HBR On Leadership: How CEO Ed Bastian Is Transforming DEI at Delta Air Lines

In the February 12, 2025 episode of HBR On Leadership, hosted by the Harvard Business Review, Professor Linda Hill delves into how Delta Air Lines, under the leadership of CEO Ed Bastian, is revolutionizing Diversity, Equity, and Inclusion (DEI) within its organization. This in-depth conversation elucidates the strategic shifts, challenges, and impactful initiatives that Delta has undertaken to foster an inclusive culture and provide equal opportunities for its employees, particularly focusing on Black talent.

1. Setting the Stage: The Challenge of DEI

Professor Linda Hill introduces the central issue addressed in her case study, "110 at Delta: Catalyzing Family Sustaining Careers for Black Talent." She emphasizes the longstanding disparities faced by Black workers in the United States, noting that despite progress, significant wage gaps and underrepresentation in higher-paying and managerial roles persist. Hill highlights the urgency for businesses to tap into existing talent pools innovatively to bridge these gaps.

Notable Quote:

"The central issue in the case is how do you build an inclusive culture and organization and make sure that everyone has equal access to opportunity?"
— Linda Hill [03:28]

2. Delta's Foundational Values and Leadership Philosophy

Hill provides historical context about Delta Air Lines, founded in the 1920s by C.E. Woolman. From its inception, Delta has prioritized two core values: innovation and people-centricity. Woolman believed that by meeting employees' needs, employees would, in turn, meet customers' needs, ultimately satisfying investors. This philosophy laid the groundwork for Delta's enduring commitment to its workforce and customer experience.

Notable Quote:

“Delta has always competed with two values: innovation and people centricity.”
— Linda Hill [05:43]

3. Ed Bastian: A Servant Leader Steering DEI Initiatives

Ed Bastian's journey to Delta's CEO is marked by his strong alignment with the company's values. Coming from a large family and having experience in various roles across different companies, Bastian returned to Delta after initially leaving post-9/11 due to disagreements over crisis management strategies. His leadership is characterized by servant leadership, where he actively listens, supports his team, and demonstrates courage in making tough decisions.

Notable Quote:

“He is a servant leader. He comes out, helps you carry your boxes wherever they need to get to the car... he listens and is willing to be courageous and bold about what he believes.”
— Linda Hill [07:57]

4. DEI Challenges at Delta: Underrepresentation and Limited Mobility

Despite Delta being the largest employer in Atlanta—a city known for its significant Black population—Black employees are predominantly situated in frontline or part-time roles, with minimal representation in merit-based, salaried positions. Hill reveals a startling statistic that only 2% of individuals born into poverty in Atlanta escape it, underscoring the systemic barriers faced by Black communities.

Notable Quote:

“Only 2% [of people born in poverty in Atlanta] ever escape poverty.”
— Linda Hill [10:41]

5. Strategic DEI Initiatives: The Skills First Approach

Under Bastian's leadership, Delta adopted a "Skills First" approach, prioritizing essential skills over traditional four-year degrees for various roles. This shift aims to democratize access to career advancement by recognizing and developing internal talent. Key initiatives include:

• Apprenticeship Programs: Designed to equip employees, especially those from disadvantaged backgrounds, with the necessary skills to transition into higher-paying roles.

• Transitioning to Full-Time Roles: Delta committed to converting part-time positions into full-time roles to ensure employees receive adequate benefits, thereby promoting equity and reducing feelings of being undervalued.

• Disaggregated Diversity Data: Delta began breaking down diversity statistics by specific categories to gain a clearer understanding of representation gaps, enabling more targeted and effective DEI strategies.

Notable Quote:

“We need to make sure people have equal access to developmental opportunities and to mobility.”
— Linda Hill [21:27]

6. Embedding DEI into Delta’s Business Strategy

Hill underscores that Delta's DEI efforts are not mere programs but integral to the company's business strategy. By aligning DEI with operational goals, Delta ensures that these initiatives are sustainable and contribute to overall business success. This alignment facilitates innovation and enhances the customer experience, as employees who understand the frontline operations bring valuable insights to leadership roles.

Notable Quote:

“If you're really going to do DE and I appropriately, it has to be deeply embedded in your business strategy.”
— Linda Hill [14:10]

7. Navigating External Challenges: The Pandemic and Beyond

The COVID-19 pandemic posed significant challenges, testing Delta's commitment to its DEI principles. Bastian reaffirmed Delta's core value of taking care of its people by implementing voluntary retirements instead of arbitrary layoffs and contributing to community efforts to supply medical necessities. Post the murder of George Floyd, Delta intensified its DEI commitments by joining the OneTen initiative, aiming to create one million jobs for Black Americans without four-year degrees over the next decade.

Notable Quote:

“We have to get going with it. We need to get going with it.”
— Linda Hill [20:54]

8. Sustaining DEI Efforts: The Role of Leadership

Hill emphasizes that sustaining DEI initiatives hinges on unwavering leadership commitment. Ed Bastian's dedication sets the tone for the entire organization, ensuring that DEI remains a priority even amidst challenges. Without such commitment from the top, DEI efforts are likely to falter over time.

Notable Quote:

“I don't think a company can get this done in any kind of serious way if you don't have senior management committed to getting it done.”
— Linda Hill [28:34]

9. Key Takeaways: Rethinking Talent and Embracing Collective Genius

In concluding the discussion, Hill reflects on her co-authored book, "Collective Genius," highlighting the importance of recognizing and leveraging the diverse talents within an organization. She urges leaders to challenge their assumptions about talent and to create talent architectures that support both current and future business strategies.

Notable Quote:

“Have you created the kind of talent architecture that is going to support your business strategy today and tomorrow?”
— Linda Hill [30:15]

Conclusion

Delta Air Lines' transformative journey under Ed Bastian's leadership exemplifies how strategic DEI initiatives, when deeply embedded into a company's core values and business strategy, can drive meaningful change. By prioritizing skills over credentials, fostering internal mobility, and maintaining unwavering leadership commitment, Delta is setting a benchmark for inclusive excellence in the corporate world.

Honorable Mentions:

• Strategic responses during the pandemic, including community support and financial prudence.
• The significance of understanding systemic racism and its impact on economic inequality.
• The expansion of DEI to include belonging, reinforcing the importance of an inclusive workplace culture.

This episode serves as a compelling case study for leaders and organizations aiming to implement sustainable and impactful DEI strategies, underscoring the vital role of committed leadership in driving organizational transformation.