Ways to Reduce High Employee Turnover - A Case Study on British Airways

Corporate Social
Responsibility

Table of Contents
TITLE: “To analyse the ways by which effective corporate strategy can help to reduce the issue
of high employee turnover.” - A case study on British Airways.....................................................3
INTRODUCTION ..........................................................................................................................3
Research aim..........................................................................................................................4
Research objectives................................................................................................................4
Research questions.................................................................................................................4
Background of the company...................................................................................................4
Review of problem faced........................................................................................................5
LITERATURE REVIEW ...............................................................................................................5
PRIMARY AND SECONDARY RESEARCH UNDERTAKEN..................................................9
CRITICAL REVIEW OF RESULTS OF THE RESEARCH.......................................................12
RECOMMENDATION AND ACTION PLAN............................................................................20
REFERENCES..............................................................................................................................23

TITLE: “To analyse the ways by which effective corporate strategy can help to
reduce the issue of high employee turnover.” - A case study on British Airways
INTRODUCTION
Corporate social responsibility is the business model or concept which is directed towards
integrating activities related to social and environmental aspects of the business operations. It is
the directly connected with the stakeholders by striking a balance between economic,
environment and social imperatives by meeting the expectations of various parties who are
connected with the organisation and have the capability to influence the activities of a business.
It is something which encourages business organisations to bring accountability and transparency
within the activities in order to achieve goals and objectives. CSR is the concept which helps an
organisation undertakes activities that are beyond the profit making goal of the business. It is
also known as corporate citizenship, business responsibility and corporate conscience.
The basic assumption behind this concept is to make the company highly acceptable by
the society. When an entity plans to establish a business in a particular area, it uses different
types of resources gathered from the society by is returned in numerous ways such as generation
of employment, developing infrastructure, and many more ((JAIN, 2013)). This concept has
been evolved with the time by expanding the scope of this. Earlier, only the large companies
used to implement this strategy but now organisations at all levels have started to use within their
business activities. It is the responsibility of all the people who are associated with the business,
to act in such a way which is ethical and acceptable by the society and other stakeholder. It offers
number of benefits to that entity which implements this in the organisation. Such advantages can
range from compliance with legal requirements, increase employee loyalty, positive brand image
and public reputation, and many more.
It is a part of corporate governance which helps the business regulate itself by obtaining
competitive advantage. There are different strategies and programs that can be implemented
within the organisation for achieving the goals and objectives in an ethical manner and by being
within the limits that are there from the laws and regulations. Furthermore, there is a listing
platform wherein an organisation can be listed. In this report, background of the company, main
issue going on in the organisation, aims and objectives followed by literature review, critical
analysis of outcome obtained and recommendation for the improvement.
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Research aim
Main intention for doing this research is “To analyse the ways by which effective
corporate strategy can help to reduce the issue of high employee turnover”. A study on British
Airways.
Research objectives
 To develop basic understanding regarding the phenomena of corporate strategy.
 To analysis importance of effective corporate strategy in diminution of high turnover of
employee within British Airways.
 To determine ways through which British Airways can reduce issue of high employee
turnover.
Research questions
 What are the phenomena of corporate strategy.
 What are the significance of effective corporate strategy in diminution of high turnover of
employee within British Airways.
 What are the ways through which British Airways can reduce issue of high employee
turnover.
Background of the company
In this report, British Airways has been chosen which is the flag carrier airline of United
Kingdom, which has its headquarter in Harmondsworth, London, United Kingdom. It is one of
the largest airlines which has bee ranked second among all the entities in this sector in United
Kingdom (Cheng, Ioannou, and Serafeim, 2014). It has formed a merger with International
Airlines Groups (IAG), a holding company situated in Madrid, Spain. It is also listed on London
Stock Exchange and a constituent of FTSE 100 index. It is focused on providing the services
according to the requirements of customers in order to increase their satisfaction. It has helped it
achieve high profit and sales which ultimately led to increased revenue. It has generated more
than $1 billion on a single air route in a year which began from 1st April 2017 to 31 March,
2018.
It got incorporated by the British government by forming two nationalised airline
corporation viz. British Airways Corporation and British European Airways and some other
regional airlines. It is the company which is an outcome of a merger that helped UK economy
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accelerating the growth and achieve the targets for the benefit of individuals living in the
country. It has grown with the time and touched the heights of success by focusing on those areas
by which benefits can be obtained by the company.
Review of problem faced
A business organisation face number of issues due to which smooth running of business
can be hampered. The issues in the entity can range from increase in employee conflicts, lower
profit, decrease in sales or revenue and many similar issues can arise within the organisation.
This report covers the issue of employee turnover in British Airways which has been discussed
in here to determine the details of the problem faced within the organisation. Employee turnover
refers to the situation in the entity which is where the workers exit or move out of the entity and
the vacant positions are filled by new candidates who can exercise their skills and capabilities to
achieve the goals and objectives.
British Airways has been facing the problem of high employee turnover because of
number of the transformations taking place within the business environment. There are many
competitors who are offering effective and competitive packages to the candidates out there who
have the skills and capabilities to help organisation achieve its goals and objectives. This issue
can be resolved by implementing corporate strategy which can be prepared on the basis of
outcomes obtained through various analysis. It is important for entities to get the solution for
accelerating the growth and profit.
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