Human Resource Management for Service Industries

This assignment explores the concept of HRM and its role in service industries, with a focus on the airline industry. It covers topics such as HR planning, recruitment and selection, employee relations, and training and development. The assignment also discusses the challenges and strategies of HR planning in a changing environment.

Human Resource
Management for Service
Industries

INTRODUCTION
Human resource management describes for both for masses who work within
administration and departments accountable for coordinating or managing activities related with
the employees. HRM is a broad term of management which used to elaborate the management
and development of personnel in an organisation. This assignment based on the British Airways
which is Flag carrier airline business in market of UK, headquarter is in Harmsworth. It is
second largest airline based on the fleet size and passengers carried out by them behind easyJet.
This assignment covers the important aspects of HRM such as role and purpose of HRM and
plan founded on investigation of demand and supply within service industry. Further it elaborates
actual state of employment relations and role of employment legislation in respective industry. It
also includes Job description and specification for specified job role and comparison in between
process of selection in different service industries. At last it includes contribution of training and
development for efficacious operation within the organisation.
TASK 1
1.1
Concept of HRM:
HRM is the activity of coordinating or managing workforce within the organisation in a
structured format or through manner (Brueller, Carmeli and Markman, 2018.). The major
concept of HRM is to take care each and every activity associated with the people to retain for
long time in an organisation (What is Human Resource?, 2019). In context of British Airways
which has lately prospering in gaining contract of flights from the Madeira from Heathrow in
that aspect they focus on the retention of most potential candidates to gain sustainability within
their organisation.
In HRM various activities and practices includes that are as follows:
Planning and forecasting:
HR forecasting involves the plan and coordinate the workforce needs and wants in
effective manner in an business (Burke and Hughes, 2018.) The leading role of respective
division is to forecast and plan the short term and Long term staffing needs and wants as per the
sales, growth and attrition. In context of British Airways the HR department evaluate each and

every factor that helps to enhance employee motivation in positive manner to encourage them to
give one of potential deliverables for a firm and for an individual enhancement.
Recruitment process:
Major role of HR is to list out all the vacant positions within the organisation and spread
knowledge regarding positions in the organisation both inside and outside it. It is one of the best
method to reach at large no. of candidates to select one of potential candidates. In context of BA
they plan and coordinate to select outside the organisation to gain optimum outputs.
Contacts of employment:
Every employee in an organisation have contract with the employer which helps to set
employment conditions, rights and duties, responsibilities and many more (Cheah, Ho and Li,
2018.). With help of kinds of legislation and laws an employee obliged to obey them in
systematic manner and organisation can charge fine in condition of breach of contract. In context
of BA they provide written contracts and agreements to their employee's so that they can adopt
them by understand them.
HR strategy:
HR strategy is the strategy which adopted by the organisation to integrate organisational
culture, employees and systems by managing set of actions to gain desirable outcomes. In
context of BA they accord with changes build various strategies and tactics for gaining potential
outcomes out of it.
Reward:
Compensation and reward plays very crucial role in context of a firm to encourage and
enhancement of personnel in providing one of their best efforts. By using performance
management plan organisation evaluate acquirement and capabilities of employer and
accordingly provides them rewards.
Performance management:
PM is one of important series of actions or activities to make sure or meet organisational
objectives in effective manner. Performance management centring on the organisation,
department and employee to manage specific tasks. In context of BA they they evaluate
performance of their employees on various grounds to gain optimum outcomes.
Overall purpose of HR:

The overall aim of HR is to evaluate the desire of personnel at every tier and provides
each attribute to enhance their motivation level Hence, they carry out potential efforts in
achieving goals and objectives in positive manner.
Nature of airline industry:
Nature of airline industry is very much dynamic in nature as drastic changes occurs in
the both supply and demand of it. Legal and institutional changes directly affect on their
structure of market and cultural factors influence on spatial mobility and its characteristics.
Importance of the role staff in respective industry:
Role staff is very much important in Airline industry as they welcome the consumers
while aircraft take off. They inspect the resources and storage facilities, luggage of consumers
and stock in air-plane with food and beverages.
Role of HRM:
Here are the different HRM roles that are as follows:
Recruitment and selection:
main role of HRM in respective activity is to list out all the vacant position with skills
and capabilities require to fulfil requirements of respective job role. Then HR manager publish
potential news regarding the vacancy and select one of most potential candidate.
Employee relations:
Employees are one of most important Deliverables in context of a firm and their
accountability towards the organisation to maintain healthy relationship with them. In context of
BA they provide compensation, unpaid leaves and career development opportunities to build
healthy relationship with them.
Training and development:
T&D is one of crucial aspect for an organisation to deliver essential knowledge and
development to worker as per the need of marketplace In context of BA they find out potential
skills and capabilities necessary for worker to give one of their best endeavour by conducting off
the job training for them.
Purpose of HRM
Here are some major purpose of HRM that are as follows:
Soft HRM:

Soft HRM in which worker are activated as an essential resource of an administration and
best source to gain competitive advantage. In it concentrates on the needs of employee such as
compensation, rewards and many more. In context of BA they considers their employees as an
important resource and pay attention on their needs.
Hard HRM:
In Hard HRM worker activated as an assets of employees to attain important outcomes in
context of a firm (Collings, Wood and Szamosi, 2018.). In it organisation centring on
workforce needs of the enterprise and accordingly retain and select candidates.
1.2
Human resource planning:
HR planning is an chain of activities for evaluating the current and future needs of
manpower to obtained desirable outcomes . For an organisation it is very much crucial to
evaluate gaps in both demand and supply by gap analysis. It serves as an link between the
human resource and business strategies to perform in better manner.
Difficulties while build HR plan:
While draft the HR plan organisation faces some kind of difficulties such as cope up with
laws and regulations which is struggling phrase for business owners (Chelladurai and Kerwin,
2018).. During HR plan organisation have to face some kind of changes in their management
which adversely impact on their business. In context of BA they formulate plans and policies to
accord with changes and overcome from kinds of difficulties.
Here are the HR plan based on supply and demand:
Identification of emerging HR needs:
By asking relevant questions to acquire potential knowledge and information such as:
 Nature or deliverables of work
 Type of company culture
 Skills and capabilities required to accomplish particular job role.
Present capabilities of HR:
 Work as per set standards
 Factors risk relies
 Current system of working or factors hinders progress
Gap analysis:

After analysis of present and emerging needs and wants of organisation as well as
employees, they focus on the gaps in performing well (Kim And et.al ., 2019.).
In context of BA while they gain contracts for flights to Madeira and Heathrow they access their
own capabilities and areas of weaknesses to lessen down gaps.
Gaps strategies:
After analysing the gaps organisation formulate strategies to overcome from the gap to
give one of their best efforts such as
 Training and development
 Safety and health measures
 Recruitment and selection practices
 Renewal of compensation and reward system
Implementation and monitoring:
For an organisation find out major gaps in performing well it is very much necessary to
implement strategies after monitor each aspect of respective strategy. In context of BA they
successfully implement and monitor the agreement in between the flights to Madeira from
Heathrow. They evaluate demand and supply side of plan and manage by communicating with
higher authority to cope up with changes in positive manner.
Analysis of demand and supply:
With the help of HR planning organisation forecast easily the current and future needs of
the personnel members within organisation (Maglio And et.al ., 2018.). In context of BA they
forecast their staffing needs on basis of taste and preferences of consumers, buying power of
consumers and many more. They also forecast needs of personnel on basis of marketing and
research for acknowledge peak time, requirement of skill and many more. In context of they after
find out gaps after analysing the consumers demand at present and future plans in that regards
they finalise the agreement in between the flights to Madeira from Heathrow.
In Airline industry the demand is highly cycle which rely on the time of the day, week
and season. In context of Airline industry the passengers expected to maintain the positive
growth rates up to the 2030 despite the no. of challenges faced by the industry as they are
struggling high jet fuel prices and sluggish economic growth. On the global level the passengers
air travel is expected to maintain the positive growth rate up to the 2030 as low cost carries and

regional airlines have revolutionised respective industry with the advent of low fare business
model.
IN supply side the flight schedules tend to be one of most crucial competitive issue in
front of business travellers. It is very important to account the freight and mail service account
for about 15% of airline total revenue.
Internal and External Factors Influencing HR planning:
There are two kinds of component which determiner HR planning that are as follows:
Internal factors:
Organisation:
In context of BA they analyse internal needs and demand of organisation such as no. of
projects and skills required to accomplish respective project. So internally organisation have to
evaluate needs so that they hire and retain employees.
External factors:
Competition and competitors:
Before selecting and retaining employees it is very much necessary to evaluate strategies
and tactics of competitors and build strategies accordingly. In context of BA as there are large
no. of competitors in market so they select skilled workforce.
Human resource planning in a changing environment:
Due to change in business environment such as Globalisation, dynamic nature of
government policies, more demanding consumers and many more. In respect organisation have
to select and retain employees as they are one of most competitive in terms of knowledge of
machinery, procedures and many more. In context of BA they evaluate their employees during
selection process in respective terms.
The role and responsibility, required time duration of work within BA while agreement Madeira
that are as follows:
Basis Peak staff Non peak staff
Pilot Cabin crew Pilot Cabin crew Engineers Technician
Required
in numbers
Pilot in
numbers
No. of
cabin crew
No. of pilot
required is 1
No. of cabin
crew required
The no. of
engineers
They are
very much

required
two to three
required is
10 to 12 to
give one of
their best
services.
to 2. is 8. required in
organisatio
n is 2 to 3.
crucial for
an
organisatio
n to resolve
technical
concerns to
give one of
best
services. In
context of
respective
organisatio
n they have
2 to 3
technicians.
Working
hours
they have to
work 7 to 8
hours.
The
working
hours of
respective
staff is 7 to
8 hours.
The working
hours is 4 to
5 hours.
The no. of
working
hours is 4 to
5.
Their
working
hours as per
the
requirement
and work
complexity.
.
they work
as per the
work
requirement
and
Reason to
quit the
job
The major
reason to
quit the job
that the
health
issues or
family
The major
reason of
staff
turnover are
health and
age issues.
Due to not
getting
proper
wages.
Due to not
getting
proper salary.
They
always
eager
towards
great work
opportunitie
s so they
the major
reason of
staff
turnover to
changing
technology.

concerns
and their
health.
quit to gain
other best
working
opportunitie
s.
Location of
working
In cockpit In Air-plane In cockpit In Air plane At head
office or
where the
services
required.
Head office
or where
the services
required.
Level of
experience
Experience
level
Mid or
senior level
Good
experience
Mid or senior
level
experience
Skills and
experience
required
Skills and
experience
required
Type of
contract
Hourly Hourly Basis on
hours
Basis on
hours
Part time Part time
Respective plan is very much beneficial for an organisation to demonstrate the each and
minor information that proved beneficial for organisation as well as individual to remain always
competitive in business environment.
Department Staff Roles Number of Staffs Hours of Work
Required
Reservation and
Ticketing
Respective staff members
accountable for booking tickets and
forecasting their demand in future.
7 7
Feedback Panel All employees are concerned for
taking feedbacks from consumers
after selling their products and
services to best serve in future.
8 9

In aviation sector the no. of employees are employed in 1993 the 737000 people worked in
respective industry and another people involved in manufacturing of aircraft and its parts and
53000 people work for federal aviation administration overseeing. In recent time the new hires of
pilots ranged from the low of 3256 in 1993 to high of 13401 in 1989. so there are wide gap in
supply and demand of employees in order to perform well.
There are some kind of gaps in short term discontinuities such as war, industrial restructuring
and many more that is core cause of lay-offs or airline closure. The another major reason that
question of factors which constitutes a qualified candidate for a pilot.
TASK 2
2.1
Employment relations:
Employment relations is an multidisciplinary approach which helps to build positive
relationship between employer and employee (Employee Relations, 2019. ). With the help of good
employee relation program provides fair and agreeable treatment with staff office so that they
become hard-core towards job and committed for work. In context of BA they provide fair
compensation and training session to their career enhancement.
Importance of employment relations for employees:
Employee relations is very much important for an organisation to improve their level of
productivity by creating positive environment in which every one can give one of their best
efforts. It also enables in employee loyalty as organisation focus on every aspect and needs of
them.
Importance of employment relations for employers:
In an organisation while healthy relationship exist in between the employees and
employers then higher authority can be able to communicate message and information to their
employees in easy manner. It reduce conflicts in between the employee and employer which is
the major cause of productivity destruction. Hence in context of BA they establish a strong
employee and employer relationship to gain productive results.
Role of unionisation:

Trade union or union of labour in which personnel work jointly for accomplishing
organisational objectives ( Moraes And et.al ., 2018.). Trade union work for to bring
improvement in safety measures, better remuneration and protecting rights and duties of
employees. In context of BA they evaluate the necessities of employees and represent in front of
management which must for perform in better manner.
Employee participation:
Employee participation is one of most important term to encourage employees to give
one of their best efforts in decision-making. It helps to connect employees from both emotionally
and mentally with organisational works and activities. In context of BA they involves their
employees in sharing their views and opinions to bring innovation.
Grievance procedure:
Grievances procedure consist of problems, issues or concerns which raised by an
employee in front of their employee (Morgeson, Brannick and Levine, 2019.). It is one of
important part of bargaining agreement in which concerns should be discussed in front of
employer. In context of BA which operates grievances panel which evaluate each factor
associated with the concern to take crucial decision.
Current state of employment relations in British Airway:
for achieving sustainability in market organisation provides T&D to their employees on
regular basis to improve their motivation and level of productivity. In Airline industry various
kinds of trade unions that are Air traffic controllers trade union, airline pilots, flight attendants
trade union and many more which focus on fleet service personnel, hourly wages and work on a
contract.
BA handles Industrial relations programme for change that find out major gaps in strong
employee relationships so that all workers work in collaboration for achieving organisational
goals and objectives. Previously BA located within the public sector unit and had kinds of
characteristics that it is highly unionised in nature and at a time it recognise large no. of separate
trade unions and it has industry wide collective bargaining frameworks as it is a key player of
negotiating body.
Changing nature of industry:
In airline industry which experienced some kinds of significant changes over the last two
decades due to liberalisation and growth of low cost airlines. The comparative study show the

recent development of airline industry, employment and circumstances of national carriers and
many more which directly affects on employee relations.
2.2
Employment law:
Employment law is the large collection of laws and regulations which helps to coordinate
relationship in between the employer and employee (Nieves and Quintana, 2018). It covers all
kinds minimum requirements which is necessary for an employee to work with an organisation.
In context of British Airways which apply kinds of laws and regulations within firm to obtaining
desirable goals of personnel to build positive atmosphere at workplace. Employment law affects
on the policies and procedures that organisation have to bring some changes so that employees
can easily adopt changes in positive manner. These regulations provide equality to employee's to
motivate employees in giving one of their best efforts.
Here are the various legislation adopt by BA:
Employment legislation:
Employment lawmaking regards all kinds of protection measures or tools whether it is
court rulings, collective bargaining conditions and customary practices. In context of BA they
use collective bargaining conditions to fairly regulate activities of employees. They provide fair
wages, compensation and safety at workplace in order to enhance their productivity.
Employment Relations Act-
Employment relations act proved beneficial for organisation in construction of
flourishing kinship in between employee and employer. In context of BA they involve
employees in decision making, provides training and development to build strong kingship
within firm.
Contracts of employment:
There is a bridge in between the employer and employee and respective contract
employer agreed to pay in terms of work (Okoe And et.al ., 2018.). The contract gives rights to
both the employee and employer such as employer posses right to give instructions to employee
regarding work. In context of BA they provides written list of contracts to their employees so
that they properly follow them.
Advisory, Conciliation and Arbitration Service (ACAS):

ACAS which intent to amend organisation and working life with the help of employment
relations and devoted to working employer and employees to solve problems to improve their
level of performance.
Equality act, 2010:
The law on the equal pay is set out in terms of equality in context of Pay provision under
the act of 2010. respective act gives right of equal pay in between the men and women equal
work. With the help of respective act organisation can enhance motivation and create sort of
sense of belongingness in between them to gain potential outcomes in positive manner.
Data protection act, 1998:
Data protection act 1998 was the act of UK act of parliament designed to protect the
personal data and information which stored in computers in an organisation. Respective kind of
act provides security to employees so that they can give one of their best efforts in organisational
development and enhancement.
TASK 3
3.1
Job description:
Job description is an in writing document which is intended to provide with main duties
and obligations to an applicant. It is one of important techniques in which plans and procedures
should be communicated and shared with the candidate so that an individual prepare for giving
one of their best efforts (Papa and et.al ., 2018.). In context of BA which is second largest airline
industry in market of UK selected candidates after full fledged examination of their skills and
capabilities. Here are the job description for position of Cabin crew:
Job description emerges the skills, capabilities and qualification to accomplish a particular job
role. The primal obligation of Cabin crew is to operate their medium tier management such as
supervision and coordination. They are channelised to ensure operational efficiency and provide
health and security to consumers. Cabin crew also accountable for maintaining code of conduct
within the organisation that are described in job description.
Person specification:

Person specification is the detailed statement of the skills, capabilities, experiences and
knowledge which is essential for a candidate to execute the job duties. In context of BA here ate
the person specification of Cabin crew are as follows:
communication skill is very much potential for specific job role to communicate or transfer
knowledge and information to others.
They have to be enough confident and knowledgeable enough.
No needed any kind of formal qualification for the job role of cabin crew but trained employees
are always in priority for BA.
Extent is the contents of the job description reflected in the person specification:
The person specification is the detailed description of education, skills and experience
and kinds of other attributes of an individual that is must to perform a specific job role. The
specification must be derived out from description and both are foundation of recruitment
process. An organisation can shortlist a candidate on basis of specification at short-listing,
presentation and by taking interview.
Job description and specification plays very important role in changing and driving the
culture and business environment. It not only from the accountability point of view but to ensure
by managers new tale and taking immediate actions to gain optimum outcomes.
3.2
Recruitment: Recruitment is the overall chain of activities related with the attracting,
short-listing and attaining one of the just about appropriate nominee for the specific job role. The
major purpose of recruitment and selection is to pick out one of most competent and potential
candidate to gain competitive advantage. In context of BA they by using relevant mode of
recruitment attain one of most competitive workforce.
There are kinds of ways to acquire one of most competent personnel that are as follows:
Online method:
In respective method the knowledge regarding vacancy in specified organisation spread
through the online portal and website (Sekhar, Patwardhan and Vyas, 2018). By using the
websites, social media and any other tools organisation reach at large no. of candidates to spread
awareness regarding vacancy of the specific job role. In context of BA they use social media and
their own website to get aware people regarding vacancy.
Offline method:

In offline mode of information organisation use advertisement, print media and job fairs,
events and boards to give proper knowledge to candidates. In context of BA they use both online
and offline mode of recruitment to reach at wide range of candidates.
Comparison in selection processes of British Airways (Cabin Crew) and Transport for
London (Customer Services Assistant)
Selection processes of British Airways (Cabin
Crew) (Online Mode)
Selection processes of Transport for London
(Customer Services Assistant) (Offline Mode)
Step 1: In BA vacancies placed on the website. In respective organisation the information
regarding the vacancy placed on website and
agency of recruitment.
Step 2: In it kinds of test conducted in it. In it resume and other information should be
upload by an candidate in their career website.
Step 3
in next step the interest form come in existence
and applicant have to fill it.
After uploading all relevant information
candidate eligible for given any test related to
the particular job role.
Step 4
In respective stage they fill online form
In that stage organisation conduct online test to
verify their abilities.
Step 5
Organisation conduct psychometric test such as
reasoning, aptitude and other aspects too.
In it written assessment test should be
conducted to evaluate capabilities of an
individual.
Step 6
After pass respective test organisation takes
test in which multiple test are conducted to
check level of potentiality.
In this stage candidate judged on basis of
interview such as communication and
leadership skills.
Step 7
Reference check
Reference check
Step 8 Posted at specified position

offer letter to join the organisation
Step 9
training and development program to give one
of best efforts.
The major difference in between the two ways of recruitment and selection that a organisation
opt the online mode of recruitment and other one is offline mode. That online is very much
effective and organisation as well as candidate can obtain optimum kinds of output out of it. In
online mode the aptitude test occurs to check efficiency level of a candidate and on other hand in
offline mode the interview session should be conducted to verify communication and leadership
skills.
Nature of the job role cabin crew:
The cabin crew in airline industry responsible to keep safety and comfort to passengers
in commercial airlines. They are employed with the motive to supply comfort to consumers.
Nature of Customer service assistant:
Customer service assistant work to provide information and assistance to the flying
passengers. It also serves passengers by flight reservation, itinerary changes, baggage concerns
and many more.
The major difference in their selection method that for the job role of cabin crew a degree is not
required however travel and tourism degree proved helpful. Personal qualities such as
appearance and good health is required. So the method of recruitment generally physical test,
interview opted by them.
On other hand Customer service assistant requires communication, self confidence and good
appearance and great mental ability. In that aspect the interview and aptitude test proved
beneficial for them.
TASK 4
4.1
T&D is very much crucial for an organisation which helps to employees to learn specific
skills to amend in performance of their current jobs (Tian And et.al ., 2019.). In context of BA

they provide T&D to their employees by accessing their current job roles after accessing their
skills and capabilities.
Different types of training:
There are various kinds of training that are:
On job training:
Respective mode of training helps to teach the skills, knowledge and competency to
perform the job by providing training within the office premises (van Esch, Wei and Chiang,
2018). In it employee learn and practice knowledge and skills obtained during training. In
context of BA they provide both kind of training as per their requirement.
off the job training:
In respective training method training provides as per the job role away from the actual
work floor which is more effective in comparison to on the job training as employees pay
attention keenly in it.
Importance of training:
Training is very much important for an organisation to furnish adequate knowledge and
information to employer that working on various job roles. In context of BA they operate at very
large level and employees working at kinds of job roles. In that regards they provide training
session as per their requirement such as cabin crew required to be greet passengers in proper
manner so give education of it.
Difference between training and development
training development
Training is an learning operation in which an
employee get opportunity to learn new skills,
capabilities and gain knowledge to perform
specified job role (Difference Between Training
and Development, 2019).
Development is kind of educational process
which related with overall development of
employee.
It is for short term On other hand it is life long process.
Benefits and effectiveness of training:

Training and development is very much beneficial for an organisation to gain
competitiveness in business environment by giving proper knowledge to employees that are
demand of today's world (Tian And et.al ., 2019). It enhance retention and sustainability of
organisation as well as enhancement of career of employees. In context of BA they framed
detailed training program to give technical and managerial skills.
The role and need of training:
Training is one of most effective tool to provide proper knowledge and skills to give one
of best efforts for achieving organisational goals and objectives. In context of BA they list out
areas of improvement and then conduct training session for them so that it directly influence
towards career enhancement and growth of an organisation. T&D helps to improve overall
efficiency level within organisation by enhancement in productivity and retention of employees.
CONCLUSION
From the above report it has been concluded that human resource is one of the most
effective for controlling and managing personnel in organisation. HRM is very much important
to accessing the demand within organisation on various basis in particular industry and
accordingly organisation plan and recruit employees. Employee relations and employment law is
very effective to build positive work environment and sustainability in the marketplace. To
select potential candidate there are various approaches to select and retain them. Training and
development must for organisation to give proper knowledge and skills to perform specific job
role in proper manner.

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