Lufthansa campaign seeks the ‘right’ people

18th Oct 2006

Lufthansa is launching a new targeted staff recruitment marketing campaign which hopes to be “Addressing the right people the right way”.“Recruiting the right people for each job is our objective,” explains Doris Krüger,
Director Corporate Personnel Marketing and Recruitment. “We are treading a new and
innovative path. With a number of diverse and rather unusual motifs in personnel
marketing, our aim is to enter into dialogue with interested and prospective
applicants. This new approach is an ongoing development, which is consistent with
Group-wide uniform standards for all communication channels utilized for staff
recruitment,” she said.  Lufthansa is offering positions in the Aviation Group to
2,500 new staff in this year alone. By year-end, around 260 flight attendants and 65
station staff are to be taken on in Frankfurt. A further 140 flight attendants and
30 Service Professionals for passenger services at the airport are to be recruited
in Munich.

The new Lufthansa staff recruitment campaign, which is to run up to March 2007, will
feature in different media. Alongside the internet, it will appear in print
publications from the tourist industry, the hotel and restaurant trade as well as in
health and lifestyle magazines and on advertising space in underground and tram
stations in Frankfurt and Munich. Eye-catching photos to drive home the campaign
message include a glass perched perilously on the armrest of a seat in the aircraft
cabin or a cuddly puppy left behind by a child, which has to be put on the next
flight so as to be reunited with its young owner. Accompanying the photos is a brief
text urging applicants to use their ingenuity and initiative to resolve the problem.
Follow-up campaigns are in the pipeline for other target groups.

The central platform of the new campaign is the Lufthansa online career portal at, which has successively been enhanced with new functions for
online staff recruitment since coming on stream in October 2002. Registered in a
talent pool in the portal are more than 25,000 prospective job applicants with
their qualifications profile. A “Career Assistant” is available to highlight job
vacancies, as they arise, so that none of the applicants risks missing a position
for which their skills suit them. At Lufthansa, 95 per cent of all job applications
are now handled online.

Lufthansa ranks among Germany’s most attractive employers, offering a broad array of
opportunities for advanced training and career development within the Aviation
Group. In a recent poll of 12,000 pupils from gymnasium-level, secondary and
vocational schools, conducted by the trendence Personnel Marketing Institute,
Lufthansa was voted from more than 100 employers among the top five most popular


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