Delta Air Lines employs more than 10,000 veterans and has a long-standing commitment to hiring and celebrating veterans’ service and unique contributions to the company. Delta believes that hiring veterans is not only the right thing to do—it’s also the smart thing to do. Studies have shown that veterans have unique capabilities that often translate to valuable employee assets, including strong teamwork, solid technical skills, an entrepreneurial spirit and an unwavering commitment to success.
As the U.S. Veterans Day holiday approached in 2014, the Delta corporate communication team planned a campaign to tell the story of the airline’s ongoing commitment to the Armed Forces and all who have served in them.
As a starting point, the team pulled together an internal document to capture Delta’s current initiatives for veterans, including Delta Sky Club® access for service members traveling on orders, the “Hiring Our Heroes” commitment, advance profit sharing payout to employees serving abroad, holiday military lounges, the Veterans Employee Network and partnerships with veterans organizations like Wounded Warriors, Fisher House, Luke’s Wings and the U.S.O.
Even though Delta was highly engaged in multiple initiatives that benefited veterans, it was clear the team could increase awareness and engagement among its employees. In 2013, the Veterans Day feature story on Delta’s intranet received 1,073 unique views from cross-divisional employees in several countries around the world. The team set out to increase that number by creating more engaging content across more channels. Results would be measured by readership analytics and social statistics.
Goals and objectives
By November 2014, the corporate communication team was determined to triple the number of Delta employees who engaged with Veterans Day coverage (3,219 unique views) compared to November 2013. To meet this goal, corporate communication would use existing resources and channels to develop a Veterans Day tribute to military and veterans worldwide,...
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