Candidate Experience

British Airways: Digitally nurturing future talent pools


British Airways





Smiling girl student wear wireless headphone has online mentoring session.


Whilst many businesses are improving their attraction strategies to connect with diverse talent, converting attraction activity into applicants remains a challenge. To ensure attraction investment maximises and delivers return, employers must implement a meaningful strategy that nurtures known talent into future candidates.

Building and developing a talent pool does just this.

British Airways partnered with Connectr to nurture a graduate and apprentice talent pool, building on their existing attraction activity to convert the young people they connect with into application-ready candidates.

British Airways wanted to continue nurturing relationships with each young person they initially engage with, grow their awareness of possible roles and careers within the business, and develop their skills and knowledge so they are ready to apply to available opportunities.

Connectr’s candidate technology delivered the perfect solution to convert British Airways’ attraction investment to an application-ready candidate cohort. Connectr’s platform provided an always-on, at-scale experience that maintained meaningful engagement to build and nurture a future talent pool.


  • Bespoke candidate engagement platform, branded to British Airways.
  • Digital, engaging and digestible learning content modules, aligned to British Airways’ brand history and values, plus insights into available career routes within the businesses.
  • Additional ‘plug and play’ modules provided by Connectr delivering application support and soft skill development.
  • Always-on access to 20 British Airways ‘buddies’, trained by Connectr, providing light-touch mentoring to support and inspire future talent.
  • Live, in-platform data reporting to track user engagement rates and behavioural trends.


  • 16,162+ users
  • 18,510+ in-platform mentor-mentee messages sent
  • 28,060 tasks completed
  • 4.6/5 average task rating
  • 45% of users were female
  • 51% of users were from minority ethnic groups
  • 33% of apprenticeship offers were made to Connectr users
  • 16% of all offers were made to Connectr users
  • 45%

    of users identified as female

  • 51%

    of users identified as being from a minority ethnic group

Companies thrive when they have a diverse workforce. That is why we introduced Connectr as part of our school engagement strategy to ensure we keep in touch with all the talented students we meet and add them to a talent pool for future opportunities. The platform is freshly laid out and it has many functions - our favourites are the job board, modules and mentors. The reporting function is super handy for us to use too!

Melissa KoseEmerging Talent Manager