Supporting Marabu Airlines with Senior Cabin Crew Hiring

• Marabu wanted to work with Aviation Job Search to fill Senior Cabin Crew positions
• A bespoke multi-channel email and social campaign promoted life at Marabu
• This attracted a wider, stronger pool of relevant applicants to Marabu

Marabu Airlines is a relatively young carrier building its operation from the ground up and were looking to fill Senior Cabin Crew positions. The talent acquisition team at Marabu came to us needing to reach into a pool of experienced aviation professionals across Europe, and they needed it quickly.

A multi-channel campaign to promote life at Marabu

We put together a three-prong utilising using our database, our social following, and our content platform together rather than separately. 

The first piece was a targeted email sent directly to relevant senior cabin crew candidates within our database of 110,000 active aviation jobseekers, filtered specifically for the seniority and location Marabu needed.

The second was a social media post pushed out to our 500,000 followers, most of whom work in or around aviation. 

The third, and arguably the piece that tied the other two together, was an advertorial article on our career hub blog profiling Debora Lima Dinis, a senior cabin crew manager, walking through a day in her working life.

This article shaped the tone of the whole campaign. Rather than asking candidates to respond to a job advert cold, the email and social posts pointed people towards a real account of what the role actually involves, told by someone doing it. 

A wider, stronger pool of senior cabin crew candidates

Both the email send and the social media post generated thousands of impressions between them, and that visibility translated directly into applications for the role. Candidates weren't just seeing the position; they were engaging with it and acting on it, which is the part that matters most when you're trying to fill senior positions on a tight timeline.

Olga Uusmaa, Manager of Talent Acquisition at Marabu, summed up the impact of the partnership: "I would like to highlight how happy we at Marabu Airlines are with our partnership with Aviation Job Search. The Senior Cabin Crew campaign brought us a much wider and stronger pool of candidates, which really allowed us to choose from the very best."

The wider candidate pool was the headline outcome, but it wasn't the only one. Recruitment campaigns live or die on the support behind them, and Olga was clear about the difference that made:

"I would especially like to mention Joe, who has been incredibly supportive throughout the whole process. He is always responsive, helpful, proactive, and genuinely willing to look for solutions and possible options for his clients. It truly feels like he goes the extra mile, and this kind of support is one of the main reasons why we at Marabu value and continue our cooperation with Aviation Job Search."

For a relatively new airline, every recruitment campaign carries a bit more pressure than it might for a long-established carrier. There's no decade of word-of-mouth reputation among aviation professionals to fall back on, so each hire has to be earned through the strength of the offer and the credibility of how it's presented. Combining direct outreach with content that gave candidates something real to connect with appears to have done exactly that.

"I'm genuinely very happy with how everything is handled, and I can definitely see us continuing this successful partnership going forward."

This campaign was a perfect example of how combining our products together can create a narrative-driven campaign that allows aviation professionals to not only see the role, but understand the tangible day-to-day reality of working for an airline like Marabu.

It leveraged our expertise in the aviation job market, different channels, the scale of our database (both active job seekers, but also happily-employed passive job seekers who might otherwise be out of market), and allow candidates to see the fuller picture so that they attract a larger, more-relevant, more-engaged pool of applicants.

Header image: pavel1964 - stock.adobe.com