There is a very specific look that shows on an employee’s face when they realize the person walking toward them may ask them to be a part of a social media video.
It is the look of someone who has suddenly remembered they have an extremely important meeting somewhere else. Maybe they need to reorganize the supply closet immediately. Anything, really, to avoid being asked to appear on social media.
We get it. Being on camera is not everyone’s favorite activity, but the next time someone from your airport’s marketing or communications team approaches you with a camera, take a deep breath. Step outside your comfort zone. Give them 20 minutes. You might be surprised by how interested people are in the work you do for your airport. You may also realize that you actually enjoy being on camera more than you thought!
Here in Tulsa, we recently launched a social media series called “The People Who Power TUL” to introduce the public to the people and departments working to keep our airport running.
The series grew out of a 2026 business goal from our CEO, Alexis Higgins, A.A.E., to “Develop a communication plan highlighting our employees and their role in supporting Tulsa’s airports.” We knew we could accomplish that in a way that felt engaging by putting employees in their workplaces and letting them show the public what they actually do.
To airport employees, it’s just another day at work. To the public, it’s a behind the scenes look at an industry they rarely get to see.
Airports are innately interesting to the general public. People are curious about what happens behind the scenes, how decisions are made, how airports are funded, who keeps everything moving and what goes into the seemingly ordinary things they encounter during a trip. That gives airport marketing teams an incredible advantage, but sometimes the challenge is finding the people willing to open the door and let us show it.
So far, our new series shared on @flytulsa through Instagram, Facebook and TikTok, has featured four departments: vehicle maintenance, dispatch, airfield maintenance and marketing and customer experience. We are sharing one video each month, with each 45-second to one minute video following a consistent format.
Employees introduce themselves, explain their role and then show us what they do, either by walking through their department or demonstrating a task they are working on that day.
Vehicle maintenance showed us its shop, including repairs on an airport police vehicle and routine maintenance on passenger shuttle buses. The team also took us inside the building where our snowremoval equipment is stored, offering a glimpse of the wide variety of equipment its mechanics maintain.
Dispatch showed us its workspace and explained how it coordinates with departments throughout the organization, tenants, police officers, outside emergency responders and air traffic controllers during an emergency, all while being careful not to reveal security sensitive information.
Airfield maintenance showed us the multiple steps involved in repairing runway asphalt.
And our marketing and customer experience team gave viewers a look at everything that happens to help make TUL “your easygoing gateway,” from social media and media relations to terminal advertising, educational tours and ourn airport volunteer ambassador program.
We sometimes forget that most passengers only interact with employees from TSA, airlines, concessions and parking operators. When we give them a peek into the broader airport world, they get a better sense of just how much work goes into operating this unique environment 24/7/365.
In just the first four videos, “The People Who Power TUL” generated:
The four videos generated an average engagement rate of 7 percent, meaning a strong portion of the people who saw the content did more than simply scroll past it. They liked, commented, shared or otherwise interacted with the posts. For comparison, current travel and hospitality benchmarks generally put engagement around 2 percent to 3.5 percent on Instagram and TikTok, depending on the platform.
The numbers are encouraging, but the comments and direct messages have been just as valuable. Viewers have told us they love seeing the employees who normally work behind the scenes. We have also received approximately a dozen comments and direct messages from people asking about qualifications for the positions highlighted and how to apply for positions at TUL.
That is a pretty good reminder that employee-focused content can do more than generate likes. It can help people see themselves working in aviation.
One of the biggest benefits of this series has actually happened internally. It has given our marketing team a reason to build relationships with employees we might not otherwise interact with regularly. It gives employees a chance to take pride in their work and gives marketing a better understanding of what those employees do. That relationship matters, especially in a time of crisis, when knowing who to call, how to get information and who can help tell the story becomes invaluable.
So, about that camera...
When your marketing team comes down the hall looking for someone to interview be open to going for it. Invite them in. Give them a behind-the-scenes tour. Explain what you’re working on. Let them ask questions. Show them the part of the project you think is interesting, even if you’re convinced no one outside your department will care.
And please, don’t feel like you need to sound scripted. Authenticity matters more than polish, especially on social media.
We would much rather feature an employee who gets excited explaining how something works than someone who memorized the perfect answer.
Your personality is a huge part of the story and what helps people connect with your airport.
For fellow airport marketers, remember that collaboration goes both ways. Give your colleagues a heads up, explain your vision for a project, work around their schedules and get permission before showing up with a camera. You’ll get better engagement and a better story.
Here in Tulsa, we’ve been incredibly fortunate to have a team that is generous with its time and supportive of our marketing and social media efforts. When we ask to interview someone or film a project, the response is almost always, “Sure, just let me know when.” That willingness to let us into their world makes all the difference.
So, the next time you see someone from marketing walking toward you with a camera, take a deep breath and give them a few minutes. What feels like just another weekday to you might be the most interesting part of someone else’s day, or even spark their curiosity about a career in our incredible industry.