– Attract talent
– Create culture as a competitive advantage


Hong Kong




23,000 employees

Meet the team


Tony Reynolds
General Manager, Employee Experience

Service businesses like Cathay Pacific are built on reputation and people. Their employees are why people choose to fly with them, not just once but for a lifetime. And for a company as prominent as Cathay Pacific, employees and customers are often one and the same.

At Cathay Pacific, providing a personalised candidate experience to match their award-winning customer experience falls on the shoulders of Tony Reynolds. As the General Manager of Employee Experience, Tony makes sure every potential hire has the better, more beautiful, and enjoyable journey they provide to their customers. It’s no small feat for a culturally and professionally diverse workforce of 23,000 people spread across the globe.

Willow helped us to create a career site that is not only beautiful and unique, but easy to manage too.
— Tony Reynolds


When the Cathay Pacific team approached Willow, they had a disjointed and outdated set of careers sites for different roles and locations. Having also recently acquired Cathay Dragon airlines, they needed to merge the two brands into a unified recruiting experience.

They knew they needed to bring all of this together into a modern, seamless, and easy to manage site that would work for both Cathay Pacific and Cathay Dragon airlines.

Willow partnered with Cathay Pacific to design and develop their new careers website. The site is designed to give candidates a behind the scenes peek into what it really takes to deliver close to 100,000 passengers to their destinations safely and with a smile each day.



Designing a cohesive experience

Cathay Pacific’s entire careers website was redesigned from the ground up based on the insights discovered in employee and candidate interviews, paired with the business’ goals and brand positioning. Willow was there every step of the way from IA and content strategy through visual design and development. As always, the site is designed to look and work great on any device.


Simple search and apply

With the ability to search and apply from any page, the site makes it easy for candidates to achieve their number one goal: finding the perfect role. In addition to a simplified search experience, the new site integrates with SAP SuccessFactors so that the search results and job description pages are fully branded and easy to read.

Candidates can also sign up to stay in the loop when new jobs that match their skills or locations arise, so they’re always up to date on the latest opportunities.




locations hired across


Career sites consolidated


visits from mobile devices



Helpful tips and advice

The site gives candidates the tips and advice they need not only to be successful applicants, but to find out if Cathay Pacific and Cathay Dragon are right for them. This includes everything from role-specific how we hire guides to recruiter tips and information for expats about life in Hong Kong.

Knowing that the breadth of unfamiliar customer service roles can be confusing, we also developed an interactive role-finder quiz to help candidates discover the role that’s right for them and bring the employer brand to life.


Easy to keep up to date

The new careers site is managed through a custom, purpose-built CMS that allows the team at Cathay Pacific to quickly update the site in-house and respond to changing candidate needs.

This flexibility has allowed the team to grow and improve the site over time on their own, including dynamic elements like recruiting events and featured job openings.


A seamless employee experience

With over 180 locations and international destinations, at any given time Cathay Pacific is hiring and onboarding employees all over the world. Cathay Pacific use Willow and Willow Onboarding to ensure a seamless employee experience from application all the way through the onboarding journey.



  • A beautiful and easy to manage careers website
  • A unified multi-brand candidate experience
  • Fully integrated with Cathay Pacific's ATS
  • Simple, seamless applications
  • Modern and fully responsive
  • Perfectly aligned with Cathay Pacific’s Willow Onboarding platform