British Airways wanted to explore digital solutions that would maintain engagement with students it met at schools and universities – bridging that gap between the first interaction and them applying for employment. In 2019, British Airways engaged over 40,000 students at events, but had no way of tracking how many of these students then applied for an early careers opportunity in the company Working with Connectr Talent Technology, it build a platform branded as Speedbird Z, paying honour to the BA aircraft call sign, but adding a nod to its Generation Z candidates.

This was the first time the Connectr platform had been used to connect with students, having historically been used for pre-boarding or internal development. It began by hosting bitesize learning modules and digital mentors who are real BA colleagues, and now acts as a one-stop-shop for over 38,000 students across the UK for events, work experience, a job board and more. The platform is linked to digital assets including the careers website and its applicant tracking system, and promoted in organic social media postings.

Speedbird Z now forms a crucial part of recruitment processes, where candidates can upskill at each stage and learn from colleagues who have recently experienced it. Students that British Airways engage with at presentations and events are encouraged to register for the platform via QR code, enabling the growth of a talent base from grassroots level. Bespoke learning content is focused on aviation industry and employability topics such as personal branding, and the job board function promotes work experience and job opportunities. Using a digital tool means the company can reach out to social mobility ‘cold spots’ and access a wider base of students. Former work experience students and current apprentices have direct input in creating content. More than 5,000 students engage with the platform annually, generating 16% of applications and 18% of offers.