By Sanam Islam
Each week, the Financial Post profiles one winner of Waterstone Human Capital's 2008 10 Most Admired Corporate Cultures program. This week, Sean Durfy, chief executive of WestJet, tells Sanam Islam how the airline demonstrates excellence in the five criteria used to evaluate companies nominated for the program.
Company: WestJet CEO: Sean Durfy
Number of employees: 7,500
Annual revenue 2007: $2.15-billion
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VISION AND LEADERSHIP
WestJet's mission is to provide safe, friendly and affordable air travel, Mr. Durfy says. By 2016, the company's vision is to become one of the five most successful international airlines.
"We have a very simple statement: If we as a corporation take care of our people, then our people will take care of our guests, and our guests will take care of our profits." Mr. Durfy says the company takes care of its employees by creating a great corporate culture. Executives embody West-Jet's beliefs and values through their daily interactions with others, and the company provides a leadership training program for senior executives and managers.
CULTURAL ALIGNMENT, MEASUREMENT AND SUSTAINABILITY
At WestJet, a team responsible for corporate culture organizes 250 annual events, talks with pilots and flight crews to discuss culture and news, parties and town hall meetings.
Mr. Durfy also communicates regularly with employees to keep them updated. In addition, all employees undergo an orientation program in which they learn about the importance of corporate culture. The company also conducts an internal bi-annual survey called WHY (We Hear You) that measures culture and employee engagement, and encourages feedback so leaders can make improvements.
"The hardest thing to create is a great culture, but it's the easiest thing to lose if, as a leader, you take one wayward action or one wayward step outside of your value set," Mr. Durfy says.
REWARDS AND RECOGNITION
As well as cash rewards and personal thank you notes, WestJet runs a program called Kudos that recognizes employees internally and externally. Notable employees are rewarded with vacations. Employees also participate in a profit share program.
CORPORATE PERFORMANCE
WestJet is the most profitable airline in North America, and it is the fourth most profitable airline in the world. In addition, it has excelled in its safety standards and been a winner of Canada's 10 Most Admired Corporate Cultures program for four years.
"We keep expanding when everyone is contracting, and we keep delivering an amazing guest experience," Mr. Durfy says. The reason, he says, is the company's culture. "For us, that's the key driver to our success."
SOCIAL RESPONSIBILITY
The WestJet Cares for Kids program raises funds for children and is partnered with charities such as Ronald McDonald House and Kids Help Phone. In addition, WestJet gives thousands of free flights to people who need medical care.
At the grassroots level, employees organize toy drives for children's hospitals. The airline also offers a free flight to employees' charity of choice after they have volunteered a certain number of hours.
"Our success is rooted in our people and a common set of values," Mr. Durfy says. The airline uses next generation aircraft that is 30% more fuel efficient than older aircraft, and it reduced water on board to save on fuel consumption.
