How Jambojet used LinkedIn's extensive learning network and employer branding features to position itself as an employer of choice in the aviation industry
SUCCESS STORY
Operating out of Jomo Kenyatta International Airport in Nairobi, Jambojet—a subsidiary of Kenya Airways—are Kenya’s first low-cost airline. Established in 2014, Jambojet’s goal was to revolutionise air travel for Kenyans.
As of January 2024, Jambojet flies to seven airports within Kenya, to Goma in DRC, and will offer flights to Zanzibar from July. And having flown over 7 million passengers, they hold a 52% market share in domestic air travel.
In recent years, the carrier has pioneered sustainable practices aligned to the SDGs; focusing on reducing their carbon footprint, improving stakeholder well-being, financial sustainability, and aligning to the IATA 2050 goal of flying net zero.
THE CHALLENGE
Positioning Jambojet as an employer of choice in a competitive market
While Jambojet gained the trust of flyers in Kenya, they faced limited success in terms of their brand visibility as an employer. In a world of instability, it became evident to Jambojet that positioning themselves as an attractive employer was critical. However, the brand first needed to up their online engagement and grow their LinkedIn followers beyond the 3,000 they were currently tallying.
Plus, they realised the rapid recovery of the aviation industry wasn’t just a now problem, but it highlighted Jambojet’s need to future-proof their business by developing a robust talent pipeline. While internal processes sometimes led to delays in the hiring process, by developing a talent pipeline Jambojet could position themselves to quickly adapt to changing needs in the future and ensure uninterrupted continuity in their talent operations.
In addition to greater competition for talent, Jambojet also understood that the aviation industry's dynamics were evolving rapidly. In an already specialised industry, it was becoming more difficult to effectively identify candidates with the specific skills and qualifications required for positions. Even within the organisation, Jambojet realised the need to identify critical skill gaps, implement training and development programs, and foster a culture of continuous learning and innovation.
THE SOLUTION
Prioritising employer branding and a culture of learning to generate a talent pipeline
In order to attract top talent and stand out in the competitive aviation industry, it was crucial for Jambojet to create a compelling employer brand. A key part of this strategy was to showcase Jambojet as a company that values their employees, offers opportunities for career development, and provides a rewarding work environment with a strong sense of community.
This began with revamping their previously inactive LinkedIn Page to make it more of a hub for sharing updates and joining in conversations related to the aviation industry. The addition of a Life Page not only allowed current employees to share the pride they took in working for Jambojet, but also increased their engagement on LinkedIn leading to a more extensive network and improved visibility for the brand. Uniquely for the industry, Jambojet scaled company-wide access to LinkedIn Learning among non-aviation staff, who embraced it fully, averaging 10 hours of learning per week.
Jambojet also leveraged LinkedIn's extensive talent search capabilities to identify and connect with potential candidates who possessed the specific skills and qualifications required of key positions in operations, flight deck, and maintenance. The scarcity of these candidates meant Jambojet needed a solution that seamlessly integrated with their existing HR information systems, allowing the talent teams to import and manage candidate data efficiently.
LinkedIn Recruiter helped to streamline the entire recruitment process, enabling Jambojet to track and engage with candidates more effectively. Job Posts and the Life Page also allowed the airline to nurture relationships with potential hires, ensuring a continuous pool of qualified candidates for critical roles.
Overall, Jambojet found that LinkedIn helped them build their employer brand, attract today’s top talent in key roles, and build a pipeline for the future.
THE RESULTS
High levels of engagement
• 40,000 increase in LinkedIn followers
• 10hrs average learning per week
• Significantly reduced time to hire
''At Jambojet, we recognise the power of continuous learning and strategic employer branding. Leveraging LinkedIn's extensive learning network and employer branding features has allowed us to not only stay ahead in the dynamic aviation industry but also position ourselves as the employer of choice. Through LinkedIn, we have cultivated a culture of growth, attracting top talent who are eager to join us in making every take off, more than a journey!”
Karanja Ndegwa
CEO
Jambojet
“I would highly recommend LinkedIn to a colleague or business partner based on the diverse range of services it offers. The platform provides valuable opportunities for; professional branding, employer branding, learning and development, with a very easy to understand reporting functionality that is unapparelled.”
Wandera Kweyu
Head People and Culture
Jambojet
ABOUT JAMBOJET
Jambojet, a subsidiary of Kenya Airways, is Kenya's first low-cost airline. Operating from Jomo Kenyatta International Airport in Nairobi, Jambojet has set out to revolutionise the way Kenyans travel by opening up the skies for all to fly for less.
INDUSTRY:
Aviation
No. OF EMPLOYEES:
<500
HEADQUARTERS:
Nairobi, Kenya