Skyscanner flies high with candidate attraction

Skyscanner reached out to more applicants and raised brand awareness, earning a place on the 2023 Integrated Campaign shortlist.
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About the campaign

The market for tech professionals in Scotland is competitive, with start-ups and big players vying for the same talent. Although the Skyscanner brand is well recognised and the company has a strong reputation as a local employer, it needed to drive more traffic to its careers website and increase the quantity and quality of applicants.

It began by conducting two focus groups: one with the recruitment team to identify the people they were looking to attract; the other with tech professionals to pin down the messaging. It was clear the campaign needed to emphasise the technology and innovation.

A bespoke landing page was created with original video content developed for this audience. A three-phase social media strategy aimed to drive traffic to this site, converting interest into applications. As well as longer form website videos, there were a series of shorter edits created for social channels including LinkedIn and Reddit. As a result of the campaign, site visits and applications increased impressively.