Enduring Brands – Flying High Despite the Recession

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Michelle Boyde, UK Marketing and University Relations Manager, Universum

The aviation industry has always exuded glamour and interest, however; with the recent recession, diminishing business travel and debated carbon dioxide emissions have delivered serious punches to the industry. Through it all the aviation industry has still managed to remain an employer of choice for students. The employers have turned their nemesis into a tool for strengthening their recruiting efforts. Long-term employer branding commitment, even when recruiting has slowed, is the primary reason they boast such durable employer brands. In this article, five aviation employers shared some of their brand building tactics with Universum Quarterly.

Airbus, for example, has focused on dispelling myths about the aviation industry, such as the reputation of not being concerned with the environmental impact of their activities. Through the global contest, Fly Your Ideas (FYI), Airbus challenges teams of students to generate ideas to further improve eco-efficiency in the aviation industry.

“Aviation is a very visible industry and has a high profile in environmental discussions,” said Rachel Schroeder, head of employment marketing at Airbus. “One objective is to create a platform to communicate and correct misperceptions while sharing information about what our industry has.”

Click here to read more on how the aviation industry meets its employer branding challenges.