The Employer Value Proposition (EVP)
Meaningful impact
At Airbus we draw on each others expertise and experience and put all our passion and determination to pioneering sustainable aerospace.
We connect to the best minds.
We make bold decisions.
We find smart solutions.
We get the world’s most advanced technologies off the ground.
For a safe and united world.
The EVP reflects ambition, passion and meaningful impact.
Celebrating Airbus as a company offering work that is not only inspiringly and challenging but also has a meaningful impact on the world.
Tone of Voice: fascinating, impressive, human, dedicated, meaningful
Imperatives:
- Influence and pioneering
- Care and responsibility
- Unity and collaboration
The EVP is closely linked with the Airbus purpose: “We pioneer sustainable aerospace for a safe and united world.”
Messaging concept
The Airbus messaging matrix consists of two parts: the headline and tagline.
Each part has a specific and related role:
- Headline: Copy expresses the "Blank Space" concept.
- Tagline: Copy describes Airbus's role in the readers career aspirations.
The headline is adaptable. However, it must do it within the "Blank Space" concept guidelines. We will unpack the concept on this page
The tagline stays constant throughout. There are two tagline options. We will explore them on this page.
With this concept we would like to achieve consistency, but keep flexibility to reach different target groups.
Headline and tagline
What is the headline?
Simply put, the headline is the expression of the "Blank Space" concept. See below for further explanation.
Creative Rationale
Airbus employees are solutions driven. They find answers and strive to complete tasks every day. The "Blank Space" concept aims to invite people to take up the Airbus challenge. It's demanding initiative, creativity and curiosity. It encourages employees to share their ideas, solutions and aspirations – enabling them to have an impact.
This collective ambition enables Airbus to make things happen that seem impossible: challenging humanity's dream of flying and putting its employees into unusual situations, and engaging work environments.
Execution
Use the design element of blank space as a platform to express the desired impact.
What is the tagline?
There are two tagline options
- "Make it happen with us"
- "Make it fly with us"
Tagline rationales
Both taglines do the same job. Their role is to inform the reader that the meaningful impact they want to make is possible with Airbus.
Differences identified
Two words differentiate the tagline options from each other:
- "Happen" from "Make it happen with us"
- "Fly" from "Make it fly with us"
Differences & similarities explained
Similarities: "Make it happen" and "Make it fly" share the same sentiment. It means to do something and complete it. In our case, that something is the desired meaningful impact.
Differences: "Happen" is a broader generic word. "Fly" directly speak to aerospace. Ultimately, the difference lies in word choice and creative expression rather than the sentiment.
Making it work
Now let's discuss how the headline and tagline work together.
Copy construct
Headline = [Blank Space]
Tagline = "Make it happen with us" or "Make it fly with us"
Headline and tagline rules
- Headline always comes first in layout.
- Headline must always express the "Blank Space" concept.
- Headlines can be adapted to suit unique needs, target groups and recruitment funnel phases.
- Tagline always comes after the headline in layout.
- Tagline says it's possible to make a meaningful impact expressed in the headline with Airbus.
- Tagline stays constant throughout. No adaptation.
- Tagline appeals to all target groups.
Communication on two levels
1. Global brand consistency: Brand level
What we as an employer stand for is valid for all Airbus globally, and no matter where you are, the Airbus brand, value, purpose etc. is the same
- Branding does not change in the short term
Our Employer Branding Promise and Global Relevant Messaging (EVP)
2. Achieve local market segment relevance: Culture level
Attract the right candidates, with the right messages, targeting candidates who are attracted by what we have to offer
- Tailored marketing campaigns short term
- Attract with preferences that are relevant for the audience and linked with what we can offer
Our Offer to the Candidates
Headline examples: Brand level
Tagline 1
Shape the future of aerospace
Make it happen with us
Launch sustainable solutions
Make it happen with us
Create smart technology
Make it happen with us
Promote global safety and unity
Make it happen with us
Take bold decisions
Make it happen with us
Find the next big idea
Make it happen with us
Push boundaries
Make it happen with us
Tagline 2
Shape the future of aerospace
Make it fly with us
Launch sustainable solutions
Make it fly with us
Create smart technology
Make it fly with us
Promote global safety and unity
Make it fly with us
Take bold decisions
Make it fly with us
Find the next big idea
Make it fly with us
Push boundaries
Make it fly with us
Headline examples: Culture level
EVP pillar: Influence & Pioneering
Tagline 1
Challenge the status quo
Make it happen with us
Work with passion
Make it happen with us
Design the next generation
Make it happen with us
Tagline 2
Challenge the status quo
Make it fly with us
Work with passion
Make it fly with us
Design the next generation
Make it fly with us
EVP pillar: Care & Responsibility
Tagline 1
Express your uniqueness
Make it happen with us
Find joy at work and home
Make it happen with us
Tagline 2
Express your uniqueness
Make it fly with us
Find joy at work and home
Make it fly with us
EVP pillar: Unity & Collaboration
Tagline 1
Lead with compassion
Make it happen with us
Collaborate with brilliant minds
Make it happen with us
Tagline 2
Lead with compassion
Make it fly with us
Collaborate with brilliant minds
Make it fly with us
How to write headlines
How to write the headline: Brand level
Before we unpack how to write headlines, let's first define what Brand level is.
Brand level
Brand level headlines are brand-centric. They are created to build general brand awareness and to reinforce the company's purpose.
When do you use Brand level headlines?
You use Brand level headlines during the 'Awareness' and 'Consideration' phases of the recruitment funnel.
Company purpose long version (meaningful impact)
At Airbus, we draw on each other's expertise and experience and put all our passion and determination into pioneering sustainable aerospace. We connect to the best minds. We make bold decisions. We find smart solutions. We get the world's most advanced technologies off the ground for a safe and united world.
Company purpose short version
We pioneer sustainable aerospace for a safe and united world.
Writing the headline
- Headline expresses the “Blank Space” concept.
- To inspire action, the headline must start with a verb. After the verb, the statement must be a meaningful impact based on the company purpose.
Example
Shape the future of aerospace
Breaking the headline down:
Shape = Verb to inspire
the future of aerospace = Meaningful impact based on company purpose
How to write the headline: Culture level
Culture level
Culture level headlines are employee centric. They are created to give insight into how it's like to work at Airbus based on the company
EVP pillars.
When do you use culture level headlines?
You use culture level headlines during the 'Desire' and 'Application' phases of the recruitment funnel.
Company EVP pillars
- Influence and pioneering
- Care and responsibility
- Unity and collaboration
Writing the headline
- Headline expresses the “Blank Space” concept.
- To inspire action, the headline must start with a verb. After the verb, the statement must be a meaningful impact based on the company EVP pillars.
Example
Challenge the status quo
Breaking the headline down:
Challenge = Verb to inspire
the status quo = Meaningful impact based on company
Design element Blank space
The Blank space asks for people’s personal impact – therefore it refers to a classic “fill in form”.
Blank space dimensions and text alignment
It’s always white and always part of a headline – it should never appear in body text.
The surrounding type and the type within the Blank space can be of different weights, but they have to use the same font size.
The Blank space's height is defined at double cap height. There must be one space between the text before the Blank space and one space after the Blank space.
Generally, all typography in Airbus layouts has to be left aligned, so the Blank space aligns to the left as well when it is part of multiline headlines.
Please refer to our typography guidelines for more information.
Background gradients
The colour concept refers to the former EVP appearance by showing gradients for backgrounds. To create a strong visual link to the Airbus brand only the main colour palette is used to create gradients as shown below.
Don'ts
Photographic style – “fascinating work environment”
To exemplify the fascinating context Airbus employees are engaged with everyday, the imagery consists of macro and micro shots:
- Macro shots: showing our huge products within an impressive surrounding.
- Micro shots: close-ups focusing on our accuracy and attention to detail.
This can include products in flight, on the ground or people in action, proving our expertise.
You can search for photos in the Airbus Media Gallery and Airbus Media Centre. The image look and feel must be in line with the Airbus Photo guidelines.
Please note that all images used for external communication need to get final approval by brand management before production.
Note: Please choose a motif that offers enough free space for the headline and tagline.
For photo shootings please contact the Audiovisual team and add the pictures to the Media Gallery.
Exemplary applications
