Making Cabin Crew applications soar for Virgin Atlantic
SEO Case Study
What we did
Client and objectives
- Virgin Atlantic are one of the most popular airlines in the world.
- Offering thousands of flights all year round means that cabin crew hiring is a priority for the business.
- As a long-term client of Enhance Media, Virgin Atlantic tasked us with increasing search engine visibility for their cabin crew careers page.
- Attracting relevant candidates from Google would prevent the need to rely on other more expensive attraction strategies such as pay per click.
The challenge
- There was strong competition in search engines for primary target keywords such as “cabin crew jobs”.
- Not only were Virgin Atlantic competing with other airlines such as British Airways and TUI, but job boards and aggregators such as Indeed were also ranking first in Google for some key terms.
Our SEO approach
- We optimised the content on the cabin crew page to target primary keywords more effectively and improve the contextual language being used.
- Menu structures and internal linking was optimised across the careers site, to improve navigation for both candidates and search engines.
- We carried out advanced competitor and keyword research to unearth key candidate questions and backlink opportunities.
- This research also pinpointed ways to enhance the candidate experience on the page.
The results
- Virgin Atlantic’s reach to relevant talent was expanded, as the Cabin Crew page in Google increased its impressions by +85% YoY.
- Clicks from Google for “cabin crew jobs” grew by +75% YoY.
- Applications for Cabin Crew roles grew by +83% in 2024, compared to the previous peak recruitment drive in 2023.
Example of top cabin crew rankings
The image below show how, at the peak of the hiring campaign, Virgin Atlantic’s cabin crew page ranked 2nd in Google’s results for the primary unbranded “cabin crew jobs” keyword.
