In the aviation industry, competition isn't just in the skies - it starts with your hiring processes.
From flight attendants to engineers and digital teams, airline companies are battling for top talent in one of the most competitive industries today.
With staff shortages, rising fuel costs, and growing pressure on customer experience, the need for a strong employer brand strategy has never been more urgent.
According to LinkedIn, companies with strong employer brands see 50% more qualified applicants and experience 43% lower cost per hire (LinkedIn Talent Solutions).
Whether you're Southwest Airlines, American Airlines, or a newer player like SmartLynx Airlines, the strategies outlined here apply to airlines of all sizes.
So, let's get started:
1. Leverage Employee Storytelling With Vouch
Aviation is a people-first business, that's why leading airlines turn to Vouch to put their current employees at the center of their employer branding.
Vouch makes it easy to:
- Record authentic employee testimonials across roles including pilots, gate agents, even digital staff
- Share on Career Sites and job listings to bring your brand to life
- Give potential candidates a real look at your employee culture
When Southwest Airlines showcased behind-the-scenes footage using employee voices, their application rates soared. As Greg Muccio, Director of Talent Acquisition at Southwest Airlines, puts it: “People want to see people like them thriving.”
Vouch reports users experience a 2.7x increase in engagement from video-enhanced career content.
2. Develop a Clear Employee Value Proposition (EVP)
A strong employee value proposition is what helps you stand out in a crowded industry.
It defines what future candidates can expect, and what makes your airline unique.
Key elements of a winning EVP in the airline space:
- Travel benefits and flexible rosters
- Career advancement through digital product development or international mobility
- A community for employees rooted in trust and inclusion
- Clear communication about the company’s mission and values
According to Randstad Employer Brand Research, 60% of job seekers want to know what sets a company apart before applying (Randstad).
The AI-enabled workspace for talent teams.
- Unified workspace for talent teams
- Accelerate hiring with AI tools
- Auto-generate polished hiring and employer brand content
- Easily repurpose assets across all channel
3. Prioritize Candidate Experience at Every Step
The candidate journey in aviation can be long and complex.
From group assessments to simulator tests, each touchpoint must reinforce your brand.
Best practices include:
- Easy-to-navigate application process with fast communication
- Job descriptions that reflect the real day-to-day, not just airline jargon
- Feedback at every stage of the interview process, first interview to onboarding
Companies like Singapore Airlines have built a reputation for a 5-star “great” candidate experience by simplifying onboarding and using real staff in their job ads.
80% of candidates who have a positive hiring experience are more likely to refer others, even if they weren’t hired - according to IBM HR Research.
4. Use Internal Advocates to Build Brand Trust
Nothing builds credibility like employee stories. Empower your current employees to share their career journeys.
Best practices include:
- Short-form video like Vouch videos
- Social media posts and takeovers
- Blog posts or articles about their professional development
When United Airlines featured real stories from ground crews and flight crews, they saw a sharp increase in applicant quality and organic shares on LinkedIn.
Encouraging employee testimonials fosters trust, especially when coming from long-tenured staff or those in turbulent time roles like pilots and airline assistants.
5. Craft a Culture that Supports Long-Term Careers
Airline operations are demanding, irregular hours, emotional labor and safety-critical roles, along with outstanding customer service at all times.
To retain strong talent pipelines, airlines need to:
- Offer mental health and wellness support
- Ensure career development beyond flight roles
- Support servant leader management styles,
Delta Air Lines consistently ranks as one of the most desirable employers in aviation, thanks to its investment in career opportunities and supportive company culture.
6. Leverage Employer Brand Assets Across Marketing
A great employer brand story should echo throughout all your channels — not just your careers page.
Airlines should ensure alignment between:
- Social Media channels and strategies (Instagram, TikTok, LinkedIn)
- Recruitment Marketing via ads, events, and campaigns
- Customer-facing content (crew profiles on in-flight screens, for example)
Austrian Airlines, under CEO Annette Mann, integrated employer brand visuals across in-flight magazines and mobile apps to boost awareness among both customers and job seekers.
A consistent brand message across platforms increases revenue by 23%, according to Forbes Insights.
7. Audit and Adjust Regularly – Especially During Market Shifts
The airline industry is uniquely sensitive to macro shifts, from unemployment rate fluctuations to fuel costs.
Your employer brand strategy must be reviewed quarterly, not just annually.
Use surveys and tools like Vouch to perform:
- Proactive Talent for brand audits
- Social Talent for upskilling your recruiting team
- Internal feedback loops to track how your employer experience aligns with promises
Your goal for employer brand should always be to reflect actual employee experience, not just aspirational messaging.
According to Rally Recruitment Marketing, high-performing employer brands revisit their brand message every 90 days to adapt to market conditions.
Who Are The Top 10 Airline Companies Worldwide?
Here are the top 10 airline companies worldwide by estimated annual revenue, along with brief overviews and links to their official websites:
1. Delta Air Lines (USA)
- Estimated Revenue (2023): ~$54.67 billion
- Overview: One of the oldest and largest airlines globally, Delta operates an extensive network of domestic and international flights, serving over 325 destinations.
- Website: delta.com
2. United Airlines (USA)
- Estimated Revenue (2023): ~$48.82 billion
- Overview: A major U.S. carrier with a vast global reach, United serves over 350 destinations and is a founding member of the Star Alliance.
- Website: united.com
3. American Airlines (USA)
- Estimated Revenue (2023): ~$52.79 billion
- Overview: Operating the world's largest fleet, American Airlines offers extensive domestic and international services, covering over 350 destinations.
- Website: aa.comairport-technology.com
4. Lufthansa Group (Germany)
- Estimated Revenue (2023): ~$35.8 billion
- Overview: Europe's largest airline group, Lufthansa includes subsidiaries like SWISS, Austrian Airlines, and Brussels Airlines, serving a wide European and international network.
- Website: lufthansa.com
5. Emirates (UAE)
- Estimated Revenue (2023): ~$32.62 billion
- Overview: A state-owned airline based in Dubai, Emirates is renowned for its long-haul services and operates flights to over 150 cities worldwide.
- Website: emirates.com
6. International Airlines Group (IAG) (UK/Spain)
- Estimated Revenue (2023): ~$31.94 billion
- Overview: A multinational airline holding company owning British Airways, Iberia, Aer Lingus, and Vueling, IAG serves a vast network across Europe and beyond.
- Website: iairgroup.com
7. Air France–KLM Group (France/Netherlands)
- Estimated Revenue (2023): ~$30 billion
- Overview: Formed by the merger of Air France and KLM, this group operates a comprehensive network of passenger and cargo services globally.
- Website: airfranceklm.com
8. Southwest Airlines (USA)
- Estimated Revenue (2023): ~$26.09 billion
- Overview: The world's largest low-cost carrier, Southwest primarily serves the U.S. domestic market with a point-to-point service model.
- Website: southwest.com
9. Turkish Airlines (Turkey)
- Estimated Revenue (2023): ~$19.68 billion
- Overview: Turkey's national flag carrier, Turkish Airlines operates flights to more countries than any other airline, connecting over 340 destinations worldwide.
- Website: turkishairlines.com
10. China Southern Airlines (China)
- Estimated Revenue (2023): ~$12.92 billion
- Overview: As China's largest airline by fleet size, China Southern offers extensive domestic and international routes, serving over 200 destinations.
- Website: csair.comairadvisor.com
Summary
In the world of commercial aviation, your employer brand might just be your competitive advantage.
The airlines that lead, from Delta to Southwest, all share one thing in common: they put people first, not just in customer satisfaction, but in the way they treat and attract talent.
From using Vouch to amplify real voices, build strong employee cultures to refining the candidate experience, now is the time for rethinking about how you can come, and stay as the airline of choice in your region for not only customers, but for top-tier talent alike.
FAQs
What is employer branding in airlines?
It’s how airline companies promote their culture, values, and employee experience to attract top talent.
Why is employer branding important in aviation?
Because attracting and retaining talent in a turbulent time industry demands a compelling and trustworthy image.
Which tool helps airlines build brand trust fast?
Vouch, as it helps create real employee videos for recruitment campaigns.
How often should airlines update their brand strategy?
Every quarter, especially after industry shifts or internal changes.
Which airline is known for strong employer branding?
Southwest Airlines, led by Greg Muccio, has been widely praised for transparent and engaging brand efforts.
How do airlines improve the candidate experience?
By streamlining applications, communicating clearly, and using authentic content.
What makes a compelling EVP in airlines?
Growth opportunities, benefits like travel perks, and a strong internal culture.
See Why Employer Branding Managers Love Vouch
Loved by companies like Flight Centre, Stryker, HubSpot, Amazon, and more, tools like Vouch make leveraging video for employer branding remarkably easy.
Book a Vouch demo today and chat with a video content marketing expert.
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