Case Study: British Airways reduces applications by 60% with Connectr IntentSignals

British Airways reduces applications by 61% with Connectr

British Airways, a major aviation company, faced the challenge of managing exceptionally high volumes of low-intent and AI-generated applications for its early-careers programmes. This overwhelmed their hiring process, escalating assessment costs and straining internal resources, all while they sought to maintain a fair and transparent candidate experience. To address this, they partnered with vendor Connectr to trial its IntentSignals solution.

Connectr implemented a pre-application, intent-building journey that encouraged candidates to self-reflect on their suitability before applying. This solution from Connectr responsibly reduced application volume by 61%, cut withdrawals by 75%, and led to the hiring of 12 candidates from a better-prepared cohort. The process also improved candidate quality signals and received overwhelmingly positive feedback, all with no adverse impact on diversity.

British Airways