Case Study AirAsia

Topics: Low-cost carrier, Airline, AirAsia Pages: 4 (843 words) Published: January 19, 2014
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Case Study
AirAsia

Business Challenge
Company Profile
AirAsia, the leading and largest
low-cost carrier in Asia, services an
extensive network of 85 destinations.
Within 10 years of operations, it has
carried over 152 million guests and
grown its fleet from just two aircraft
to 106. The airline today is proud to
be a truly ASEAN (Association of
Southeast Asian Nations) airline with
established operations based in
Malaysia, Indonesia, Thailand,
Philippines and Japan. This is
complemented by AirAsia X, its
low-cost long-haul affiliate carrier
that currently flies to destinations in
China, Australia, Taiwan, Nepal,
Korea and Japan. AirAsia was named
the World’s Best Low Cost Airline in
the annual World Airline Survey by
Skytrax for four consecutive years,
from 2009 to 2012.

Since 2001, AirAsia has swiftly risen to become one of the leading low-cost carriers in the world. In Malaysia where its headquarters and other key corporate functions are based, one of its key human resource challenges has been to stay ahead of the growth curve by sourcing for quality candidates to fill critical high-level positions within the company. AirAsia had been advertising on social media networks such as Facebook and Twitter as well as other job portals to fill non-executive or executive roles. However, while this approach worked well for positions such as Flight Attendants and Guest Service Assistants, it was less successful when it came to filling senior management roles. “We sometimes receive a huge number of applicants from very diversified backgrounds across geographies, who may not meet the primary qualifications that we need,” said AsiaAsia’s Country Head People Department, Zamrah Ismail.

The airline has also engaged recruitment agencies to assist in its hiring efforts. However, it found that this was not very cost efficient. In January 2012, AirAsia started making use of LinkedIn, in particular LinkedIn Recruiter and Job Slots,...
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