a positive candidate journey for all

One of the world’s iconic brands and leading global premium airline, British Airways, recently acknowledged an opportunity to improve the effectiveness and consistency of their candidate communications. Creating a positive candidate journey is crucial as British Airways receive thousands of job applications annually – and whilst some applicants will become future employees, others may become customers.


Following an extensive and effective audit, review and redraft of British Airway’s key candidate communications content, Bretom designed a positive candidate journey experience extending through the recruitment process and beyond.


Bretom created a clear, accessible subset of British Airways master brand guidelines – defining an appropriate adaptation of their corporate tone – in a superior presentation style.  This included tone of voice, style, grammar, spelling and format principles for all subsequent content creators to replicate with ease.