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- 1. Living the Brand TD Newcrest The 9th Annual T ugust 2 HR AOURISM 008 FORUM 1
- 2. Our flight itinerary today A bit about the industry A bit about WestJet HRs role in strengthening the WestJet Brand 2
- 3. The airline industry is tough For the past 58 years, airlines have rung up a cumulative net loss of $14 billion. "If I'd been at Kitty Hawk in 1903 when Orville Wright took off, I would have been farsighted enough, and public-spirited enough -- I owed this to future capitalists -- to shoot him down." Warren Buffet 3
- 4. Canadian airline graveyard Wikipedia January 2009 30000 Island Air Greyhound Air (1996 - 97) QuikAir (2001 - 06) Zoom Airlines Air Alliance (1988 - 99, to Air Nova) Harmony Airways (2002 2007) Regal Air (was ATAC.ca member) Air Atlantic Harvs Air Service Air Baffin (1990-?) (now Air Nunavut) Ilford-Riverton Airways (1960 - 86) Roots Air (2000 01) Air BC (1980 - 2001, to Air Canada Jazz) Inter-Canadien (to Canadian) Royal Aviation (1991 - 2001) Air Canada Tango (2001 - 03) Jetsgo (2002 - 05) Sonicblue Airways Air Club International (1993 1996) Knighthawk Air Express (1993 2004) (ceased operations 2006) Air Dawson (-1997?) Lamb Air Southern Frontier Airlines Air Nova (1986 - 2001, to Air Canada Jazz) Lakeland Aviation (to Time Air) Air Ontario (1987 - 2001, to Air Canada Jazz) Maritime Air Charter Stanton Airways AllCanada Express Maritime Central Airways Time Air (1966 - 91, to Canadian) Austin Airways (1934 - 87, to Air Ontario) Millardair (1962 - 90) Torontair (1961 - 99) Canada 3000 (1988 - 2001, formerly C2000) NAC Airways (2000 2008) Transair Canada West Air (1986 - 90) Nationair (1984 - 93) Trans-Canada Air Lines Canada West Airlines (2002 - 04) Newfoundland Airways (1948-1983, (now Air Canada) Canadian Airlines (1987 - 2001, to AC) to Air Labrador) Trans-Provincial Airlines Canadian Airways (1923 - 29) Nordair (1951 - 87) Triton Airlines (1993 - 94) Canadian Colonial Airways (1929 - 42) NorOntair (1971 - 96) Val Air (2003 - 04) Canadian Pacific Air Lines (1942 - 87, North Canada Air (to Time Air) Vision Airways Corporation to Canadian) NWT Air (1960 - 98) (ceased operations 1994) Canadian Regional Airlines (1991 - 2001, Odyssey International (1988 1990) Vistajet (1997 - 97) to Air Canada Jazz) Ontario Express (to Canadian) Wardair (1946 - 90, to Canadian) City Express (ceased operations 1991) Pacific Western Airlines (1946 - 87, Western Canada Airways (1926-30) Colonial Airlines (1942 1956) to Canadian) Westex Airlines Eastern Provincial Airways (1949 - 87, Peace Air (1962 2007) Wilderness Air LTD. to Canadian) Pem Air (1970 - 2002) Winnport Fortunair Quebecair (1946 - 87) Worldways Canada (1974 - 91) Globemaster Air Cargo (2003 2004) Quebecair Express World-Wide Airways (1947 - 66) Great Lakes Airlines (to Air Ontario) Queen Charlotte Airlines Zip (2002 - 04) 4
- 5. US airline graveyard - A Air Hawaii (1960s) AAXICO Airlines (1946 - 1965, to Saturn Airways) Air Hyannix Access Air (1998 - 2001) Air Idaho ADI Domestic Airlines Air Illinois Aeroamerica (1974 1982) Airlift International (1946 - 81) Aero Coach (1983 1991) Air Kentucky Aero International Airlines Air LA Aeromech Airlines (1951 - 1983, to Wright Airlines) Air-Lift Commuter AeroSun International Air Lincoln AFS Airlines Air Link Airlines Air America (operated by the CIA in SouthEast Asia) Air Link Airways Air America (1980s) Air Metro Air Astro Air Miami Air Atlanta (1981 - 88) Air Michigan Air Atlantic Airlines Air Mid-America Air Bama Air Midwest Air Berline, Inc. (1978 1990) Air Missouri Airborne Express (1946 - 2003, to DHL) Air Molakai (1980) Air California, later AirCal (1967 - 87, to American) Air Molakai (1990) Air Carolina Air Molakai-Tropic Airlines Air Central Air Nebraska Air Chaparral (1980 - 82) Air Nevada Air Chico Air New England (1975 - 81) Air Colorado Air New Orleans (1981 1988) Air Cortez Air Niagara Air Florida (1972 - 84) Air North (1963 - 83, to Brockway Air) Air Gemini Air OHare Air Great Lakes 5
- 6. US airline Graveyard A to B Air Olympia Albany Air Air Oregon All American Aviation Company Air One (1990s) Allegheny Airlines (became US Airways) AirPac Aloha Airlines Air Pacific America West Airlines (1981) Air Pennsylvania America Central Airlines Air Resorts Airline American Export Airlines Air Sierra American Flyers Airline Air South (1968 - 75, to Florida Airlines; 1994-1997) American International Airways Air Speed (1974) American Overseas Airlines Air Spirit Arista International Airlines Air Sunshine (1970s) Arizona Airways Air Sunshine (1980s) Arizona Airways (1993-1996) Air Texana Aroostook Airways Air Texas Aspen Airways (1962 - 90) Air Trails Atlantic Coast Airlines (1989 - 2004, to Independence Air) Air 21 ATA Airlines (1973 2008) Air US Atlantic Coast Airlines (1989 2004) Air Utah Atlantic Gulf Airlines AirVantage Airways Bar Harbor Airlines (1971-92) Air Vegas (1971 2004) Big Sky Airlines (1971 1992) Air Vermont Business Express Airlines to American Eagle Air Virginia Boeing Air Transport (1927 - 30) Airways of New Mexico Bonanza Air Lines (1945 - 68) to Hughes Airwest Air West Braniff (1983-1990) Alaska Air Transport (1935 1939) Braniff (1991-1992) Alaska Coastal Airlines (1939 1968) Braniff International Airways (1928 - 82 and 1984 - 89) 6
- 7. US airline graveyard B to G Britt Airways Colonial Air Transport (1926 - 30) Brockway Air Command Airways Business Express Airlines Conquest Sun Airways CalPac (California Pacific) (1993 - 95 to Mesa Airlines) Crown Airways Cal Sierra Airlines (1980) Curtiss Flying Service (1929 - 32) Cape Smythe Air (1975 - 2005, to Frontier Flying Service) Delta Express (1996 2003) Capitol Air Lines (1970s-1980s) Desert Sun Airlines (1995 - 97 to Mesa Airlines) Capital Airlines (1936 - 61, to United Airlines) Eastern Air Lines (1926 - 91) Capitol Air (1946 - 82) Eastwind Airlines Caribbean Sun (2002 2007) Ellis Airlines (1936 1962) Carnival Air Lines Emerald Air (1978 - 91) Cascade Airways (1969 - 86) Emery Worldwide Airlines (1977 - 2003) Catalina Airlines (1940 - 69) Empire Airlines (1976 - 85, to USAir) CCAir Eos Airlines (2004 2008) Centennial Airlines Eureka Aero (1975 1979) Central Airlines (1944 - 67) Express One International Challenge Air Cargo (1978 - 2001) Falcon Air Express (1995 2007) Champion Air Fine Air (1989 2004) Chicago Air FloridaGulf Airlines (1991 - 97 to Air Midwest) Chicago and Southern Air Lines (1934 - 53) Flying Tiger Line (1945 - 88, to Federal Express) Chicago Express (1993 - 2005) Freelandia Coastal Airways (1929 1930) Frontier Airlines (1950-1986) Coshise Airlines Galaxy Airlines Colgan Airways (1971 - 86, to Presidential Airways, Gem State Airlines (1979) revived 1991, and currently operating as Gemini Airlines Continental Express, United Express, and Global International Airways (1981 - ?) US Airways Express: see http://www.colganair.com) Golden Gate Airlines (1980 1981) 7
- 8. US airline graveyard G to N Golden Pacific Airlines (1980 1973) Liberty Express Airlines ((1994 - 97 to Air Midwest) Golden Pacific Airlines (1981 1988) Lone Star Airlines Golden West Airlines Great Plains Airlines (2001 - 2004) Mackey Airlines (1957 - 81) Great Plaines Airlines (2001 2004) Maddux Airlines (1927 - 29, to Transcontinental Air Transport) Gulf Air Transport (1979 - 1990) Mahalo Air (1993 - 97) Hooters Air (2003 - 2006, currently charter flights only) Mall Airways (1973 - 89, to Business Express) Hughes Airwest (1968 - 80, to Republic Airlines) Marine Airways (1936 1939) Imperial Airlines (1964 - 82) MarkAir (1947 - 95) Independence Air (2004-2006) (ceased operations in 2006) Marquette Airlines (to Trans World Airlines) Independent Air (1966 1990) MAXjet (2005 2007) Indigo Airlines Mayflower Airlines (1936 1945) Intermountain Airlines MetroJet Irving Airways (1936) Mexus Airlines Island Pacific Air MGM Grand Air Jet 24 (1981 1986) MidAtlantic Airways Jet Express Mid-Continent Airlines (1928 - 1952, to Braniff) JetWest (1969 1970) Mid Pacific Air (1981 - 88) Key Airlines Mid-State Airlines (1964 - ?, to Sentry Airlines) Kitty Hawk Airways Midway Airlines (1979 - 81 and 1993 - 2003) Kitty Hawk International (to Kalitta Air) Mississippi Valley Airlines (1969 - 85) Kiwi International Air Lines Modern Air Transport LExpress Airlines (1989 1992) Mohawk Airlines (1952 - 88, to Allegheny Airlines) Lake Central Airlines (1949 - 68, to Allegheny Airlines) Morris Air to Southwest Airlines Lakeland Airlines (1980 - 84) Mountain Air Express Las Vegas Airlines (1973 - 87) Mountain West Airlines (1995 - 97 to Mesa Airlines) Legend Airlines (1996 - 2000) Muse Air to Southwest Airlines Leisure Air (1992 1995) National Airlines (1929 - 80, to Pan American World Airways) 8
- 9. US airline graveyard N to R National Airlines (1983 - 1986) Paradise Island Airlines National Airlines/Private Jet Expeditions (1994-1995) People Express (1981 - 87, to Continental Airlines) National Airlines (1999 - 2002) Piedmont Airlines (1940 - 89, to USAir) National Air Transport (1926 - 30) Pilgrim Airlines Nations Air Express (1994-1998) Pioneer Airlines Nationwide Airlines Southeast Planet Airways (????- June 8, 2005, New England & Western Air Transportation Co. (1930) Potomac Air New York Air (1980 - 86, to Continental Airlines) Presidential Airways (1985 - 89) New York Airways (1949 - 1979) Private Jet Expeditions (????-1995) New York, Rio, and Buenos Aires Line (to Pan American World Airways) Pride Air (August 1985 - November 1985) North Central Airlines (1953 - 79) Pro Air (1997 - 2000) Northeast Airlines (1940 - 72,to Delta Air Lines) Provincetown-Boston Airlines Overseas National Airways (1950 - 78) Ransome Airlines (1967 - 86) Ozark Airlines (1943 - 86, to Trans World Airlines) Rahm Rescue (? 1971) Pacific Air Lines Red Carpet Airlines Pacific Air Transport (1926 - 27) Red Dodge Aviation Pacific Alaska Airways (1973 - 86) Reeve Aleutian Airways (1932 - 2001) Pacific East Airlines (ceased operations 1984) Regent Air Pacific Express RegionsAir (1996 2007) Pacific Nevada Airlines Reno Air (1990 - 99, to American Airlines) Pacific Southwest Airlines (PSA) (1945 - 86, to USAir) Republic Airlines (1979 - 86, to Northwest Airlines) Pan American Airways (1996-1998) Rich International Airways (1971 - 96) Pan American Airways (1998-2004) Riddle Airlines (1945 1965) Pan American-Grace Airways (Panagra) (1928 - 67, to Braniff International Rio Airways (1970-1987) Airways) Robertson Air Service Pan American World Airways (1927 - 91) Rocky Mountain Airways (1964 - 86) Russia Jet Direct (2005) 9
- 10. US airline graveyard S to V Samoa Air (2003) Tamir Transport (? 1971) Saturn Airways (1960 - 76, to Trans International Airlines) TAT - Maddux Air Lines (1928 - 30) Seaboard World Airlines (1946 - 80, to Flying Tiger Line) Tempelhof Airways (1981 1990) Shawnee Airlines (1968 1977) Tennessee Airways Shuttle by United and United Shuttle (1994 - 2001) Texas Air Skybus Airlines (2007 2008) Texas Trans Air SkyTrain Airlines Texas International Airlines (1944 - 86, to Continental Airlines) SkyValue (2006 - 2007) The Hawaii Express (1982 1983) Skyway Tower Air (1983 - 2000) Slick Airways (1946 1965) Trans Air (1979-1985) Song (2003-2006 Merged back in with it's parent company, Transamerica Airlines (1948 - 86) Delta Air Lines) Transcontinental Air Transport (1928 - 30, TWA) South Pacific Island Airways Trans-Central Airlines Southeast Airlines(1992-2004) Transcontinental Air Transport (1928 1930) Southern Air Transport TransMeridian Airlines (1995-2005) Southern Airways (1943 - 79, to Republic Airlines) Trans Ocean Airways (1979 1990) Southern Jersey Airways Trans International Airlines (1947 - 1986) Standard Airlines (1926 - 30) TranStar Airlines (1981-1987) States West Airlines Trans-Colorado Airlines Stol Air Commuter Trans-Texas Airways Sunbird Airlines (1979 1987) Trans World Airlines (1930 - 2001, to American Airlines) SunCoast Airlines (? 1988) Trans World Express Sun West Airlines Trump Shuttle (1989 - 91, to US Airways) Sunworld International Airlines (ceased operations 2004) UltrAir (1993) Superior Airlines (1993 - 95 to Mesa Airlines ValuJet Airlines (to AirTran Airways, 1997) Swift Aire Lines (1969 - 81) Vance International Airways (1949) TAG Airlines Vanguard Airlines (1994 2002) 10
- 11. US airline graveyard V to Z Wikipedia January 2009 Varney Airlines WestAir Commuter Airlines West Coast airlines (1940s 1968) Western (2007) Western Airlines (1925 1987) Western Pacific Airlines (1998) Westward Airways (2002 2005) Wien Air Alaska Wilmington WinAir Airlines (1998 1999) Wings Airways Wright Airlines Zantop Air Transport Zantop Flying Service Zantop International Airlines 11
- 12. The bad idea Start An Airline 12
- 13. The good idea Start An Airline BUT.. Do it Differently 13
- 14. A b o ut W estJet 14
- 15. WestJet took to the skies Feb 29, 1996 with 200 people, three Boeing 737s, and five destinations 15
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- 17. Charter & Scheduled Network 17
- 18. Some WestJet facts Age of WestJet 14 years Number of WestJetters 7,807 Average unsolicited resumes 4000/mo Average annual turn-over 10.3% Average guests 300,000/wk Flights 2,900/wk Annual revenue $2.5B Cookies consumed last year 4,150,000 Marriage proposals onboard 432 Quickest aircraft/flight turn 6 mins 18
- 20. People + brand =competitive advantage 20
- 21. Does culture matter? Does your corporate culture have a positive impact on your corporate performance? 4 - yes, a strong positive impact 36.1% 5 - yes, a very strong and positive impact 32.5% 21
- 22. Does culture matter? Drives sales / revenue up 65.10% Creates an alignment of 64.70% employee behaviour Gives a sense of 61.20% belonging Lowers turnover 58.80% Provides a climate of 53.30% innovation Reduces costs 43.50% 22
- 23. Strong engagement & strong brand Hewitt Associates Best Employers in Canada study 50 Best Employers in 76% 21% 3% Canada WestJet 86% 12% 1% Engaged Somewhat engaged Not engaged Customer Satisfaction Survey Very likely to 80% recommend WestJet 23
- 24. At the root of it all 25
- 25. Sustaining our culture means CARING to: 1.Plan 2.Listen 3.Share 4.Serve 5.Celebrate 26
- 26. CARE secret #1 Interest based (non- union) employee relations Dedicated culture team Dedicated people business advisors Plan Dedicated people service centre Planed cultural rituals S*?% Happens., culture doesnt just happen! 27
- 27. People strategy Mission To enrich the lives of every WestJetter by providing a world class employment experience Our Promise: Fill a need Add value in timely fashion Easy to do business with Reinforce WestJet strategy Leave people feeling better off for having worked with us People Relations Talent Management Total Rewards & Administration 28
- 28. Little things matter POWER OF LANGUAGE Team Leads vs Supervisors Beanland vs. Accounting People vs. HR Promises vs. Policies Guests vs. PAX,COW,WOW 29
- 29. WestJets Competencies 30
- 30. Planning on talent Develop talent AT ALL LEVELS Leading Self Leading Others Leading Leaders Leading WestJet 31
- 31. CARE secret #2 Profit share Over $180M since the program started As the profit grows so too does their share of it! Share Share Ownership 100% on 20% 86% of WestJetters are shareholders 32
- 32. Rewarding success Long Term Incentives Share Ownership Variable Pay Profit Share Travel Perqs. Top Quartile to Airline Industry Flexible Benefits MARKET MEDIAN Base Pay MARKET MEDIAN 33
- 33. Profit sharing 34
- 34. Care secret #3 Listen to WestJetters Culture (WHY) Survey report cards Face to Face Communication Listen Social Media real Story Test ideas; uniforms, commercials, snacks, Cost Initiatives (E2) 35
- 35. Top 2 WHY Survey Statements 2010 Strongly Agree Somewhat Agree % Agree* I feel a strong sense of 2010 70% 26% 96% commitment to help WestJet be successful 97% 2007 74% 23% I would recommend 2010 63% 28% 91% WestJet to friends and family as a great place to work 2007 66% 25% 91% *Agree = Strongly agree + Somewhat agree 36
- 36. Bottom 2 WHY Survey Statements 2010 Strongly Disagree Somewhat Disagree % Disagree* The most qualified people 2010 22% 25% 47% are the ones who get promoted at WestJet 49% 2007 22% 27% My manager takes time to 30% understand my career 2010 14% 16% interests and is helpful in my career planning 2007 13% 17% 30% *Disagree = Strongly disagree + Somewhat disagree 37
- 37. Culture connection 38
- 38. Staying Connected Social media can help 39
- 39. CARE secret #4 Serve guests, each other and Communities People self serve Performance management Serve measured to guest promise Training enables guest promise No excuses 40
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- 41. CARE secret #5 Celebrate, recognize and have fun! Kudos Employee special events Celebrate New destination launches Incorporating family 42
- 42. Its all about results! Is it working? 43
- 43. Culture & Engagement 45
- 44. At the root of it all 46