Aeroméxico wanted to articulate and name the essence of its employer brand — that unique set of values, behaviors, and emotions that make it stand out. The challenge was to capture something intangible: the shared identity of its people. Previous efforts had fallen short by relying on abstract concepts rather than voices from within.
We proposed an internal storytelling process where employees would explore and share real stories from their experience at Aeroméxico. These stories became the foundation for identifying patterns and themes that define the company’s culture. This organic, bottom-up approach was key in capturing something truly representative and resonant.
We designed and facilitated story workshops that brought together employees from different departments. These sessions encouraged open dialogue and reflection, surfacing shared values and emotional anchors. From this collective narrative, a unifying name for the employer brand emerged — one that was authentic, relevant, and proudly theirs.
The result was a powerful, people-driven articulation of Aeroméxico’s employer brand. The new identity resonated deeply with staff and positioned the airline as a leader in employer branding. Internally, it boosted pride and belonging; externally, it helped attract talent aligned with the company’s spirit and ambition.
