Strategic Human Resource Management Practices

The given assignment is a comprehensive review of strategic human resource management practices and their impact on employee behavior. It references multiple books and articles from renowned authors and journals, including the International Journal of Human Resource Management, Journal of Applied Psychology, and Journal of Business Venturing. The assignment also touches upon green HRM, social care, and standard employment relationships. A summary of key studies and findings is provided, along with a list of relevant references.

Human Resource Management for
Service Industries
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Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Role and purpose of HRM in British Airways.......................................................................3
TASK 2............................................................................................................................................6
2.1 Employee relation's present state in aviation business..........................................................6
2.2 Effect of employment legislation in human resource management.......................................9
TASK 3..........................................................................................................................................10
3.1 Job description and personal specification .........................................................................10
Step 4 After completing the interest form, applicant has to submit online application form.
Anyone can apply for becoming a part of Airways Cabin Crew by joining one of the three fleets:
........................................................................................................................................................11
3.2 Difference between recruitment process of British Airways and Transport for London....14
TASK 4..........................................................................................................................................15
4.1 Assessing contribution of training and developing in operation of British Airways...........15
CONCLUSION .............................................................................................................................17
REFERENCES..............................................................................................................................19
.......................................................................................................................................................19
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INTRODUCTION
Business enterprises use various resource at the time of proceeding towards their mission
and vision. Employees are considered as key asset for an organisation because workers do all the
major tasks which is required for attaining set objectives like make plans and execute them
(Welch and et. al., 2011). Human resource management is a process of dealing with ''human
relations'', it starts with selecting employees and include all the activities that are related with
personnel’s like training and development, motivation etc. Airlines industry is an emerging part
of service sector. British Airways is a leading company in aviation business and this assignment
is based on British Airways. Purpose and role of HRM will become part of file along with the
human resource planning which will be based on analysation of supply and demand. Present
state of employee relation and the impact of employment laws on HR management will be
included in this project. Discussion on job description and person specification is a part of task 3,
comparison between selection process of two different job profile in service industries will
become an important part of the assignment. Training contribute to in effective operations, this
topic will be discussed at the end of this report.
TASK 1
1.1 Role and purpose of HRM in British Airways
The concept of human resource management concentrate on keeping healthy relationship
with employees. It is gaining popularity because of every business organisation understand that
they cannot achieve their targets until company get workers support. British Airways signed an
agreement which allow them to start flights between Heathow and Maderia. These operations
can achieve success if the HR division understand their responsibilities.
Role of HRM in British Airways is mentioned below:
Planning and forecasting – At the time of commencing new operations, an organisation
have to recruit or transfer people in order to manage workforce in a better way. HR team of
British Airways has to plan total number of candidates which they have to select in upcoming
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time (Unger and et. al., 2011). They have to play an important role in planning and predicting
requirement of human resource in forthcoming time. The issues of excess and shortage of
employees can be avoided in company if HR wing make right prediction and effective plans.
Recruitment process – If an enterprise has to hire an employee, they have to follow a
lengthy process which start from finding eligible candidates and end when applicant
selected/rejected for a post. At British Airways, this procedure involves seniors of respective
departments because they check technical knowledge of interviewee. But, beside this, all the
work is responsibility of HR team. Their role is crucial in coordinating interviews, screening of
candidates and background checks.
Employment contract – Human resource management make and explain employment
contracts to all the selected applicants (Storey, 2014). This document contains various terms and
conditions like salary of workers, leave policies etc. HR department of British Airways is
responsible for getting signature of workers on these contracts and they are accountable for any
flaw which is present in it.
Monitoring of employees – The tasks of evaluating performance of workers is done by
their seniors as well as HR department. As mentioned earlier, human resource management is
related with strengthening relationship with employees. This work cannot be done with keeping
an eye of performance of personnel’s.
Training and development – In monitoring, HR team of British Airways identify training
and development needs of workers. Their role is not limited to finding and analysing flaws in
employees, they also arrange complete training and development program for personnel’s.
Budget monitoring – Human resource division has to manage the money which is
management allotted to them. It is the role of HR manager to assure that budget cover all the
major and significant expenses.
Purpose of HRM in British Airways
There are two approaches of HRM, hard and soft. Purpose of human resource
management differ according to the model which is present in the organisation.
Hard approach – Business enterprise is consists with resources and employees but it
should not differ from each others (Sparrow, Brewster and Chung, 2016). They should be treated
like all the available assets like money, machine etc. This approach basically concentrates on
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three elements i.e. hiring, moving and firing. Little or no power is given to employees if a
company has adopted this point of view. British Airways do not use this model.
Soft approach – When an organisation sees employees as more than an asset and they
treat them like a human being then it means that they have adopted Soft approach. British
airways concentrate on needs of workers and they give rewards to workers in order to motivate
them. Key purpose of this HRM approach is to start a two-way communication process on
regular basis. The main reason behind existence of human resource department in British
Airways is that it works as a bridge between management and employees. HR manager
communicate the demands of workers to the employer.
1.2 Creation of Human resource plan by analysing supply and demand
British Airways is starting 4 new flights, for peak season, and 3 for rest of the year. They
have to recruit around 20 flight attendants and 4-5 Airline administrative supporter for
maintaining a balance between demand and supply. Below is human resource plan based on
identified requirements:
Source of recruitment – There are two sources of recruitment, internal and external. For
hiring new flight attendants, British Airways has to go with later one option. They can choose
methods like Walk-ins and campus placement. This will allow them to locate fresh talent which
will be available to company at a decent cost (Sheehan, 2014). Management consultants can be
used for finding Airline administrative support staff with desired experience. This method is
appropriate at the time of selecting an employee for a job post which require variety of skill in a
single person.
Selection procedure – The process of hiring will have three steps. First is to analyse C.V
of the applicant and call them for further procedure. After this, HR team should take written test
of selected candidates which will also include group discussion. The last stage is personal
interview where communication and other skills of potential employees will be checked.
Determine compensation – Once an applicant is selected in the organisation then next
step is to decide their salary and incentives. If they agree on remuneration policy, then company
will provide them joining date.
Provide training – Orientation and training programme will be organised for flight
attendants and administrative support staff so they can get basic information about organisation's
working style and their responsibilities.
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Appraise performance – The work done by recently selected employees will be
monitored and analysed by seniors in order to check that whether new joiners are following their
roles. Below are few responsibilities of flight attendants and Administration support staff:
Flight Attendants
 Assure passengers comfort like distribute them blankets at the time of sleeping.
 Keep track of the money which is earned through sold beverages or used headsets. Assuring safety of passengers by providing them directions relating to emergency
landing.
Airline administration support staff
 Answer queries of customers by managing desk of receptionist.
 Resolve issue of workers.
 Provide training to employees.
Performance appraisal will help company in managing demand and supply in off season.
Those personnel’s who will fail to meet organisation's expectation, may face termination and the
time between normal season and peak load will be used for hiring new talent.
TASK 2
2.1 Employee relation's present state in aviation business
Like of every industry, aviation business also faced issues related to employers ignoring
demand of workers. This problem was not too serious compared to some other sector like
manufacturing but still, regulation authorities and government made some rules for keeping
balance between distribution of power (Schermerhorn and et. al., 2014). Employee relation is
known as the connection among employees in an enterprise. Interrelation between employer and
workers is also considered as its crucial part. Power of trade unions is getting dilute because of
recent deregulations.
Role of Unionisation
Union is a group of people who work as a voice of workers. These units communicate the
message of workforce to management but their position is not strong in present business era.
Role of unions is limited and it is only popular in those industries where blue collar job is
present. Labour union work as an intermediator between employee and employer. They
communicate demand of workers to top level management of an organisation like British
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Airways. A new culture is developing in Airline industry where viewpoint of workers at middle
and lower level position are considered at the time of making a call. The concept of collective
bargaining is getting popular in this business. It assists an organisation is resolving problems
related to salary, working environment etc.
Employee Relations: Employee relation refers to relationship among employer and
employee. With the changing time line managers mainly emphasis on developing a positive
relationship of every individual with their colleague and superiors (Employee relations, 2018).
For this, managers often involve employee in decision making process and conducts some
employee engagement activities in order to improve business outcomes.
Employee participation
(Source: Employee Participation. 2017)
Employee participation is a tool for motivating personnel. There was a time when
workers were not included in decision making system. Now the time has completely changed
because of the employee participation concept. Instead of receiving direct orders from highest
authorities, staff members of different Aviation sector companies are offering their thoughts to
top level managements. They are getting involved in improving different process which are
present in the organisation. When personnel become part of a decision then managing conflict
get easier (Rubery and Urwin, 2011). Many firms in Airline industry use dispute management so
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Illustration 1: Employee participation, 2017

they can assure healthy relationship between employee and employer. Deciding shift timings of
staff members is always a big issue for companies. Airline Corporations run their business for 24
hours and 7 days. Workers normally do not prefer to work in odd shifts like 3 am to 11 am in
winters and it ultimately create big disputes among managers and their subordinate on daily
basis. This problem is getting resolved because workers are getting additional money for
working in odd timings. This approach presently tastes success due to involvement of workers in
making plans.
Grievance procedures
A method, used for resolving conflicts relating to employees, suppliers, competitors etc.,
is known as grievance procedure. In Aviation sector, there are many rules and regulation which
has to be followed by every individual. If any stakeholder of an organisation faces injustice then
they can register a formal complaint against company. Although, there is no necessity that
grievance procedure is always formal. It can be considered as a part of collective bargaining.
Employer have face issues with employees and disciplinary procedure help them in dealing with
misconducts of workers. Both of these processes play significant role in maintaining good
relationship between companies and their staff. They check dispute at the point of its generation.
Employment legislation protect workers from their employer. It includes various laws
related to discrimination, workplace safety, minimum wage, health safety and many more.
Importance of employment legislation laws are important for employer as it guides them about
how to take care of the company by following them whereas it is important for employees
because it protects them from employer.
2.2 Effect of employment legislation in human resource management
Employment legislation refers to all of the acts which are formulated to protect to
employee in all kind of scenario whether it is related to mental pressure or monetary terms
(Renwick, Redman and Maguire, 2013). It can be said that changes in legislation also impacts
over management of resource department as they have to update their policies for meeting the
requirement of legislation. It is the responsibility of Hr manager of British airways to evaluate
working environment of the company effectively so that they can identify actual problems of
employees.
Employment relations act: The act mainly protects relationship of employee, unions
and employer. According to the act, it is mandatory for employers to provide fair judgement
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towards employee as well as union. It also protects the right of employee whether they want to
remain part of union team or not.
Employment right act: It states that all the basic rights of employee are protected under
this act. This act includes fair dismissal, redundancy, unfair dismissal and time off for parenting
(Messersmith and et. al., 2011). Along with this, management team of British Airways is
required to develop their own policies and procedure according to the latest updated version of
this act in order to apply all the mandatory things at workplace.
As per the employment legislation it is mandatory for employer to provide equal
opportunities to every employee so that they can place their best output for organisation. It also
contributes in building positive relationship between employer as well as employee which is
helpful in achieving targeted goals and objective of company in less period of time.
Contract of employment: It is a legal contract which is made between employer and
employee of an organisation. It entails description about date of joining, induction period, type of
training, joining and termination procedure, employee rights, appraisal procedure and more. The
contract protects both employer and employee from various circumstances which might take
place in the organisation in future. In context to British Airways this contract includes different
situations of termination too such as resignation, ill health retirement, dismissal, maternity and
paternity right and parental leaves. Some of them are described as below:
Redundancy: It is considered as form of dismissal which might happen in a company
when employers need to reduce its workforce. Therefore, contract made between employees and
owners of a firm includes some major rights which protect from unfair dismissals. It includes
redundancy pay, options to move from given job, notice period and more (Marchington and et.
al., 2016). As British Airways is a large online organisation in UK therefore, before make any
type of job employment contract, its managers are required to seek over concept of redundancy
procedure.
Maternity and paternity rights: In UK, it is amendable for every organisation whether small
or big, to give maternity and paternity rights to employees. As per this right, male workers can
take paid leave of two weeks for caring their child. While female employees can take paid leave
till 12 weeks after delivery. Thus, in this regard, staff members of British Airways get rights to
take maternity or paternity leaves as per own manner.
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As per the above stated employment legislation it has been observed that all of these
legislation impacts over functioning of HR manager as they have to consider each and every law
planning for workforce. Along with this, it also guides HR manager of British Airways to
monitor these laws while dealing with the existing staff. It helps them in availing all of
employee’s right which is their right to be used. Redundancy act protects employees from
employer as they cannot terminate any employee without notice. HR manager also monitors
performance of employees and also avails equivalent opportunity to both male and female
worker without discriminating. They also give equal wages to employees on the basis of their
designation and performance.
TASK 3
3.1 Job description and personal specification
Purpose of recruitment and selection: The main purpose of recruitment and selection is
to hire best qualified workforce in the organisation in order to achieve organisational goals and
objectives in effective manner. Its another hidden purpose is to implement enhance sustainability
of the company with help of best workforce who equally contributes in its growth. The process
of recruitment and selection involves various steps in order to identify best suitable candidate for
the company. Best practice approach is adopted in job description and person specification in
order to specify actual needs and requirement of company for the specific Job role.
Recruitment process of Cabin Crew of British Airways
Step 1 Vacancies are placed on careers page of British Airways website.
Step 2 There are various eligibility criteria for being a part of cabin crew, an applicanthas to fill
a form whereby he confirms that he matches all the requirements.
Step 3 If the applicant matches the criteria for job application, then he has to complete an interest
form.
Step 4 After completing the interest form, applicant has to submit online application form.
Anyone can apply for becoming a part of Airways Cabin Crew by joining one of the three fleets:
 Mixed Fleet crew based at Heathrow Airport
 Gatwick Airport Cabin Crew
 BA CitiFlyer Cabin Crew based at London City Airport
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The working conditions and destinations differ based upon the fleet an applicant selects.
Step 5 The applicants who meet all the basic requirements are given a log-in so that they can
complete a series of online psychometric tests which include verbal and spatial reasoning,
numeracy and situational judgement test.
Step 6 Those who succeed in online test are called for Assessment Day where situational
multiple choice questions, role play, group exercises and an interview takes place.
Step 7 In accordance with law, the applicants have to undergo a medical examination. Along
with that, the background of the applicants is checked.
Step 8 The applicants who pass the background and medical check are offered their training
place. There are given a week long safety course. Also, there is a six week cabin crew training
course which they have to go through.
Step 9 Post training, they can start their working as a member of cabin crew.
Above mentioned recruitment method is for Cabin crew for British Airways but it may
vary for different vacant designation in the company.
Human resource managers of a company carry out activities to hire best employees at
workplace. In context with British Airways, its management team which includes five expert
members, use some effective internal and external approach of recruitment for the cabin crew in
human resource department (Alfes and et. al., 2013). In this regard, they have prepared some
documents to give advertisement in print media and company’s websites. It includes job
description, personal specification, job analysis and more. This would help in giving awareness
among desired people about its vacant position.
Relationship between Job description and Person specification
Person specification is considered as the part of Job description which specifies that what
are actual requirement of company which helps candidates to match their own ability with the
given sample. Both them are interrelated to each other as if anyone document is missing then
another document will be worthless.
Job description simply defines actual vacant position in the company along with their
needed requirement whereas on the other hand person specification states what kind of quality,
ability, qualification etc. is required by the company from an applicant for the specific job
position. For this example of both the documents are described as below along with the influence
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of culture what it has upon working environment and roles and responsibility of desired position.
Example of both of them are described as below:
Job Description
Job Details
Post: Cabin Crew
Department:
Job Purpose
 Effective staff handling and workmen grievance, analyze repeated grievance and suggest
corrective measure. Also to counsel passengers whenever necessary.
 Responsible for managing conflicts among passengers, Welfare and administrative
activity, Security and Safety.
 Responsible for all legal compliances.
Roles & Responsibilities
 Attend briefing of pre-flight’s as per the details of flights
 Check availability of refreshment according to the number of passengers.
 Ensuring required on emergency equipment are available or not.
 Display or show procedure of using emergency equipments
 Ensure all the passengers have tied up their seatbelts during take-off and landing.
 Fulfil basic requirement of every passenger during their travel.
 Offer refreshment, meals and beverages to every passenger.
 Sell chargeable food items during travel
 Usage of first aid in systematic and hygiene manner at the time of requirement.
 Take appropriate decision in favour of maximum number of passengers at the
emergency or critical situation.
 Manage conflicts among the passengers within the flight.
 Instruct passengers during emergency situation.
 Recheck number of passengers before take-off the flight and after landing too.
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Curriculum Vitae
Name:
Address:
e-mail id:
Contact No.:
Objectives:
To seek challenging career in professional organization, that can provide new horizons and
excellent working environment.
Academic Qualification:
 Master of Business Administration
 Graduate in Business Administration
Experience:
Two Years of experience in airlines industry as a cabin crew in UK.
PROFESSIONAL BRIEF:
In a Professional Carrier Spanning over two years, I have had the opportunity to handle
wide spectrum of activities related to cabin crew functions of few prestigious and renowned
organization. This covers the field of Handling passengers, Resolving their issues and studying
requirement list of passenger.
Skills and abilities
 Self motivated and quick learner with strong analytical and logical abilities.
 Good verbal and written communication skills.
 Adaptability to changing environment and emerging trends.
 Good problem solving skills in critical situation.
Technical Skills:
 Taxation knowledge.
 Basic MS Office ( Excel, Word, Power Point)
DNA:-
 Driven and energetic
 Sense of urgency
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 Competitive nature
DECLARATION:
I hereby declare that all the information given above is correct up to my knowledge and
certificates issued by recognized board/university.
3.2 Difference between recruitment process of British Airways and Transport for London
It is very essential for both the companies to hire candidates who are efficient in their
work and who possess the passion towards the job they are applying for, However, recruitment
process of British Airways and Transport for London have a few differences depending on their
job requirements. These differences are mentioned below:
 While there are multiple eligibility criteria for being a part of cabin crew in British
airways, Transport for London provides the candidates with fewer options, which
indicates a rigid requirement to fill a post, driving out many potential candidates at the
very first step.
 The application form design of Transport for London differs from that of British
Airways. British airways use more interactive videos, guiding the candidates at every step
and helping them know more about the firm before further assessment. Transport for
London, however, weighs on a simple detailed description about their needs and
requirements from the candidates.
 British Airways recruit’s candidates through online applications while Transport for
London in addition to online application uses services of recruitment agencies. The
selection process of Transport for London is better as it is less time consuming. Tfl does
not require applicants to go through psychometric tests as in case of British Airways.
 The assessments of both the companies are quite complex for average candidates to
succeed. While there are many other tests included in the assessment, the main focus of
Transport for London is on written and mechanical assessments for engineering schemes.
Whereas, British Airways tests the candidates on different verbal and spatial reasoning
along with numeric abilities.
 While Transport for London provides a portal at the very first stage, British airways
provide a log-in to those who meet their requirements after the submission of online
application forms.
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 There are vast differences in which both the companies organise their assessment days.
While Transport for London focuses on the personal interview, British Airways focuses
on situational multiple choice questions, role play and group exercises.
 In British Airways, the applicants who pass the background and medical check are
offered their training place. There are given a week long safety course. Also, there is a
six-week cabin crew training course which they have to go through. Whereas the selected
applicants are given their job roles after filling a detailed medical questionnaire. Also
references are taken from them for background check.
British Airways recruit’s candidates through online applications while Transport for
London in addition to online application uses services of recruitment agencies. The selection
process of Transport for London is better as it is less time consuming. Tfl does not require
applicants to go through psychometric tests as in case of British Airways.
TASK 4
4.1 Assessing contribution of training and developing in operation of British Airways
Training and development sessions are considered as main part of every organisation
related to every industry as it contributes in developing skills of working staff. It directly
enhances working capability of employees which helps in achieving targeted goals and
objectives of the company.
Different types of training
Online training: It is a latest type of training is opted by most of the organisation as it
helps them train employees by using computers. It can be said that online learning is best among
all the training types as learner take the training any time according to its own suitable time.
Apprentice training: This type of training is conducted for those workers who work
under the observance of superior. Apprentice training is conducted for a limited period of time.
In relation to management team of British Airways, it superior manager provide this training to
new employees as they require high level of guidance.
Induction training: Induction sessions for new employees are also considered as a type
of training as it helps employees to understand rules and regulation of organisation. It also
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familiarises employees with existing employees and code of conduct which helps them
performing their work in future.
Role and Need of training program
Training session’s plays crucial roles in every organisation as it improves level of
knowledge and skills of employees (Budhwar and Debrah, 2013). That is helpful for the
company to gain competitive advantage at market place. In relation to British Airways, the
airlines company deals in service n which its employees have to interact huge number of
passengers at daily basis. In order to satisfy each and every passenger, it is mandatory for its HR
manager to training to all the existing as well as new staff so that they can perform their task in
effective manner. Training sessions needed as it helps in upgrading the knowledge of working
staffing so that they perform their job responsibility effectively without facing any trouble.
Difference between training and development
Training Development
 Training is conducted for fulfilling
specific requirement of job.
 Training sessions are mainly
conducted for fix duration of time. It
is a short procedure in comparison
with the development.
 On the other hand, development
focuses on growth of individual in
future.
 It is ongoing process which is
conducted for developing whole
organisation. Therefore, development
is considered as long term process.
Benefits of training and development:
Training and development sessions are beneficial for British Airways as it helps in
developing skills and knowledge of overall staff. This supports employees to perform their all of
the assigned task in effective manner within less period of time. Some of its main benefits are
described as below:
 Training and development motivates employees as it avails them opportunity for their
career growth. It is also beneficial for the company as their staff is eligible to difficult
task in less time.
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 Overall training and development sessions provide monetary gain to the British Airways
as ultimately development of employee’s skills invites the innovation for the company.
This can be used to attract more number of customers.
As per the above observance it can be said that training and development sessions are
beneficial for British Airways as it employees are now able to perform all the operational
activities in effective manner (Chelladurai and Kerwin, 2017). This can be done easily because
HR manager of British Airways conducts training session for employees at regular basis which
motivates them to perform the work with their best possible output. These training sessions also
guides them the ways through which they can satisfy customers. As it is an only ultimate goal of
the organisation for sustaining longer at market place.
CONCLUSION
From the above mentioned report it has been evaluated that human resource management is
considered as essential component of organisation. It has been identified that main purpose of
Human resource management is to maintain positive relationship between employer as well as
employee as it is beneficial for attaining targeted goals and objectives of the company. It can be
said that there are numerous of employment law which influences management of HR
department and also helps the organisation to protect themselves from legal issues. This has been
observed that firm now a use online test for recruitment and final section is done further through
interview. Training and development session contributes equally in enhancing skills of
employees which is ultimately beneficial for both employees as well as employer.
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