When Manchester Airports Group wanted to launch a new website, we made sure their new brand really got off the ground.
There’s more to MAG than Manchester Airport. They own and operate Manchester, East Midlands, Bournemouth and Stansted airports, and are a major developer in the Manchester Enterprise Zone project for a start. Yet they had never recruited directly as MAG - and had always used the individual airport brands. So we flew in and changed all that with a brand new tone of voice that was first launched across an exciting new careers website.
MAG has a down-to-earth, roll-your-sleeves-up approach, combined with high flying aspirations for their future. The tricky part was capturing both of these elements in our creative direction and tone of voice. Once we'd developed an EVP, we quickly iterated through a well balanced website with full interactive ATS integration that not only improved the candidate journey but encouraged a high degree of self selection, while also providing a birds eye view of the real people and real jobs inside MAG.
Since launch, the number of unique visitors attracted to the site leapt from 50,000 to 95,000 a month. Candidate quality also increased which ultimately led to considerable budget savings. Now that's what we call a good landing.