easyJet Female Pilot Recruitment

Client: easyJet Airlines

The world faces a shortage of female pilots. In the UK, where just 6.5% of pilots are women, the cockpit can seem like it’s stuck in some strange time warp. But this outdated look isn't winning any retro awards; instead, it puts a glaring spotlight on aviation’s boys' club culture while exacerbating the gender pay gap. The time for change is now, and with a global pilot shortage on the horizon, airlines are under pressure to move the dial.

At Taylor Herring we have an ongoing brief from easyJet to challenge outdated gender stereotypes; not just drawing attention to them, but implementing tangible, meaningful change. Through three distinctive initiatives—Summer Flight School, This Is Your Captain Speaking, and Talking Billboards— we turned easyJet’s female pilots and cabin crew into inspirational icons for the next generation of aviators. As a result, easyJet's pilot lineup got a makeover, and the airline is now leading the way when it comes to gender inclusivity. Thanks to our combined efforts, today, 7.5% of easyJet’s pilots in the UK are women, surpassing the global industry average of 4.7%. We believe that no other airline is doing more on this issue. It’s a long-term strategy; these numbers must continue to grow. But, for now, this serves as a testament to the power of PR and HR when they join forces to change the game.