The independent agency is partnering with the airline to spotlight the technical professions keeping every aircraft in the sky. Over the next three years, more than 1,200 permanent hires are planned for Air France's maintenance operations.

Air France is one of France’s most beloved brands, and the 3rd favorite employer among associate degree students, according to Universum. However, its employer brand remains heavily associated with pilots and flight attendants, keeping the mechanics and technicians who make every flight possible in the shadows.

Air France's excellence is also built in the hangars

The challenge: bridging the premium experience of an iconic brand with the hands-on, technical reality of maintenance careers. Insign chose to show that the elegance, excellence, and emotion associated with the brand also thrive in the hangar, driven by high-level expertise and precision craftsmanship.

Launching in October 2026, the initiative combines an immediate-impact recruitment campaign with long-term employer brand building, supported by paid, organic, and influencer social media strategies.

"Employer communication only works when it resonates with the daily lives of the people it's targeting. We translated Air France's values into a concrete reality that truly speaks to mechanics and technicians," emphasizes Juliette Millier d'Arcangues, Associate Director at Insign.