Human Resource Management Role and Purpose

Human Resource
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Analyse the role and purpose of human resource management in selected service industry
................................................................................................................................................3
1.2 Justify a human resources plan based on an analysis of supply and demand for a selected
service industry business........................................................................................................5
TASK 2............................................................................................................................................8
2.1 Assess the current state of employment relations in a selected service industry.............9
2.2 Discuss how employment law affects the management of human resources.................10
TASK 3..........................................................................................................................................11
3.1 Discuss a job description and person specification for a selected service industry job. 11
3.2 Compare the selection process of different service industries businesses.....................13
TASK 4..........................................................................................................................................14
4.1 Assess the contribution of training and development activities to the effective operation of
a selected service industry business.....................................................................................15
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Human resource management is termed as strategic initiative of company which helps in
managing people at workplace in such a manner that contributes in gaining competitive
advantage (Alfes and et. al., 2013). Employees are taken as best organisational resource as they
executes operational work for attaining company's objectives. The main motive of human
resource manager is to develop positive relationship between employer and employee so that
organisational work can be executed in a better manner. Airline industry is considered as the
highest growing part of service sector. The current project is based on British Airways, one of
the renown companies in aviation business. British Airways is the United Kingdom based
organisation headquartered at Harmondsworth. This report will provide information on role and
purpose of HRM and also include justification of human resource plan that relies upon analysis
of supply and demand. At next, it will cover information on current state of employment
relations and effects of employment laws on Human resource management. In the next section,
discussion will be made on person specification and job description. It will also illustrate
comparison between different selection process of two separate job profile within the service
industry. At last, assessment of training and development and its contribution towards effective
operations of service industry will be discussed.
TASK 1
1.1 Analyse the role and purpose of human resource management in selected service industry
Every human resource manager places additional efforts to develop positive relations
with employees in order to influence them to agree on every organisational policy. It can be said
that support of employees is very important in airlines industry as without employees,
organisation can not attain its targets. In context of International Airline Group, the company is
considered as the world's best airline group that is having 573 aircraft which flies to around 268
destination. It is the parent company of other leading companies of aviation sector that is British
Airways, LEVEL, Aer Lingus, Vueling and Iberia (Budhwar and Debrah, 2013). It has been
analysed that British Airways have indulged into an agreement under which it is allowed to start
their flight between Madeira and Heathrow. In this regard, head of human resource department
have conducted session for newly hired Assistant HR manager in which they are explained about

role and purpose HRM in British Airways so that their operation could attain success. Both of
them are explained below:
Planning and forecasting – It is the first role of HR manager while commencing
towards new operations. Here, it is essential for HR manager to plan about the required
workforce in the coming time so that recruitment can be done on the basis of this prediction only.
This will help them out in avoiding issues associated with shortage of employees or excessive
employees. This will assist airline industry as well as firms operated in sector like British
Airways in maintaining adequate workforce within organisation.
Recruitment process – In this, HR manager is required to recruit new workforce or they
might also transfer their existing one at new location so that work could be managed in effective
manner (Chelladurai and Kerwin, 2017). In British Airways, candidates are mainly judged on the
basis of their technical knowledge. Thus, it is essential for HR manager to go through the lengthy
process of recruitment that initiates from checking of eligibility of candidates and winds up at
their selection or rejection. At the time of recruitment process, HR manager goes through few
phases such as interviews, screening, checking background etc.
Employment contract – Employment contract of British Airways includes information
salary of employees, leaves policies, medical facilities etc. Here, Role of HR manager in British
Airways is to explain every selected candidate about the employment contract and get their sign
on it in order to adhere it with laws.
Monitoring of employees – Here, role of HR manager is to monitor each and every
activity of selected candidates after their enrolment so that evaluation of their performance can
be done. It also allows HR department to understand specific weak areas of employees which can
be improved with the training and development session.
Budget monitoring – Apart from all of other roles, HR manager of British Airways is
also required to manage allotted money effectively so that all HR expenses could be managed
within it only (Huselid and Becker, 2011).
Relationships – It is considered as the main role of HR manager. In this, main priority of
HR manager of British Airways is to develop positive relationship between employees as well as
employer so that their string collaboration could give maximum benefits to organisation.
The main purpose of HRM is to maximise productivity of company by influencing
employees to perform their work in best manner. Moreover, other purpose of human resource

management is to fulfil requirement of staff within the British Airways so that its all business
processes can execute its work in effective manner. Also, it is important for HR manager to
comply with all legal aspects in order to ensure that all work are executed in effective manner.
Another purpose of HR management is to provide maximum benefits to staff so that get
motivated effectively and enhance their devotion towards the company. Purpose of companies
might varies according to situation and sector of company. In context to British Airways, the
company uses two of its common approaches of HRM that is hard and soft. Both of them are
described as below:
Hard approach – This approach simply states that business should focus on three core
elements that is hiring, moving and firing employees. In this, HR manager does not differentiate
between resources and employees. They simply gives equivalent priorities to machinery, money
and manpower. Here negligible power is given to employees. In context to British Airways,
human resource department of this company does not follow this approach.
Soft approach – According to this approach, businesses prefers to give more priorities to
employees rather than other assets. In context of British Airways, the HR manager of this
company emphasises on requirement of employees and also provides them rewards in order to
motivate them. The main purpose of using this HRM approach is to initiate two way
communication at regular interval so that demand of employees can be communicated to
employer effectively. This will contribute in enhancing satisfaction level of employees which
also develops positive relationship among employer and employees (López-Nicolás and Meroño-
Cerdán, 2011).
1.2 Justify a human resources plan based on an analysis of supply and demand for a selected
service industry business
HRM planning is considered as procedure that helps businesses in planning and hiring
employees for organisation who will further work effectively in accomplishment of their
predetermined goals and objectives. On the basis of provided scenario, it has been analysed that
there would be 7 flights from Heathrow and other 7 would return from Madeira every week at
the time of peak season. Whereas, in the remaining season there will four flights from Heathrow
and the similar number of flights returning from Madeira every week. As per this fluctuation,
HR manager has developed HR plan towards the same which is described as below:
HR PLAN of BRITISH AIRWAYS

Analysis of
organisational objectives
At the first and foremost step of HR plan, it essential for HR manager
to analyse objectives of British Airways. Here, with reference to
Madeira trip, the main objective company is to provide safe and
comfortable trip to passengers at the time of their travel.
Existing Human
Resource Availability
At second step, HR manager is responsible to check availability of
existing workforce within the British Airways which could be used
for executing work of new 7 flights which are initiating for Madeira
trip.
Demand and Supply
Forecast
At next level, HR manager is required to forecast demand and supply
of workforce in British Airways in their new Madeira trip. In this,
HR manager of British Airways is required to forecast employees at
different ground and for different job role such as cabin crew, ground
staff, air traffic controller, pilots etc. As per the estimation, it has
been analysed that the company will require workforce of:
 Minimum 2 pilots for every flight
 6 Cabin crew members
 7 on board engineers
 20-25 ground staff members for both locations that is
Heathrow Airport and Maideira.
All of these members will have to perform their job responsibilities 6
hours per day.
Estimation of manpower
gap
It is determined that existing workforce for ground staff and cabin
crew members is not sufficient as the British Airways is executed
starting new flights which means that it requires more staff who
could manage the work of new locations (Marchington and et. al.,
2016). This difference in actuality and estimation is termed as
manpower gap. Thus, it is essential for the company to hire new
ground staff members.
Action Plan For fulfilling requirement of cabin crew and ground staff, the British
Airways requires to adopt effective recruitment and selection process

through which better workforce can be hired.
Influence of internal factors on Human resource planning
 Skills and capability of employees
 Budget of British Airways that is developed for Madeira trip
 Organisational structure
Influence of external factors on Human resource planning
 Competition developed by other rivalry companies within UK.
 Changes in policies developed by UK government associated with recruitment and
selection process.
 Compliance of legislation

TASK 2

2.1 Assess the current state of employment relations in a selected service industry
Employee relations are considered as the initiative of the company towards managing
relationship between employees and employer. With reference to Airline industry, it can be said
that effective employment relations is helpful for them in maintaining their workforce satisfy in
the company by retaining existing employees and hiring new one according to the requirement.
In context of British Airways, current state of employment relations within the Airline Industry
are described as below:
Unionisation
Union refers to the group of people who represents all employees in total. It plays an
essential role in the airline industry as it works as the link between workforce and employer. As
per the current represented scenario, it has been observed that role of employment relation is
very dense in the Airline industry as it totally relies upon the growth of the British Airways
(Messersmith and et. al., 2011). With reference to British Airways, it is essential for its human
resource manager to use unionisation as its core strategy so that it can lead airline industry.
Some of the main ways in which British Airways uses unionisation as its strategies are
described as below:
 Structure: Unionisation is helpful for British Airways in creating effective
organisational structure as its management of human resources is done in rightful
manner.
 Culture: Unionisation also ensures that all work associated activities within British
Airways are executed in ethical manner which contributes in creating better culture at
workplace.
 Collective Bargaining: Collective bargaining is considered as the best strategy which is
helpful in developing positive relationship among employer and employee by
considering main aspects like benefits, safety standards, working hours, fair wages etc.
which protects rights of employees.
 Negotiations: It can be said that unionisation is helpful for Airline industry as it
supports in reducing employee turnover rate in British Airways by retaining existing
employees.

Employee Participation:
It is essential for an organisation to ensure participation of each and every employee in
the process of decision-making so as to increase their interests in organisational functions. With
the help of this, they can able to reduce excessive stress from employees. Thus, it become
essential for organisation like British Airways to effectively ensure employee participations. For
this, they can provide rewards and incentives to their workforce as to gain more competitive
edge within marketplace while ensuring global positioning (Renwick, Redman and Maguire,
2013).
Grievance and Disciplinary Procedures:
Focus of Airline industry is now a days diverting towards ethical working practices,
development of positive working environment for employees so that they can work with their
maximum capabilities. Grievance and Disciplinary Procedures is considered as the main
strategy that is implemented by British Airways in order to develop positive relationship
among employer and employee. It simply means that every individual works in company is
required to comply with code of conduct. Along with this, it is also essential for the
management team to make employees feel comfortable at workplace so that they can contact to
superiors in case of any misshapen or for filing complaint about the issues. Discuss how
employment law affects the management of human resources in a selected service industry
business
2.2 Discuss how employment law affects the management of human resources
Employment legislation is termed as the laws which are developed for establishing
minimum conditions associated with employees like minimum wage act, minimum working
hour, anti discriminatory act, equality act, etc. It can be said that these laws are developed for
protecting employees from any kind of unethical behaviour at workplace and also supports them
in their professional growth. With reference to airline industry, it has been analysed that
employment laws directly places influence over management of human resources. Some of the
major legislation which affects British Airways are described as below:
Maternity and Paternity rights: This act is generally developed by the government in
order to support working individuals during their maternity and paternity time. In context to
British Airways the company has separate schemes for both male and female staff during their
maternity and paternity period. The company is planning to schedule 52 weeks paid leaves for

females during their maternity period which can be availed by them according to their
requirements. Whereas, the company provides around two week paid leave to male staff during
their paternity period. This act directly places affect on management of Human resources in
British Airways as the manager have to fairly take decision at the time of providing leaves to
employees. Along with this, they are required to understand situation of employees at the time
of their requirement and provide them benefit of the leave accordingly (Rubery and Urwin,
2011).
Employment rights act, 1996: This act was developed by government of UK in 1966
which includes all aspect of employees who works in business organisation (The Employment
Rights Act, 2019). This act is required to be adhered by Airline Industry as it will help them in
retaining their workforce loyal with them for longer period of time. In context of British
Airways, its HR manager basically focuses on standard leaves, wages, protection of payments,
training schedules, standard of working hours and different factors which are required to
considered by them at the time of terminating employees. This ensures that company is giving
preferences to employees as well as their rights so that they work effectively in the company.
Equality Act, 2010: The act simply ensure that organisations are required to perform
their job responsibility without being discriminated or partial with any employees or society. It
includes equal treatment and practices that are given to employees within organisational
premises. With reference to British Airways, it is essential for its human resource department to
adhere with this law as if in case they do not comply with it, then it might indulge them into any
illegal activity. For this, they mainly emphasises on providing equal working conditions,
rewards, salary etc. to existing workforce.
TASK 3
3.1 Discuss a job description and person specification for a selected service industry job
Job description
A job description is termed as the written document of specific job. It mainly includes
purpose, roles and responsibilities, working conditions, scope of particular job along with its job
title, specific name of individual to whom that employee is going to report. Every organisation
has its own recruitment process. In context to British Airways, HR manager of this company

follows their own recruitment process which is consist of many steps like acceptance of
candidates online forms, online assessment, final interview and so on. The manager also check
employment background of candidates from their 5 five year employment record. It can also be
said that recruitment process of this company has been taken into consideration by observing its
labour market conditions. The term labour market refers to external tool which is helping in
bringing workforce in company (Schermerhorn and et. al., 2014). In context of British Airways,
training and education, wages, individuals quality, working environment and working hours are
some of the main factors which places effects on its labour market. For the post of cabin crew in
British Airways, employees are required to maintain positive relation with peer member and
emphasise on providing secure and safe travelling experience to customers. Job description for
the post of cabin crew is developed in such a manner which will mention all skills, knowledge,
responsibilities,etc. That is required to own by candidates who wants to apply for it. Human
resource manager of British Airways simply uses their own official website in order to update
job seekers about vacant positions.
Person Specification
Person specification includes description of skills, knowledge, qualification, attribute and
experience that is mandatory to be owned by candidate who possess to perform job
responsibilities in company. Effective communication skill, confidence, maintaining relationship
with colleagues as well as customers, comfortable in flexible working hours, patience,
experience etc. are considered as the main skills which are preferred by British Airways at the
time of hiring candidates in their company. For the job position of Cabin crew essential skills for
candidate are patience, soft communication skills, confidence, ability to work in odd working
hours etc. Whereas, desirable skills for cabin crew is to maintain healthy relationship with
customers as well as colleagues. Person specification also helps human resource department of
British Airways in enhancing effectiveness of their selection process as they are more clear with
their own requirements that what they want in candidates so that they can get selected. The
company also conducts numerous of training and development sessions for Cabin crew members
so that they can tackle difficult situation and handle customers in positive manner. It has also
been observed that some legal standards that are developed by European Safety and Aviation
Agency which analyse aviation safety regulation and performs inspection at regular basis, in
order to check that whether companies dealing this section are complying with these laws or not.

In order to avoid any uncertain situation, it emphasize on hiring best candidates for vacant
positions so that situation related to non compliance of legislation can be avoided (Schermerhorn
and et. al., 2014).
3.2 Compare the selection process of different service industries businesses
It is important for business organisations to compare their selection process with the
another company so that they can identify their lack areas. According to current scenario,
comparison of selection process of Transport for London and British Airways has been made for
two varied posts that are Customer Service Assistant and Cabin Crew respectively. This
comparison has been done on the different methods used by them for the same procedure.
Steps of selection process British Airways Transport for London
Method used for Recruitment
Advertisement
Official website Official websites as well as
recruitment agency
Online Interaction It includes questions so that
communication skills, physical
fitness and personal details of
candidates can be gathered.
Negligible interaction. They
only creates login Id and
password for candidates.
Interest and Application
Form
Interest for British Airways
includes name, e-mail id,
contact number and other
personal details. They consider
interest form as applicant6ion
form (Sheehan, 2014).
TFL takes situational test at
this level in order to check
response of candidates. It uses
application form which is
required to be filled by
candidates includes
information about the post for
which they are applying.
Method of Assessment Uses of psychometric tests
that includes situational
judgement tests, numerical
questions, verbal reasoning
etc.
Basic written test

Assessments Taken Assessment is taken through
MCQ (Multiple choice
questions), role play, group
exercise, interview (for those
candidates who have passed
online test stage).
Assessment is taken through
only interview and role play
exercise for individual who has
cleared test conducted at online
stage (Welch and et. al., 2011).
Background and Reference
Check
Employment background is
checked for past 5 years
records. They also check
medical fitness of candidates.
Believes in taking information
about references that how they
got to know about the TFL.
Also, medical questionnaire is
filled by candidates for
ensuring that candidates are fit.
TASK 4

4.1 Assess the contribution of training and development activities to the effective operation of a
selected service industry business
Training and development effectively aid an organisation to contribute in skills and
knowledge of employees as with the help of this, company can further able to increase their
work efficiency skills (Sparrow, Brewster and Chung, 2016). This will lead towards achieving
targets of company in best effective manner:
Different types of training
Online training: It is modern training measure that is mainly adopted by most of
organisation as to train their employees. With the use of online learning measures, organisation
can be able to offer training to their employees from any measure within suitable time.
Apprentice training: In this form of training, British Airways offer training to those
candidates who perform their work as an apprentice. This training is provided by company for
particular limited period of time. With the help of apprentice training, superior manager can
effectively able to increase knowledge and skill level of their employees.
Induction training: By providing induction training, organisation make employees to
understand rules and regulation of company. With the help of this, employees can be able to
make themselves familiar with the code of conduct which is operated within an organisation.
Role and Need of training program
Training is considered as one of the most important role that is undertaken by an
organisation for effectively improving skills and knowledge of their workforce. With the help of
this, company can effectively able to gain more competitive advancements along with large
market shares (Sparrow, Brewster and Chung, 2016). In context with British Airways, training
plays essential role in improving employees skills which supports them in effective execution of
organisational work. Further with the help of this, company can effectively able to increase
skills and knowledge of their employees that further aid it to increase their overall productivity
and profit. Properly trained employees requires less supervision and the chances of occurring
accidents or errors becomes less within organisation which ultimately helps in improving
morale of employees and enhance productivity of firm.
Difference between training and development
Training Development
 Training is mainly conducted to fulfil  On the other hand, development

specific requirement of job.
 Training programs are mainly
undertaken for particular time durations.
This is competitively a short procedure
than development (Unger and et. al.,
2011).
focuses on growth of individual in
future.
 It is mainly a continuous process
which is undertaken by an
organisation as to increase efficiency
of employees. Therefore,
development is considered as long
term process.
Benefits of training and development:
Training and development acts as an important performance booster in British Airways
which contributes in enhancement of employees efficiency. In addition with this, with the help
of training, company can effectively able to accomplish its task in a specified time period.
Mentioned below there are some related benefits in context with British Airways:
 With the help of training and development programmes, organisation can effectively
able to increase daily basis work proficiency of their employees along with motivating
them in a well defined way as to accomplish organisation goals and objectives. The
effectiveness of training and development can be seen in the form of development of
employee's skills, knowledge and behavioural pattern. This simply contributes in
accomplishment of work quicker than before.
 British Airways can get monetary benefits with the assistance of training and
development programmes as this increase skills and proficiency of employees also
enhances productivity of company which ultimately results in increase of sales
performance of company.
As per the above mentioned discussion, it has been identified that training and
development effectively increases employee's skills and knowledge within British Airways.
This directly improves capability of employees towards organisational work and also supports
them in providing best services to all its customers during their every travel. In order to enhance
its effectiveness, HR manager of British Airways ensure that regular training programmes are
conducted within organisation. This will in turn lead towards satisfying customers in best
effective way while ensuring long term sustainability (Storey, 2014). In a whole sum, iit can be

said that regular based training session contributes in the better execution of operational
activities from employees side.
CONCLUSION
From the above mentioned report, it has been concluded that main role of human
resource manager in every industry is to develop positive relationship between employer and
employee. It is important for businesses belonging to airline industry to develop effective HR
plan at the time of developing new policy for employees. This helps management team in
adhering all norms within the company effectively. Along with this, it is essential for human
resource department to focus on conducting regular based training sessions for employees so that
they can develop their skills effectively. Along with this, it is the responsibility of HR manager
only to ensure that all employment legislations are complied by the company so that every
employee could work effectively without being cheated by other colleagues. Also, it is important
for them to choose right person specification and job description at the time of recruiting
employees so that best talent can be brought to the company. Moreover, it has also been
identified that businesses are required to conduct effective comparison between their own
recruitment and selection process with the competitors. This will help them in identifying their
lack areas for further improvement.

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