If you wish to improve way you hire in an industry like the airlines, where candidates make multi-year and even multi-decade commitments to one of a very few companies, this requires you to invest in a recruitment pipeline, and do outreach. This is part of it.
Career search is terrifyingly inefficient. People don't just land in jobs randomly, but they often don't realize the best career path and pick that one. Rather, labor market has a variety of structural inefficiencies and a strong component of path dependency. If your friends are all going into programming, you might think about it more seriously and decide to go into programming. If you were a white kid and none of your friends are into programming and every time you saw a programmer it was some, say, some very talented young woman of Indian descent in a sari, making references to Diwali that you didn't understand, well, you might not think programming is the career path for you. But if someone puts a bunch of ads in your neighborhood and bus stop and the newspaper and the local community college for a career in programming, emphasizing that you're welcome there too, that might change, and you might find some people you can relate to there, easing your onboarding into the community in general until you understand and can make all the jokes about Kennedy Steve squawking 7500 at the ramp.