Social media in aviation – a helping hand or a slippery slope?

According to the latest Jobvite survey, more than 75% of enterprises are planning to increase their spending on recruitment via social networks in 2015. This comes as no surprise, considering that currently about 2 billion people on earth are using social media every single day – pilots, flight crew and other aviation workers included. As a result, in aviation and other industries social media is becoming a key tool in shaping brand image as well as attracting new talent. Nonetheless, while social media may serve as a beneficial aid in most cases, one silly move on Facebook can also send you downhill, fast.

In 2010, only about 6% of all companies worldwide employed social media as a means to attract and recruit new talent. However, over the recent years this number has risen tremendously, with almost 96% of all enterprises currently acknowledging the benefits of online-assisted recruitment. Even such aviation giants as British Airways are now trying to attract more pilots by uploading innovative and attractive videos on YouTube.

In addition, more than two thirds of job-seekers aged 18 to 34 are reportedly browsing for job positions via social networks, says Aberdeen Group. Keeping in mind that an average age of a flight attendant is under 30, it can surely serve as a great place to scout for some much needed fresh blood.


“Social media has definitely become an integral part of everyone’s life. This is exactly why such platforms can help to not only find the matching candidates, but also keep an eye on the ones that you have already hired,” shares Skaiste Knyzaite, the CEO of AviationCV.com. “In fact, currently more than 93% of enterprises cross-check their candidates on social media before hiring. Aviation is no exception, as this industry is in need of candidates with strong values and the best possible posture. After all, pilots and attendants are the face of aviation and their actions strongly correlate with the airlines’ performance.”

According to the executive, a single harebrained phrase or photo in this sensitive sector can cause loads of distress for an airline, while also costing a valuable position for the employee. For instance, just a few months back, a flight attendant from Spirit Airlines posted a picture of herself in Facebook, where she was sitting inside an aircraft engine. Unsurprisingly, it sparked considerable outrage of passengers who had been on the flight and resulted in her suspension. As the investigation is still on-going, it is hard to determine whether this action will cost the attendant her job, but a promotion is surely the word she can forget about for quite some time onwards.

And there are multiple similar stories out there. For instance, Virgin Airlines has already laid off 13 of its workers due to their comments about the airline on Facebook, while Aeroflot has sacked its flight attendant for posting a picture where she was flashing a finger to the passengers on-board. Naturally, in the world where 140 characters can determine personal as well as corporate fate, proper damage control before anything like this happens definitely becomes a number one priority.

“Recruitment agents are constantly scanning and assessing candidates not only in person but also in terms of their digital footprint. Even though it may seem like an unnecessary investigation, in the modern world it is, in fact, truly vital. In the case of aviation – a considerable part of reputation and global image is dependent on pilots and flight attendants. All companies must keep that in mind when recruiting,” comments Skaiste Knyzaite, the CEO of AviationCV.com. “However, despite the dark side of social media, in the hands of recruitment professionals with excellent know-how, it is still a perfect tool for gaining comprehensive information about the candidate, as well as a great place to attract so much needed fresh aviation talent.”