Most recruitment campaigns go after people looking for jobs.
We went after people who love the jobs they already have.
JetSupport Amsterdam had ambitious expansion plans: new facilities in France and Germany. But the problem was that aviation talent doesn't scroll LinkedIn looking for work.
The best technicians are already employed. Already satisfied. Already settled.
The brief: build a recruitment campaign that converts people who aren't looking.
Make established professionals reconsider their entire career trajectory. Turn "I'm not interested" into "tell me more."
To convine a great technition to change their workplace you need to address what they are missing. We had to position JetSupport as a career accelerator.
The challenge wasn't describing open roles. It was painting a picture of what's possible. The opportunities their current employers couldn't offer.
Because here's the insight: great technicians rarely leave for more money. They leave for better challenges, advancement Opportunities, and job variety.
So we focused on the work itself. The growth. The chance to build something new instead of just maintaining what's already there.
We built a recruitment funnel designed for discovery, not application. Content that finds technicians in their current digital behavior. Social advertising that interrupts routine scrolling with compelling career possibilities.
The approach recognizes that passive candidates need different touchpoints than active job seekers. Longer consideration periods. Multiple exposure points. Trust-building content that demonstrates company culture and growth trajectory.
The campaign successfully attracted talent from competitors and established professionals who weren't actively job seeking. The digital approach identified and engaged candidates that traditional recruitment methods miss entirely.
JetSupport's European growth now has the talent pipeline it needs.
This wasn't just about filling positions. It was about building teams capable of launching operations in new markets with confidence and momentum.
JetSupport now owns a clear position: the aviation employer that invests in growth, both the company's and yours.
That positioning attracts a specific type of technician. The ambitious ones. The ones who see their career as a trajectory, not just a paycheck.
