
Recruitment initiative through filmic insights at Edelweiss Air
Swiss leisure airline Edelweiss Air has released an eleven-minute documentary entitled "More Than Just Flying" as part of its new employer branding strategy. The project, produced in collaboration with the Zurich-based video agency Lauschsicht, offers detailed insights into the daily work in the cockpit on short- and long-haul flights. The film aims to give potential applicants a realistic picture of the company culture and the professional requirements. With this, the Lufthansa Group subsidiary is responding to the ongoing need for qualified flight personnel and using visual storytelling to position itself in the competition for experienced pilots. Edelweiss's work model is characterized by the so-called Mixed-Fleet Flying (MFF) model, which allows crews to operate different aircraft types simultaneously. Combined with the introduction of the modern Airbus A350, which is gradually replacing the older Airbus A340 aircraft, the airline offers a technically demanding environment. Further research reveals that Edelweiss aims to score points, particularly by combining global holiday destinations with flexible working hours on the ground. This individualization of duty rosters is intended to increase the attractiveness of the profession by integrating administrative or training activities alongside pure flight operations. Industry observers see this campaign as a necessary step, as the market for cockpit personnel in Switzerland is highly competitive due to rivalry with its parent company Swiss and international competitors. Edelweiss is focusing on differentiating itself through a family-like working atmosphere and a focus on the tourism segment. The film serves as a pre-selection tool, helping qualified applicants to align their personal expectations with the company's values of teamwork and personal responsibility.








