Project Description:
The “Reimagining What’s Possible” project was designed to introduce and adapt the Air Products employer brand in Central Asia, taking into account the unique characteristics of the region and its labour market. The project was initiated following a landmark $1 billion investment agreement with the Government of Uzbekistan, the construction of a new plant in Navoi, and the company’s broader strategic expansion across the region.

The overarching goal was to attract highly qualified talent and support the development of new production facilities — establishing a consistent pipeline of candidates, including emerging professionals.

Air Products faced a number of significant challenges:
- Growing demand for skilled labour in the oil and gas sector amidst a shortage of relevant expertise
- Low engagement levels among qualified candidates
- Limited English proficiency among local applicants
- A high rejection rate at all recruitment stages, including among relocation candidates

The project aimed to improve recruitment efficiency, increase the volume of relevant applications, reduce dropouts throughout the hiring process, and strengthen both employee loyalty and brand recognition.

To achieve these goals, the team employed innovative solutions, including the development of a comprehensive EVP pyramid, in-depth research, competitive benchmarking, PEST analysis, and the creation of a creative HR communications platform.

The results speak for themselves: improved team performance, a decline in rejection rates, stronger employee loyalty, increased brand awareness, and the beginning of fruitful partnerships with local media and young talent across the region.