US: Delta Air Lines hikes employee pay by 5% - What do the airline’s Reputation scores look like?
February 14th, 2023, Lesley Simeon

US: Delta Air Lines hikes employee pay by 5% - What do the airline’s Reputation scores look like?

Delta Air Lines has announced a 5% raise in employee pay for ground workers and flight attendants effective April 1, 2023. The airline had hiked wages by 4% in May 2022, and plans to pay its staff more than $550 million in shared profits later this month. Amidst a unionization drive, Delta Air Lines became the first US-based carrier to start paying flight attendants during boarding in April 2022. It also offered its pilots a cumulative wage increase of 34% over three years following the airline’s aviators voting to authorize a strike

With Delta announcing its second pay hike since before the pandemic, we look at how the airline’s Reputation scores have been like over last year.

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Delta Air Lines’ overall Reputation score has improved since January 1, 2022. 

The Reputation score - which checks whether consumers would be proud or embarrassed to work for the brand - grew from a net score of 19, to 25 on March 11, 2022. While it did trend downward between April – May 2022, it recovered slightly in the months of June and July 2022 but dropped back to a net score of 19 on August 11, 2022.  

August 2022 onwards, Delta Air Line’s Reputation scores began improving, growing to a net score of 26 on February 11, 2023.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Delta Air Lines’ Reputation score is based on the question: Imagine that you were looking for a job. Which of the following companies would you be proud to work for? Now which of the following companies would you be embarrassed to work for? and delivered as a net score between -100 and +100. Scores are based on an average daily sample size of 3629 US adults between January 1, 2022 and February 11, 2023. Figures are based on a 8-week moving average. Learn more about BrandIndex.

Photo by Miguel Ángel Sanz on Unsplash