impressive results and enduring impact.

The campaign didn’t just meet its objectives—it exceeded them.

97.06% of successful hires attributed their application to marketing activity or word-of-mouth (heavily influenced by ad exposure).
67.65% of all hires applied directly through marketing-driven channels.
The campaign successfully filled 34 Spanish-speaking roles—11.76% over target—despite the roles being known as hard-to-fill.

This success cemented Randstad’s position as a trusted long-term talent partner for British Airways. The campaign’s impact led to further investment, with two additional filming and photography days at Terminal 5 to refresh assets and extend the campaign’s lifespan. An awareness-building campaign is also now planned to support ongoing hiring in future intakes.

why this campaign stands out.

This project combined strategic insight, creative excellence, and operational agility to deliver measurable business results. What made it exceptional?

Hyper-targeted strategy: Persona-led planning meant every piece of content was relevant and resonant.
Cost-effective performance: A best-in-class CPC of just £0.08 on Meta platforms.
Authenticity: Real employees featured throughout, lending credibility and warmth.
Adaptability: Language settings and creative focus were strategically adjusted to better attract Spanish-speaking talent—without any additional asset production.
Scalable success: British Airways now considers Randstad a key employer brand partner, with ongoing collaboration secured.

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