A lot is written about Southwest Airlines. They have managed to implement employee branding as it should be. The employee is number one, by far. They say it is just a coincidence they are an airline, they could have be something else if their employees wanted to.

Interestingly, though, the foundation of Southwest’s corporate message is not that customers are number one; rather, employees always come first with the company, with customers a respected second. Southwest, in turn, expects its staff to extend customers the same level of warmth, respect, and responsiveness they, themselves, receive. This approach stands in stark contrast to the customers first approach taken by most service-oriented organizations

At Southwest Airlines they connect People to what’s important in their lives—that also means connecting Employees to what’s important in their lives! Employees value the opportunity to work hard, be creative, and have fun on the job.

Our Purpose: To connect People to what's important in their lives through friendly, reliable, and low-cost air travel.

Known for
  • 10,001+ employees
  • 1971
  • Public Company
  • Airlines/Aviation
  • organization-wide
  • Radical
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