Strategic Human Resource Management

This report explains the current trends and development in the field of HR and their organisational impact. It includes various internal and external factors that influence HR strategy and practices. The report also explains relevant theories and change management models and their application to British Airways. It discusses how effective HR management and development can support sustainable performance and growth to meet organisational objectives.

Strategic human
resource management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
P1 The main current trends and developments that influence an organisation’s HR strategy4
P2 Both external and internal factors that influence HR strategy and practice.....................4
Impact of external and internal factors on HR strategies and functions on British Airlines:.6
P3 Relevant theories and concepts relating to the growth and development of strategic HRM
specific organisational examples............................................................................................8
P4 Appropriate change management models support HR strategy in application to relevant9
organisational examples.........................................................................................................9
P5 The way HR outcomes can be monitored and measured and apply this to a specific
organisational situation.........................................................................................................11
P6 Discuss and evaluate how effective HR management and development can support
sustainable performance and growth to meet organisational objective................................12
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
In the current competitive world, human resource management is considered as backbone
of every major organisation. The functions like recruitment and selection which are performed
by human resource management of a business firm leads to organisational success in a specific
period of time (Analoui, 2017). In this project current trends and development in the field of HR
and their organisational impact is explained. This project contains explanation of various internal
and external factors that influence HR strategy and practices. In this report various theories and
change management models are explained in a precise manner. This report includes effectiveness
of HT management and development can support sustainable performance. British Airways is
the flag carrier airline of the United Kingdom. It is headquartered in London, England, near its
main hub at Heathrow Airport. The airline is the second largest UK based carrier, based on fleet
size and passengers carried, behind easy Jet.

MAIN BODY
P1 The main current trends and developments that influence an organisation’s HR strategy
In the tourism and travel sector, there are various current trends and development that
have significant impact on organisation's HR strategy. It is important for British Airways to
briefly analyse main current trends and development in order to formulate an effective HR
strategy. In the tourism market following are the trends that affects HR strategies which are
mentioned below:
 Artificial intelligence- The artificial intelligence is a recent trend which develops a
business by installing intelligent software. British Airways use Artificial Intelligence in a
specific manner in order to increase individual as well as collective productivity.
 Diversity- Diversity is developing day by day due to change in recent trends of the
society. It is the main role of HR manager in a business to develop diversity related
strategies in order to manage employees. In many companies, diversity is the major factor
which impact business operations in a defined manner (Bhattacharyya, 2018). The goals
and objectives which are set by the management of a company at the starting of financial
year. Diversity is necessary to be controlled in a perfect manner with help of plans and
policies formulated by strategic and top level management.
 Clouded based HR tech- In the recent times, many companies have gone way far in the
field of technology. Many companies which are multinational and perform large number
of global operations in the market perform cloud based human resource functions. The
cloud based HR software are developed by IT professional in the company and it majorly
leads to performance of HR related activities in a significant manner.
 Productivity skills- It is essential for the modern HR management to consider various
productivity skills in order to grow at rapid pace in the market. The HR management of a
company should focus on increasing productivity skills of every employee in order to
increase the output of the company.
P2 Both external and internal factors that influence HR strategy and practice
In the functioning of a business at the marketplace, it is essential for a company to focus
on internal and external factors that influence HR strategy and practice (Crichton, 2018). Many
successful international and national companies analyse internal and external factors that affect

its environment. British Airways is also impacted by various internal factors that are mentioned
below:
 Culture- The Culture of a company is the main element which is present in the internal
environment of a company. It is main responsibility of human resource management in a
company to form precise policy related to culture in order to manage different type of
employees in long run. Culture at British Airways arises due to the combination of
different employees and their traditions.
 Employee beliefs and attitudes- It is essential need of a business firm to develop a HR
strategy while considering the major beliefs and attitudes of different employees. In the
organisational development and internal environment, the main role is played by different
beliefs and attitude of different employees.
 Leadership and team management- The leadership is an important activity is
performed in the management of operations of employees. In the team management,
leadership play a critical role by managing large number of employees (Delery, 2017). It
is essential for British Airways to implement most appropriate leadership style which is
democratic leadership to grow at marketplace.
External factor that influence the HR strategies in a business are mentioned below:
 Market demand- The market demand is major external factor which is helpful in
developing business's internal environment. Most of the successful international and
national companies takes into consideration market demand as a major external factor
which influences HR strategies in a major sense.
 Current business trends- The contemporary and recent business trends helps in
developing business opportunities. Current business practices which are developed by
business entities in market are related to current market trends in order to gain
competency edge.

Impact of external and internal factors on HR strategies and functions on British Airlines:
In the functioning of a business at the marketplace, various internal environment factors
impact on its operations. The British airlines should develop an internal environment related
strategy in order to overcome various challenges in the global environment. The main internal
factor's effect on functions and activities are mentioned below:
 Culture- The culture is an important factor which defines internal environment of a
business entity. Culture develops ethical practices in the organisation, which are
important in developing employee productivity. British Airlines and its human resource
management should focus on culture of the company in order to manage different
employees in a precise manner. The culture of company also leads to decide management
hierarchy of the organisation in order to develop an effective decision making process.
 Beliefs and attitude of employees- It is important for a company to take into
consideration beliefs and attitude of different employees. This impacts in decision
making of the whole company as well as impact on major operations of the employees.
The belief and attitude of employees develops mindset of the employees towards business
functions which is important to be considered by British Airlines. In the British Airlines,
the positive attitude and beliefs of employees develop effective internal environment.
 Team management and formation- The team formation in a company is a major
constituent of internal environment which determines the capability of business. British
Airways and its internal environment is majorly developed by business organisation's top
level and strategic management by taking into consideration different major factors.
Impact of External business environment on British Airways:
 Political factors- The political factors are rules and regulations developed by
government agencies. The policies and regulations developed by government of United
Kingdom impacts on the business functions and operations. It is essential for the British
Airlines to take into consider major external business factors like Brexit and COVID-19
to develop a precise business strategy.
 Economic factors- The monetary policy designed by the finance ministry of UK to
formulate business practices. British Airways should also develop an approach while
taking into consideration gross domestic product and national income. The company

should also analyse monetary policy in a perfect manner for performing business
operations.
 Technological factors- In the recent times, information and technology has developed in
an effective manner. The British Airlines should use advanced computer systems and
software which will help it to develop competency edge in the marketplace. Company
can also take help of IT professionals in performing major operations and functions in a
systematic manner.

P3 Relevant theories and concepts relating to the growth and development of strategic HRM
specific organisational examples
In the working of a business entity, there are various theories and concepts which are
used by many famous organisations like British Airways to compete with major advantage at the
marketplace (Elrefaiy, 2020). It is most important for a business entity to focus on
implementation of the appropriate theories and concepts for long term growth and development.
British Airways use the following techniques to rise at the marketplace:
1. Human relations theory- The human relations theory is major type of theory which
focuses on development of healthy relationship between different employees. In the era
of stiff competition between companies it is compulsory for a company to focus on
implementation of human relations theory. In order to increase overall productivity of the
employees, this theory play a critical role. In British Airways this theory can help in the
achievement of SMART objectives related to the employees. It is also compulsory for a
business organisation to make and design appropriate HR strategy for the implementation
of this theory. The harmony between different employees is essential to be established in
an effective manner.
2. Scientific theory- In the recent times many successful international and national
companies prefer to use the scientific management theory in order to survive at the
marketplace (Kendrick, 2017). It is essential for a company to implement scientific
theory in order to perform systematic operations in the business.
3. Management information theory- The management information theory is related to use
of information and technology in the business functions. This information system in
British Airways use advanced computer systems and software to develop effective
synchronisation between various employees of the company.
4. Principles of administrative management theory- It is essential for a business to
follow the effective principles of administrative theory to manage employees. The
principles of administrative theory takes into consideration various approaches that are
effective in formulating governance rules and regulations that play a significant role in
business development.

P4 Appropriate change management models support HR strategy in application to relevant
organisational examples
The change management models support HR strategy and development of human power
in the business. It is compulsory for a company to focus on perfect implementation of change
management models in order to gain competency edge. The change management models and
their application for British Airways is given below:
Kotter's change management theory- In the field of change management this is the most
appropriate model which brings desired change in the company (Knezović, 2020). The Kotter's
change management model is an universally adopted approach in the field of management which
makes it easy for companies to implement desired change. The model has following stages
which are mentioned below:
 Increase urgency- The sense of urgency among employees is essential to be created
when the change is to be faced by a company. It is also compulsory for a company to
develop urgent approach which is effective in making it mandatory for employees to
develop in the marketplace.
 Build the team- It is a major factor that leads to formation of effective team in the
organisation in order to deal with desired change. With the help of team building, it is
essential for a company to achieve employee related goals.
 Establish vision- Vision is essential to be developed by the company in order to set
major targets and objectives. The vision is essential to be set according to change related
needs in order to gain success in market (Kundu, 2020). It is also a need of a company
like British Airways to develop effective vision within the organisation for long term
business growth.
 Communication- This is a major element in the field of management which leads to
establish effective communication between various employees. Management of British
Airways uses appropriate models of communication to gain growth at marketplace.
 Focus on short term goals- There should be a clear focus by company on various short
term goals rather than focusing on short term goals. In the corporate world, it is the major
role of management to focus on developing short term goals and give best to achieve
them.

McKinsey's 7s change management model- In order deal with major consequences of change
management in order to develop operations and functions. The application of McKinsey's 7s
model and its stages in context of business change growth are mentioned below:
 Strategy- The strategy is essential to be developed for a specific time frame in order to
survive in the market with perfect planning. In the field of marketing it is essential for the
professional management to prepare business planning.
 Structure- It refers the framing of structure of the company in a precise manner in order
to perform hierarchical operations. British Airways formulate effective policies related to
organised structure for handling all the operations in a perfect manner.
 Style- It is important for a company to develop appropriate management style in order to
achieve competitive advantage (Rachid, 2018). The appropriate management style should
be followed by the business entity in order to cope up with necessary consequences of
change management.
 Staff- The staff or employees are major components in the business operations and it is
the ethical duty of management to focus on different staff development techniques. The
staff of a company is majorly responsible for implementation of change management
policies.
 Skills- It is the main duty of management to develop necessary skills in order to gain an
effective marketing edge. There is a need of effective implementation of time
management and communication skills by management in order to increase the
coordination between different employees.
ADKAR Change management model- It is the major model in the field of change
management, which is majorly related to developing ethical practices in the business. The
ADKAR change management model is consisting of five major stages which are mentioned
below:
 Awareness- The awareness is the major requirement for change which is effective in
bringing desired awareness related to a product. The awareness should be there in the
mind of all employees of management in order to effectively grow according to major
change.

 Desire- There should be a strong desire in the employees for facing the desired change in
the company. Every employee of the organisation should create a strong desire in the
employees to change according to the trends the market.
 Knowledge- It is essential for the company to develop essential knowledge about the
functions of company in the external environment (Rossidis, 2021). The knowledge of a
subject is important to be developed in a specific period of time to gain competitive
advantage. Knowledge should be developed by strategic and top level management in
order to develop short and long term goals.
 Ability- The management of a company should develop ability to cope up with the
current competitive environment. It is the main duty of management to develop and
include effective ability in employees for gaining systematic advantage in the market.
Lewin's change management model
This model in the field of change management plays a diplomatic role by implementation
of three major stages which are mentioned below:
 Unfreeze- This stage deals with employee behaviour in a major sense by developing a
level of equilibrium in the business entity. This equilibrium refers to a mindset situation
in which mental and physical capacity is almost reach. This stage play a significant role
in the development of the company by maintaining equilibrium in the performance of
employees.
 Change- In this stage of Lewin's change model, change is developed in a precise manner
which contains desired change according to the situation (Singh, 2018). In this stage all
the necessary change related to company functioning is taken into consideration.
 Refreeze- This stage deals with performance and efforts put into consideration by
employees to achieve organisational goals according to desired change. This stage is
considered as major stage in the company which leads to make employee ready to
perform according to the change.
P5 The way HR outcomes can be monitored and measured and apply this to a specific
organisational situation
It is the need in corporate world to create a perfect strategy that focuses on HR outcomes
which play a major role in development of business entity. There are different HR outcomes

which can be measured by the company to push perfect HR related operations. The different
ways to calculate and measure HR outcomes are mentioned below:
 Performance management- The performance measurement is related to measuring time
to time efforts put by management in order to grow at marketplace. It is essential to
develop performance management of employees in an organisation to achieve major
objectives (Triwibisono, 2017). It is essential for a company to develop appropriate
performance strategy which is essential for long term growth of business.
 Evaluation techniques- Management of British Airways can choose the appropriate
evaluation techniques at the marketplace in order to develop the performance in a precise
manner. The evaluation techniques should be developed and followed by the company in
ethical and sustainable manner in order to lead the marketplace. In the recent times the
importance of evaluation techniques has increased in a major sense. Management of
British Airways keep a focus on the evaluation techniques which are mainly useful for
specific tasks and activities. A company is a major body which has to develop
performance of the employees.
 Models and theories- The various theories and models which are developed by HR
management of a company should be followed in a systematic manner by British
Airways. This Airlines companies mainly take assistance of universally adopted models
of management to grow at marketplace (Wassell, 2020). In the time period of 6 months,
British Airlines should implement best ways of performance management in order to
increase revenue and turnover.
P6 Discuss and evaluate how effective HR management and development can support
sustainable performance and growth to meet organisational objective
The way human resource management keeps an eye on a business and manages various
employees, is justified in nature. It is the major duty of HR management to look into various
operations that are performed by different employees in order to develop organisation at
profitable business entity (Wassell, 2020) Different ways in which human resource management
can help in the development of the organisation are mentioned below:
 Formulation of business strategy- The business strategy is essential to be followed in
an effective manner and the main business strategy is formulated by HR management.
The human resource management of British Airways takes assistance of various

employees to formulate different decisions of the organisation on the basis of business
strategy. In the recent times the importance of business strategy is increasing it is the
major need of the hour in a company to follow precise strategy which is developed by the
HR management.
 Conflict management- In an international organisation like Air India, conflict
management play a crucial role by developing healthy relationships between employees.
The organisations in business market mainly try to deal with conflict management in
order to create and develop harmony between various employees. The main HR
management in a company also focus on developing a conflict management system
which are effective in dealing with the chaos that is created due to mixture of culture.
 Recruitment and selection- The human resource management of a company develops a
perfect business approach of recruitment and selection to hire right employees for the
company. In most of the successful organisations in global market, recruitment and
selection is performed in a systematic manner to provide highly skilled and trained
employees to the company. Most of the times in British Airways, human resource
management provides employees with effective skills in order to deal with development
related goals and objectives.
 Employee induction- The employee induction is related to the practices that are
formulated by HR management when a new employee enters the company. It is the main
role and responsibility of HR management of a company to develop induction of new
employees in a systematic manner to gain competency advantage. It is also very much
crucial for the business to perform employee induction using ethical practices in order to
develop growth in the general operations. Employee induction technique is also helpful
for a business to make new employees comfortable in the company.
 Training and development- It is the main function of human resource management of a
company to provide effective training to the under developed employees. If the
organisation provides effective training to employees then it increases productivity of
employees which is essential in increasing the employee objectives and goals. The skill
related to employees like time management and communication are essential to be
developed by a company to increase coordination between employees.

 Employment legislation- The main priority of every organisation in employment related
practices is to follow legal rules and regulations that are developed by government. In the
company there is a main role of management to follow all the rules and regulations
related to employment in order to grow in business market. British Airways company
follow major employment laws like equality act and employment act which are
formulated by government of United Kingdom to conduct ethical business. The
employment legislation and laws are essential to be followed in a precise manner in order
to gain effective growth at the marketplace. Many successful global companies also
follow rules and regulations developed by government authorities to develop honest
operations (Wright, 2021). The companies in domestic market also follow employment
practices with utmost sincerity in order to lead the marketplace.
 Employee performance management- HR management develops a business entity by
managing performance of different employees. It is crucial for a business firm to manage
and develop performance of employees in a systematic manner for long term success of
the company. In the current competitive world many successful organisations use the
performance appraisal techniques which are effective in developing performance of the
employees. There are successful business organisations like Tesco and Marks and
Spencer which manages performance of employees by implementation of various
universally adopted models. Systematic growth of business is very much essential in the
corporate world and it can be achieved easily by managing performance of different
employees.

CONCLUSION
From the above stated report it can be concluded that there is a main role played human
resource management to lead the marketplace. In a business entity, there is a crucial role
developed by HR management in order to formulate effective business strategy. This report
concludes that many different companies in the international market follow ethical and
sustainable practices for the long term success of business. This project concludes that it is
important for an organisation to follow the different change management to gain competitive
advantage. The above discussion concludes that HR management and development is the
essential need of every company to increase employee productivity. This report also concludes
that it is essential for human resource management to gain competency edge by implementation
of precise HR strategies. In the era of stiff competition between various companies, it is essential
for every company to put efforts for the development of employees in order to achieve individual
and mutual goals.

REFERENCES
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