Taking steps to build an inclusive workplace culture at IAG Cargo
As the air cargo industry experienced rapid growth, IAG Cargo recognised that its internal culture needed attention.
Despite a recent refresh of the brand mission, vision, and values, employee engagement was low. The Organisational Health Index (OHI) results highlighted a disconnect, especially within the frontline teams, revealing that the fragmented workforce needed a cohesive sense of connection to the brand. Additionally, as IAG Cargo operates across more than 80 countries, employees – some working directly for the brand, others through airline contracts – did not feel a shared sense of inclusivity.
IAG Cargo saw an urgent need for a new approach to foster engagement, recognition, and retention. They aimed to build a culture where every employee, regardless of their background or role, could feel included and valued. This vision of inclusivity went beyond corporate goals – employees needed to understand how their diverse identities made the organisation stronger.
Helping IAG Cargo start the conversation.
We worked with IAG Cargo to launch the ‘Great to Be’ campaign, a long-term programme designed to initiate conversations around diversity and inclusion. The goal was to build an inclusive culture that empowered employees to feel seen, heard, and respected. The campaign was brought to life through multiple channels, including videos, posters, emails, and support materials like guides for managers, all featuring real IAG Cargo employees.
Managers were provided with resources and roundtable events to help them guide conversations on diversity and inclusion, while employees gained access to a ‘Great Conversations’ chatroom to share stories and ask questions. The campaign didn’t just raise awareness – it encouraged employees to engage with one another on a deeper level, fostering open dialogue around key issues.
Sustaining engagement
Recognising that culture change is a long-term journey, IAG Cargo aligned the campaign with key global events such as Black History Month, International Women’s Day, and Pride, ensuring the conversation around inclusivity continued. Leadership sponsors played a crucial role, championing events and sharing their own experiences, which reinforced the company’s commitment to building an inclusive workplace.
Making a meaningful difference
Over the first six months of the campaign, we saw a significant shift in OHI metrics, with a notable 12% increase in employees reporting a sense of belonging and a 13% increase in employees feeling ‘truly valued’. In addition, other metrics include increased engagement rates across ‘Great to be’ content, showing the positive impact that a continued focus on DEI topics is having on IAG Cargo employees.
The ‘Great to Be’ campaign has become a cornerstone of IAG Cargo’s commitment to creating an inclusive workplace culture. Through ongoing education, training, and engagement, IAG Cargo has laid the foundation for a workplace culture that celebrates diversity and empowers employees to be their authentic selves.
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