YouTube as a Recruitment Tool – British Airlines

BA is hoping to recruit over 800 pilots in its largest recruitment drive of the decade. The recruitment drive is focused on the YouTube Video.  The campaign will be attracting trainee pilots through the British Airways Future Pilot Programme, pilots from other airlines and those pilots that have served in the armed forces. Click on the below link to watch their marketing recruitment video.


This isn’t the first time we have seen companies use social media and video to help with their recruitment, in the past we have seen recruitment videos from a number of large companies including; Google, Cisco Systems, Emirates, Kings College Hospital, BAE Systems, London Fire Brigade among others.

Brands need to not only market their products/services they have to market themselves. To become the market leader in any sector, companies need not only the best product but also the best employees. Businesses are becoming savvier in ways to market themselves to potential employees, making sure that they are visible in social media channels.

As technology advances, video is not only viewed on television and computers but also on tablets and mobile phones which widens the potential audience for these recruitment videos.

Chapter 16 (Page 258) ‘Beyond Traditional Marketing Communications’ in Marketing Communications: A Brand Narrative Approach discusses the ideas of how marketing communications have evolved and the importance of digital engagement.

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