|
A Case Study: US Airways
Recruiting
Situation:
In
2004 U.S. Airways faced the daunting challenge to recruit qualified
job applicants while the company was in bankruptcy, was restructuring
itself as a low-cost carrier, was adding new routes in the U.S.
and Caribbean, was cutting salary and wage rates, and was experiencing
dramatic increases in employee vacancies. It needed an ad agency
that was agile and able to identify, target, and deliver
placements with fast turnaround on extremely short notice.
MarCom
Group Solution:
MarCom
Group conducted interviews with recent hires and company representatives
to identify benefits of working for U.S. Airways. We discovered
that key attractions of the company are the diversity of job
opportunities and employee travel benefits, even for part-time
work, which are
unsurpassed in the airline industry.
With this information we designed several clear, flexible, easy-to-read
ads emphasizing employee travel benefits and complementing the
corporate recruitment campaign. One series showed “Equipment
Needed for the Job,” side-by-side with “Equipment Required
for Vacation.” The black-and-white and color ads fit a variety
of newspaper and magazine formats, gave prominence to the well
established US Airways logo, and accommodated a variety of domestic
and overseas job descriptions.
Results:
With
this ad campaign, US Airways has been able to increase its ad
response rates, fill its recruitment open houses, increase the
number of qualified applicants, and achieve its hiring goals
in a variety of locations throughout the U.S., Latin America,
and the Caribbean.
Working With the MarCom Group:
The
MarCom Group is very easy to retain. We are on several different
contract vehicles
and our staff is always willing to go the extra mile for you. For
more information on how we can help you achieve great recruitment
results please contact AgencyBranding@marcomgroup.com
or rrainford@marcomgroup.com
or call us at (703) 218-1600. We
look forward to helping you achieve your recruitment objectives!
|
