Game Changers with Molly Fletcher

Ginger Hardage on How Southwest Airlines Built A Legendary Company Culture

Jan 11, 2018
Ginger Hardage, former Senior VP of Culture & Communications at Southwest Airlines, shares insights from her 25 years fostering the airline's legendary culture. She discusses the core values behind 'The Southwest Way'—servant's heart, fun-loving attitude, and warrior spirit—and their impact on employee engagement and loyalty. Ginger outlines effective hiring practices, the importance of storytelling in embedding values, and how leadership recognition can shape culture. She also highlights organizations to study and pitfalls to avoid for building enduring cultures.
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ANECDOTE

Pilot Buys Carrier To Reconnect A Passenger

  • A pilot bought a pet carrier so a customer and his pet could travel, later revealed to save the traveler's connection to family.
  • That act illustrated hiring for attitude and human-centered decision making.
ADVICE

Reinforce Values Weekly With Stories

  • Communicate consistently from the top; Gary Kelly recorded a weekly message and highlighted employee stories.
  • Use storytelling and public shout-outs to reinforce desired behaviors across the company.
ADVICE

Make Purpose Feel Like Old Shoes

  • Make purpose feel authentic and familiar by involving employees in its creation.
  • Choose language that reflects what people already do to avoid introducing alien concepts.
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