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.