Social media platforms are the most effective tools used to transfer information. Companies can actively promote organisational attractiveness and recruitment efforts by using these platforms. In this context, this study analyses the familiarity and attractiveness of shipping companies from the perspective of maritime students. The social media pages of 27 shipping companies across all platforms were examined and 578 maritime students were surveyed. Social media usage habits of maritime students and shipping companies were discussed. Findings showed that larger fleets correlated with a greater presence on social media. Companies mostly utilised Facebook, LinkedIn, and Instagram to promote different activities. Students were able to gain familiarity with shipping companies through these platforms but findings on increasing organisational attractiveness were limited. The use of social media in the maritime industry is still very limited. The most significant factors for high social media presence were found to be follower size and frequent posting. Other key points to increase social media activities to promote recruitment in the maritime industry are discussed.