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Creating a consistent voice

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.

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.

Following approval on a short series of written examples, the copy principles were applied to a large volume of collateral; forming a valuable set of templates to guide all future candidate communications.

And the results? The communications were rolled out across the business and their positive impact monitored through the candidate feedback surveys. In addition, we trained the resourcing team on the successful implementation of the new guidelines and templates to ensure the work alignment with other internal initiatives and could evolve effectively in the future.


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

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