IATA launches FACE Ambassadors Program to attract young talent to air cargo
The International Air Transport Association (IATA) has officially launched the FACE Ambassadors Program, a significant initiative aimed at enhancing the visibility of career opportunities within the air cargo sector among younger demographics. This programme is part of the broader Future Air Cargo Executives (FACE) agenda, which aims to promote the air cargo profession in a sector facing increasing challenges in recruiting and retaining skilled talent.
Under the new FACE Ambassadors initiative, selected individuals will lead regional and local outreach efforts, focusing on community engagement and educational partnerships. This strategic approach is designed to expand awareness of the diverse career opportunities available in air cargo, thereby attracting a younger audience to the field. The role of the Ambassadors includes serving as advocates within the industry by sharing personal professional journeys and insights, which aims to inspire, mentor, and guide the next generation of air cargo professionals.
The Ambassadors will also contribute to the content development for FACE Summits, webinars, and various digital outreach strategies. These contributions are intended to create impactful learning experiences that are relevant in today's rapidly evolving work environment. Moreover, the Ambassadors are tasked with engaging a mix of internal and external networks to actively support FACE initiatives, fostering a culture of talent development across the air cargo sector.
In a whitepaper titled "Making Air Cargo Appealing to Young Talent," IATA highlighted the increasing difficulty cargo industry leaders face in attracting and maintaining skilled team members among younger generations. This challenge is underscored by shifts in work values among young professionals, who often seek meaningful careers that offer opportunities for growth and contributions to sustainable practices. Brendan Sullivan, IATA's Global Head of Cargo, noted the imperative of effectively communicating the advantages of careers in air cargo. “Young professionals want meaningful careers with opportunities to grow, learn, and contribute to a more sustainable future. Air cargo delivers on all fronts—but we must do more to tell that story and create clear pathways into the industry," he said. Sullivan emphasised that the FACE Ambassadors Program will connect current leaders with future potential leaders in the industry, thereby strengthening the workforce for air cargo.
The programme's impact will be meticulously tracked through an annual calendar of activities designed to measure meaningful engagement outcomes within the industry. Metrics will focus on tangible results that reflect the programme’s effectiveness in attracting young talent and enhancing outreach initiatives.
Several seasoned cargo professionals have already stepped forward as inaugural Ambassadors, laying the groundwork for a global community dedicated to shaping the air cargo sector's future. The initiative is not only a strategic response to workforce challenges but also an opportunity for the industry to reinvigorate its image and outreach to potential new entrants. Interested individuals are invited to learn more about the programme or express their interest in participation by reaching out via the communication channel [email protected].
With a membership comprising over 340 airlines, representing more than 80% of global air traffic, IATA is poised to make a significant impact through this innovative initiative aimed at cultivating the next generation of air cargo professionals. This ambitious effort signals the sector's commitment to ensuring its growth and sustainability in a competitive global landscape.