Lufthansa is today launching its new corporate recruitment campaign “Be Lufthansa”. From now on, the recruitment activities in the companies in the aviation group will apply uniform standards in all their communication channels.
These include Lufthansa`s corporate presence on the Web, at trade fairs and in advertising in the print media. Simpler and more effective is the motto of the campaign, which is characterised by a uniform corporate identity, a central recruitment platform and catchy messages. “This represents a uniform approach to personal recruitment”, says Christoph Fay, Vice President Recruitment.
Every staff member employed in the Lufthansa Group contributes to the Lufthansa brand. The “Be Lufthansa” campaign is widely targeted and aims to attract and inspire newcomers, while at the same time underlining the company`s core values and objectives. For the staff throughout the Group it serves to reinforce their identification with Lufthansa and enhance their awareness of the representational role they play. With regard to potential employees and the general public Lufthansa would like to position itself as an attractive employer and as a progressive and innovative aviation group. The core values Lufthansa seeks in its staff include leadership, professionalism, social skills and the ability to work in a team. Twelve values have been defined and selected for the campaign and include “Be cosmopolitan”, “Be passionate”, “Be inspiring” and “Be cooperative”.
The central platform for the campaign is the new internet presence. The company`s former Jobs and Careers portal has been redesigned: at www.Be-Lufthansa.com applicants now not only find an overview of all the vacancies in the aviation group, but also detailed information about entry possibilities and further offers and services provided by the Lufthansa aviation group.
Application processes are being progressively digitalised, leading to faster processing and cost savings in applications management. In view of the some 100,000 applications received annually this will also greatly reduce the workload for staff.
Starting in October, job and image recruitment advertisements will be placed on the internet and in daily newspapers. In all other print media - for example flyers and brochures - job and image advertisements will contain a reference to the new website www.Be-Lufthansa.com. “Be Lufthansa” will be complemented by a new trade fair presence which will be unveiled at the “Forum Absolventenkongress”” in November in Cologne.