Naviair: Development of employer brand

Like many other companies, Naviair faced the challenge of recruiting technical specialists in a tight labour market. At the same time, they also needed to attract graduates to the air traffic controller programme to have enough air traffic controllers to handle the airspace over Denmark in the future. They felt that there was a lack of a unified and unifying narrative about Naviair as a workplace.

Together with Naviair, RelationsPeople developed an employer brand core narrative under the heading ‘the heart of aviation.’ In addition, we developed a message platform for use in recruitment communication so that Naviair can always tell an appealing and consistent story about itself as a workplace. The development work was based on a thorough analysis, including group interviews with selected employee groups and interviews with managers and management.

Naviair was responsible for rolling out the new employer brand internally and externally and has received a favourable response from both job applicants and existing employees.