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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expected from the job
holder
of marketing personnel’s in an efficient manner. At the same
time, high growth rate and stable positioning of Adventure World
in the market is also included in the standard performance
expected from the marketing manager
B. Recruitment tools for the organisation
Recruitment can be defined as the process of inviting potential and talented pool
of applicants to fill the vacant position in the organization (Chiang, Birtch, & Cai, 2014).
Furthermore, the process of recruitment is considered as one of the crucial parts of
human resources management. It can be expressed that ineffective recruitment
practices can result in increasing the rate of employee turnover, job dissatisfaction, and
stress within the company (Boella & Goss-Turner, 2013). The recruitment policy of
companies should consider Fair Trading Act, Privacy Act, Employment relation Act,
Human Right Act etc. Through this it becomes easy for the business to comply with the
actual requirement of the regulatory authorities.
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Organization vision, mission and
strategy
Job/competency analysis HR planning
Recruitment
Selection
Formalizing the employment agreement
Placement
Orientation
Ongoing employee socialization
Induction
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Internal and external can be termed as two different tools which are available for
carrying out recruitment within Adventure World. The businesses can go for internal
recruitment tools such as promotion, rehiring, email notices, transfer, in-house
newsletter, intranet web pages and notice board posting (Hoque, 2013).
On the other side of this, external tools such as head hunting, word of mouth,
school or campus recruitment, recruitment agencies, employee referral, radio, television
newspaper, etc. can also be taken into consideration by companies (Boella & Goss-
Turner, 2013). The use of recruitment tools such as head hunting is generally carried
out for the purpose of recruiting personnel’s for top management. On the other hand,
campus recruitment is carried out with an objective to select fresh and qualified
candidates for the vacant position in the organization. The business objective of
Adventure World includes increase in market share, customer base, employee retention
and getting competitive advantage over other travel agents operating in New Zealand.
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It can be expressed that the selection of recruitment tools and techniques is
carried out on the basis of factors such as need and nature of job, industry demand and
supply etc. It is more beneficial for companies to use external sources for hiring
candidates for managerial position. The rationale behind this is that more skilled and
talented pool of candidate is offered by external tools of recruitment.
For the purpose of carrying out recruitment of marketing manager within
Adventure World, the external source will be used. Furthermore, the management will
be posting the advertisement on newspaper and different travel-related magazines. The
benefit of using newspaper advertisement is that it will provide the company with the
pool of talented marketing managers in a very economical way (Al-Refaie, 2015). In
addition to this, the use of this recruitment tool will also support Adventure World in
targeting more experienced audience for the vacant position in the organization.
On the other hand, the travel agency will also be approaching the recruitment
agencies operating in New Zealand. The use of this tool will help the company to save
its time and efforts. In addition to this, the agency will be able to understand the demand
of Adventure World in more effective manner.
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C. Selection methods for the organisation
Selection can be defined as the process in which desired, skilled and most
qualified candidate is selected from the available pool of candidates. Here, the company
decides that who will and who will not work in their business enterprise (Carter, 2014).
The use of effective selection process helps in choosing the best person for the vacant
job without creating any discrimination among candidates. Adventure World can make
use of different methods for selecting the desired and most suitable candidate for the
job. For example screening of candidates, the application can be used to identify
whether a candidate qualification, experience level, skill set and knowledge base is up
to the required level or not (Gannon, Roper, & Doherty, 2015). This method is also
considered as a part of preliminary screening where candidates who are not eligible can
be extracted.
On the other side of this, telephonic screening is another method which can be
employed by the selected business enterprise to carry out selection process. Here, the
company will be required to assess and match the overall abilities of candidates with the
set criteria. The main aim of Adventure World’s selection process is to hire a marketing
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manager with the good skill set. Thus, the advantage of using telephonic screening in
the selection process is that it can help in assessing the overall communication skills of
the candidates (Gibbs, MacDonald, & MacKay, 2015). Further, it is a well known fact
that communication skills are essential to interact with customers and it allows in
understanding about their changing needs and requirement.
Conducting job interviews and testing can also be taken into consideration by
Adventure World. Here, the company will be available with two different types of the
interview which are interview by organization and interview by interaction. The process
of the interview by the organization can be carried out in two different forms which are
structured and unstructured. In the structured interview, same questions are asked to all
candidates in same sequences and the same way. However, the process of
unstructured interview is completely different as it is unplanned and unpatterned.
Interview by interaction can be carried out through mediums such as the
computer, telephone, Whanua, and panel. The interview plan will consist of three major
stages which are opening, middle and closing. In the opening stage, the candidates are
greeted, introduced and the purpose of the interview is outlined to them (Casse, 2017).
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In middle, stage-specific questions are asked to them, and in the last stage employer
encourage the interviewee to clear his/her doubts, quarries and concerns.
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