Award-winning Airline Soft-launching New Career Site

One airline has soft-launched a new career site, after a year and a half spent working on its brand strategy and developing new content.

Air New Zealand felt that its brand was strong as it went into the project in August of 2015.

But, it wanted to benchmark it against its peers, make sure the story was consistent throughout different markets, and even make sure it worked well overseas.

Over this period, it worked on deciding what content to put up, making sure it was choosing the right stories of its people and using the right tone.

Its consumer brand promise is “about offering liberating experiences and liberating travelers from the ordinary,” says Jodie King, chief people officer. It wants to provide a similar brand promise for employees and candidates, a “where-will-you-go-next-in-your-career?” sort of thing.

The result, thus far, is here.

The airline flies to 19 destinations out of the country and 21 inside the country, a nation of fewer than 5 million people.

Article Continues Below

Sponsored Content

The Perfect Match: 5 Steps for Building a Connection That Lasts

You wouldn’t buy a house or move to a new city if it wasn’t the right fit, but did you ever think in those terms about a job offer? Would you accept an offer if the company wasn’t a good match?

In this tight labor market, it’s not enough to get a candidate to show interest. You’ve got to get job seekers to connect with your company—so they’ll say yes to the offer. To learn how to attract great candidates by building a connection that lasts, download the free eBook today.

The country’s talent-acquisition community, naturally, is small, but like elsewhere, there is a growing employment branding profession. Another career site to keep your eyes on there is that from the Warehouse — and its brand manager Leslie Taylor. Beyond that, you could probably count the employment brand managers in New Zealand on two hands: people like Dan Phillips, Jacqui McKeown, Steven Miratana, Mandy McAlwee, Caroline Peak, in Auckland, and maybe a bit over a dozen other teams like Air New Zealand’s talent acquisition function with branding a part of their recruiting roles. 

Anyhow, here’s a new video from Air New Zealand.