Team value proposition and creative strategy to boost GKN Aerospace’s Global Graduate Programme
CASE STUDY
Dawson Walker supported GKN Aerospace’s graduate attraction campaign aimed at increasing brand visibility, attracting diverse, high-potential graduates, and authentically representing the company’s culture, values and EVP.
The Challenge:
The graduate marketplace in the aerospace industry is highly competitive, with engineers and other key roles such as supply chain, hard to recruit for.
Despite progress, female representation in aerospace remains low, prompting targeted initiatives to attract and retain more women.
Although 48% of female students at school study STEM, fewer end up studying them at university.
GKN Aerospace’s visibility in the industry is relatively low compared to brands like Airbus and Rolls-Royce.
The Solution:
Develop a Team Value Proposition (TVP) for GKN Aerospace’s Global Graduate Programme with a key attraction strategy to:
-
Increase brand visibility among graduates
-
Drive applications from diverse, high-potential candidates
-
Showcase authentic stories through engaging channels
-
Deliver a global attraction campaign and provide tools & guidance for local boosts
Our approach is built on authenticity; using real voices, real employees and real stories.
We all make things fly
This concept underlines the potential of a graduate career at GKN Aerospace. It showcases how graduates from different disciplines with different skills come together to create a better future.
It also details some of the advanced technologies they’ll be exposed to when they join the programme.
Most of all, it highlights the exciting potential of working here by emphasising that as a GKN Aerospace graduate, your career will fly.
The Result:
In just over 3 months, the campaign has delivered:
-
3,000+ applications
-
A new and improved graduate website page: 2,000+ new users
-
6 organic social media posts: 77,500+ impressions, 8,900+ clicks, 780+ Likes
-
3 organic ambassador posts
-
Dedicated LinkedIn life page
-
Event assets; pull-up, posters & banners
-
10 global graduate films
-
90 group and portrait photos
-
10 global graduate written stories
