How Yammer connected Air Canada’s employees

In a time of paper communication and wildcat strikes, union members were trading rumors on Facebook. Management was left out. Here’s how an airline brought the discussion inside.

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Surely you recall the “underwear bomber.”

In 2009, while on a Northwest Airlines flight from Amsterdam to Detroit, Umar Farouk Abdulmutallab tried to ignite explosives hidden in his pants.

Passengers, led by a brave Dutchman, restrained Abdulmutallab and doused the fire. Like other airlines, Air Canada rushed to issue instructions to its staff of 27,000.

The thing is, large numbers of its highly mobile workforce weren’t sitting in front of computers. So Air Canada printed 27,000 copies of its bulletin, stuffed the pages into mail folders, and was good to go. Almost.

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