for decades and easyJet wants to change that. Women account for six per cent of the airline’s new pilot intake, and the goal is to double that to 12 per cent in the next two years. Transport secretary Patrick McLoughlin and the government’s new Transport Skills Strategy, which wants to attract more women to transport roles, are behind the campaign. “Our new Transport Infrastructure Skills Strategy sets tough new targets designed to get more women into the industry,” said McLoughlin. “I’m delighted to see easyJet taking a lead with the Amy Johnson Flying initiative and would like to see more companies coming up with innovative ways to encourage more women to consider a career in transport.” easyJet worked with the British Women Pilots Association to get the programme running and the airline pledged to underwrite training loans of £100,000 for new entrant pilots. The firm is “widening the pipeline” by encouraging female pilots in all ranks and positions to apply for the scheme. According to easyJet, this is just the first part of a long term-term strategy to grow the female pilot community.
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Monday 18 January marked Blue Monday, so we rounded up the five best marketing campaigns created by big brands in attempt to cheer up consumers on the “most depressing day of the year” – find out how easyJet secured a spot on our list.By Zen Terrelonge Concerned with issues surrounding gender diversity in business? Don’t miss the Real Business First Women programme: Drawing on years of the First Women movement and the phenomenal network of pioneering women the Awards has created, this programme features The First Women Awards and The First Women Summit – designed to educate, mentor and inspire women in all levels of business.
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