The aviation industry stands at a crossroads where the importance of attracting fresh talent has never been more vital. As we navigate an era marked by rapid technological advancements, evolving job roles, and changing employee expectations, it’s paramount for airlines and aviation organisations to understand how to appeal to the next generation. In this article, we will suggest ways and strategies to make your airline more appealing to new talent, and attract the next generation to the aviation industry.
The quest for meaning and purpose in the aviation workplace
The next generation is increasingly prioritising mission-driven companies. While salary and benefits remain important, they are not the sole factors influencing job decisions. Recent trends indicate that new talent seeks not only to perform well but also to feel valued and engaged in meaningful work. Airlines that emphasise their brand values, along with how they implement them day-to-day, are more likely to appeal to the next generation.
The quest for meaning in the workplace influences nearly every aspect of an organisation. The following examples demonstrate a few ways you can attract new talent to your airline, and enrich the future workforce’s experience:
1.Embrace technology in the hiring process
The next generation are digital natives, and they expect the recruitment process to reflect that. You can make the most of technology by streamlining the application process through applicant tracking systems, and mobile friendly application platforms for applying on the go.
Leveraging social media platforms like LinkedIn, Instagram, and even TikTok can be powerful tools for showcasing your airline’s culture, values, and opportunities. Consider using video content to share stories from employees, behind-the-scenes footage, and day-in-the-life features for a more immersive experience.
2. Emphasise making a different beyond just delivering good service
The next generation increasingly values purpose beyond salary and benefits, seeking employers
with a strong sense of mission. It’s essential to position your airline as a place where candidates can make a difference. Highlight areas like sustainability by showcasing your commitment to reducing carbon footprints, adopting greener technologies, and supporting community initiatives. Next generation professionals are drawn to companies that align with their values on environmental responsibility.
In addition, you can focus on creativity and progress by showcasing projects that emphasise creativity, such as new system implementations or forward-thinking customer service strategies. Highlight how candidates can contribute to these initiatives and the positive impact they can have on the industry.
3. Highlight diversity and inclusion initiatives
Promoting diversity and inclusion is essential for attracting a wide array of talent from various backgrounds. As our world grows increasingly interconnected, engaging with individuals from diverse cultures and countries has become an integral part of both our everyday and work life experiences.
It’s important to communicate your diversity policies by revising recruitment processes to eliminate biases. Use anonymous recruitment methods to assess candidates based on merit, and standardise interview questions for consistency. This approach enhances assessment reliability, and enables a structured evaluation of candidates based on objective criteria.
For more on diversity and inclusion, you can check out our whitepaper on breaking barriers in the aviation industry.
4. Invest in training and mentorship programmes
While salary may not be the immediate focus for new workers looking to gain experience, training and development are. For younger talent entering the aviation industry, opportunities to grow often outweigh pay in the short-term. To build long-term commitment, invest in the personal and professional growth of your people.
Develop mentorship opportunities that pair new hires with experienced professionals. This not only supports career development but also reinforces a strong organisational culture based on inclusion. When airlines genuinely invest in and develop their employees, they typically see improved retention rates, as employees tend to value the opportunities that the airline offers for them.
5. Offer more flexibility for better work-life balance
The Covid-19 pandemic prompted businesses globally to adjust their work arrangements to comply with lockdown rules. Since then, there’s been a rise in popularity of remote work and many companies have adopted hybrid work models in their policies.
As hybrid and remote work arrangements become more prevalent, it’s important to explore options that allow for flexibility and freedom without compromising productivity. While not every aviation role can be remote, opportunities for hybrid work or flexible scheduling can make positions more attractive.
6. Provide clear career paths for advancement
Highlight clear pathways for career advancement within your organisation. New industry entrants are likely to seek employers that provide continuous learning and opportunities for growth.
Ensure that your training programmes are robust and regularly updated to reflect industry standards and technological advancements. This will not only enhance employee skills but it will also keep them engaged and motivated. Based on The Rise of Generation Z report by Paychex, the new workforce want to work in a safe, friendly, and diverse workplace that offers clear career paths and progression opportunities.
7. Talk about your mental wellness initiatives
A recent study revealed that 61% of Generation Z would be willing to leave their current job for an opportunity that offers significantly improved mental health benefits. This is quite telling of the importance of balancing demanding workplace cultures with a more compassionate and supportive environment.
This shift has become increasingly pronounced in recent years, as the next generation prioritises mental wellness more than ever, especially at the beginning of their careers. If your airline currently lacks mental wellness programmes, now would be an opportune time to consider implementing them.
8. Communicate your airline culture authentically
It’s crucial to effectively communicate your organisational culture throughout the recruitment process. Authentic employer branding isn’t restricted to marketing or promotional activities. Airlines that consistently convey their brand identity throughout the recruitment process and beyond are viewed as more authentic and true to what they stand for.
Utilise platforms to genuinely showcase your company culture. Offer a glimpse into behind-the-scenes activities, group outings, and team-building exercises that highlight your work environment. Unity, support, authenticity, and compassion are all elements that the next generation are naturally drawn to. By authentically embodying your airline’s voice and culture, you build greater loyalty and trust among your employees.
In summary
The aviation industry is on the verge of a workforce transformation with the next generation equipped to bring fresh perspectives and skills. By embracing technology, adopting a diverse and inclusive culture, and prioritising employee wellbeing, airlines can attract the top talent they need to contribute to the future of aviation.
At AeroProfessional, we’re dedicated to helping your airline modernise your hiring strategies to ensure you remain an employer of choice for new talent in the competitive aviation environment. Reach out to the team today to talk about your current hiring strategy.
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The AeroProfessional team are specialists in the recruitment and selection of aviation professionals across the globe. Reach out to the team today to discuss your current hiring challenges and gain the expert advice and guidance you need to ensure your hiring strategy gains maximum success.
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