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Fri 3 Apr 2015 02:01 PM

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Etihad hits back at US union over Nicole Kidman ad criticism

Abu Dhabi airline defends employment record after union slams Hollywood star for starring in new commercial

Etihad hits back at US union over Nicole Kidman ad criticism

Etihad Airways on Friday hit back after a US-based union urged its brand ambassador Nicole Kidman to reconsider her role with the airline over its treatment of female employees.

The Hollywood star has been criticised by the Association of Professional Flight Attendants (APFA) for her new ad campaign with the Abu Dhabi carrier.

Last month Kidman was revealed as the face and voice for Etihad Airways' new Flying Reimagined brand campaign, with the commercial shot onboard Etihad's new flagship Airbus A380 and in locations around the world, including various landmarks in Abu Dhabi.

In an open letter to Kidman, Laura Glading, the president of the union, which represents 25,000 American flight attendants, claimed the sponsorship deal was at odds with the Oscar winner’s role as a United Nations women’s goodwill ambassador.

In a statement, Etihad rejected the allegation, saying its commitment to its employees was a top priority.

In the letter, Glading wrote: “Last month, on March 8, International Women’s Day, you said, ‘I envisage a world where all women and girls have equal opportunities and rights ... Now is the time to step it up’.

“Later that very same week, we saw that you had begun appearing in a new campaign for Etihad, a company that the Wall Street Journal has publicly reported ‘may fire women if they become pregnant’ and forces flight attendants to live in ‘confinement’ in secure compounds’

“These are the types of conditions that APFA fought to eradicate decades ago in the United States.”

But in a detailed rebuttal, Etihad Airways said it was one of world’s most popular new employers of the 21st century.

"We strive to attract the top talent in the industry and it’s working. Last year, we were inundated with requests from people for the opportunities Etihad Airways offers – with more than 260,000 who applied to join the airline from all over the world - 57 times more applications than we had total job openings‎ which included 1,700 crew position and approximately 500 pilot openings."

The airline said that in a recent independent employee opinion survey, 93 percent said they are proud to work at Etihad Airways and the overall employee engagement score of 76 percent was 18 percent better than that of the global average.

The statement added: "Our commitment to the welfare, safety, and well-being of the diverse group of men and women who have worked so hard to make Etihad Airways great is one of our airline’s top priorities."

Specifically addressing the claims about pregnancy, Etihad said it "fully supports its cabin crew during and after their pregnancy".

"When a cabin crew member informs Etihad of a pregnancy, she is provided with appropriate ground duties for the duration of their pregnancy. During this time, she remains fully compensated and fully engaged on the ground.

"Cabin crew are also entitled to paid maternity leave if they have completed more than one year’s service. Our cabin crew are then able to return to their flying role at the end of their maternity leave period. The health and safety of our cabin crew remains paramount. Therefore, we follow the GCAA requirement that crew do not continue to fly while pregnant."

Etihad Airways said it currently employs 24,000 staff from more than 140 different nationalities, many of whom have come from unionised airlines in the US and the European Union.

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Bharat Jashanmal 5 years ago

I suggest that the union APFA looks at its own backyard first, given that the Equal Rights Amendment is still not law in the USA, before criticizing other societies, particularly before checking its facts for their accuracy.

turk971 5 years ago

Just another example of some FEW ignorant western people claiming to know what is happening in the UAE and immediately hitting on the perceived reality without checking the factual reality. Ms. Glading, I suggest you base your comments on facts and not what you have just googled. You don't know what type of freedom UAE women have which cannot be topped by any other GCC country.

TonyTiger 5 years ago

If attendants were living in stand alone accommodation and get harrassed, we will not hear the end of it. UAE imports women and lets them run wild.

Attendants live in purpose built towers or communities, with everything they need within a phone call away. laundry, security, trasportation, health care, travel discounts, etc.

Attendants in this part of the world, fly twice to maximum four times in a day depending on the haul.

Attendants in the US will fly huge distances across the continent several times in a day just to make end's meat.

Attendants in the Gulf look like catwalk models, full of energy serving and smiling. whereas in the US, extremely exhausted, hardly groomed and please dont ask for anything written on their foreheads.

If our attendants were on lockdown they wouldnt be partying in the hottest clubs.. dining in the finest restaurants, dating eligible men.

They would be shoveling coal on their weekends like they do in the US.