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A role for marketing in recruiting for the future of aerospace

A role for marketing in recruiting for the future of aerospace
September 11, 2023 Noreen Bifulco
a group of people standing in front of a blue background

A role for marketing in recruiting for the future of aerospace

According to Avionics International (AIA), the aerospace and defense sector is currently struggling with a labor shortage. Aerospace Industries Association President and CEO Eric Fanning summarizes this issue by explaining that the workforce “is the cornerstone of our industry’s success, but AIA’s latest study with PwC shows that our companies continue to face broad challenges attracting and retaining the talent they need. This creates significant headwinds for an industry filled with exciting opportunities. By responding with the creative solutions for which our industry is renowned, we can continue to fuel the growth and innovation that will propel us toward the future.”

For this very reason, the Bloom Team was approached by the Marketing Team at StandardAero to support their recruitment efforts of students attending the Aviation Institute of Maintenance (AIM) in Irving, Texas.



With this AIM classroom branding initiative, we had an opportunity to introduce the benefits of becoming a StandardAero MRO Technician to the AIM student population. Knowing the StandardAero brand and legacy as well as we do, the Bloom Team outlined a strategic approach to the classroom design focusing on the key messages of their value proposition that would resonate most with this student audience and help keep StandardAero as a top-of-mind aviation employer to consider upon graduation.



This is not just an effort to fill the growing need for aviation maintenance technicians at StandardAero. With a proud 103+ year history and 27 locations across the U.S. and more worldwide, this is an opportunity to provide a viable career path for promising AIM students with one of the aerospace industry’s largest independent maintenance, repair, and overhaul (MRO) providers. It is also a prime example of what marketing’s contribution can be to the future of the aerospace industry. The right recruitment marketing strategy can make finding and attracting top talent a much easier feat. It all comes down to identifying the right mix of tactics to make your recruitment marketing a success.



Based on data from Boeing’s Pilot and Technician Outlook 2022-2041 report, 610,000 new maintenance technicians will be needed to maintain the global commercial fleet over the next 20 years, to keep up with current market demand plus projected growth in global aviation travel.

For all of these reasons and more, the unveiling of the StandardAero Classroom Sponsorship was met with much fanfare and enthusiasm for all involved.



At the recent ribbon-cutting ceremony, VP/GM Max Allen and other DFW Center of Excellence team members were on-site along with a special guest, the Mayor of Irving, Texas, Rick Stopfer, who spoke to the importance of such partnerships between education and industry.



Mr. Allen was very grateful, saying, “Kalyn from marketing, wow, phenomenal, phenomenal, phenomenal, I want more of this everywhere. This, I think, really represents who we are as a company, the professionalism, the extent of the opportunities we have.” Mr. Allen continued to express passion for the project, stating, “At StandardAero, this is not a job, this not a career, this is a work family. We have a role of honors going up right now as we speak in our facility where over 25% of our workforce has been there for over 25 years.”



“When I think about what I am proud about, it’s when people come through those doors. We want to work with these folks so they are part of our culture, the fabric of who we are, until they retire and their children can come to work for us. And we are going to hang on to that culture with everything we have to be the employer of choice and to make sure that generations come will be very proud to say that StandardAero was the company I chose,” states Allen.

This collaborative effort underscores StandardAero’s recruitment partnership with AIM and their focus on creating skilled Aircraft MRO jobs in North Texas and all other communities in which StandardAero operates – and the Bloom Team was honored to be a part of it.

To learn more about how Bloom can help with your marketing efforts, contact us today.