BA's has had cost cutting from Wille Walsh and now Alex Cruz installing this in the company DNA. There's nothing wrong with that as such, BUT, in the current BA environment, it means managers take their lead from the top and cut after cut after cut is implemented to please the current "leadership" team with almost no view of brand value or indeed medium term planning. There's not much left to cut.
In the job market, BA is no longer somewhere that informed people really want to work, and that's a huge change. It used to be an employer that good talent aspired to, not anymore.