Airparks case study: seasonal staffing confidence with quality hires on demand

The challenge

Airparks supports airport travellers across the UK, helping customers park their cars and move smoothly between car parks and terminals. To deliver a great customer experience—especially during seasonal peaks—Airparks needs reliable frontline teams in place, on time, and ready to deliver service consistently.

Before partnering with McRoberts, seasonal hiring created recurring pressure. The business wasn’t confident it could reliably fill roles each year, and the pipeline wasn’t consistently producing the quality needed. Turnover was high, team culture was struggling, and customer service levels weren’t where they needed to be. Recruitment felt reactive—an annual stress point—rather than a predictable system that supported operations.

Airparks didn’t just need more applicants. They needed better-fit people, and a process capable of delivering them whenever seasonal demand increased.

What success looked like

Success meant Airparks could be fully staffed when needed—with candidates who meet requirements and perform well in a customer-facing environment. That included:

• High volumes of quality candidates at the right times of year
• Faster, more reliable hiring outcomes for priority roles
• Reduced churn and improved stability
• Better customer experience through stronger frontline delivery

In short: confidence that recruitment would be sorted for the year.

Our approach

McRoberts built an always-ready recruitment engine that prioritised quality-of-hire and operational reliability. We focused on:

1. Message-market fit: a role-specific EVP that resonates in local labour markets
2. Performance marketing: multi-channel campaigns that reach the right candidates
3. Screening for reliability: filtering based on practical fit, including commute time
4. Fast delivery into the client’s workflow: candidates sent directly into Workable

For bus driver roles specifically, the focus was clear: target experienced PCV drivers and filter tightly for suitability—so every interview is worth the time.

What we delivered

To deliver consistent hiring outcomes across multiple locations, we implemented a full recruitment marketing system:

1) A role-specific employer value proposition

 We developed an EVP tailored to what candidates value and what drives retention. One of the strongest angles was Airparks’ 4 on / 4 off shift pattern, which stands out in the markets they operate in and helps attract candidates looking for a predictable work-life rhythm.

2) Original on-site video content

 We visited Airparks sites to film and create high-quality, original video assets. This content improved performance across the candidate journey by building trust quickly and helping applicants understand the reality of the work and the environment.

3) Multi-channel recruitment campaigns

 We served and managed advertising across search engines, social media and job boards—ensuring Airparks consistently reached the right audiences during seasonal demand peaks. This approach supported both volume and quality by combining reach with precise targeting.

4) Landing pages built to convert and qualify

 Candidates were directed to targeted landing pages featuring:

• Clear role propositions and expectations
• Rich testimonials and driver quotes
• Video content to build credibility
• A structured application journey that supports quality filtering

5) Structured screening to protect quality

 We screened candidates against Airparks’ requirements before they reached internal teams. This included commute-time screening to reduce late starts, no-shows and short tenures driven by travel fatigue. For more senior roles (e.g., shift managers and assistant location leads), we also used soft skills assessments to evaluate leadership and people skills.

6) Automated re-engagement

 Where candidates dropped out, we re-engaged them through automated email and SMS, recovering strong candidates without adding manual workload for the internal team.

7) ATS delivery into Workable

 Candidates who met requirements were delivered directly into Workable, so Airparks could progress hiring without changing internal workflows.

Results

Over a 2.5-year partnership, McRoberts has consistently delivered high volumes of quality candidates whenever Airparks needs them—particularly for experienced PCV bus drivers—helping Airparks shift from annual recruitment anxiety to predictable staffing confidence.

Airparks has reported improvements including:

• Greater confidence in seasonal staffing
• Higher-quality candidate pipelines on demand
• Improved staff retention and stability
• Better team culture and morale
• Improved customer service levels through stronger frontline delivery

Why it worked

This programme worked because it combined two things most recruitment approaches miss:

• Message that resonates locally (clear offer, strong shift pattern angle, proof via video and quotes)
• Screening that protects quality (including commute-time filtering and soft skills assessment for leadership roles)

That combination means Airparks doesn’t just hire faster—they hire people who are more likely to show up, perform well, and stay.

What this enables next

With recruitment systemised, Airparks can plan seasonal staffing with far less stress, reduce disruption from churn, and maintain service quality during the periods that matter most. The engine can also expand further across locations and roles as hiring needs evolve.