Beijing Capital Airlines Case Study

On November 2, 2017, China's Beijing Capital Airlines held its first overseas crew recruitment fair in Lisbon, as a part of its ongoing recruitment program in Portugal and Spain from November 2 to November 5. Having received more than 300 resumes, the company plans to hire 40 flight attendants in the two countries. Local candidates have showed great interest in the brand image and the distinctly Chinese culture of Beijing Capital Airlines, marking the globalization of the company's crew recruitment.

"We chose Lisbon as the first stop as we had just launched a non-stop service between China and Portugal," a person responsible for overseas recruitment at Beijing Capital Airlines explained. High-ranking business executives and government officials from both China and Portugal were on hand to witness the inauguration of the Beijing-Lisbon route on July 25, 2017. The non-stop service between China and Portugal fills the gap in terms of the growing need for a direct flight between the two countries and is an important step in Beijing
Beijing Capital Airlines will provide a 70-day training program to the selected candidates for the flight attendant positions, giving them the needed opportunity to master essential cabin services and safe flight skills. The airline also provides sought-after career development opportunities in technical and managerial positions for crew members. As the first Chinese airline to recruit flight attendants in Lisbon, Beijing Capital Airlines' recruitment program has received widespread attention from the local media, not only helping to increase the brand awareness of Chinese airlines in markets worldwide, but also offering more job opportunities locally, building a new communications bridge between the two