Living the  BrandTD Newcrest              The 9th Annual               T ugust 2 HR               AOURISM 008             ...
Our flight itinerary today •A bit about the industry •A bit about WestJet •HR’s role in strengthening the WestJet Brand   ...
The airline industry is tough• For the past 58 years, airlines have  rung up a cumulative net loss of  $14 billion."If Id ...
Canadian airline graveyard                                                                                  Wikipedia – Ja...
US airline graveyard - A                                                        Air Hawaii (1960s)AAXICO Airlines (1946 - ...
US airline Graveyard A to BAir Olympia                                             Albany AirAir Oregon                   ...
US airline graveyard B to GBritt Airways                                               Colonial Air Transport (1926 - 30)B...
US airline graveyard G to NGolden Pacific Airlines (1980 – 1973)                       Liberty Express Airlines ((1994 - 9...
US airline graveyard N to RNational Airlines (1983 - 1986)                                             Paradise Island Air...
US airline graveyard S to VSamoa Air (2003)                                              Tamir Transport (? – 1971)Saturn ...
US airline graveyard V to Z          Wikipedia – January 2009Varney AirlinesWestAir Commuter AirlinesWest Coast airlines (...
The bad idea Start   An Airline               12
The good idea  Start    An  Airline BUT…..   Do itDifferently                13
A b o utW estJet           14
WestJet took to the       skies           Feb 29, 1996with 200 people, three Boeing 737s,      and five destinations…     ...
16
Charter & Scheduled Network                              17
Some WestJet facts•   Age of WestJet                  14 years•   Number of WestJetters           7,807•   Average unsolic...
OK…..Let’slookunderthehood        19
People + brand =competitiveadvantage                              20
Does culture matter? • Does your corporate culture have a   positive impact on your corporate   performance?              ...
Does culture matter? Drives sales / revenue up                              65.10%  Creates an alignment of               ...
Strong engagement &strong brandHewitt Associates Best Employers in Canada study50 Best Employers in                       ...
At the root of it all                        25
Sustaining our culture meansCARING to:     1.Plan          2.Listen               3.Share                   4.Serve       ...
CARE secret #1                   •Interest based                    (non- union) employee                    relations    ...
People strategy   Mission   To enrich the lives of every WestJetter by   providing a world class employment experience    ...
Little things matter                  POWER OF LANGUAGE               • Team Leads vs Supervisors               • Beanland...
WestJet’s Competencies                         30
Planning on talentDevelop talent AT ALL LEVELS                               Leading   Self                               ...
CARE secret #2                 • Profit share                    – Over $180M since                      the program start...
Rewarding success              Long Term Incentives                Share Ownership                   Variable Pay         ...
Profit sharing                 34
Care secret #3                 • Listen to WestJetters                    – Culture (WHY) Survey                      repo...
Top 2 WHY SurveyStatements 2010                                    Strongly Agree     Somewhat Agree      % Agree*  I feel...
Bottom 2 WHY SurveyStatements 2010                                 Strongly Disagree     Somewhat Disagree         % Disag...
Culture connection                     38
Staying Connected                    Social media                      can help                                   39
CARE secret #4                 • Serve guests, each                   other and                   Communities             ...
41
CARE secret #5                  • Celebrate, recognize                    and have fun!                     – Kudos       ...
Its all about results!             Is it working?                              43
Culture & Engagement                       45
At the root of it all                        46
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Ferio Puglies.Ashx

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Ferio Puglies.Ashx

  1. 1. Living the BrandTD Newcrest The 9th Annual T ugust 2 HR AOURISM 008 FORUM 1
  2. 2. Our flight itinerary today •A bit about the industry •A bit about WestJet •HR’s role in strengthening the WestJet Brand 2
  3. 3. The airline industry is tough• For the past 58 years, airlines have rung up a cumulative net loss of $14 billion."If Id 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. 4. Canadian airline graveyard Wikipedia – January 200930000 Island Air Greyhound Air (1996 - 97) QuikAir (2001 - 06) Zoom AirlinesAir Alliance (1988 - 99, to Air Nova) Harmony Airways (2002 – 2007) Regal Air (was ATAC.ca member)Air Atlantic Harv’s Air ServiceAir 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 AirwaysAir Club International (1993 – 1996) Knighthawk Air Express (1993 – 2004) (ceased operations 2006)Air Dawson (-1997?) Lamb Air Southern Frontier AirlinesAir Nova (1986 - 2001, to Air Canada Jazz) Lakeland Aviation (to Time Air)Air Ontario (1987 - 2001, to Air Canada Jazz) Maritime Air Charter Stanton AirwaysAllCanada 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) TransairCanada West Air (1986 - 90) Nationair (1984 - 93) Trans-Canada Air LinesCanada West Airlines (2002 - 04) Newfoundland Airways (1948-1983, (now Air Canada)Canadian Airlines (1987 - 2001, to AC) to Air Labrador) Trans-Provincial AirlinesCanadian 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 AirlinesEastern Provincial Airways (1949 - 87, Peace Air (1962 – 2007) Wilderness Air LTD. to Canadian) Pem Air (1970 - 2002) WinnportFortunair 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. 5. US airline graveyard - A Air Hawaii (1960s)AAXICO Airlines (1946 - 1965, to Saturn Airways) Air HyannixAccess Air (1998 - 2001) Air IdahoADI Domestic Airlines Air IllinoisAeroamerica (1974 – 1982) Airlift International (1946 - 81)Aero Coach (1983 – 1991) Air KentuckyAero International Airlines Air LAAeromech Airlines (1951 - 1983, to Wright Airlines) Air-Lift CommuterAeroSun International Air LincolnAFS Airlines Air Link AirlinesAir America (operated by the CIA in SouthEast Asia) Air Link AirwaysAir America (1980s) Air MetroAir Astro Air MiamiAir Atlanta (1981 - 88) Air MichiganAir Atlantic Airlines Air Mid-AmericaAir Bama Air MidwestAir Berline, Inc. (1978 – 1990) Air MissouriAirborne Express (1946 - 2003, to DHL) Air Molakai (1980)Air California, later AirCal (1967 - 87, to American) Air Molakai (1990)Air Carolina Air Molakai-Tropic AirlinesAir Central Air NebraskaAir Chaparral (1980 - 82) Air NevadaAir Chico Air New England (1975 - 81)Air Colorado Air New Orleans (1981 – 1988)Air Cortez Air NiagaraAir Florida (1972 - 84) Air North (1963 - 83, to Brockway Air)Air Gemini Air O’HareAir Great Lakes 5
  6. 6. US airline Graveyard A to BAir Olympia Albany AirAir Oregon All American Aviation CompanyAir One (1990s) Allegheny Airlines (became US Airways)AirPac Aloha AirlinesAir Pacific America West Airlines (1981)Air Pennsylvania America Central AirlinesAir Resorts Airline American Export AirlinesAir Sierra American Flyers AirlineAir South (1968 - 75, to Florida Airlines; 1994-1997) American International AirwaysAir Speed (1974) American Overseas AirlinesAir Spirit Arista International AirlinesAir Sunshine (1970s) Arizona AirwaysAir Sunshine (1980s) Arizona Airways (1993-1996)Air Texana Aroostook AirwaysAir 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 AirlinesAirVantage Airways Bar Harbor Airlines (1971-92)Air Vegas (1971 – 2004) Big Sky Airlines (1971 – 1992)Air Vermont Business Express Airlines to American EagleAir Virginia Boeing Air Transport (1927 - 30)Airways of New Mexico Bonanza Air Lines (1945 - 68) to Hughes AirwestAir 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. 7. US airline graveyard B to GBritt Airways Colonial Air Transport (1926 - 30)Brockway Air Command AirwaysBusiness Express Airlines Conquest Sun AirwaysCalPac (California Pacific) (1993 - 95 to Mesa Airlines) Crown AirwaysCal 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 AirlinesCaribbean 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 InternationalChallenge 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) FreelandiaCoastal Airways (1929 – 1930) Frontier Airlines (1950-1986)Coshise Airlines Galaxy AirlinesColgan 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. 8. US airline graveyard G to NGolden Pacific Airlines (1980 – 1973) Liberty Express Airlines ((1994 - 97 to Air Midwest)Golden Pacific Airlines (1981 – 1988) Lone Star AirlinesGolden 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 MetroJetIrving Airways (1936) Mexus AirlinesIsland Pacific Air MGM Grand AirJet 24 (1981 – 1986) MidAtlantic AirwaysJet 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 TransportL’Express Airlines (1989 – 1992) Mohawk Airlines (1952 - 88, to Allegheny Airlines)Lake Central Airlines (1949 - 68, to Allegheny Airlines) Morris Air to Southwest AirlinesLakeland Airlines (1980 - 84) Mountain Air ExpressLas Vegas Airlines (1973 - 87) Mountain West Airlines (1995 - 97 to Mesa Airlines)Legend Airlines (1996 - 2000) Muse Air to Southwest AirlinesLeisure Air (1992 – 1995) National Airlines (1929 - 80, to Pan American World Airways) 8
  9. 9. US airline graveyard N to RNational Airlines (1983 - 1986) Paradise Island AirlinesNational 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 AirlinesNations Air Express (1994-1998) Pioneer AirlinesNationwide Airlines Southeast Planet Airways (????- June 8, 2005,New England & Western Air Transportation Co. (1930) Potomac AirNew 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 AirlinesOverseas National Airways (1950 - 78) Ransome Airlines (1967 - 86)Ozark Airlines (1943 - 86, to Trans World Airlines) Rahm Rescue (? – 1971)Pacific Air Lines Red Carpet AirlinesPacific Air Transport (1926 - 27) Red Dodge AviationPacific Alaska Airways (1973 - 86) Reeve Aleutian Airways (1932 - 2001)Pacific East Airlines (ceased operations 1984) Regent AirPacific 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 ServicePan American World Airways (1927 - 91) Rocky Mountain Airways (1964 - 86) Russia Jet Direct (2005) 9
  10. 10. US airline graveyard S to VSamoa 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 AirwaysShuttle by United and United Shuttle (1994 - 2001) Texas AirSkybus Airlines (2007 – 2008) Texas Trans AirSkyTrain 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 its parent company, Transamerica Airlines (1948 - 86) Delta Air Lines) Transcontinental Air Transport (1928 - 30, TWA)South Pacific Island Airways Trans-Central AirlinesSoutheast 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 AirlinesStol Air Commuter Trans-Texas AirwaysSunbird Airlines (1979 – 1987) Trans World Airlines (1930 - 2001, to American Airlines)SunCoast Airlines (? – 1988) Trans World ExpressSun 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. 11. US airline graveyard V to Z Wikipedia – January 2009Varney AirlinesWestAir Commuter AirlinesWest Coast airlines (1940s – 1968)Western (2007)Western Airlines (1925 – 1987)Western Pacific Airlines (1998)Westward Airways (2002 – 2005)Wien Air AlaskaWilmingtonWinAir Airlines (1998 – 1999)Wings AirwaysWright AirlinesZantop Air TransportZantop Flying ServiceZantop International Airlines 11
  12. 12. The bad idea Start An Airline 12
  13. 13. The good idea Start An Airline BUT….. Do itDifferently 13
  14. 14. A b o utW estJet 14
  15. 15. WestJet took to the skies Feb 29, 1996with 200 people, three Boeing 737s, and five destinations… 15
  16. 16. 16
  17. 17. Charter & Scheduled Network 17
  18. 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
  19. 19. OK…..Let’slookunderthehood 19
  20. 20. People + brand =competitiveadvantage 20
  21. 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. 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. 23. Strong engagement &strong brandHewitt Associates Best Employers in Canada study50 Best Employers in 76% 21% 3% Canada WestJet 86% 12% 1% Engaged Somewhat engaged Not engagedCustomer Satisfaction Survey Very likely to 80% recommend WestJet 23
  24. 24. At the root of it all 25
  25. 25. Sustaining our culture meansCARING to: 1.Plan 2.Listen 3.Share 4.Serve 5.Celebrate 26
  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 doesn’t just happen!” 27
  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 usPeople Relations Talent Management Total Rewards& Administration 28
  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. 29. WestJet’s Competencies 30
  30. 30. Planning on talentDevelop talent AT ALL LEVELS Leading Self Leading Others Leading Leaders Leading WestJet 31
  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. 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. 33. Profit sharing 34
  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. 35. Top 2 WHY SurveyStatements 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 andfamily as a great place to work 2007 66% 25% 91% *Agree = Strongly agree + Somewhat agree 36
  36. 36. Bottom 2 WHY SurveyStatements 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. 37. Culture connection 38
  38. 38. Staying Connected Social media can help 39
  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
  40. 40. 41
  41. 41. CARE secret #5 • Celebrate, recognize and have fun! – Kudos – Employee special events Celebrate – New destination launches – Incorporating family 42
  42. 42. Its all about results! Is it working? 43
  43. 43. Culture & Engagement 45
  44. 44. At the root of it all 46
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