JetBlue Moves People Through Employee Engagement

The following member spotlight is excerpted from the most recent issue of The Corporate Citizen, the Center’s magazine, and illustrates the importance of strategic communication in effective corporate citizenship programs. To learn more about communicating effectively, join us in New York on Oct. 6-8 for our Communications 101 course.

JetBlue’s mission is to inspire humanity, and to achieve it through their CSR program, they begin with their crewmembers—the company’s term for its employees. By listening and acting strategically, the airline has developed corporate citizenship programs that effectively drive crewmember engagement; now the next step is increasing engagement externally.

JetBlue is known for offering discount rates without discounting its product. Its unique corporate culture, which strives to offer crewmembers and customers a not only safe, but positive, experience, has given the airline a loyal and growing consumer base. It is known for providing “Even More”—a commitment to sustainability and community involvement; and for customers—more legroom, free television, inflight recycling, and more. To maintain its competitive edge and keep the qualities that make it unique, the company has adopted a long-term view, running a business based on five core values— those that support its crewmembers and its customers.   >>Click here to read the full blog post