Unit 44: Strategic Human Resource Management

This report discusses the latest trends and emerging factors that influence human resource management in the hospitality industry. It covers topics such as the use of artificial intelligence, robots, and Wi-Fi facilities. It also explores internal and external factors that impact HR strategy, theories of growth and development, change management models, and HR outcome measurement. The report is based on the case of InterContinental Hotel Group.

Unit 44: Strategic Human
Resource Management
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Table of Content
Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
P1 Discuss latest and emerging trends which influence human resource...................................3
P2 Determine both internal and external factors which has impact on HR strategy...................4
P3 Use several theories of growth and development related to human resource management...6
P4 Discuss change management models.....................................................................................7
P5 Determine how HR outcomes could be measured.................................................................8
P6 Discuss the effectiveness of human resource management..................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................11
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INTRODUCTION
The role of human resource is vital as it involve several aspects such as staffing,
directing, training and development, monitoring the performance and many more and take a
valuable decision which provide a prosperity of success (Armstrong, Landers and Collmus,
2016). In relation to this, human resource is interlinked with strategic term in which leader and
team members would work together for attaining greater performance. This report is based on
InterContinental Hotel Group which is top most company and has spread in nearly 100 countries.
The total number of employees in this are approximately 36,000 as it has around 8,00,000 guest
rooms. This report is based on latest trends and various internal and external factors that
influence human resources. This report covers various theories and change management models
so as to achieve sustainability. This report includes contribution of human resource which help in
meeting sustainable performance.
Main Body
P1 Discuss latest and emerging trends which influence human resource
Human resource is considered as worth in hospitality industry which tends to be more
valuable and they emphasise on recruiting and selecting the best candidate in such a manner
which provide more growth prospects in future (Bailey, Mankin and et.al., 2018). Furthermore,
hospitality sector renders an enormous job opportunity such as event planner, catering and many
more which contribute a significant portion towards the GDP of the country. The main role of
HR is to hire a candidate and then conduct induction programmes for them so as to make them
familiar of rules and regulation and great comfort to them. In the context of InterContinental
Hotel Group, the latest trends are as follows:
Use of artificial intelligence: The use of artificial intelligence has brought a big
revolutionise in hospitality sector as it become a hub for it. The HR manager of respective firm
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use such facility so as to conduct operation of a business and simplify the overall operations
which reduces the burden on staff. This assist the firm to create a achieve competitive
advancement within the confines of hospitality industry.
Robots: This is one of the popular trends in hospitality management which provide
advanced and innovative machines which provide assistance to a firm to carry complicated task
in an ease manner. The manager of InterContinental Hotel Group could introduce the facility of
robots that could responds to human needs and also could conduct recruitment and selection
which ensure systematic aspects of a business entity.
Provide Wi-Fi facilities: The senior executive of concerned firm would provide Wi-fi
facilities with greater speed at 24*7 facilities as it provides more comfort and convenience
among their guest. Additionally, the use of new and advanced technology by human resource
manager would simplify the overall operations and bring effectiveness in a company (Brunstein,
2016). Globalisation has change the entire scenario in a modern era as it promote great ideas and
expertise labour which bring peaceful environment in a workplace.
Democratic style: This involve the participation of subordinates in decision making and
to consider their ideas and opinions so as to make them feel delighted and happy and accelerate
the job satisfaction level. The top management of InterContinental Hotel Group provides more
worth to their staff by considering their valuable suggestions and appreciation them so that it
could achieve targets within shorter duration.
Apprenticeship programmes: The leader of respective firm provide on the job training
among their staff so that they could handle sophisticated machines and improves the
productivity. They also make sure that they should not hesitate for accepting challenging roles
and has ability to cope up with pressure (Camargos and et.al., 2017). Also, the leader is highly
committed towards their objectives and possess smart personality and render a best solution
among their clients in an efficient manner. This maximise the sales and maximise their
performance in case of hospitality sector.
Therefore, current and emerging trends in hotel industry would provide a vast growth
opportunity by achieving greater economy of scale which generate maximum revenue. They grab
each and every opportunity which provide huge access of capital and accelerate the sales and
improves the profitability ratio in hospitality industry.
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P2 Determine both internal and external factors which has impact on HR strategy
The internal factors are those which are controllable in the hands of a company as they
determine the availability of resources and internal capabilities which help in utilising its
strength and eliminating weaknesses (Gu, Jitpaipoon and Yang, 2017). On the other hand,
external factors are those which could not be adjustable or controllable by firm as it involves
preparation of an appropriate planning so that goal is attained in a respective time period.
Internal factors:
Industry growth: The leader of a firm would allocate the task among team members
which matches their talent and skills which increase their satisfaction and would reach their
targets in a limited time. They also make proper usage of resources which saves both time and
cost and thus achieve maximum output.
Proper organisational structure: The top manager of InterContinental Hotel Group
would use proper hierarchy and divisional structure which avoids confusion and dispute among
their team members. This bring smooth flow of activities and generates maximum productivity.
Industry attractiveness: The manager of concerned firm maintains strong distribution of
network by maintaining cordial relations with its suppliers as they emphasise on buying in large
quantities in order to minimise the cost of production and accelerate the profit margins (Hayes,
2018).
External factors: It consider PESTLE analysis which is prescribed below:
Political element: UK has most political stable country in the world as it consists of
multi-party system which consist of labour and conservative party. The exit of Britain from
European Union, namely Brexit has created negative consequences and has great impact on hotel
industry. The uniform policies and regulations would assist human resource manager of
InterContinental Hotel Group to conduct activities smoothly due to the reason of consistent
ruling parties.
Economic factor: This involve several factors such as economic laws, GDP, foreign
trade and many more. The impact of Brexit has created an unimaginable chaos and adversely
affect the operations of a hospitality sector. In addition to this, the pandemic of Corona virus is
deepened and widespread which results in declining the sales and profitability.
Social factor: There is change in lifestyles of customers as they prefer a high standard
living and are more educated and also hey are more conscious of their health and diet. So, the
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manager of respective firm would focus on rendering organic foods which consist of natural
flavours and ingredients and provide healthiest food which create more satisfaction among their
clients.
Technological factor: Being one of the most developed country, UK is most
technological advanced country across the globe. InterContinental Hotel Group would use
sophisticated machineries and great technology such as robots, virtual reality and smart rooms
that grab the attention of users and thus gain more exposure in different parts of the country.
Legal factor: It cover several elements such as discrimination laws, antitrust laws, patent,
trademark and copyrights. The supervisor of InterContinental Hotel Group provides employment
laws as well as health and safety laws which promote the interest of workers and also its
trademark provide a great assurance about the quality which in turn builds the trust of customers
in a marketplace. They also follow data protection act to their staff so that there is not any misuse
of their personal information.
Environmental factor: It constituent an important element which ensure to provide
protection towards environmental aspects and maintain an optimum ecological balance. The
senior authority of InterContinental Hotel Group eliminates the use of plastic straws and use
smart lights and renewable source of energy which help in gaining sustainable development
(Kayl and et.al., 2017). They also reduce the use of carbon footprints which provide a greater
concern towards environment as it creates a positive image of the company in case of hospitality
sector.
P3 Use several theories of growth and development related to human resource management
The use of several theories and guidelines which assist the senior management to form an
appropriate planning by deciding proper course of action as it ensure organising of work by
avoiding duplication of activities. The theories and concepts are given beneath:
E- recruitment: This involve the strategy of conducting online recruitment and selection
procedure which provide greater ease among their clients (Mone, London and Mone, 2018).
Example 1. InterContinental Hotel Group invite the applications online through
preliminary screening and conduct interview of employees and then select a best candidate.
Example2. Hilton conduce several tests such as aptitude test, intelligent test and many
more so as to determine the abilities of an individual and their ability to deal with pressure.
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540 Performance appraisals: This involve the feedback from clients through different
sources as it provides various information and details regarding the availability of services.
Example 1. The manager of InterContinental Hotel Group would consider rank as an
appropriate which rank their staff on the basis of their performance.
Example2. Hilton would consider rating scales from excellent to poor and derive a final
conclusion of staff on the basis of their attendance, attitude and level of output.
Performance management: It involve a set of activities which evaluate the performance
of individuals and measure desired output as it involves the comparison of performance of
personnel.
Example 1 InterContinental Hotel Group monitor the activities by comparing actual
performance against standards which determine the behaviour of subordinates and ensure the
ability of decision making in an effective manner.
Example 2 The senior management of Hilton provide proper clarity of goals and
determine the scope and purpose and compare actual performance and also it takes immediate
corrective actions which aids in meeting targets.
Flexible work arrangements: In a dynamic environment, the changes are taken place at
a very fast speed as it has to identify the nature of competitors, taste and preference of customer
and many more (Rothwell and et.al., 2016).
Example 1. InterContinental Hotel Group would use modern innovative approach and
make radical improvements so as to achieve a strong rivalry position within the confine sector of
hospitality industry.
Example 2. Hilton would consider advanced technology and provide food which is
enriched with nutrients as it would meet the needs and expectation of customers and provide a
growth and opportunity to a firm.
Several theories are presented below:
Participative decision theory: This theory emphasises that there is active participation
of employees in core activities of organisation so that best decision could be taken and thus
encourage them to improve their performance as they would feel that they have worth in a
workplace.
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Example 1. The manager of InterContinental Hotel Group would consider the ideas and
opinions of their staff and provide them with compensation benefits and other incentives so that
they could work in a best possible manner and bring desired level of output.
Example 2. The senior authority of Hilton would focus on rendering specialised training
among their staff in order to maximise their knowledge level as well as skills which enhance the
greater productivity and ensure sustainable growth of a firm.
Theory X and Theory Y: Theory X emphasise on making transformation in a business
enterprise but at the same time employees feel demotivated and are not ready to accept the
changes which create imbalance in a workplace while Theory Y ensure positive consequences as
it motivate and inspire their staff in order to attain targets in a specified period of time.
Example1. The top management of InterContinental Hotel Group Use Theory Y in their
workplace that ensure positive outcome and desirable consequences as subordinates are ready to
accept the responsibilities which render an effective growth.
Example 2. The manager of Hilton applies Theory X as it maintains strict rules and
regulations which promote a strict discipline and also it provides rewards who perform their best
and punishes to those who are reluctant to fulfil responsibilities.
P4 Discuss change management models
With reference to InterContinental Hotel Group, several models of change management
are described as follows:
Kotter change model: This involve modifications or transformations which assist the
firm to make changes so as to ensure greater success in future.
Example 1. The manager of InterContinental Hotel Group would communicate properly
among their team members for the need and acceptance of changes to be taken place. Then, it
would form a strong team through cooperation and then concentrate on their vision. They would
also emphasise on eliminating barriers and improve the overall structure and functioning which
help in shaping a bright future.
Benefits: This approach assist the leader to form a strong coalition and also would
achieve success by convincing people about the changes to be taken place in a workplace which
provide more opportunities to occupy a significant position.
Drawbacks: One of the drawbacks is that lack of communication skills would create
chances of conflicts and hamper the success of InterContinental Hotel Group.
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Lewin change model: This model is devises by Kurt Lewin which consider three stages
which are given below:
Unfreezing: In this, the management would plan to incorporate changes and conduct
surveys and online poll so as to determine the modifications to be taken place (Saliminejad and
et.al., 2019).
Changing: Changes are to be taken place which assist people to manage and resolve their
issues which provide direction of action. The team members are enough trained and does not
hesitate in accepting modifications which prove to be a major success.
Refreezing: This method involves the systematic procedure and provide new style of
working which promote new culture and new rules and regulations which aids in meeting goals
in a short span of time. This provide more comfort and stability to personnel and minimise the
chances of boredom.
Example 2. The senior authority of InterContinental Hotel Group would make form a
strategy for making changes and discuss it with their colleagues and then it would facilitate
several changes and then it would determine consequences and obtain feedback after
incorporating changes.
Benefit: This model is very simple which assist the manager of concerned firm to
determine the behaviour of people while accepting changes.
Drawback: This change model would consume more time and also it does not take into
consideration the power and politics which possess great difficulty.
It has been analysed that Lewin change model is most appropriate for InterContinental
Hotel Group because this model consist of fewer steps which provide a greater ease to
employees and also it could work greatly in a dynamic environment. Additionally, it also assists
the firm to make an effective decision so as to ensure great success and growth in future.
P5 Determine how HR outcomes could be measured
Sustainable growth is defined as the rate of growth which could be attainable by company
in order to achieve sustainability for a long term. It involves several responsibilities and duties
which is provided to a firm to ensure long term success (Tranchida and et.al., 2016). It is
necessary to monitor and direct the overall activities by judging the accuracy of standards and
bring the light of deviations. In relation to InterContinental Hotel Group, the use of several
monitoring methods is prescribed as follows:
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Benchmark: This index assists the firm to measure the overall performance and also it
provides a great return on investment on the basis of evaluation. The management of
InterContinental Hotel Group would make planning and focus on improving their overall
business practice which is possible by identifying the performance gaps by setting expectations
and to make further improvements in future. They emphasise on ongoing improvements which
promote an excellent culture in a workplace.
Best fit: This approach emphasises on alignment of human resource strategies which help
in accomplishment of business objectives by taking into consideration several external factors
that provide more growth and best fitted to an organisation. It considers several practices that
aids in improving the performance of company through several modes such as training, rewards,
information sharing. So, this tool would encourage and inspire people to make changes which
aids in reaching the targets within short duration.
Key Performance Indicators (KPI): It is understood as measurements which determine
the financial and strategic performance of company in various terms such as revenue,
profitability and interest payments (Zaid, Jaaron and Bon, 2018). The management of
InterContinental Hotel Group would use this indicator by directing the behaviour of personnel
and would improves the decision making on the basis of factual data as it provides a greater
visibility in hospitality sector.
10-C: This framework of human resource management consists of 10 C which are
presented in a following manner:
Comprehensiveness: This method offers simplicity which involve the overall process
which start from recruitment till the best candidate is selected as it provides an enormous growth
of the firm.
Credibility: Building effective relation between employer and employees would renders
an excellent growth.
Communication: This is more important which help in minimising the barriers and
encourage openness in all aspects of a business in an effective and efficient manner.
Cost effectiveness: The senior authority would provide rewards and other compensation
benefits which is fairer and more cost effective and help in employee retention for longer time
period.
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Creativity: InterContinental Hotel Group would promote uniqueness and creativity which
provide a competitive advantage within hospitality sector.
Coherence: The initiatives that are adopted by the respective firm would provide a
meaningful sentence in a proper and efficient manner.
Competence: The concerned firm would provide unique services in such a manner that
help in supporting the goals and business objectives in a prescribed manner.
Control: The senior executive would coordinate and direct the activities in a consistent
manner so as to ensure achievement of organisational goals.
Change: the management of InterContinental Hotel Group would focus on taking
immediate actions by continuous modification as it brings success and harmonious environment
of a firm.
Commitment: The team members are more committed and has to be calm and patient
which boost their overall performance.
P6 Discuss the effectiveness of human resource management
The objectives of InterContinental Hotel Group are specified as follows:
To focus on expansion: The top management of respective firm could focus more on
expansion, diversification and modernisation of a firm which help in providing an opportunity to
enjoy large scale and generate maximum sales and revenue in hospitality sector.
To hire an excellent candidate: InterContinental Hotel Group would prepare a strategy
of recruiting a potential candidate by conducting online interviews and try to collect maximum
information as it enhances greater productivity over a marketplace (Zhang and et.al., 2017).
To follow innovative strategy: The senior management of respective firm would use
more and more innovative technology and specialised machines which provides growth and
development of a firm and also contribute a significant positioning at a global level.
InterContinental Hotel Group has used several theories so that it could meet targets in a
respective time period such as key performance indicators, 10-C, benchmarking which monitor
and direct the overall activities so that task is attained in a short time period. The senior manager
direct and review the overall activities by scrutinizing and then it would facilitate changes which
provides more growth in a desirable manner. They also make proper strategy and determine the
gaps present in their workplace and then it would take an effective remedial step so as to combat
threats and thus render an excellent solution which provide beneficial in hospitality industry.
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CONCLUSION
From the above information, it can be summarised human resource focus on apprenticing
new hires who manage the overall details of subordinates and its best planning would provide a
peaceful environment in a workplace. Various new trends such as sophisticated technologies,
training programmes and many more has provided growth. Several change models such as Kotter
and Lewin model are evaluated that has extensive support for HR strategy. Various measures
such as KPI, benchmark and performance management are reviewed that hep in controlling
overall activities within hospitality industry.
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