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Etihad speaks out after criticism over Kidman campaign

April 10, 2015 Aviation, Headline News No Comments Email Email

egtmedia59After criticism of Australian actress Nicole Kidman’s new venture as the face of Etihad Airways, the airline has launched a strong defence of its reputation as a fair employer which looks after and values its workers.

Kidman’s deal with Etihad was announced in mid-March. She provides the face and narrative for Etihad Airways’ new ‘Flying Reimagined’ brand campaign.

A big US flight attendant union, the Association of Professional Flight Attendants (APFA) issued a signed petition and open letter to Kidman, drawing attention to what it called discriminatory labour practices at Etihad. See: Kidman caned on Etihad as fingers point at Gulf airlines

Commenting yesterday on the union’s accusations, an Etihad Airways spokesperson defended the airline’s reputation “as one of the world’s most popular new employers of the 21st century.

“We strive to attract the top talent in the industry and it is working. Last year, we were inundated with requests from people for the opportunities Etihad Airways offers – with more than 260,000 who applied to join the airline from all over the world – 57 times more applications than we had total job openings‎ which included 1700 crew positions and approximately 500 pilot openings,”  the spokesperson said.

“In 2014,” the spokesperson continued, “Etihad Airways was named ‘Employer of the Year’ at the Middle East HR Awards and was ranked as one of the ‘Global 100’ most in-demand employers by LinkedIn. In a recent independent, externally-managed employee opinion survey, 93% of our people said they are proud to work at Etihad Airways and the overall employee engagement score of 76% was 18% better than that of the global average.

“These numbers and awards speak to our record as a desirable and responsible employer. We invite and welcome members of APFA to visit our operations and meet our employees so they can experience firsthand the Etihad Airways workplace and culture.

“Our commitment to the welfare, safety, and well-being of the diverse group of men and women who have worked so hard to make Etihad Airways great is one of our airline’s top priorities. That commitment to our employees extends beyond our world-class salaries and benefits. Our crew are entitled to the full scope of benefits in line with UAE laws, but we choose to go further. Etihad provides many benefits that exceed those requirements significantly, such as housing allowances, comprehensive medical insurance, education expenses, company-wide performance bonuses, robust HR practices, career advancement opportunities, global flight benefits, emergency services, childcare services, and a generous leave policy. In addition, Etihad’s base in the UAE provides a tax-free environment to its employees.

“Etihad fully supports its cabin crew during and after their pregnancy. When a cabin crew member informs Etihad of a pregnancy, she is provided with appropriate ground duties for the duration of their pregnancy. During this time, she remains fully compensated and fully engaged on the ground. Cabin crew are also entitled to paid maternity leave if they have completed more than one year’s service. Our cabin crew are then able to return to their flying role at the end of their maternity leave period.  The health and safety of our cabin crew remains paramount. Therefore, we follow the GCAA requirement that crew do not continue to fly while pregnant.

“Etihad Airways is focused on being best in class and delivering a superior experience for our customers. Across our network, Etihad Airways currently employs some 24,000 staff from more than 140 different nationalities in roles ranging from pilots and crew to core staff at its Head Office and stations around the world. As an equal opportunity employer, we are extremely proud of this diversity. We have industry-leading training and performance standards for our pilots and crew, many of whom have come from legacy, unionised airlines in the US and the European Union.

“For example, when United Airlines furloughed pilots during bankruptcy, we brought them on board at Etihad. We are not bound by seniority but rather place our pilots based on merits and performance. United captains became Etihad captains. This could not have happened in a unionised airline.  When United ended its furlough, the pilots were free to return to their former employer if they so desired.

“The airline industry is a symbol of human ingenuity and of determination to make the world a better place by connecting cultures, families and businesses. As a truly global airline, Etihad Airways represents the very best of that vision. At Etihad Airways, we have become a global, award-winning employer because we value our employees and we treat them with dignity and respect. As a result, they give us their very best; the same employee survey confirmed this when 92% of employees responded that they were willing to go beyond normal requirements in order to help Etihad succeed.

“This sort of employee motivation doesn’t just happen; it is a result of a very structured and deliberate strategy by Etihad as an employer genuinely committed to looking after its people,” the spokesperson stated.

“It is very clear that without Open Skies, our employees and consumers would have few choices but those airlines in the oligopoly of immunised alliances that dominate the global industry and seek to reduce the competitive landscape.”


Edited by : Peter Needham




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