You don’t need to be a household name to attract top aviation talent. Some of the most compelling employers in the sector are the ones you’ve never heard of, yet.
If you are a smaller operator, a new player in the market, or simply a business that hasn’t invested heavily in your brand, recruitment can feel like an uphill battle. Candidates don’t know your name, they don’t know what you offer, and they may be inclined to choose better-known competitors by default.
But here is the good news: you can still compete. You just need to shift your strategy and focus on the things that truly matter to candidates.
1. Be Clear on What Makes You Different
Even without a big brand, you have something to offer. Do you offer faster career progression? A close-knit culture? Exposure to exciting new projects or cutting-edge tech? Identify your strongest differentiators and make sure they come through in every candidate touchpoint.
Tip: Smaller companies can often offer more visibility, greater autonomy, and faster decision-making; highlight these as advantages.
2. Get Visible in the Right Spaces
You may not have the budget for flashy advertising campaigns, but you can show up where your talent is looking. Share team stories, project updates, or insights into life at your company. Encourage employees to share too and act as ambassadors. Partner with specialist recruiters, like GOOSE Recruitment, who can introduce your brand to a wider audience.
Visibility doesn't have to mean being everywhere. Being in the right places, working with the right partner, and with the right message can be impactful.
3. Make the Candidate Experience Count
A candidate might not know your brand now, but they will remember how you made them feel during the recruitment process. Respond quickly, communicate clearly, and treat them with genuine respect. The experience itself becomes your brand.
4. Build Trust Through Social Proof
If candidates don’t know your name, they’ll look for signs of credibility. Make it easy for them. Share employee testimonials. Highlight long-standing team members. Mention well-known clients or partners. Case studies, Glassdoor reviews, and even awards (no matter how small) can help create confidence in your company.
5. Be Honest and Human
Smaller or lesser-known brands often win over candidates by being more personal, more open, and more real. If you’re growing or transforming, bring people along for the journey. Share your ambitions. Let candidates feel like they’re joining something they can help shape.
Final Thought
You may not be famous, but you don’t have to be. By focusing on clarity, credibility, and connection, you can build a strong, appealing employer brand that punches above its weight in the aviation market.
