Çelebi Aviation Holding - Innovative Use of Technology in Human Resources
Company: Çelebi Aviation Holding, Istanbul, Turkey
Company Description: Çelebi stepped into the aviation industry with the establishment of Çelebi Ground Handling in 1958 as Turkey's first privately-owned ground handling services company. Today, it stands out as one of the most successful examples of integrated services in the Turkish aviation industry, offering the full range of services within the scope of ground handling with ca. 13000 employees.
Nomination Category: Human Resources Categories
Nomination Sub Category: Award for the Innovative Use of Technology in Human Resources - All Other Industries
Nomination Title: CELEBIFICATION
Provide an essay of up to 625 words describing the nominee's innovative achievements since July 1 2018:
Celebi is an aviationcompany with more than 13,000 employees from different cultures across 5 countries worldwide where we serve in ground handling, cargo and warehouse as well as platinum services to more than 300 airlines from all over the world. With this in mind, recruitment in this organization is equally expansive, happening both in local and international level. It starts with welcome presentation from HR department that are followed by operational classroom training sessions as well as on the job training with mentors.
Since technology is evolving and considering it’s improving every single moment, we have created our learning management platform, Çelebi E-School for development of our colleagues where we include some of refreshment training sessions. Launching Çelebi E-School back in 2017, was warmly welcomed by our employees.
After producing more than 100 e-learning sessions in 21 different topics, it was the second phase of the project where we needed to implement gamification into training sessions. It was more than necessary keeping into mind that generation Y and Z were rapidly growing in our company whom came up with different type of expectations, especially as context part of training.
Considering that aviation is a sector with different dynamics and hard to experience what is happening in the backstage, it could become not joyful to explain aviation and our job which consists; institutes, procedures, documentation and fine details related to job description to newcomers.
At this point, we have determined 3 significant points for ourselves to create a gamificiation tool called “CELEBIFICATION” for the orientation training;
• Employees should learn about corporate culture,
• Understanding and adopting corporate values and value chain,
• Contribute to business performance by enabling new employees to adapt faster to their working environment.
With this tool, we could let them experience the process of their daily work in apron area which reduces adaption time in aviation as well as to company culture and their job.
Since Y and Z generations are dominating (60%) the company, we created CELEBIFICATION, a learning tool which has different types of scenarios, instead of the traditional orientation process. It is much more interactive than the traditional orientation process in order to adapt them into aviation as well as to keep the information that they get during the game in memory for a long time.
With this game, participant can experience whole ground handling process from beginning. Including, helping aircraft to parking position after arrival, picking up necessary equipments which are used in ground handling services, loading and unloading of aircraft in terms of baggage and passengers. It also includes check-in process in terminal after welcoming passengers and participant can decide necessary personnel to take charge in different phases of ground handling such as, operation agent, ramp agent, passenger services agent etc. Thus, before going in apron area, he/she can see whole process of handling operation, understanding role of each department also getting familiar with equipments which are used in handling process where he/she can feel more comfortable with company and aviation literature.
After long process of creation, we have launched our new branded orientation program in different languages (Turkish, English, Indian, Hungarian, German) back in May 2019, which has increased the long-term persistence of the information provided to users from %62 to %93. As Çelebi Aviation Academy, we standardized orientation process worldwide. Moreover, we had chance to use our limited manpower in different areas and to save working time instead of classroom training.
Apart from that, satisfaction level has increased to 4.92 from 3.20 out of 5 comparing to traditional way of in-class orientation program.
Related to this orientation module, we are already collecting feedbacks which we see as crucial to improvement opportunity.
You can experience CELEBIFICATION through attached files and links
Best Regards,
Celebi Aviation Academy