Analysis of Human Resource Management for Adventure World

This report provides a comprehensive analysis of the Human Resource Management (HRM) practices at Adventure World, a travel and tourism company. The report begins with an overview of Adventure World's objectives, including increasing its customer base, retaining customers, and expanding into new markets. It then delves into an analysis of the internal and external environments, identifying strengths, weaknesses, opportunities, and threats. The internal environment analysis examines the company's culture, structure, and HR policies, while the external environment analysis utilizes a PESTLE framework to assess political, social, economic, technological, legal, and environmental factors. The report also explores workforce demographics and identifies key HR issues, such as employee resistance to change. A proposal is presented to address these issues, including the use of change management tools and effective communication strategies. Furthermore, the report includes a detailed job description, responsibilities, and person profile for a marketing manager position. It also outlines various recruitment tools and selection methods suitable for Adventure World. The report concludes with a discussion of the importance of aligning HRM practices with the company's strategic goals to ensure its long-term success. The report is a comprehensive overview of HRM practices and their impact on organizational success, including detailed job descriptions, recruitment and selection methods, and recommendations for managing change and improving employee motivation.

HUMAN RESOURCE
MANAGEMENT
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TABLE OF CONTENTS
Task 1.............................................................................................................................. 3
Objective(s) of the business.........................................................................................3
Analysis of internal environment...................................................................................4
Analysis of external environment..................................................................................6
Workforce demographics..............................................................................................8
Human Resources issue/s............................................................................................8
Proposal....................................................................................................................... 9
Task 2............................................................................................................................ 10
A. Job description, job responsibilities and person profiles for recruitment and
selection..................................................................................................................... 10
B. Recruitment tools for the organisation....................................................................13
C. Selection methods for the organisation..................................................................17
References.....................................................................................................................20
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TASK 1
Objective(s) of the business
The primary objective of Adventure World is to increase its customer base every
year by 25%. This objective can be accomplished by carrying out aggressive marketing
and promotion of its products and services. Another goal of the company is to retain its
existing customers by delivering them exceptional products and service. Adventure
World also aims at implementing two new channels of marketing which are social media
and emails by the end of the year 2017. The objective of the company is to maintain a
minimum rate of employee turnover every year. Along with this, open three new offices
in New Zealand within the period of next one year (Solnet, Kralj, & Baum, 2015). Human
resource management is termed as the process in which different types of tools and
techniques are used by an organization to select employees, retain them and direct
their efforts towards the accomplishment of its aims and objectives (Tracey, et al.,
2015).
The long-term objective of Adventure World is to expand its business operations
in Asian markets such as India and China within next five years. In addition to this, its
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long-term plan also aims at becoming the market leader in travel and tourism industry of
the world.
Analysis of internal environment
The analysis of internal environment is crucial for the long-term growth and
success of the company. The rationale behind this is that analysis of internal
environment helps in identification of loopholes and issues in the overall environment.
Furthermore, corrective measures can be taken to overcome gaps and enhance
operational efficiencies. The existing culture of Adventure World cannot be termed as
highly efficient as there are different issues associated with the same. For example,
employees are required to follow proper hierarchy to pass information and interact with
each other (Ružić, 2015). This sometimes results in causing a delay in decision-making,
and it also creates dissatisfaction among staff members. The structure within Adventure
World is hierarchical in which every employee is required to report someone. The key
benefit of using hierarchical structure is that it motivates employees to give their best
towards the accomplishment of organizational objectives.
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On the contrary of this, it can be argued that the drawback of this structure is that
it creates obstacles in carrying out effective communication between different
departments of organizations. The employee interaction with each other is satisfactory
as all staff members support each other to accomplish the objectives of Adventure
World. In addition to this, team meetings at regular intervals are carried out between
management and staff members to conduct discussions over issues faced and future
course of action (Prud’homme, Prud’homme, Raymond, & Raymond, 2016). The
interaction between management and directors is accomplished through an annual
meeting where the decision regarding allocation of funds, resources, and expansion is
made.
The strength of HR policies is that adequate and transparent system of
recruitment selection and incentives is followed within Adventure World. On the other
hand, the weaknesses of HR policies are that they do not emphasize on areas such as
conflict management, employee motivation, and training sessions. The HR policies do
not focus on complaint and conflicts management within the business enterprise
(Prayag & Hosany, 2015).
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Analysis of external environment
The analysis of external environment of Adventure World has been carried out
using models which is Pestle. The analysis is mentioned below as:
Pestle analysis
Political The political environment of New Zealand is stable, and
this provides companies with an opportunity to carry out
the smooth flow of all operations.
Social Adequate and required amount of skilled and talented
workforce is available within the country. It means the
adequate pool of skilled candidate is available for
businesses such as Adventure World to carry processes
such as recruitment and selection.
Economic The growing economic and high per capita income within
the country has also provided companies with an
opportunity to accomplish their financial objectives (Nieves
& Quintana, 2016)
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Technological High rate of technological advancements in the country
help in carrying out more effective flow of human
resources practices and policies
Legal The human resources practices of Adventure World are
affected by the legal environment of the country. There are strict
laws and regulations which need to follow by companies.
Environmental Over the past few years, practices and process linked with
human resources have been affected by changing
environmental laws and regulations (Luo & Milne, 2014).
Employees and management of Adventure World needs to
ensure that their practices and policies do not create
adverse impact on environment
According to the current market trend, the demand for travel and tourism-related
products and services has increased to a great extent (Nickson, 2013). Nowadays,
international and domestic travellers are making use of the services offered by
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companies such as Adventure World. On the contrary of this, it can be critically argued
that the degree of competition among business in the travel industry is very intense and
this has created obstacles in growth and success of businesses (Katou, 2015).
Workforce demographics
Majority of the youth in New Zealand are employed on a part-time basis, and the
youth holds more than one-third of the country’s total unemployment. It means that
adequate employment opportunities are not present within the country. Apart from this,
aging has also emerged as major issues linked with workforce demographics within the
country. However, the attitude and behaviour towards work of people in New Zealand
can be termed as highly professional (Ladkin & Buhalis, 2016). The working culture
within the country is also positive, and it encourages equality among all staff members.
Human Resources issue/s
Adventure World will be adopting new technology in areas such as management
and marketing. The key human resource challenge which can be faced by the company
here is of employee resistance towards change (Hunter, Shortland, Crayne, & Ligon,
2017). Employee motivation and conflicts among staff members due to the
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misunderstanding during change can be termed as the other human resources related
issues which can be faced by Adventure World. The overall productivity of Adventure
World and its employees will be adversely affected by the mentioned above issues.
Furthermore, it will also result in making the entire workplace environment negative
(Duggan, 2015).
Proposal
To manage changes effectively and achieve desired results, it can be
recommended that various change management tools can be employed by Adventure
World. Models such as Kotter’s eight stage of change management can be taken into
consideration. The rationale behind this suggestion is that the model consists of eight
different stages which will help the company to manage changes in the best possible
manner. On the other hand, it is also suggested that effective communication during the
process of change should be carried out (Gibbs, MacDonald, & MacKay, 2015).
Furthermore open channels of communication can be adapted to avoid
misunderstanding and conflicts within the workplace. To deal with employee resistance,
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the management of Adventure World should communicate the need and benefits of
change to all its staff members.
TASK 2
A. Job description, job responsibilities and person profiles for recruitment and selection
The job description can be termed as the process in which useful analysis of a
particular job role is carried out. The job description for the position of marketing
manager in Adventure World is mentioned below as:
Marketing manager job description
Job title Marketing manager
Purpose of the position The job exists to carry out the smooth and effective flow of
all marketing activities of Adventure World. The role of job
holder will to carry out branding of company and market its
products and services among people in the market
Key responsibilities
areas
 Managing all marketing activities within Adventure
World
 Developing marketing strategies to achieve
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company’s objectives
 Developing sales and profit targets
 Plan and implementation of promotional campaign
 Framing incentives and rewards of marketing team
 Selection right channels of marketing
 Developing company’s marketing budget
 Carrying out lead generation campaigns
Reporting relationship The marketing manager will report directly to senior
manager and the CEO of Adventure World.
Administrative
information
The administrative information will be collected through
resume, certificates and degree.
Authorities The manager will be authorized to take decisions related to
setting up sales target, defining marketing budget, framing
incentives of marketing employees and selecting channels
of marketing communications
Key results areas The volume of sales and will be considered as the key
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results areas. Apart from this, brand image and degree of
customers loyalty will be other result areas for the manager
Person profile MBA in marketing with distinctions marks is the primary
qualification required for this job. The person should hold
diplomas and certificates in the marketing domain. In addition to
this, the manager needs to have high marketing development
and strategy formulation skills. The manager should have
personality traits such as strong communication skills charismatic
personality, creative, analytical skills, adaptability to change,
team management skills, storytelling and understating the market
trends. The manager should have minimum five years of working
experience in the field of marketing in travel and tourism industry.
Major activities involved
in the job
Developing and enhancement of Adventure World brand image
will be the principal activity involved in this job. Achieving monthly
sales target, generating revenue, increasing customer base and
market share will be the other major activities involved in this job.
Standard of performance It is expected that the job holder will be able to manage the team
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