CHALLENGE:
Attracting and hiring several hundred technical specialists by the end of 2026. Low employer brand awareness in the market.
SOLUTION:
Building brand awareness and strengthening the brand’s position in the Aviation Valley through a multichannel campaign. Supporting mass recruitment by attracting passive candidates.
What are the threats facing employers in the industrial sector?
The ongoing development of the aviation industry, resulting in increased demand for specialists in MRO (Maintenance, Repair, Overhaul) and industrial engineering, forces organizations in this sector to adopt a more strategic approach to EB and recruitment activities. This is especially true considering the high competition for talent in the Aviation Valley.
So how can one increase brand visibility and attract the best candidates in the market? Just as EME Aero does, one of the largest and most advanced aircraft engine service centers in the world!
To strengthen its position in the Aviation Valley and achieve its set volumetric recruitment goal of 1000 employees by 2026, the company utilized our expertise and know-how and conducted a multi-channel 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 analysis of the environment and competition. Based on this, we developed an employer branding strategy tailored to the organization’s actual expectations and challenges. We utilized a full range of digital tools to tailor solutions to enrich the brand image according to its needs.
Launching advertising campaigns on the most receptive platforms such as Facebook, Youtube, and Google, supplemented by the use of outdoor advertising potential, proved to be spot on.
To significantly increase brand presence and engage the target audience in the digital ecosystem, we also ensured interaction on Social Media. However, that’s not all. To garner support and engage the community most knowledgeable about the brand in the process of brand awareness building, we also implemented an internal employer branding campaign.
Strategic-creative concept for image-recruitment campaign
Based on research results, competitive analysis, and the needs of target groups, anyone willing to work at EME Aero should possess:
- “an engine” in the heart,
- a drive for mechanics.
Considering this, we created a double-meaning umbrella slogan that could be easily adapted to diverse target groups. On one hand, it represents the brand-signing element – an aircraft engine; on the other hand, it has a metaphorical resonance, referring to the passion of people working at EME Aero: “Have you got ENGINE for…?”.
Its second part can be tailored to the selected core target group, for example, students from technical schools aspiring to a career in aviation, as well as qualified experts in the field of mechanics, by simply changing the keyword:
- “Do you have the ENGINE for development?”
- “Do you have the ENGINE for aviation?”
The combination of Polish and foreign languages is also not accidental; one of the requirements for candidates is the ability to work with technical documentation in English.
Moreover, the slogan is not a statement but is presented in the form of a question. Thus, it encourages potential candidates to reflect on their expectations or professional goals, increasing the chance of a valuable application.
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.
Employee Advocacy and the number of spontaneous applications
The most credible source of information about a company is its employees. This is confirmed by research results, according to which 52% of consumers trust employees of organizations more than the brand itself. Since EME Aero had a pool of ambassadors, we decided to capitalize on this and feature their profiles in the Key Visual. This way, we showcased the authentic dimensions of working at the company.
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 and business goal achievement
The implemented EB campaign contributed to achieving the recruitment goal. As a result of the actions taken, our advertising reached over 1 million people, and EME Aero moved closer to achieving its plan of hiring 1000 employees by 2026. Consequently, the company increased its operational efficiency, as evidenced by the successive models of engines and servicing technologies appearing in its portfolio.
Is that sounds interesting to you? We are LoveJob – Employer Branding Agency in Poland.
