relevant to your audience.

Managing global teams

Shipping crews often include a dozen nationalities on one vessel. That demands more than good intentions. It calls for empathy, leadership and clear communication. It also calls for a culture where people feel respected, seen and supported, regardless of background. In the end it is about a sense of belonging, built upon a shared set of values.

Pro tip #4: Employer branding isn’t just about attracting talent. It also helps you lead better. Use it to guide how you onboard, train and support your teams. The clearer your brand, the more connected your crew.

A strategic edge

Seafarers talk. Agencies compare notes. Word spreads fast in shipping. If you want to attract and retain the right people, you need more than a recruitment pipeline. You need a brand that people recognise, trust and want to be part of.

At Getting the Market, we help shipping companies define and express their employer brand. It starts by embracing the unsolicited brand ambassadors. Identify them and capture their stories. Through positioning, storytelling and smart content strategies we you’re your employer branding come to life. Want to get the conversation started?