In recent decades, there has been an increasing emphasis on the practice of human resource management in the workplace due to the growing trend that human capital is an organization's most important asset. can acquire and retain. This area of ​​management applies to every facet of a business, with one of the major components of the economy that seems to rely heavily on this discipline obviously being the airline industry. One of the leading companies in this sector is Quantas, an Australian brand that seems to be facing difficulties in recent times due to the global business slowdown. It seems that even though they operate at a loss, they still view their employees as their primary source of capital, as evidenced by the career statement on their website that "our employees are the most important part of our business." Learn more about careers at Quantas, one of Australia's most popular companies to work for” (Quantas Careers, 2014). However, upon closer inspection of not only Quantas, but also the airline industry as a whole, it appears that the desire to work in this profession is decreasing due to increasing workload and health and security. Another factor driving this effect is the HR strategy of downsizing, which can have detrimental consequences on employee morale. Although this can be modified by different forms of strategic human resource management, it nevertheless has a major effect on their human capital. Although everything seems bleak for the industry, there remains a certain aspect that still attracts a workforce and that is obviously Quantas' approach to diversity, which promotes a multicultural workforce . Although further investigation is needed, one needs to start thinking...... middle of document ...... strategic human resource management and the importance it can have on a workplace where we first had to conduct in-depth research an iconic brand that uses such practices. This brand was obviously Quantas and it gave us an insight into the airline sector's strategies, as well as its own. After viewing their career website, they emphasized that their people assets were the heart of their business. However, as the study progressed, it became clear that due to downsizing, incorrect strategies, and being a reactive brand, Quantas was not in fact highly regarded for its workers as they previously stated, and only seemed to hold this mission statement true through their diversity programs. A true reflection of how an iconic brand can actually begin a downward spiral due to poor strategic human resource management..