In the aftermath of COVID, the aviation industry had to rapidly return to pre-pandemic levels of service with fewer resources. Within this context, Manchester Airports Group (MAG) wanted to re-energise their people and urgently recruit and retain plenty of new talent, so that they could be set up to deliver an excellent passenger experience. MAG sought our support to achieve these objectives through creating a compelling employee value proposition, targeted recruitment campaign and new culture.

We started by gathering insights from across MAG’s three major airports through stakeholder interviews and focus groups. Our work gave us a strong understanding of MAG’s current situation and future aspirations – and how its people could make them happen.

Working closely with our core client team, we developed an employee value proposition of ‘The Journey Makers’ – honouring unseen airport heroes who are instrumental to passengers’ smooth journeys.

We developed a new employer brand with a diverse colour palette and photography-led art direction, designed to showcase the warmth and humanity of MAG’s people.

We also refreshed the brand values to drive a target culture and promote the behaviours needed to deliver the EVP. We created a series of launch materials to unveil the EVP, values and employer brand to leadership before it was shared with MAG’s 7,000+ employees.

To meet the immediate need for a large volume of Security staff across all three airports, we developed the strategy, creative and artwork for a highly targeted recruitment campaign. The campaign ran across out-of-home, press and social channels primarily, and featured at a series of MAG careers fairs.

Since launching the new employer brand and values, MAG is full of positivity and energy for its next chapter. Our successful Security recruitment campaign attracted:

14,818 applications

1,703 new Security hires

Our work was a key support for a wider programme of employee engagement and culture change which went on to win a CIPD award for ‘Best Change Management Initiative’. MAG’s Group Talent and Diversity Director also revealed that employee engagement had increased by 9 points, and 97% of staff clearly understood the values. Reflecting on the work with us, they said “We couldn’t be more thrilled honestly!”