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Civil Aviation Authority

Recruitment campaign website

Challenge
The CAA was struggling to fill certain specialised vacancies within its Air Traffic Standards Division. They asked us devise an advertising strategy to target these niches – whilst also looking at reducing the cost of advertising. Our starting point was the then-current practice of advertising vacancies (depending on their number) in half pages, full pages or double page spreads in Flight International.

Solution 
We were all agreed that the emphasis must now be on quality not quantity. Initially we proposed small ads directing traffic to the CAA’s jobs site, where appropriate content could be featured. But they wanted a more targeted solution. What we came up with was a dedicated microsite for ATSD that enabled us to provide potential applicants with a focused recruitment marketing message about the division and its roles. The job of driving traffic to the site would be done by teaser ads and online banners.

Results
The CAA bought into our thinking and chose one of our creative approaches. Thanks to the provision of carefully pitched and targeted information, the quantity of applications received for the initial four – later eight – hard-to-fill roles fell, while the standard and relevance of applicants rose. Advertising spend per advertised role (even including the one-off set-up costs for the microsite) was also reduced by 25%. The success of this approach has informed subsequent CAA recruitment projects, as well as the creation of their main careers website.

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www.airsafetyinyourhands.com - recruitment campaign website

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