CHALLENGE:
Attracting and hiring several hundred technical specialists between 2021 and 2023.
SOLUTION:
Building brand awareness and strengthening the brand’s position in the Aviation Valley through a multichannel campaign. Supporting recruitment by reaching passive candidates.
What challenges do employers in the industrial sector face?
The ongoing development of the aviation industry, resulting in increased demand for specialists in various areas, including MRO (Maintenance, Repair, Overhaul), and industrial engineering, forces organizations in this sector to take a more strategic approach to EB and recruitment efforts. Especially since the competition for talent in the Aviation Valley is significant.
So how to increase brand visibility and attract the best candidates in the market? Just as EME Aero did, one of the largest and most modern aircraft engine service centers in the world!
The company leveraged our expertise and know-how and conducted a multichannel image-recruitment campaign.
How to increase brand awareness in the Aviation Valley?
To effectively respond to the identified needs of the company, we conducted a detailed environmental analysis. As a result, we developed an employer branding strategy tailored to the organization’s actual expectations and challenges. We used a full range of digital tools to tailor-made solutions to enrich the brand image according to its needs.
Launching advertising campaigns on the most absorbing platforms such as Facebook, Youtube, and Google, supplemented by utilizing the potential of outdoor tools, hit the bullseye.
How to prepare a visual layer for the branding campaign?
In the visual layer, we utilized large font size in a vibrant yellow shade, which, combined with carefully selected images of current employees, created a dynamic, eye-catching image. Individual characters were embedded in an engine depicted in the graphics, emphasizing the text and giving a sense of three-dimensionality. This was intentional – we wanted to emphasize the modern dimension of the technologies used in the facility and highlight EME Aero’s expertise in the aviation field.
Outdoor Advertising
To ensure mass reach and target a wide range of potential candidates, one of the elements we utilized in our campaign was outdoor advertising. As part of this, billboards and city lights were placed in strategic points of contact with the target group, and backlights were installed at the airport in Jasionka, where the EME Aero facility is located.
What you need to know about good recruitment marketing?
Our digital and performance experts implemented a comprehensive communication strategy based on several tailored campaign iterations aligned with the organization’s business objectives, which were configured and launched on Facebook, Youtube, and Google.
When designing them, we took into account different candidate profiles, which allowed us to precisely adjust the targeting criteria. Additionally, leveraging our extensive experience in digital marketing, we defined key keywords related to specific positions and the job search process, enabling us to reach selected groups of specialists more effectively.
Campaign results
The conducted employer branding campaign supported the recruitment goal achievement. As a result of the actions taken, our advertising reached over 1 million people in total, and EME Aero moved closer to achieving its plan.
Is that sounds interesting to you? We are LoveJob – Employer Branding Agency in Poland.
