GKN Aerospace Recruitment Marketing Campaign
CASE STUDY
Dawson Walker partnered with GKN Aerospace, the largest Tier 1 aerospace supplier, to raise the profile of its employer brand in the Netherlands and attract new hires to the sustainable aerospace village they are developing.
Hiring over 1000 new people to one location is no easy feat. See how we strategically and creatively helped GKN Aerospace increase their job application by 37.5% in less than 4 months.
The Challenge:
GKN Aerospace is a global Tier 1 aerospace supplier. In the Netherlands (NL) in the area of Papendrecht, GKN Aerospace is on a rapid growth trajectory (900 people to 2,000 by 2024) to become a sustainable aerospace village and is thus a recruitment “hot spot”.
Dawson Walker’s objective was to raise the profile of GKN Aerospace as an employer of choice locally and to attract new hires.
GKN Aerospace is in a very competitive recruitment market, the Dawson Walker team had a very short turnaround time to increase its visibility and the talent pool.
The Solution:
Dawson Walker worked with GKN Aerospace on:
- A creative marketing campaign concept
- Social media advertising and organic campaign
- An out-of-home advertising campaign
- A digital programmatic campaign
- A search engine marketing campaign
- A fit for purpose landing page
- A local event opportunity
- Internal communications
- Photography and film content
- Design and copy
This inspired the creative team at Dawson Walker who delivered a single-minded hook and a startlingly powerful creative concept and marketing message:
Making Aerospace fit for the natural world.
The next step in our process was to turn this recruitment marketing concept into recruitment materials; The film and photography team at Dawson Walker interviewed five GKN Aerospace people who would become the faces of the campaign. Our designers crafted amazing visual representations of Making Aerospace fit for the natural world.
The Launch
Dawson Walker launched the recruitment marketing campaign both internally and externally.
Externally – through a combination of:
- Out of home advertising on roadside digital posters
- Wrapped electric buses
- Community event sponsorship
- Online targeted social and programmatic techniques
- Dedicated landing page (microsite)
Internally - through a combination of:
- Workshops
- Town Hall briefings
- Email communications
- Posters
Check out GKN Aerospace's hero employees in action in a series of films where they talk about their role, the importance of sustainability in aerospace and working in Papendrecht.
The recruitment marketing campaign revealed the hidden gem that is GKN Aerospace. The bi-lingual landing page ensured a seamless candidate journey that was enriched with authentic stories. Internally our purpose was to encourage retention and referrals.
The Result:
The ultimate result is that GKN Aerospace in Papendrecht is now attracting talented individuals with over 50 new starters every month – a number that is growing as the message continues to amplify organically.
Future proof
Dawson Walker have since developed GKN Aerospace’s Employee Value Proposition (EVP) and the “natural planet” creative work is part of the new employer brand and is middle of three pillars and has quickly become the most popular at GKN Aerospace.
Find out how Dawson Walker uncovered GKN Aerospace's Employee Value proposition (EVP) and discovered what makes them an employer of choice. GKN Aerospace’s Employer Brand.
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