“whilst some will become future employees, others may become customers… [it’s] therefore crucial that the recruitment process is a positive experience”

Creating a consistent voice

The need for effective candidate communications

British Airways is one of the world’s leading global premium airlines. And as the largest international carrier in the UK, British Airways serves almost 40 million customers a year, travelling to over 170 destinations in more than 70 different countries worldwide.

Instantly recognisable, their brand has won countless accolades over the years and has been voted No. 1 Consumer Superbrand in 2014, 2015 and 2016.

Due to new resourcing partners, investment in technology, and an iterative approach to developing collateral, British Airways recognised an opportunity to improve the effectiveness of their candidate communications.

Receiving thousands of job applications each year, BA knows that whilst some will become future employees, others may become customers. It is therefore crucial that the recruitment process is a positive experience that showcases the award-winning brand.

Inclusive but consistent

Bretom identified the most efficient ways to audit, review and redraft key content for candidate communications in order to achieve a consistent, inclusive, on-brand tone of voice and high impact presentation style.

A clear and accessible subset of British Airways’ master brand guidelines were created to define an appropriate adaptation of the corporate tone of voice for candidate communications. This included style, grammar, spelling, and format principles for all subsequent content creators to easily follow.

Roll-out, monitoring and training

A clear and accessible subset of British Airways’ master brand guidelines were created to define an appropriate adaptation of the corporate tone of voice for candidate communications. This included style, grammar, spelling, and format principles for all subsequent content creators to easily follow.


More information about careers at British Airways can be found here.

Positioning a brand for success

The team at Bretom work with established brands, SMEs and entrepreneurs across a wide variety of sectors. We recognise that every client is different and our partnership ethos ensures the right solution is always delivered and that meaningful brands are built. If you’d like to discuss your company and how we can help you position the brand for success, get in touch!