British Airways is a much sought-after employer in the aviation
industry and any jobs advertised attract a deluge of responses.
BA saved time and cost in last November’s pilot recruitment campaign
through initial telephone screening.
Applications were triggered through ads that gave a dedicated phone
number. To encourage accuracy and honesty, callers were advised that
they would be asked for written documentation if called for
Those meeting basic criteria were sent a brochure and application form
within one working day. Audit trails of each candidate were kept, so an
application history could be referred to at any stage.
In one month, 4515 calls were handled, and 1422 application packs sent
out. Of these, 588 applications forms were returned for screening.
The pre-screening saved substantial time, and management information was
gained in such areas as media effectiveness and an overview of
qualifications within the marketplace.