merit
Southwest Airlines needed to communicate with their employees about a variety of upcoming changes across the organization, and equip them with the knowledge and tools to help implement the initiatives across the system. So we worked as an extension of their Corp Comms agency team, Local, to create a series of educational videos explaining how leadership was tackling these big initiatives, and how individual employees could be a part of the “Tomorrow Together” corporate strategy.
The main challenge Southwest Airlines faced was the operational hurdles caused by Winter Storm Elliott, which resulted in canceled flights, lost baggage, and stranded customers. The key objectives were to communicate the company’s immediate response and ongoing improvements to its operations infrastructure along with long term operational improvements. The brief called for a direct and honest message to employees, acknowledging past shortcomings and highlighting key areas of focus, while reassuring employees that the company is committing to change.
The series first and foremost enhanced employee confidence. Southwest employees responded with overwhelming positivity, with one long-serving pilot of 20 years even calling it the best piece of internal communication ever released by the company. The series was so well-received across the organization, they decided to increase distribution, expanding beyond just internal use and sharing on YouTube as an anthemic rallying cry. The clear and direct message effectively reassured employees and reinforced Southwest’s commitment to addressing past issues and preparing for future challenges.
For judges, it’s essential to understand that Winter Storm Elliott was a major event that tested Southwest Airlines' preparedness. A leadership series not only aimed to convey a message of commitment and improvement, but also to foster a sense of personal accountability and reassurance within the company.
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