United Airlines committed to hire former welfare recipients to meet its need for entry level workers, and in the process developed an effective mentoring program that has potential for all United associates. CEO Gerald Greenwald is leading internal change for a people-friendly culture and also external change in the community. Part of the HBS Social Enterprise Video Series on Business Leadership in the Social Sector (BLSS). Created in connection with the 1998 BLSS national leadership forum, the videos focus on a new model of business involvement in the social sector, viewing social needs as opportunities for developing and testing innovation. The videos provide a springboard for extensive discussion and highlight a diverse group of business/community projects in three interconnected domains that contribute to urban economic prosperity: public education, welfare to work, and urban investment. Viewers will receive practical information about applying the best lessons from these models, whether they are business leaders thinking about the role of their companies or community leaders considering partnerships with business.
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