Nike and Apple have made a conscious effort to portray themselves in a unique light by hiring through new media platforms (Facebook, Spotify etc...). Interestingly, Emirates is employing a similar approach by advertising 4,000 cabin-crew jobs via online music provider Spotify. Due to the addition of five A380's (for a total of 20) the carrier must increase its flight attendant numbers to 16,000 by March 2012. The Spotify advertisement mentions the reasons for moving to Dubai such as: its cosmopolitan nature, restaurants, sports facilities and sunny climate. However, branching out into new media doesnt mean the carrier has exited traditional methods as they still hold 77 recruitment fairs in countries spanning from Paraguay to Armenia.
From a customer perspective its interesting to consider the implications for a carrier using new media - certainly there will be new tools down the road for customer support and booking changes etc... How soon till customers are using their smartphones to make a meal change at the last minute for a flight? Or using the facebook app to get last minute info on the walking distance/time to the departure gate that is still to be announced?
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