A Multi-Part Series from Productivity Advocates
At Productivity Advocates, we believe that real productivity emerges when Leadership, Culture, Analytics, Engagement, and Trust combine to empower people and sustain results. This multi-part series explores five companies that transformed their work approach by focusing on one of these key pillars.
Our purpose is to share practical stories that inspire leaders and teams to rethink old habits and unlock new levels of resilience and productivity.
Pillar Focus: Trust
Industry: Aviation
Background
In early 2020, the COVID-19 pandemic disrupted the airline industry on an unprecedented scale. Delta Airlines, with a workforce exceeding 90,000, faced grounded flights and massive financial losses (AirlineGeeks, 2020). Passenger numbers plummeted by over 90% in March alone, forcing airlines worldwide to confront existential threats. At this crossroads, Delta needed to decide: should it cut costs rapidly through layoffs, or seek ways to maintain workforce morale despite uncertainty?
Actions Taken
Rather than defaulting to layoffs, CEO Ed Bastian and his leadership team embraced trust as a guiding principle. They began by openly sharing financial details and forecasts with employees, painting an honest picture of the challenges ahead. Importantly, Bastian took a 100% salary cut for six months, demonstrating his commitment to shared hardship (11Alive, 2020; Atlanta Journal-Constitution [AJC], 2021).
Additionally, other executives reduced their compensation, reinforcing a culture of shared sacrifice. Instead of involuntary layoffs, Delta introduced voluntary unpaid leave and early retirement programs, which over 40,000 employees accepted (AirlineGeeks, 2020; AJC, 2021). This strategy gave workers agency and helped preserve dignity. At the same time, the company redeployed employees where possible, assigning them to roles like cleaning and safety enforcement to keep operations running smoothly.
A Deep Dive into the Productivity Advocates’ Pillars
- Leadership:
- By modeling servant leadership, Bastian fostered open communication, hosting virtual town halls and Q&A sessions to address employee concerns directly. This transparency helped break down barriers, humanizing leadership during a period of anxiety.
- Culture:
- Delta’s pre-pandemic culture emphasized empowerment and customer-first values. However, the crisis tested these ideals. Through their actions—choosing shared sacrifice over layoffs—the company demonstrated that culture is embodied in decisions, not just words.
- Analytics
- Although aviation typically relies heavily on data, Delta enhanced their approach by integrating qualitative employee feedback alongside financial analytics. By tracking workforce sentiment through surveys and pulse checks, leaders could balance cost-saving measures with morale considerations.
- Engagement:
- Providing employees with choices—such as voluntary unpaid leave or redeployment—played a crucial role in sustaining engagement. This approach helped avoid the resentment that often follows unilateral layoffs. Continuous communication also kept employees informed, reducing uncertainty.
- Trust:
- Trust formed the foundation of Delta’s approach. By trusting employees’ judgment and sharing leadership’s sacrifices openly, the company built a reciprocal relationship. As a result, employees felt safe to voice concerns and stayed committed during a volatile time.
The Outcome
As travel demand began to return in late 2021, Delta was well-positioned to bounce back quickly. The airline avoided the talent drain suffered by competitors who implemented mass layoffs. Returning employees came back motivated and ready, preserving critical institutional knowledge.
Customer satisfaction reached some of the highest levels in Delta’s history, earning the airline the No. 1 spot in the J.D. Power 2021 North America Airline Satisfaction Study (Delta ESG Hub, 2023; Delta Press Release, 2021). Furthermore, Delta’s reputation as a compassionate employer strengthened its ability to attract talent, further enhancing its competitive advantage. Internal surveys also showed rising trust and employee pride even after the crisis.
💡 Why This Matters
Delta’s experience demonstrates that trust is not a “soft skill” but a strategic asset capable of driving meaningful business outcomes. Organizations that cultivate trust create psychological safety—an essential ingredient for innovation, agility, and ongoing engagement.
This case study sets the tone for our series, illustrating that productivity pivots require more than policies or tools—they demand people-first leadership. As we proceed, you’ll see how Leadership, Culture, Analytics, and Engagement serve as equally powerful levers for transformation.
Stay tuned for Pillar 2, where we’ll dive into how leading healthcare systems harnessed analytics to reduce burnout and improve patient care.
References
11Alive. (2020, March 27). Delta CEO to take 100% pay cut during coronavirus pandemic. Delta CEO salary | Ed Bastian gives up money amid coronavirus cut | 11alive.com
AirlineGeeks. (2020, September 16). Delta Air Lines will not furlough flight attendants or ground employees. Delta Air Lines Will Not Furlough Flight Attendants or Ground Employees | AirlineGeeks.com
Atlanta Journal-Constitution (AJC). (2021, May 28). Delta CEO got $13.1 million total compensation in 2020, including stock awards
Delta ESG Hub. (2023). Employee engagement at Delta. Employee Engagement | Delta 2023 ESG
Delta Press Release. (2021, May). Powered by its people, Delta earns J.D. Power No. 1 airline rank. Powered by its People, Delta Earns J.D. Power No. 1 Airline Ranking
Image Credits
Besler. (n.d.). The five pillars of executive presence. Besler. https://www.besler.com/five-pillars-executive-presence/
Dorfman, A. (2017, August 23). Delta Air Lines: The winner among legacy carriers. Seeking Alpha. https://seekingalpha.com/article/4101057-delta-air-lines-winner-among-legacy-carriers
Ignition. (2018, January 8). Do you have bounce-back ability? Ignition. https://www.ignition.rocks/2018/01/08/do-you-have-bounce-back-ability-2/
Raconteur. (n.d.). How to rebuild trust in distrusted sectors. Raconteur. https://www.raconteur.net/responsible-business/rebuild-trust-distrusted-sectors