Delivering internal communication to a remote workforce at American Airlines
American Airlines uses a wide variety of channels to communicate to its hard-to-reach 70,000+ workforce and understands the importance of delivering key messages at corporate, departmental and local levels.
We structure our internal communication in a number of ways to connect more personally with employees, to recognize the important role they play in our business and to provide two-way conversations.
Picture trying to communicate to a town of 70,000 people. Now, imagine the population of this town scattered throughout 200 communities around the world, where two-thirds of the population has limited computer access during their workday, and half of these “disconnected” folks are even more isolated because their work involves constantly flying between these communities.
This is the challenge of communicating with American Airlines’ 70,000 employees.
We structure our internal communication in a number of ways to connect more personally with employees, to recognize the important role they play in our business and to provide two-way conversations. We work to make communication relevant at the corporate level, as well as at the departmental and local level. Our internal communication strategy is guided by three main principles:
- Strive to be fact-based and as honest and transparent as possible.
- Respect the intelligence of employees and provide them an opportunity to share their ideas, opinions and feedback.
- Like politics, ultimately all communications are local and should help employees better understand their role, their value and how their work impacts the customer and the company.
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