Winning Secrets: How Cathay Pacific turned crisis into an opportunity to rebuild workforce trust and agility post pandemic

In this exclusive interview, Lynn See, Regional Head of People, Cathay Pacific Airways, shares how a people-first strategy helped the company overcome post-pandemic turbulence, rebuild operations, and foster resilience among its people.

Amid the turbulence of the pandemic, Cathay Pacific Airways faced a daunting challenge: balancing operational recovery with the wellbeing of a workforce shaken by uncertainty. Anchored in its purpose to 'Move People Forward in Life', the company’s HR strategy prioritised transparency, holistic growth, and resilience.

This strategy earned the team a gold award for 'Excellence in Recovery & Rebound Strategy' at the HR Excellence Awards 2024, Singapore. In this interview, we hear from Lynn See, Regional Head of People, Cathay Pacific Airways, on how she and her team transformed crisis into an opportunity to rebuild trust and agility within the workforce, aiming to drive meaningful change.

Q What was the motivation that sparked your passion & business case for pursuing your outstanding people strategy?

The award is a powerful testament to our team’s unwavering commitment to realising our vision of becoming one of the world’s greatest service brands. At Cathay, we are driven by a purpose: to 'Move People Forward in Life'. Our purpose extends beyond serving our customers; it is deeply ingrained in how we interact with our teams every day. Our engagements aren’t just about business goals—they’re about nurturing an organisational culture that is thoughtful, progressive and can-do.

What motivated the passion and business case to pursue our strategy is that it is rooted in a genuine desire to empower individuals. We’re dedicated to providing them with opportunities that go beyond their roles, fostering an environment where each person feels valued, supported, and encouraged to reach their full potential. It is this dedication to our people and our purpose that has driven us to create a strategy that prioritises holistic growth, which, in turn, contributes to Cathay’s overall success as a trusted and progressive service brand.

Q Looking back, can you share a challenge that you overcame in your journey of HR excellence? How did you triumph?

The journey towards HR excellence has indeed been filled with challenges, especially given the turbulence the aviation industry has faced over the past few years. From the devastating impact of COVID-19, which led to significant operational standstills and workforce disruptions, to the rapid and intense efforts required to resume full operations, the road has been anything but smooth.

One of the greatest challenges we faced was navigating the transition from crisis management during the pandemic to re-scaling our workforce and processes at an accelerated pace as operations resumed. This was not simply about rehiring; it required a strategic approach to re-engage, re-train, and re-motivate a workforce that had experienced a prolonged period of uncertainty. Balancing the urgent need for operational readiness with the well-being and morale of our people was a crucial and delicate task.

As teams navigated through changes and adapted to new realities, it became crucial to keep everyone aligned, inspired, and focused on our purpose and vision. Achieving this required a concerted effort to foster transparent communication and create meaningful initiatives. We knew that to rebuild and sustain morale, we needed to be present, supportive, and proactive in addressing concerns at every level. None of this would have been possible without the tireless commitment of our leaders, who worked in close partnership with the People team to drive our initiatives across.

Together, we ensured that every member of the team felt supported and informed at each step of the journey. We invested in upskilling and wellness initiatives, fostering resilience and agility across our teams. This approach not only helped us successfully ramp up our operations but also reinforced trust, loyalty, and adaptability amongst our people.

By prioritising our people as the heart of our recovery efforts, we achieved HR excellence that goes beyond policies and processes, rooted in a renewed commitment to empower our people and sustaining our purpose to 'Move People Forward in Life'.

Q Beyond the recognition, what impact do you hope your feature in the HR Excellence Awards would have on the HR community and manpower landscape? 

Beyond the recognition, my sincere hope is that this feature in the HR Excellence Awards will inspire our people in Cathay and the wider HR community to recognise the transformative power of working in HR. HR is more than just policies and processes—it’s a field where we can genuinely impact lives, nurture talent, and drive organisational change. I want people to see that when we approach our work with courage and imagination, what once seemed impossible can indeed become possible.

For the HR community, I hope this serves as a reminder of the immense value in what we do. Our roles extend beyond supporting business needs; we are shaping futures, creating environments where people feel empowered, and fostering cultures that make a difference. This acknowledgment stands as proof that, in HR, we have the privilege and responsibility to dream big, challenge norms, and pave the way for others to thrive.

My personal goal is to help shift perceptions of HR from a support function to a strategic powerhouse, where meaningful changes happen every day, and where each action contributes to a more resilient, inclusive, and motivated workforce. I want those in HR to know that their work has profound impact—both seen and unseen—and that by daring to dream and embracing our role as change agents, we can create lasting value for our people and our organisations.

Q Could you share some advice you would give to others aspiring to follow in your footsteps?

My advice to those who aspire to follow this path is to remain unwaveringly committed to the shared vision, regardless of the department you belong to. Each of us plays a unique role in driving Cathay’s success, and true alignment comes from knowing that we are all moving towards the same goals. No matter the position or function, each of your actions contributes to the larger picture, and by working in harmony, remarkable things can be accomplished together.

To be an effective role model, show up authentically, support your team, and believe in the value of collaboration. Embrace continuous learning and seek opportunities to grow both personally and professionally. Success in HR—and any other field—isn’t about working in isolation but about building trust and encouraging others to bring their best selves forward. Remember that inspiring others is less about grand gestures and more about consistent, genuine actions towards your team. When we lead with conviction and stay true to our values, we create a culture that motivates everyone to work toward a common vision.

Q Let's talk inspiration! Who has been a driving force behind your success?

The driving force behind my success has undeniably been our senior leadership team and our people. Their relentless commitment and unwavering belief in Cathay’s vision have been nothing short of inspiring. Through every challenge we’ve faced as an organisation—from the unprecedented setbacks during the pandemic to the rapid recovery and rebuilding phases—our leaders and teams have shown remarkable resilience and dedication. Their passion for bringing the organisation back stronger and more united has been a constant source of motivation for me.

Our senior leadership team has demonstrated visionary guidance, always prioritising our people and setting a clear course for the future. They lead with integrity, embody our values, and consistently make decisions that balance business needs with the well-being of our teams. Watching them navigate complex challenges while keeping our vision at the forefront has taught me the true meaning of commitment and has inspired me to mirror that same dedication in my role.

Equally, the Southeast Asia People Team has been a pillar of strength and perseverance. Their belief in our collective purpose, their adaptability, and their spirit of teamwork have made all the difference in our journey. Day in and day out, they bring their best to support each other and the teams in Southeast Asia, reminding me that success is truly a shared endeavour. I feel incredibly fortunate to be part of a community that not only strives for excellence but also lifts each other up along the way. It’s their relentless drive and passion that fuel my own commitment, and they continue to be a driving force in my journey at Cathay.

Read more interviews on why organisations have won trophies for their HR practices - head over to our Winning Secrets section! 

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