📩 The mistake that keeps candidates stuck in application cycles

Hey there,

Have you ever wondered why some candidates seem to “figure it out” and start securing offers, while others keep applying with no real change in outcome?

The typical aspiring lawyer spends years learning the process the hard way.

One cycle is spent figuring out written applications. The next is wasted realising psychometric tests and interviews are completely different skills. By the time assessment centres come around, it’s already the third round of trial and error.

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Virgin Atlantic Poaches BA Flyers

Virgin Atlantic is recruiting tens of thousands of British Airways frequent flyers to its own loyalty programme following a targeted campaign. The airline’s promotion offers to essentially upgrade BA customers to a better membership status at Virgin if they switch over.

This campaign targets the weakness in BA’s loyalty programme, which was dramatically altered last April when BA decided to shift from a system based on distance travelled to money spent. As a result, many longtime customers lost their gold tier membership status. The head of Virgin’s loyalty programme, Anthony Woodman, expects the programme to achieve double digit percentage growth in a year’s time.

The Implications

British Airways describes this campaign by Virgin as a well executed PR stunt, however the truth is that airline loyalty programmes (and loyalty programmes more generally) have evolved from customer retention tools to critical revenue producers. Higher tier members represent a big proportion of value for airlines since they frequently fly on expensive tickets, and have stronger loyalty which makes them less sensitive to price increases.

Virgin’s aggressive poaching campaign offers affected customers recognition of what BA withdrew from them, positioning the airline as rewarding loyalty in a way that British Airways does not.

What does this mean for the airline industry?

• Going back on commercial promises carry serious relational risks with regards to important customers

• Smaller carriers can successfully utilise marketing to undercut much more established rivals, essentially stealing away brand recognition from giant players like BA

• Customer expectations are beginning to undermine the efficacy of loyalty programmes, as the costs in providing associated benefits like lounges begin to chip away at margins

How to Use This In Applications

22 February 1797 — Over 1,000 — French troops attempted to invade Britain and landed at Fishguard, but were soon captured by the brave ladies of the town. No other foreign force has managed to invade mainland Britain since.

23 February 1863 — On this day in 1868, the U.S. House of Representatives voted 126–47 to impeach President Andrew Johnson, whose lenient Reconstruction policies regarding the South after the Civil War angered Radical Republicans in Congress.

24 February 1803 — In Marbury v. Madison , the U.S. Supreme Court declared an act of Congress unconstitutional, thus establishing the doctrine of judicial review.

25 February 1862 — First Legal Tender Act 1862 is passed by the US Congress, authorising the United States note (greenback) into circulation, the first fiat paper money that was legal tender in America.

26 February 1797 — The Bank of England issues the first ever one pound note, in part a result of the panic in London caused by the French invasion of Fishguard.

27 February 2023 — The Marriage and Civil Partnership (Minimum Age) Act 2022 comes into force today. From this date, 16 and 17-year-olds in England and Wales cannot marry or enter into a civil partnership, even if they have the consent of their parents or the court.

28 February 1933 — The Decree of the Reich President for the Protection of the People and the State was one of a series of key decrees, legislative acts, and case law in the gradual process by which the Nazi leadership moved Germany from a democracy to a dictatorship.