Case Study on Human Resource Management For Service Industry

HUMAN RESOURCE
MANAGEMENT
FOR SERVICE
INDUSTRY

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Role and purpose of human resource management for a selected service industry..............1
1.2 An appropriate human resource plan based on analysis of demand and supply for specific
service industry...........................................................................................................................3
TASK 2............................................................................................................................................4
Current state of employment relation for a selected service industry.........................................4
Evaluate how laws of employment impacts the management of HR in selected service
industry........................................................................................................................................5
TASK 3............................................................................................................................................6
Define a person specification and job description for a job role in specific service industry.....6
Compare selection procedures for different service industry businesses....................................7
TASK 4............................................................................................................................................9
Assess the contribution of development and training activities for effective operations in a
service industry...........................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Human resource management is defined as an umbrella and contemporary term that is
used to define the development and management of workforce in a business firm. It is also
referred as talent or personnel management. It includes all those aspects which are related with
management of human capital in a company (Bailey and et. al., 2018). HRM majorly focuses on
recruitment, staffing, compensation, benefits, training, development, learning, employee and
labor relation etc. This assignment is written in context with Ryanair which is a Irish based
airline organization, established in 1984. company is headquartered in Dublin, Ireland. At
present, company is operating its services at more than 220 destinations. This assignment will
cover role and purpose of HRM besides a human resource plan based on supply and demand.
Employee relation, employee laws, job description, person specification, various selection
processes and contribution of development and training activities in relation with human
resource are discussed.
TASK 1
1.1 Role and purpose of human resource management for a selected service industry
Human resource management is the procedure in which employees of a company are
deployed, hired, recruited and trained in a proper manner. HR department in Ryanair airlines is
responsible for formulating, implementing and overseeing the polices and plans which governs
employees and the relation among employers-employees. There are different roles and purposes
of HRM which are mentioned below:
Role of human resource management Planning and Forecasting: In context with airline services, main role of human resource
management is to plan and forecast the needs of customers and workforce working for
them. It can be possible by analyzing the supply and demand curve of employees. It is the
role of HR manager in Ryanair to make appropriate plans and forecast them so that
skilled and talented employees can be hired for different business roles.
 Training and Development: It is another important role of human resource management
within airline sector. By performing this role appropriately, HR department in Ryanair
can develop and their their employees in accordance with their job positions and roles.
1

This will ensure the increased productivity and profitability of company due to high
working potential of employees (Bratton and Gold, 2017).
Purpose of human resource management Staffing: It is one of the main purpose associated with human resource management. It is
a procedure in which organization select and recruit deserving candidates so that so that
effectiveness of company can be enhanced in a proper manner. In context with Ryanair
airline, efficient HRM will benefits Ryanair airlines in selecting most appropriate and
talented candidate for the company. By this, company will be able to gain competitive
advantage over rival companies.
 Employee Relations and Legislation: HRM has the purpose to create a positive impact
of business organization in the minds of customers. It will benefits the Ryanair airways in
developing healthy relation with their workforce. It involves the set up of their contracts
and management of organizational issues in a timely manner. Other than this, HRM also
considers different legislation due to which Ryanair Airlines is able to perform their work
in an ethical manner.
 Monitoring of employee: Another purpose of HRM is to monitor the activities and
performance of employees so that it can be acknowledged that which employee is
contributing in success of company and which employees are increasing expenses. Due to
this, Ryanair will be able to eliminate those human resources which do not add value to
company.
Soft and Hard human resource management
 Soft HRM: Under this approach, workforce of company are treated as their most
valuable assets. In this approach, main focus is on satisfying the welfare of human
resources by providing them appreciation, motivation, rewards etc. It focuses on long
term plan of concerned business organization (Brewster, Chung and Sparrow, 2016).
 Hard HRM: In this approach, workforce is treated as a basic resource like raw material
and machines. This approach emphasize on employee demand of organization and
management of HR in accordance with that. Main goal of this approach is to maintain
short-term workforce planning.
2

1.2 An appropriate human resource plan based on analysis of demand and supply for specific
service industry
It is defined as a continuous procedure of systematic planning so that assets and resources
of an organisation can be used in an optimal manner (Deery and Jago, 2015). By making an
effective plan, HR department of Ryanair ensures that workforce will perform job desirably
without facing material or resources. Company is going to make a plan for starting flight service
to Toulouse from the summers in 2020. In this context, a HR plan is mentioned below:
HR PLAN of BRITISH AIRWAYS
Analysis of
organisational
objectives
In first step, overall business objectives will be analysed. While
launching flights to Toulouse, main objective will be to provide high
safety and comfortableness to the passengers.
Existing Human
Resource Availability
Before executing the plan, it is vital for Ryanair to identify the
availability of employees in present context. By analysing it company
will be able to identify the number of human resources needed by
introducing new flights.
Demand and Supply
Forecast
This step will benefits Ryan air in forecasting the HR supply and
demand for flights to Toulouse. For this, company is needed to
evaluate the job profile of employees. For introducing new flights,
required staff will be ground staff, air traffic controllers, engineers,
cabin crew members & pilots. Since flight duration will be around 5
hours at least 2 pilots will be needed. In context with cabin crew, to
tackle 100 passengers, each flight require four members from cabin
crew and 3 more attendants so that customers can be served
desirably. Also, each flight will have 5 on board engineers and 10- 15
ground members at both departure and arrival locations. Staff will be
required to work for 7 hour per day.
Estimation of manpower
gap
Now, estimation related with manpower gap will be carried out so
that it can be identified if new staff is required or not. In accordance
with estimation, additional crew members and ground staff will be
3

needed to serve customers.
Action Plan
Ryanair must recruit new workers by effective recruitment and
selection processes. In addition, appropriate training must be given to
employees as per their job role so that passengers travelling to and
from Toulouse will feel comfortable.
TASK 2
Current state of employment relation for a selected service industry
Employee Relations term is also coined as industrial relations. It refers to the process of
establishing a strong and healthy relationship between the employee and the organisation. In
context of the Ryanair Airline, having a healthy relationship may leads to the success of
organisation and can help them in retaining their existing employees, resolving issues of
workforce and provides the level of satisfaction to both employees as well as their customers (Du
Preez and Bendixen, 2015). The current state in the employment relations in the Ryanair airline
is mentioned below:
Unionisation:
The term unions refers to the group of collective people who come together to perform a
specific tasks. The union in Ryanair airline come together for the higher rate of wages and better
working conditions. However, in existing scenario the role is restricted, but it could be an hard-
hitting strategy that could be used by Ryanair airline businesses in ways which are described
below: Structure: Forming a union in Ryanair airways would help them in carrying out there
operations without any complexity and would bring affectivity in the structure of the
industry. Culture: Establishing a culture and norms in the Ryanair airways may help them in
developing effective values and ensure ethical culture inside the organisation (Gibbs,
MacDonald and MacKay, 2015). Collective Bargaining: It is the key factor for every industry because it may help
Ryanair industry in strengthen the relationship with their employees by fulfilling their
wants, and needs.
4

 Negotiations: With the help of effective negotiations , Ryanair airways can control the
rate of labour turnover and focus on the retention of employees.
Employee Participation:
It has been found that most of the industry now a days suffer from the lack of employee
participation due to the strict rules and regulations of the industry , Ryanair industry must
involve their employees in the matter of decision making and provide them with the rights to
share their view and opinion which may built a familiar relation between employee and the
organisation and would enhance their rate of productivity (Lăzăroiu, 2015).
Grievance and Disciplinary Procedures:
Ryanair airways should focus on the solving of grievances of their employee. They
should establish a code of conduct for there employee to act upon so, that there is a reduction in
the rate of conflicts among the employee and a culture of peace can be maintained.
Evaluate how laws of employment impacts the management of HR in selected service industry
Employment Legislation refers to all types of rights associated with the employees in the
organisation. These laws were formed to protect the rights and interest of employees. The
employment laws affect management of human resources in the Ryanair airline. Some of these
laws has affected the working of Ryanair airways: Employment Rights Act, 1996: This act covers all the aspect related to employment of a
staff within an organisation. These prospect are protection of payments and wages,
standard working hours, standard leaves, training schedules as well as factors governing
termination. This act may affect the working of Ryanair airways if they do not focus on
the rights of employees in accordance to the rights which have been stated in the law. Equality Act, 2010: Ryanair Airways must direct in an right way to follow this law. It
requires that the company should not focus on any sort of discrimination between their
employees. There should be equality in the matter of wages , working hour, conditions
etc. so that the employees work with the proper dedication (Nankervis and et. al., 2016).
 Maternity and Paternity Rights: Maternity act is related to the right of women at the
time of child's birth . In Ryanair airways all the rights of the woman and men paternity
rights should be focused as per scheduled in the act so that their morale towards the firms
can be maintained and can be boost to work for the organization.
5

TASK 3
Define a person specification and job description for a job role in specific service industry
Person specification is defined as a description of experience, qualifications, skills and
other attributes that a candidate must have to perform their job duties in a desired manner. It
should be derived from the description of job that is required for recruitment process (Raddats,
Burton and Ashman, 2015). Job description involves basic job related information that is very
useful in advertising a specific job and attracting right kind of talent. Ryanair airlines has a
vacant position for crew manager and in this regard they are going to select a desired candidate
according to their qualification.
Job Description
Job Details
Post : Crew manager
Company : Ryanair airlines
Job Purpose
Enthusiastic and dynamic individuals are sincerely invited for job role of Crew Manager. The
applicants is required have a good interaction skill and good trained in performing tasks of
manager. Additionally, the applicant will be needed to organise seminars and trainings for the
benefits of business firms.
Roles & Responsibilities
 The Crew manager will have responsibility for developing policies and strategies for
maintaining crew staff desirably.
 Initiating and handling different programs & trainings so that employee retention will
increase.
6

Person Specification
 Post: Crew manager
 Department: Crew department
 Key: This shows what is required as an evidence:
(A): Application form, (I): Interview, (R): Role
Attributes Essential Desirable
 Qualification &
Experience
 Post-graduation or
diploma in
management field
from any registered
university.
 Minimum 2 years of
working experience in airline
industry
 Experience of working
as assistant manager
 Skills or knowledge  Appropriate
communication
skills in verbal and written
context.
 Ability to acknowledge
the business
competency and create
an organised
department by
implementing new
policies, systems and
procedures.
Compare selection procedures for different service industry businesses
Manager of company has compared the selection process of Ryanair with British airways
so that they can carry out required modifications in their selection procedures. This will benefits
them in recruiting and selection only efficient workforce due to which their goals and objectives
can be attained in a desired manner. There are different methods by which employee in an
7

organization can be selected in a desired manner. Some of selection methods are mentioned
below:
 Application form and Cvs: These are the traditional approaches which includes lengthy
application form that can put-off the morale of some applicants due to their less
effectiveness. But this selection method will benefits Ryanair in getting same information
about different candidates, so that consistency while shortlisting process can be achieved.
 Screening: The screening of employee applications and their resume is a selection tool
which defines whether a candidate meets the qualification to perform job or not. For ex,
if candidates applying for the post of crew manager are asked to include their salary
history and they do not consider it (Stolzer, 2017). They will be eliminated to further
selection rounds.
 Telephonic interview: In most of the organization, it is considered as second round
selection tool. This selection process is cost effective and give sufficient time to recruiter
to identify the valid candidates out of all applicants. If a candidate will be qualified to be
a crew manager, that person has to go for another selection round.
Barriers to effective selection
There are different barriers that can be faced by interviewers while selecting right
candidate for the job role of crew manager. Some of these barriers are mentioned below:
 Different perceptions: It is one of the main barrier while choosing right candidate for a
job role. Different people have different perception to specify the desirableness for a
specific job role. Due to this, changing perceptions of interviewers in Ryanair can act as a
barrier in selecting right candidates.
 Gender issues: In some organizations, management of company feels that it is difficult
for a female to perform the job of manager. Due to this, they do not consider the
applications of female applicants. In case of Ryanair airlines, this factor can acts as a big
barrier in selecting suitable employee as crew manager (Alfes and et. al., 2013).
Comparison of different selection procedures in Ryanair and British airways
8

Process British Airways Ryanair
Preliminary interviews British Airways select
candidates by campus
placement and consultancy
services.
Ryanair mainly use online
process and video
conferencing for conducting
interviews
Screening Company uses complicated
process by demanding large
number of documents due to
which candidate gets nervous.
Screening process is easier
and quicker by the adoption of
online method.
Preliminary tests British Airways takes different
skill, physical and ability tests
to acknowledge their ability of
managing job role.
No extra tests are conducted in
Ryanair airlines. But special
trainers take different physical
tests.
Final Interviews British airways focusses on
both young and experienced
staff during final interviews.
Ryanair prefer experienced
workers so that organisational
targets can be achieved
properly.
TASK 4
Assess the contribution of development and training activities for effective operations in a
service industry
Training is defined as the business activity which is performed by an organisation to
increase their employee performance for a particular role. It is a vital aspect for Ryanair airlines
due to which they can gain competitive advantage over rival companies (Chelladurai and
Kerwin, 2017).
Types of Training:
There are different kind of training methods which can be adopted by the workforce in
Ryanair so that working productivity of their workforce can be enhanced considerably. Below
are mentioned some training methods:
9

 On-the-Job Training: Employees in an organisation can be given on spot training by
their manager and leader by teaching them required skills, knowledge and competencies.
It can be performed on the basis of specific job roles. By this, employees in Ryanair can
be trained properly and their weaknesses & errors can be overcome properly. Technology-Based Training: Due to technological advancement and its increased used
in Airlines field, it is essential that workforce at Ryanair will be specifically trained to use
modern technology. This will benefits them in performing difficult task in a timely
manner. Due to this, customers of company will be more satisfied with their services and
revenues of organisation will enhance (López-Nicolás and Meroño-Cerdán, 2011).
Links between induction and training
Each business firm is needed to acknowledge their employees about organisational work
in a desired manner. With the help of induction program, new recruited employees of Ryanair
can be effectively familiar them with the rules and work of company. These induction program
have linkage with training sessions as both processes helps the company in offering certain
guidance to workforce so that their professionalism while performing business activities can be
increased and Ryanair can attain high organisational productivity.
Difference in training and development
Training is a learning procedure where workforce of an organisation gets a big
opportunity to formulate competency, skills and knowledge in accordance with job requirements
whereas development is defined as an educational process in which overall growth of workers in
given consideration. Training is job oriented whereas development is career oriented.
Contribution of training and development for effective operations
There are different benefits and contribution of training & development programs for an
organisation. In context with Ryanair, these contributions are mentioned below:
 Due to training and development initiatives, Ryanair airlines can increase the morale and
job satisfaction of employees due to which company will not face issues like employee
turnover.
 Due to training initiatives, efficiency of engineers, crew members and pilots will increase
due to which customers will be satisfied properly (Sheehan, 2014).
 Development and training will benefits the company in achieving competence due to
which employee will give their best performance to gain advantage over rivals.
10

CONCLUSION
From above mentioned report, it is concluded that it is very important to manage human
resources in service industry. For businesses like airline, it is important for company to
effectively manage and train their workforce so that they have clear vision of their roles and
purposes in organisation. This will benefits the organisation in enhanced effectiveness. Beside
this, business firms are needed to develop an efficient employee relations and follow employee
laws so that competitive advantage over rivals can be gained. With the help of person
specification and job description, suitable and talented candidate for organisation can be choose
appropriately. It is very essential for a business firm to compare their selection process with other
organisations so that required changes can be carried out effectively. By providing training to
workforce, organisational goals can be achieved in a desired manner.
11

REFERENCES
Books and Journals
Bailey, C., and et. al., 2018. Strategic human resource management. Oxford University Press.
Bratton, J. and Gold, J., 2017. Human resource management: theory and practice. Palgrave.
Brewster, C., Chung, C. and Sparrow, P., 2016. Globalizing human resource management.
Routledge.
Deery, M. and Jago, L., 2015. Revisiting talent management, work-life balance and retention
strategies. International Journal of Contemporary Hospitality Management. 27(3).
pp.453-472.
Du Preez, R. and Bendixen, M.T., 2015. The impact of internal brand management on employee
job satisfaction, brand commitment and intention to stay. International Journal of Bank
Marketing. 33(1). pp.78-91.
Gibbs, C., MacDonald, F. and MacKay, K., 2015. Social media usage in hotel human resources:
recruitment, hiring and communication. International Journal of Contemporary
Hospitality Management. 27(2). pp.170-184.
Lăzăroiu, G., 2015. The role of the management consultancy industry in the knowledge
economy. Psychosociological Issues in Human Resource Management. 3(2). pp.71-76.
Nankervis, A.R., and et. al., 2016. Human resource management: strategy and practice.
Cengage AU.
Raddats, C., Burton, J. and Ashman, R., 2015. Resource configurations for services success in
manufacturing companies. Journal of Service Management. 26(1). pp.97-116.
Stolzer, A.J., 2017. Safety management systems in aviation. Routledge.Wilton, N., 2016. An
introduction to human resource management. Sage.
Alfes and et. al., 2013. The link between perceived human resource management practices,
engagement and employee behaviour: a moderated mediation model. The international
journal of human resource management. 24(2). pp.330-351.
Chelladurai, P. and Kerwin, S., 2017. Human resource management in sport and recreation.
Human Kinetics.
López-Nicolás, C. and Meroño-Cerdán, Á. L., 2011. Strategic knowledge management,
innovation and performance. International journal of information management. 31(6).
pp.502-509.
Sheehan, M., 2014. Human resource management and performance: Evidence from small and
medium-sized firms. International Small Business Journal. 32(5). pp.545-570.
Storey, J., 2014. New Perspectives on Human Resource Management (Routledge Revivals).
Routledge.
Welch, C. and et. al., 2011. Theorising from case studies: Towards a pluralist future for
international business research. Journal of International Business Studies. 42(5).
Online
Equality Act 2010: guidance. 2015. [Online]. Available
Through:<https://www.gov.uk/guidance/equality-act-2010-guidance>
The Employment Rights Act. 2019. [Online]. Available
Through:<https://www.lawteacher.net/free-law-essays/employment-law/the-
employment-rights-acts-employment-law-essay.php>
12