Optimizing the HR Life Cycle for Revenue Management at British Airways

Desklib provides past papers and solved assignments. This report analyzes the HR life cycle for revenue managers at British Airways.

Human Resources life cycle
in British Airways

Table of contents
• Slide 3........................................Introduction
• Slide 4........................................An overview of the issues in talent
acquisition and retention within the airlines industry.
• Slide 5........................................Relate factors to a specific job of revenue
manager at British Airways
• Slide 6........................................Evaluation of each stage of the HR life
cycle and the importance HR plays in supporting, growing and retaining
talent applied to the specific job role of revenue manager.
• Slide 8........................................Develop a performance management plan
to support the specific job role of the revenue manager.
• Slide 9........................................Recommendations on how processes and
documents at each stage of the life cycle can be improved.
• Slide 10........................................Conclusion
• Slide 11........................................Bibliography

Introduction
• Talent acquisition can be defined as a process of seeking and gaining
skilled human labour for business requirements and to cater any kind of
labour necessity. Providing support to talent acquisition and retention,
development of a management plan is necessary, which can be done by
reviewing the issues within the British Airways, related to sustaining
employees, different phases of HR life Cycle.

An overview of the issues in talent acquisition and retention
within the airlines industry
• The industry of aviation in the nation of United Kingdom is facing issues
in terms of talent acquisition as well as staff retention. The supply of
skilled and experienced aviation industry is less than the demand, which in
turn has resulted in a talent gap in this particular sector. There are various
factors, which has been the causes to this specific effect, for instance, mass
retirement in the existing generation of the talented and competent aviation
professionals. Other factors include rivalry with other sectors for skilled
staffs, insufficient capacity of training for catering the demand,
unresponsive learning methodologies and may others (Www2.uwe.ac.uk,
2019).

Relate factors to a specific job of revenue manager at British
Airways
• The revenue manager of the British Airways is responsible for managing
the revenue of the entire International Airlines Group (Careers.ba.com,
2019). The manager will require working in a dynamic and bright team,
and thus will acquire access to a number of the most commercially well-
informed minds in the logistic business of the organisation. The manager
will be posted in the Heathrow Airport in the city of London for at least
two years. The various tasks of the job role of the revenue manager include
working closely with the market executives and inventory managers for
delivering load factor targets and regional contribution.

Evaluation of each stage of the HR life cycle and the
importance HR plays in supporting, growing, and retaining
talent applied to the specific job role of revenue manager.
• In the words of Armstrong and Taylor (2019), the Human Recourse Life
Cycle is comprised of five different stages, which are evaluated as follows:
• Recruitment: This is the process of hiring suitable candidates by following
a systematic procedure for the role Revenue manager. In order to do so, the
compensations and benefits packages must be analysed by the HR manager
to assess the competitiveness of the organisation for attracting the best and
most talented candidates.
• Education: The HR department requires communicating the culture as
well as the values of the organisation to the employees. In this phase, the
revenue manager must be provided with proper training. The manager
must also be acknowledged regarding the different values as well as the
culture prevailing within the British Airways. This helps the revenue
manager to grow and develop.

Contd..
• Motivation: In this phase, the HR department requires motivating the
workforce in order to retain them in the company. The revenue manager
can be motivated by implementation of various motivational techniques,
such as rewards and incentives and many others. This phase assists with
supporting the revenue manager.
• Evaluation: In the fourth phase of HR Lifecycle, the HR manager will
require evaluating as well as measuring the performance of the revenue
manager. Therefore, it requires being analysed if the revenue manager is
being able to anticipate demand and optimise accessibility and pricing of
the BA tickets, to acquire best possible financial outcomes.

Develop a performance management plan to support the
specific job role of the revenue manager.

Recommendations on how processes and documents
at each stage of the life cycle can be improved.
• Recruitment: The process of recruitment in the British Airways can be
improved through elaborating the job description along with the person
specification while posting the job advertisement. Prior to conducting the
job interview, a formal communication must be carried out with the
shortlisted candidates.
• Education: A specific method must be selected to educate the revenue
manager regarding the company culture and values, which must be
documented as well. The activities in the training process must be provided
to the managers before the commencement of the programmes.
• Motivation: various kinds of motivational techniques must be
implemented. The hardworking employees, for instance the revenue
manager must be provided with recognition.

Conclusion
• At the end of the segment, it can be concluded that talent acquisition assists
a company to decrease risks and saves time along with money. An
overview of the problems in talent acquisition as well as retention within
the airlines sector has been provided. Recommendations regarding
enhancing the documents and processes at every phase of the HR life cycle
in British Airways have also been discussed.

Bibliography
• Analoui, F., 2017. The changing patterns of human resource management.
Routledge.
• Armstrong, M. and Taylor, S., 2014. Armstrong's handbook of human resource
management practice. Kogan Page Publishers.
• Budhwar, P.S., 2016. International human resource management. In Encyclopedia
of Human Resource Management. Edward Elgar Publishing Limited.
• Careers.ba.com., 2019. British Airways - IAG Revenue Management. [online]
Available at: https://careers.ba.com/apprentices-iag-revenue-management
[Accessed 11 Feb. 2019].
• Karami, A., 2017. Corporate strategy: evidence from British Airways plc. In The
Changing Patterns of Human Resource Management (pp. 46-64). Routledge.
• Www2.uwe.ac.uk., 2019. [online] Available at:
https://www2.uwe.ac.uk/services/Marketing/whats-on/pdf/BDAS%20series/BDA-
Mark-Stewart-Sept-21-2016.pdf [Accessed 11 Feb. 2019].