Employer Branding and Brand Building in the Aviation Industry

Businesses increasingly aim to attract new employees and customers by creating a unique brand identity. Airlines, particularly low-cost carriers, are no exception. After the staff shortages caused by the COVID-19 pandemic, airlines use branding to regain their competitive edge and restore customer satisfaction. This paper explores the role of employer branding, a fusion of human resources and marketing, in the aviation sector. The research integrates both consumer and employee perspectives, helping to deepen the understanding of how a strong employer brand drives organizational success. It contributes to existing literature by addressing the gap in studies examining the interplay between these factors. A literature review and qualitative analysis of seventeen case studies, meeting three selected parameters (year, topic, and data used), were conducted to achieve the research goals. Results show that service performance and credibility are critical factors in aviation, more so than in other industries. To build customer loyalty, airlines should focus on meeting diverse needs based on travel types, offering memorable experiences, and ensuring website security. By strengthening their brand, companies can enhance their attractiveness to job seekers, boost employee and customer satisfaction and loyalty, and improve overall business performance.