Hainan Airlines has launched this year's global crew recruitment drive following a ceremony at the Beijing Marriott Hotel Northeast.

At the event, Hainan Airlines announced its global recruitment plan for 2016, initiating a talent recruitment strategy that focuses on globalization and specialization. The airline has launched a new employee brand based on cartoon characters of flight attendants as angels, with this year's images following the 12 signs of the Zodiac. This ties in with the company's recruitment plan for the year which aims to demonstrate a fashionable, dynamic and witty image of the Hainan Airlnies employee.

"Flight attedants not only serve passengers but also act as brand ambassadors and practitioners of the corporate culture of the airline they work for," said Wang Qindong, general manager of human resources and administration at Hainan Airlines. "Following a set of selection criteria based on openness, fairness and impartiality, Hainan Airlnes seeks to recruit qualified flight attendants from both within China and around the world who have an internatioal vision, excellent foreign language and communication skills and established familiarity with and knowledge of different cultures."

This year, the airline, in accordance with its schedule for launching new domestic and international routes, plans to build a global flight attendant recruitment network spanning more than 20 cities and in association with more than 70 colleges and universities across China, recruiting crew members from the US, the UK, Belgium, Italy, the Czech Republic and Russia.

Meanwhile, the airline plans to strengthen cooperation with both Chinese and foreign colleges and universities, in a move to explore and develop a more advanced and precise model for the recruitment and training of flight attendants and airline staff.

This year, Hainan Airlines plans to recruit 2,000 flight attendants, including 300 Chinese citizens and 200 nationals of other countries who are proficient in more than one language. The airline plans to improve the proportion of attendants on international routes (including non-Chinese and Taiwanese attendants in addition to those from mainland China) who are proficient in foreign languages in a move to assure that at least 30 percent of the airline's flight staff have this proficiency.