What is an example of employer branding

An example of Employer Branding

Standing out

In the vast skies of the aviation industry, Delta Airlines soars not only as a leader in air travel but also as a beacon of exemplary employer branding, firmly rooted in its work values and corporate culture. Delta’s approach to a compelling employer brand demonstrates a profound alignment with its core principles, driving employee engagement, retention, and organizational success.

At the heart of Delta’s employer branding strategy lies a steadfast commitment to its employees’ well-being and professional growth. The airline recognizes that its success hinges on the dedication and expertise of its workforce, and thus prioritizes initiatives aimed at enhancing the employee experience.

Values first

Delta cultivates a culture of inclusivity, diversity, and belonging, where every employee feels valued, respected, and empowered to contribute their unique perspectives and talents. The airline’s Employee Resource Groups (ERGs) provide a platform for employees from diverse backgrounds to connect, collaborate, and advocate for inclusivity and equity within the organization. Through initiatives such as mentorship programs, leadership development opportunities, and diversity training, Delta has created an environment where all employees can advance in their careers.

Aligning with corporate values

Delta’s corporate culture is characterized by a spirit of teamwork, collaboration, and excellence. The airline’s founder, C.E. Woolman, instilled a culture of service and innovation that continues to drive Delta’s success today. From the flight deck, over the call centres to the corporate offices, Delta employees exemplify professionalism, integrity, and a passion for exceeding customer expectations. This commitment to excellence is reinforced through ongoing training and development programs that equip employees with the skills and knowledge they need to deliver exceptional service and maintain the airline’s stellar reputation.

Influencing behaviour

Another cornerstone of Delta’s employer brand is its unwavering commitment to safety and operational excellence. As a trusted leader in air travel, Delta prioritizes safety above all else, implementing rigorous protocols and procedures to ensure the well-being of passengers and employees alike. This focus on safety is not only a core value but also a point of pride for Delta employees, who play a vital role in upholding the airline’s impeccable safety record and reputation for reliability.


Delta Airlines serves as a prime example of effective employer branding centered around work values and corporate culture. By prioritizing employee well-being, diversity, inclusion, and operational excellence, Delta has created a compelling employer brand that resonates with both employees and customers. In an industry where talent and service are paramount, Delta’s commitment to its workforce and core values sets it apart as a leader and exemplar in employer branding.

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Employees who share values stay longer, are less absent, perform better and are less involved in work incidents.