08 October 2025
Winning the War for Air Transport Talent Leveraging a Strong Employee Value Proposition (EVP) to Differentiate Your Company
The air transport sector, across airlines, aircraft operators, and infrastructure providers (airports, air traffic services, and ground handling services), is at a critical juncture. Rapid transformations driven by technological advancements, fluctuating travel demand, and heightened competition have created a pressing need for organisations to evolve and thrive in this new landscape.
A key factor that can set companies apart is a well-defined Employee Value Proposition (EVP), which is essential not only to attract and retain top talent but also to build a resilient and agile workforce for long-term success.
The air transport sector faces several talent-related challenges that require a robust EVP:
- Skilled labour shortages: With an ageing workforce and rapid technological advancements (AI, automation, sustainable aviation fuels), companies must attract a new generation of aviation professionals equipped with the skills and expertise needed to drive innovation and maintain operational efficiency. Succession planning and knowledge transfer will be critical to avoid operational disruptions. Rapid immersive upskilling, alongside other workforce strategies (including hiring), will be essential.
- Changing workforce expectations: Today's employees, particularly younger generations, seek work environments that prioritise purpose, flexibility, and career growth opportunities. Companies in the air transport sector must adapt to these shifting expectations to remain competitive in the ‘war for talent’.
- Competition from adjacent industries: The air transport sector increasingly competes for talent with high-tech and renewable energy industries. Poaching by competitors, including international airlines, is a significant challenge. To stand out, companies must offer compelling reasons for top talent to choose careers in aviation, including focusing on their sustainability efforts.
To overcome these challenges and secure a competitive edge, companies in the air transport sector should consider the following strategies to build a differentiated EVP:
- Emphasise innovation, sustainability and technological advancement: Highlight opportunities for employees to work on cutting-edge technologies, such as AI-driven systems and sustainable aviation solutions. Showcase how your teams contribute to shaping the industry's future through storytelling and employee spotlights. This not only engages potential hires but also fosters a culture of innovation and professional growth among existing employees.
- Offer competitive compensation and tailored benefits: Provide attractive base salaries combined with incentives and comprehensive benefit packages that cater to employees' needs across all life stages. Consider sector-specific perks like flight discounts, relocation support, or long-term career development programs. Such benefits not only attract top talent but also help retain skilled professionals by demonstrating an understanding of their unique needs and aspirations.
- Invest in rapid upskilling and career mobility: Support employees in reskilling and exploring new career pathways by offering structured development programs, technical certifications, cross-functional mobility, and mentorship initiatives. To capitalise on the opportunities that AI presents (and to avoid losing ground to the competition), it is imperative that Air Transport employers invest in AI enablement and upskilling- including AI certification programmes. This ensures your workforce remains at the forefront of industry developments while fostering a culture of lifelong learning and professional growth.
- Promote work-life balance and well-being: Address the unique pressures of the air transport sector by providing flexible work arrangements, robust employee assistance programs, and culture change initiatives that tackle burnout and prioritise balance. This commitment to employee well-being will not just attract top talent seeking a healthy work-life balance, but also reduce costs whilst enhancing overall satisfaction among your workforce.
- Foster a sense of purpose and belonging: Connect employees to the broader purpose of the air transport sector, such as enabling global connectivity and driving sustainability. Create inclusive, collaborative cultures where all employees feel valued and connected to your organisation's mission. In an industry that currently struggles with the underrepresentation of women and minority groups in technical and leadership roles, addressing inclusion is essential to attract a broader talent pool. You'll not only attract like-minded talent but also build a stronger, more cohesive team that contributes to your company's long-term success.
A strong, differentiated EVP is a powerful tool that enables companies in the air transport sector to tackle current talent challenges and position themselves for long-term success in a highly competitive industry. By understanding the unique needs of the sector and tailoring your EVP accordingly, you can attract, engage, and retain the talent needed to thrive in an ever-evolving landscape
Gallagher’s Approach to EVP Innovation and Implementation
At Gallagher, we help people and organisations secure a confident future through proactive people strategies. And the EVP is central to this as the strategic blueprint that aligns workforce expectation, brand promise, and business ambition to attract, engage, and retain the talent that drives transformation.
With over 50 years of collective experience, our Employer Brand and EVP development team combines strategic consulting with creative storytelling to build authentic propositions and compelling brands that truly resonate. Think of us as your trusted people strategy advisors wrapped inside one of the world’s most powerful global consultancies.
We’ve partnered with some of the world’s leading companies across many industry sectors, but arguably, the need for air transport companies to focus on EVP is more pressing than in any other industry. The stakes are higher, the pace is faster, and the competition is fiercer.
Our Core Specialisms Include
- People Activation & Communication
- EVP & Talent
- Rewards & Benefits Change & Transformation
- Culture & Leadership Enablement
Together, we help our clients connect the critical moments in an employee's life with the goals of your organisation, delivering simple, impactful solutions every step of the way.
What makes Gallagher’s EVP approach unique?
We start with your people, not a tagline. Rather than treating EVP as a marketing tool aimed only at external candidates, we see it as a core part of your organisational identity. Your EVP should resonate first and foremost with your existing employees, the people who live your culture every day. We Build Practical, Strategic EVP Solutions.
Our EVP model is:
- Simple and scalable
- Rooted in real employee experiences
- Designed to be embedded across the entire talent lifecycle
It’s not just theory; it’s built to work in the real world.
We define EVP through three core lenses, and from our research and experience, a compelling EVP sits at the intersection of:
- What makes you stand out (your unique capabilities, mission, and brand)
- What your current and future people expect (what they value and need)
- What your business needs from its people (behaviours, mindsets, and results)
When these three elements align, the result is a powerful, credible EVP that drives connection, engagement, and performance.
EVP in action: Making it real for Air Transport companies
A strong EVP is not just something you write, it’s something you live.
We help our clients:
- Craft clear, inspiring people narratives that reflect reality
- Co-create brand messaging and activation plans with employees
- Audit and embed internal touchpoints, from job descriptions to performance management to inspiring manager interactions
- Redesign processes and practices to ensure authenticity across the moments that matter
- Build compelling offerings from rewards and inclusive benefits through to unique career pathing
- Measure impact and evolve their EVP as the organisation grows
Attracting and nurturing young talent is a critical component of a comprehensive workforce strategy, especially in today's competitive labour market within the Air Transport industry. We recommend designing and implementing outreach programs and fostering partnerships with educational institutions to help you connect with the next generation of top talent. This should include engagement with schools and universities, offering internships, apprenticeships, and skill-building opportunities that provide students with real-world experience and exposure to various career paths.
Competing for talent requires more than just speed; it takes purpose
In today’s volatile landscape, Air Transport companies must rethink how they engage and grow talent. Those who act decisively and authentically will not only weather the current talent storm but also emerge stronger, more agile, and more innovative than before.
The need for a strong, differentiated EVP has never been more urgent. It’s not just about attracting talent, it’s about building cultures that people want to stay in, grow in, and contribute to.
At Gallagher, we help people and business leaders rise to this challenge by unlocking the power of your unique EVP and ensuring it is authentic across the very fabric of the organisation.
Even if you’re in the early stages of thinking about improving or even reimagining your EVP, please get in touch with the Gallagher team using the contact details below or via your Gallagher account executive and we’d be delighted to have an exploratory conversation.
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