Southwest Airlines continues to be profitable in an industry that is generally unprofitable
and saturated. Founded in 1967 to serve just three cities in Texas, Southwest Airlines
has grown to be the fifth-largest U.S. airline, serving over 50 million customers a year. Its
mission is to provide the highest quality of customer service and to hire employees
dedicated to providing such service.

Analysis
Southwest Airlines has succeeded by being people-focused. To achieve its mission of
customer service, it hires people “for attitude and trains for skill.” The employee’s rate
Southwest Airlines as a great place to work and in turn are motivated to provide the
highest level of customer service. When flight delays or technological problems have
emerged, the employees willingly went above and beyond to serve the customers.
Putting people first has rewarded Southwest Airlines with earnings that exceed industry
averages.

Case Questions
1. Describe how Southwest Airlines builds its human capital.
2. What differentiates Southwest from any other airline?
3. What kinds of human skills is Southwest Airlines looking for in potential

employees?