LETTER FROM AIR CANADA PRES­I­DENT AND CHIEF EX­EC­U­TIVE OF­FI­CER, CALIN ROVINESCU

Air Canada enRoute - - CONTENTS -

Thanks to our global ex­pan­sion over the last decade and ev­er­in­creas­ing level of ser­vice, we’re pro­vid­ing qual­ity jobs for tal­ented peo­ple and see­ing thou­sands of new ca­reers take flight.

SPRING IS A TIME OF RE­NEWAL, AND THAT’S true at Air Canada, where 300 fledg­ling flight at­ten­dants are ex­pected to earn their wings this month. It’s an im­pres­sive num­ber of new jobs, made more so given that this grad­u­at­ing class rep­re­sents only a por­tion of the nearly 7,500 hires we and Air Canada Rouge plan to make in 2018.

Our global ex­pan­sion has in­creased our size more than 50 per­cent in less than a decade. Spend­ing on new air­craft and ameni­ties has helped drive this growth, but the main rea­son we are thriv­ing is the high and in­creas­ing level of ser­vice we pro­vide. In turn, this cre­ates even more de­mand, pro­pel­ling a vir­tu­ous cir­cle where we must ac­cel­er­ate our hir­ing to raise our stan­dards ever higher to com­pete with the world’s best car­ri­ers.

The com­pe­ti­tion for tal­ent is as in­tense as the com­pe­ti­tion for cus­tomers. Al­ready, Air Canada holds tremen­dous ap­peal for job-seek­ers, hav­ing been named one of Canada’s Top 100 Em­ploy­ers for five con­sec­u­tive years. But even though our web­site Ca­reers page re­ceives nearly 60,000 vis­its monthly and there are over 390 ap­pli­cants for each va­cancy posted, we must con­tinue to in­no­vate to en­sure we at­tract the best can­di­dates.

With mil­len­ni­als con­sti­tut­ing more of the work­force – they will make up 75 per­cent of it by 2025 – we are adopt­ing more so­phis­ti­cated on­line and mo­bile chan­nels to en­gage this group. We are also broad­en­ing our ap­proach to use tech­nol­ogy to cul­ti­vate re­la­tion­ships with promis­ing prospects, even when there is no im­me­di­ate suit­able open­ing.

Later this year, we will fur­ther re­fine the process, us­ing pow­er­ful in­ter­ac­tive ar­ti­fi­cial in­tel­li­gence and fa­cial-recog­ni­tion pro­grams to eval­u­ate po­ten­tial em­ploy­ees for things such as lin­guis­tic abil­i­ties. This tech­nol­ogy will speed as­sess­ments; for ex­am­ple, re­duc­ing the flight at­ten­dant in­ter­view process to three steps from the cur­rent eight steps saves can­di­dates time and ef­fort and en­ables our re­cruiters to de­velop more ac­cu­rate pro­files.

In an age when con­cerns about cre­at­ing good jobs are wide­spread, par­tic­u­larly for young peo­ple, Air Canada is in hir­ing mode. We are proud to pro­vide op­por­tu­ni­ties for de­serv­ing peo­ple to de­velop their skills, en­joy a chal­leng­ing ca­reer and put their tal­ents to good use tak­ing care of our cus­tomers. ♦

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