In today’s workplace, a well-defined internal brand is essential. Studies show that a strong internal culture and well-developed employee brand are key to attracting and retaining top talent.
Recently, I’ve had the opportunity to experience three world-class brands as an intern-employee. Let’s fasten our seatbelts and take a look at the world of aviation as an employee with Southwest Airlines, Alaska Airlines and Hartsfield-Jackson Atlanta International Airport, the world’s busiest (and most efficient) airport.
Here are six ways these brands have designed brilliant internal cultures that boost employee pride and retention.
1. Get Employees Excited Before Their First Day
Southwest welcome package: This was the first of several packages from Southwest. Every time I got a package I couldn’t wait to open it and see what was inside.Don’t wait for the first day to get your employees excited. Set the stage ahead of time, especially for employees based remotely.
When I was first hired by Southwest Airlines for a remote internship, I wasn’t sure what my employee experience would look like working hundreds of miles away from the corporate headquarters. But Southwest wanted to make sure I felt just as much a part of the company as everyone in person in Dallas. Before my first day, I was delighted to receive a package in the mail with several branded items including stickers, a luggage tag and lapel pin.
2. Design an Environment that Inspires Employees
Southwest Headquarters: Upon entering the building named for legendary founder, Herb Kelleher, I was greeted by several model planes hanging from the ceiling, delivering on the excitement of working at an airline. For companies with a unique culture and history like Southwest, a thoughtful, well-designed corporate environment makes a huge impact. In my last week working at Southwest, I had the privilege of visiting the Southwest Headquarters campus in Dallas, Texas.
Everywhere you look around the Southwest campus, there are displays organized by Corporate Archivists showcasing their legendary history and forward-facing trajectory. With so many things to see, it’s hard to fit everything in a day but I have to rank founder Herb Kelleher’s preserved office as my favorite spot on campus. It’s a great way to remind employees of the founder’s values of a Fun LUVing Airline with a Servant’s Heart and their famous Warrior Spirit!
An environment like this reminds employees of the unique organization they work for and encourages them to have fun in their work. Southwest is legendary for its culture (just ask any professor at my Business School) and everything proved to be true during my experience. It’s no surprise Southwest has a loyal following in the skies and great employee retention.
3. Make Day One a Celebration and Energize New Employees
An employee’s first day is a major milestone. It’s a day filled with excitement and sometimes nerves. Leverage that excitement to give employees the strongest start possible, like Alaska Airlines did for me.
Wall graphics like this reinforce the brand.On my first day interning with Alaska, I attended their beloved “First Class Orientation.” The title alone had me ready to go long before the morning came. For most interns present, it was their first time working at an airline or even professionally in the industry, so reminding them that they were about to embark on an exciting and prestigious journey ahead set the tone. The day was filled with activities to learn about company history and participate in trivia games as well as the typical HR orientation activities one would expect. First Class Orientation is a standard across the company giving Alaska a great opportunity to excite new employees and acquaint them with their values. It was a mixture of business and fun—not just talking at us.
4. Create Shared Values for Everyone
Having guiding principles and a shared vision for the future is an important way to unify employees, especially at large organizations with a workforce spread across many locations. More significantly, allowing employees of all work groups to contribute to the development of these values helps build a connected and engaged community.
Right now, Alaska is facing the most significant change it has seen in company history: its merger with Hawaiian Airlines. In a first-of-its-kind merger for the industry, Alaska Air Group has decided to maintain the Hawaiian Airlines brand as a sister airline rather than absorb it completely. This is a decision that has been lauded by Hawaiian employees and travelers as well as the existing Alaska family. But it also comes with many logistical challenges. To help everyone feel like one cohesive team moving forward, the company has worked tirelessly to develop shared values and a new global-facing vision for the future. This is being done after months of consideration and input from employees of both brands. The result? Employees are moving forward with confidence and good spirits—something that can’t be said for every merger. A value isn’t just HR filler; it’s something people believe in and rally behind.
5. Celebrate Achievements with All Employees
One of the best things about being a part of a high-achieving organization is the sense of pride and belonging an employee gets from being a part of the team and celebrating important milestones. Hartsfield-Jackson Atlanta International Airport (ATL) is a fine example of following this principle with airport personnel.
ATL is famous for being the world’s busiest and most efficient airport. This title is the result of the work of over 60,000 airport-based employees—the biggest economic driver in the state of Georgia. Overseeing this airport is the city’s Department of Aviation, where I worked in the summer of 2024. ATL’s management consistently celebrates important milestones and challenges employees to push beyond what was previously thought possible. This has resulted in technological innovation, industry-leading collaboration with airlines and other partners and an impeccable standard for safety (something that cannot be taken for granted at such a robust operation). Sharing these milestones and pushing for more gives employees something to work for and motivation to excel.
6. Go Beyond Paper—Make the Brand Pop Everywhere
Everywhere I looked during these work experiences, I was steeped in the brand. From wall décor to merchandise from each organization, it wasn’t hard to feel pride where I was working. Seeing the wall adorned with Alaska’s iconic livery, Southwest’s artistic collages or ATL’s bright offices and cultural events, I was always excited to start work each day. And I’ll confess that I have been among the many corporate employees to spend some of my paycheck at the company gift shop. It’s a sign of success when employees want to represent the brand in and outside the office and are proud of where they work.
Finn ReillyAbout Finn Reilly: Finn is a senior at Emory University’s Goizueta Business School studying Business Administration with a concentration in Marketing and Management. Upon graduation in May 2026, Finn plans to follow his passions and go into the aviation industry full time. He also enjoys performing arts, playing tennis and learning about global politics in central Asia. Connect with him on LinkedIn.
*Disclaimer: Opinions in this article are my own and do not necessary reflect those of Alaska Airlines, Southwest Airlines or Hartsfield-Jackson Atlanta International Airport.*
For more content by our guest blogger, read his article 3 ways Spirit Airlines falls short of its brand potential.
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“Welcome” photo by Nick Fewings on Unsplash. All other photos provided by Finn Reilly.
