Aviation Sector

Alaska Air Group's Strategy to Attract Top Talent and Enhance Employee Retention.

Alaska Air Group, a premier airline corporation known for its commitment to customer service, safety, and sustainability, operates a fleet that serves numerous destinations across the United States and beyond. With over 23,000 employees, the company has been dedicated to creating an inclusive work environment and delivering exceptional service. However, Alaska Air Group faced significant recruitment challenges, including attracting top talent in a competitive market, ensuring cultural fit, and enhancing employee retention rates.

The Challenge

As Alaska Air Group continued to expand its operations, the company encountered several obstacles in its recruitment process:

  1. Attracting Industry-Specific Talent: The aviation industry requires highly specialized skills, making it challenging to find qualified candidates.
  2. Cultural Fit: Alaska Air Group places a high emphasis on its company culture, necessitating a recruitment process that identifies candidates who align with its values.
  3. Employee Retention: The competitive nature of the aviation industry made retaining top talent as crucial as attracting it.
  4. Recruitment Efficiency: The traditional recruitment methods were time-consuming and often did not yield the desired quality of candidates.

The Solution:

Streamlining Recruitment provided Alaska Air Group with a user-friendly platform that made it easy for employees to refer candidates, significantly speeding up the recruitment process. The platform’s automation tools also helped the HR team manage referrals more efficiently, freeing up time to focus on other strategic initiatives.

Enhancing Employee Retention

By involving employees in the recruitment process, Alaska Air Group increased employee engagement and satisfaction, which are key factors in retention. The referral program also reinforced the company’s values, further aligning employees with the organizational goals and culture.

Improving Quality of Hire

The platform’s advanced matching algorithms ensured that referred candidates were not only qualified but also a good fit for the company’s culture. This approach led to higher quality hires, as employees were likely to refer candidates who they believed would excel in the work environment and contribute positively to the company culture.

Recruitment Efficiency and Scalability allowed Alaska Air Group to scale its recruitment efforts in line with its growth objectives. The platform’s efficiency in processing and tracking referrals enabled the company to handle a larger volume of applications without compromising on the quality of hires.

The Outcome


Alaska Air’s partnership with revolutionized its approach to recruitment, turning challenges into opportunities for growth and improvement. By leveraging the power of employee networks and cutting-edge technology, Alaska Air not only enhanced its recruitment process but also reinforced its commitment to its employees and the core values that have driven its success. This case study exemplifies how innovative solutions like can transform recruitment, yielding tangible benefits for companies and their employees alike.