Indeed helps Canada’s premier air carrier maximize visibility and achieve its ambitious recruitment goals
Air Canada, the country’s principal airline, welcomes over 35 million passengers every year and handles direct passenger service for more than 175 destinations across five continents.
In 2014, Air Canada hired 2,533 employees in Canada and the United States. With these demanding recruitment needs, Air Canada has to ensure that their job openings benefit from maximum visibility.
A recruitment source that provides maximum visibility and attracts high-quality candidates
Making jobs visible and attractive to qualified candidates is the key focus for Air Canada. Air Canada has pressing recruitment needs in the US, as the organization doesn’t have any on-site recruiters there. Instead, Air Canada relies on online recruitment efforts that deliver a broad reach.
“We work with numerous channels including job boards and social media channels. It’s critical for us to give maximum visibility to our jobs,” said François-Xavier Henri, Head of Talent Acquisition and Recruitment for Air Canada.
When it comes to talent attraction, 92% of the company’s employees are unionized, meaning that the hiring package contains a number of pre-established elements. For example, salary and paid vacation are the same across organizations regardless of the region in which the new hire is based or the competitiveness of the market. “We have to find other ways to attract candidates,” explains Henri. Air Canada needed a recruitment source that could help the company market to these job seekers effectively.
"It’s not merely about the clicks to our jobs...it comes down to genuine conversions. Indeed’s users come to our site, create profiles, and apply"François-Xavier Henri,
Head of Talent Acquisition and Recruitment for Air Canada
Indeed, the leading source of candidates for Air Canada
The airline started a campaign with a modest budget in order to test Indeed’s performance. “We realized very quickly that we absolutely had to continue working with Indeed. Due to the initial strong results, we increased our budget and established a long-term partnership. Indeed is now our biggest source of candidates,” Henri emphasized.
“With Indeed we’ve been able to see that it’s not merely about the clicks to our jobs; in fact, it comes down to genuine conversions. Indeed’s users come to our site, create profiles, and apply–this isn’t the case from other channels where we have a higher cost-per-click and fewer conversions.”
In 2014, Indeed generated more than 38,000 applications for Air Canada and delivered 13% of the total number of hires. “There’s no other organization that can bring us as many candidates as Indeed.”
Using comprehensive recruitment analytics to drive results
The excellent visibility that Indeed provides for Air Canada’s job openings is not the sole factor that differentiates Indeed from other channels. For Henri and his team, it’s the quality of the analytics reports provided each month that sets Indeed apart. “Every month I receive a comprehensive report which contains all the data that I need,” he said.
In addition to receiving detailed metrics from his Indeed Account Manager as needed, Henri appreciates that he can generate these reports anytime he wishes from his employer dashboard. “This is very attractive for us as we know that if we ever need information about our Indeed campaigns we can simply log in to our employer account and access it. It’s very simple and very fast.”
Comprehensive analytics help Air Canada and Indeed work together to make changes to continually shape campaigns that meet the company’s needs. “With Indeed, we have a partnership where our company’s best interest is the highest priority,” says Henri.