Peach Aviation Pilot Recruitment Campaign

• Peach Aviation wanted help to promote life at Peach Aviation to pilots outside Japan
• Job advertising supported by an email campaign helped increase applications
• Additionally, Aviation Job Search drove attendees for online and in-person events

Peach Aviation had ambitious growth plans and a recruitment requirement that extended well beyond its domestic market in Japan. The airline was seeking pilots across multiple experience levels, including Captains, First Officers, type-rated and non-type-rated candidates, along with pilots who did not hold JCAB licences.

The objective was not simply to generate applications. Peach wanted to introduce its opportunities to pilots outside Japan, particularly in European markets where the airline had limited recruitment visibility and market knowledge. 

Alongside filling vacancies, the team was keen to raise awareness of career opportunities in Japan, promote the lifestyle of living and working in Japan, and encourage attendance at pilot webinars and recruitment roadshow events in Belgium.

Using ads and email to promote more than just jobs

Reaching these audiences required more than posting vacancies and waiting for applications. Many of the pilots Peach wanted to engage were unfamiliar with the airline which operates domestically in Japan and to neighbouring countries, had limited knowledge of the Japanese aviation sector, or had never considered relocating for a flying role. Building awareness and creating interest therefore became an important part of the campaign.

To support these goals, Peach partnered with Aviation Job Search and implemented a targeted recruitment strategy centred around aviation-specific audiences.

The campaign combined job advertisements with bespoke email outreach sent directly to carefully selected candidates whose experience aligned with Peach's hiring requirements. Rather than relying on broad distribution, the email activity focused on reaching pilots with relevant backgrounds, helping ensure the opportunities landed in front of the right audience.

This approach allowed Peach to introduce its vacancies, webinars, and recruitment events to professionals who may never have encountered the airline through traditional recruitment channels. The messaging also provided additional context around working in Japan, helping candidates understand the career opportunities available and the practical benefits of joining a growing airline in a different region of the world.

We created awareness and engagement

The targeted email activity achieved significant reach among European pilots, with thousands of professionals viewing campaign communications throughout the recruitment period. More importantly, it opened conversations with a talent segment that had previously been difficult for Peach to access.

As awareness grew, Peach saw increased engagement with its pilot vacancies, webinars, and recruitment events. The campaign broadened the airline's reach into new markets and expanded its talent pool beyond its traditional recruitment geography.

For Peach, the value extended beyond immediate hiring activity. The campaign provided visibility among pilots who may become future applicants, while also helping the airline build recognition within a market where its employer brand was still developing. This created a stronger foundation for ongoing international recruitment efforts.

The partnership also gave Peach access to market insight and audience expertise that supported decision-making throughout the campaign. Understanding how European pilots evaluate overseas opportunities, what information they seek during the recruitment process, and how best to position opportunities in Japan helped improve engagement and candidate quality.

A ‘highly valued partnership’

Kicki Ota, Pilot Recruiting Assistant at Peach Aviation, reflected on the partnership and campaign support: "We have been very pleased working with Joe Singleton and truly appreciate his outstanding support and account management. He has consistently been responsive, proactive in his follow-ups, and generous in sharing valuable advice and insights into the European market. His professional support has played an important role in enhancing our recruitment activities and broadening our market understanding. We highly value our partnership with Joe and look forward to continuing our collaboration with Aviation Job Search."

The campaign demonstrated the value of combining targeted outreach with sector-specific audience access. By connecting Peach Aviation with pilots outside its established recruitment markets, Aviation Job Search helped the airline reach a new audience, increase awareness of its opportunities, and attract interest from qualified candidates who may not otherwise have considered a flying career in Japan.

For airlines seeking to recruit internationally, particularly in unfamiliar markets, access to the right audience is often as important as the vacancy itself. Through targeted pilot outreach and aviation-focused recruitment channels, Peach was able to expand its visibility, engage new talent communities, and strengthen its pipeline of pilot candidates for future growth.

Header image: Peach Aviation