This document summarizes Southwest Airlines' strategic plan and focus on employee engagement and purpose. It discusses Southwest's history as the largest domestic airline in the US in terms of passengers carried. It outlines Southwest's plans to modernize its fleet and reservations system. It emphasizes that Southwest's philosophy is that "the business of business is people", and that having a clear sense of purpose is important for employee engagement and decision making. Metrics show that 71% of employees feel working at Southwest is a "calling" rather than just a job. The document discusses Southwest's efforts to develop a strong culture of engagement through communication channels and memorabilia.

1. Southwest Airlines
Connecting People with Purpose
Katie Coldwell
@KatieColdwell
@SouthwestAir

2. Southwest History

3. Southwest History
Today Southwest Airlines is the
Nation’s Largest Domestic
AirlineIn terms of passengers carried

4. The Next 40 Years
Updated Strategic Plan
for Southwest:
• AirTran Acquisition
• New Rapid Rewards
Frequent Flyer
Program
• Fleet Modernization
• 737-800 Series Aircraft
• New Reservations
System

6. Our Philosophy

7. Engagement Results
“The Business of
Business is People.”
Herb Kelleher
Chairman Emeritus
Southwest Airlines
• MeeHng
15%
ROIC
Goals
• Record
Stock
Prices,
Profits,
and
ProfitSharing
ContribuHon
• Employee
Turnover

8. The Purpose of Purpose
Why is Purpose Important
for Employee Engagement?
• Provides guidance and direction
for Employee behavior
• Establishes affinity among the
Employees, and gains their
commitment and engagement
• Applies focus for decision making
as the Company evolves
• Helps all stakeholders understand
intent of the Company, especially
Employees

9. Our Purpose

11. Employee Purpose

12. Employee Purpose
hTp://www.youtube.com/watch?v=eGxMf88I5g4

13. Measuring Engagement
71% of Employees
say “Working at
Southwest is a
Calling”
“Just a Job”
“A Stepping Stone in
my Career”

14. Working at
Southwest is
more than a
paycheck.
WorkPerks

15. Make it Stick
200,000
memorabili
a items
Leadership
Legend

16. Culture of Engagement
15,000 Letters and
Care Packages

17. Culture of Engagement

18. Tell the Story
• 1.9 Million page
views in 2014
• 410,000
SWALife page
views so far in
2015
• 3,100 average
Pulse Point views
weekly

19. Tell the Story

20. Bottom Line

21. Questions?