Recruitment and Training at JetBlue Airways

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : HROB128 For delivery in electronic format: Rs. 300;
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Recruitment and Training
Case Length : 17 pages
Period : 2000-2009
Pub Date : 2010
Teaching Note : Not Available
Organization : JetBlue
Industry : Airlines
Countries : US


The case examines the recruitment and training practices at the US-based JetBlue Airways (JetBlue), which helped it to maintain exceptional customer service levels. The company was founded in 1999 by David Neeleman. The company's culture was built around five values - Safety, Caring, Integrity, Fun and Passion.

Since inception, the company encouraged employees to give suggestions for improving its services and all employees were treated equally. While recruiting people, JetBlue essentially looked for people with positive attitude and who were highly focused on customer service. The case examines different recruitment practices that existed in the company for in-flight crew and pilots.

The details of training resources and different training programs for flight attendants and managers in the company are also discussed. The case ends with a discussion on the benefits JetBlue derived through its recruitment and training practices.


Understand the unique aspects of JetBlue's culture.

Analyze the recruitment and training practices at JetBlue.

Examine the training resources developed by JetBlue.

Understand how training programs can be designed based on the specific needs of a company.

Appreciate the importance of recruiting the right people for a particular job.


  Page No.
Introduction 1
Background Note 2
Recruitment 5
Training Resources 7
Training 8
The Results 11
Exhibits 13

Key Words:

JetBlue Airways, David Neeleman, Corporate Training, Organizational Culture, Customer Service, Organizational Values, Training Resources, Full Service Airlines, Customer Experience, Organizational Learning, Values-based Approach, Empowerment, Customer Orientation, Recruitment, Pilot Interview Names Selection (PINS) Committee, Learning & Development, Learning Technologies, Gap Analysis, JetBlue University, E-Learning, Resource Management, Leadership and Development, Principles of Leadership Foundation, Defined Behaviors

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