Dubai Airports is at the very hub of international travel, with a vision to be the world’s leading airport company. Traditionally, they had been seen as a public sector organisation which – while having some benefit – was not a true reflection of who they were as a business, or indeed the kind of organisation they wished to be seen as. It was a perception that was having a knock-on effect in terms of who they were attracting. They needed an employer brand that could help re-position Dubai Airports as a growing commercial organisation. They also needed a new careers site to engage the talent they need, both now and in the future to meet their ambitious plans – including a 2020 expansion. Dubai Airports had previously enlisted the help of a research company to determine who they were as an organisation. While this provided a substantial amount of information, they weren’t entirely sure what this plethora of raw data was showing them or what to do next.
We began by reviewing the research findings and all the raw data, and conducted our own additional research to close any gaps. This allowed us to build a true picture of the organisation, its employees and, most importantly, what differentiated it from its competitors. From there, we created a set of brand pillars and an Employee Value Proposition (EVP) statement. This was tested with key audiences across the organisation to ensure it was spot on both in terms of sentiment and tone: Beyond exceptional, every day. Once approved, our creative team got to work developing three creative routes. Each different, but all focused on helping re-position the organisation as a commercial business – both visually and tonally. All three were very different to what had gone before, which is why it was important that the rest of the business was informed of the new direction. With approval from all areas, the chosen route was then developed. Central to the ‘look and feel’ is stunning photography – both landside and airside – showing real employees at the centre of activity. And, more pertinently given the bigger vision, at the centre of the biggest aviation hub in the world. To accomplish this, we defined a style that saw the employee central to the action, and the background blurred out.
Next, we turned the brand creative into real life assets including: employee video profiles and a toolkit containing a comprehensive suite of on and offline assets including a photography library, videos, social media platforms and advertising materials. Finally, we re-designed and built a new Dubai Airports career site in line with the new ‘look and feel’, featuring rich video content and full integration with their Applicant Tracking System (ATS).
While we can happily say that people have enthusiastically welcomed the new brand across the business, perhaps the biggest and earliest endorsement of this is that Dubai Airports have taken the decision to take the employer brand and adopt it for all future internal communications. Within three months of the careers site launch in early May 2017, the site engaged 74,235 users in 95,150 sessions, allowing for 76% of Dubai Airports’ hires to be made through the new website. The next phases of development are already planned, including an Arabic version of the site.