Talent Marketing
Pilot Recruitment
With so many pilots retiring during the pandemic, American needed to ensure a future workforce by recruiting thousands of students to join its Cadet Academy.
We created this storytelling series to inspire future students, provide awareness and increase enrollment.
Project Title: Pilot Recruitment: Inspiring the Next Generation of Aviators
Objective: To address the significant pilot shortage caused by pandemic-era retirements, American Airlines launched a storytelling series to inspire and recruit future pilots. The project aimed to raise awareness of the Cadet Academy and drive enrollment by highlighting compelling stories of aspiring pilots.
My Role:
On-Set Producer: Partnered with a local video production agency to oversee video shoots, ensuring the content captured aligned with the brand and recruitment goals.
Interview Strategy: Conducted interviews on set, skillfully guiding subjects to deliver impactful soundbites optimized for multi-platform use, including social media, internal communications, and recruitment campaigns.
Storytelling Oversight: Ensured the video content resonated with target audiences, showcasing the Cadet Academy as a gateway to fulfilling aviation careers.
Collaboration: Worked closely with the agency and the recruitment team to align creative execution with strategic objectives.
Challenges:
Capturing Authenticity: Balancing brand messaging with authentic, relatable storytelling that would inspire and engage prospective pilots.
Multi-Platform Optimization: Ensuring the soundbites and footage were adaptable for use across diverse media platforms while maintaining consistency.
Outcome:
Increased Awareness: The campaign enhanced visibility for the Cadet Academy, inspiring a new wave of aspiring pilots to pursue careers in aviation.
Engaging Content: Delivered high-quality videos that resonated with students and stakeholders, meeting the dual goals of brand alignment and recruitment effectiveness.
Strategic Support: Strengthened the partnership between the creative team and the recruitment department, showcasing the value of storytelling in talent marketing.