WhatsApp Automation: The Scalable Solution for Gen-Z Hiring
Lufthansa’s existing communication channels weren’t effectively engaging Gen-Z applicants. Younger candidates prefer instant, mobile-friendly communication, so email outreach often went ignored. This lack of engagement meant many invitees would simply not show up for in-person hiring events, undermining Lufthansa’s efforts to recruit at scale. The airline needed a more efficient, branded way to communicate – one that would meet candidates on the platforms they actually use (mobile chat apps) and provide information quickly. Moreover, any solution had to keep pace with Lufthansa’s overseas expansion and high-volume staffing needs, without demanding an army of recruiters to manage it.
“We were under immense pressure to staff our new restaurants quickly and efficiently. The challenge wasn’t just about hiring the best candidates, but ensuring that each candidate had a consistent and positive experience ” Head of People, Lufthansa”.
Key challenges faced:
- Outdated channels: Traditional methods like email weren’t getting Gen-Z candidates’ attention. Important updates were being missed, contributing to low turnout at recruitment events.
- Manual processes: Reaching out individually by phone or email was too slow and resource-intensive to scale up hiring. The team couldn’t afford to personally chase every candidate in a fast-moving talent market.
- Competitive pressure: With other employers vying for young talent, Lufthansa had to move fast and create a standout experience to capture candidates’ interest before they dropped off or went elsewhere.
Solution: WhatsApp Communication and AI Recruitment Automation
Lufthansa turned to a chat-based AI recruitment platform that leveraged WhatsApp as the core communication channel. Implementation was swift – integrating with Lufthansa’s systems and Facebook Business Manager in under two weeks so the solution was up and running in time for urgent hiring needs. Crucially, all candidate interactions happened through Lufthansa’s branded WhatsApp account, which built trust and provided a seamless experience consistent with the airline’s image.
Once in place, the platform transformed how Lufthansa engaged with candidates:
- Mobile-first outreach: The recruitment team could broadcast important updates and resources to candidates via WhatsApp, knowing these messages would actually be seen. They sent out prep materials like “Tips to ace your assessment day” and “Meet the team” videos showcasing Lufthansa’s culture.
- Candidates also received timely reminders about upcoming assessment center dates, all through chat.
- AI-powered Q&A: A virtual assistant was available 24/7 on WhatsApp to answer candidates’ questions instantly. Common queries – “What should I wear to the interview?” or “How soon will I hear back?” – were answered on the spot by the AI, rather than leaving candidates waiting hours or days for an email reply.
- This immediacy reassured candidates and saved the recruiting team countless hours.
- Automated screening and workflow: The AI assistant also helped gather any missing application details and could perform initial screening conversations. Candidates who didn’t meet key requirements were politely informed early in the process, while strong candidates were fast-tracked – all automatically. This smart workflow reduced manual filtering and ensured recruiters spent time only on qualified applicants.
Using this AI-driven WhatsApp platform, Lufthansa managed to personalize mass communication. Every candidate felt attended to with branded messages, quick answers, and useful content. The heavy lifting of repetitive tasks (sending reminders, answering FAQs) was offloaded to automation, freeing the recruiting team to focus on engaging top talent.