Building up brand presence in the candidate journey at British Airways

When most young people hear British Airways, they think vacations, weekend getaways, and dream destinations, not necessarily future career.

That was the challenge their TA team decided to tackle head-on.

Students knew them as a travel service, sure, but hardly anyone saw them as an employer. Worse, when people did think about careers, their minds jumped straight to pilots and cabin crew, missing the massive range of exciting roles behind the scenes. So, they transformed their entire early careers journey through bold, creative student outreach programs. Before engaging, only 60% of young people even considered aviation as a career. After? That number jumps to 85%.

And that’s what we call impact.

At one of our breakfast events, hosted in partnership with Connectr, we welcomed Mel Richardson, Emerging Talent Manager at British Airways, who told us more about their four-stage talent journey. If you're looking to build up your brand presence, watch the full session below, and take a page from British Airways’ playbook on how make the candidate's journey just as exciting as the destination.