Effective HRM in Service Industries: A Case Study of BA

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HUMAN RESOURCE MANAGEMENT
FOR SERVICE INDUSTRIES
BRITISH AIRWAYS

INTRODUCTION
The Human Resource Management plays a vital role to manage numerous activities of BA for
achieving organizational objectives effectively. Human Resource Department is the main
functional depart of the organization to provide essential resources to the other departments. The
diverse functions of the human resources are the more effective response for managing
operational activities of the organization (Airways, 2017).
The character of the HRD in the services industry BA has various roles and responsibilities to
perform for the betterment of the organization. In this report, discussed the different functions of
the HRD and how their responsibility works to manage employees, customers support services,
maintain the demand and supply. The HRM is a bridge of effective relationship between the
employees and employer; it manages the internal working environment, motivating employees
for enhancing their productivity and many more.
This report would take BA which is one of the best leading aviation organizations in the world
and introduces in 1974, organization have more than five decades experience in airlines which
helps them to retain goodwill among the customers. The current position of the organization is
more effectual by managing their tasks and activities.

TASK 1
INTRODUCTION
As an Assistant Human Resource Officer at BA, the examiner recognizes that the BA is
successfully getting deal to provide their services from Heathrow to Madeira with defined flight
structure. It needs to understand the purpose of the HRD in BA with the help of evaluating HR
development plan (Amankwah-Amoah, 2015).
1.1 ANALYZING THE ROLE AND PURPOSE OF HRM IN BA
The Human Resource Management is strategically functioning of the organization which helps to
manage organizational activities effectively and it also allows the roles and responsibility of
another department to manage their work for achieving organizational desired objectives. The
main role of HRM is to enhance employee’s performance, which helps to achieve effective
customer services. The HRD of BS is managing their 50,000 employees effectively and allots
responsibility to accomplish their tasks and activities for achieving corporate objectives of BA.
There are different phases arise at the time of managing organizational activities (Aviation
Tribune, 2016).
The effective strategic plan is more helpful for managing the employees of the organization and
HRD provides the essential facilities and services to the employees to openly share their views
and opinion about the process and procedure.
ROLE AND PURPOSE OF HRM IN BA
Employee Growth and Motivation
It is the responsibility of the HRD of BA to encourage and motivate the employee and that will
help to enhance their performance (Blain, 2017). Proper development and growth of the employee
have contributed to the accomplishing organizational activities. There are various reforms
ensures by the human resource to manage essential changes in the procedure which helps to
motivate others (Aviation Tribune, 2016).

Safety and Security
The main work is to provide essential and required information to the management for the
employee’s safety and security at the workplaces. For building a strong structure of the
organization, they need to make training and learning structure to improve the security quality.
HRM applies various laws and regulation, which increase the security and safety from external
factors (Blain, 2017).
Culture
The organizational culture of BA is vivacious and HRD ensures that the growth and development
are sourcing through the effective procedure and it improves the internal performance, various
campaigns and learning programs helps the organization to rebuild the structure and provide
effective support (Blain, 2017).
FUNCTIONS HRD AT BA
Resourcing
The main function of HRD is to fulfil the requirement of resources in the organization; it recruits
more and more employees to manage operational activities. It helps to provide the necessary
training structure to the employee for their development and enhancement of knowledge and
skills. There are various services provided to others to fulfil some essential activities (Helmreich
and Merritt, 2017).
Training and development
HRD has various responsibility towards providing training and development session to the
employee of the organization for the betterment of the performance and increase productivity.
The human resources monitoring and evaluating each employee and provide training and
guidance according to that which helps them to improve their knowledge and skills (Bradshaw,
2014).

Employee Relationship
The relationship with employees is the ways to get success, HRD manages the process
effectively where employees and employer cum together at the same workplace. The relationship
between them is the main things, which lead to the organization is an essential direction. Human
resource manages their responsibility to manage their work effectively for maintaining a healthy
environment in the organization (Cohen, 2017).
Performance Management
The HRD has different identical reforms to manage the performance of the employees and direct
them towards organizational development. The HRM is evaluating the performance of the
employees for enhancing the productivity of the employee, which helps to achieve organizational
activities (Blain, 2017).
1.2 JUSTIFICATION OF HUMAN RESOURCES PLAN BASED ON SUPPLY
AND DEMAND CURVE FOR BA
HR forecasting involves the analysis of the managerial goals, projecting the demand and supply
of the current staff and proper identify that the existing staff need some add-ons and the process
of the evaluation and control the plan is also provide the support to accomplish the objective of
the organization (Bradshaw, 2014).

Figure 1: Supply And Demand Curve
Source: Blain (2017)
Objectives
The main objectives of the planning by the HRD of BA are followings:
 To successfully manage staff for the launching of new service of BA and the new flights
from Heathrow to Madeira.
 The organization operates 4 flights for 4 hours in the summer at the time of peak session.
 The flight structure of the new services is from Heathrow to Madeira is operating 3
flights each week for the whole year.
Role of Staff
The main role of the staff for the new services of BA would have to manage various activities
and tasks of administration. Allotting the duties of the pilots for these, new flights and they have
to manage newly appointed cabin crew for providing services to the customers. There are various
responsibilities of the employees to provide effective services to the customer for the betterment

of the performance. The ground staff is including safety managers, engineers, traffic controller
and other staff for the safety during the flight.

Number of staff and probable working hours
Table 1: Estimation of Staff and their Hours
Job Profile Current staff
members
Projected
Turnover
Net present
staff left at
the end of
year
New posts
(demand) for
carrying service
for a new flight to
Madeira
Projected
Hiring
Working hours
(in Weak)
During the
summer
season
During the
rest of the
year
GeneralManager 4 2 2 3 3 60 50
Customer Service
Manager
6 2 4 4 3 50 40
Cabin Crew
Members
20 3 17 15 12 35 30
Pilots 8 2 6 4 4 35 30
Air hostess 10 3 7 9 7 35 30
Engineers 6 3 3 6 5 40 35
Traffic Controller 2 0 2 2 2 40 50
(BA, 2019)
The total requirement of the staff has mentioned in the above table, the total hours of working hours for the mandatory for different
job profiles projected at during the peak time and for rest of the year, for this new service by the BA.

Conclusion
The report helps to understand the roles and responsibility of HRM in the BA and the method of
workforce planning for the company. The defined period is multi placing task handling ability of
this department and provides the essential activities in favour of the development of the
organizational.

TASK 2
2.1 ASSESSING THE CURRENT STATE OF EMPLOYMENT RELATIONS IN
BA
In the contrast with other industries, airlines industry is one of the largest service provider
industry in the world, various organizations are continuously working to provide effective
services to their customers to enhance customer base for the growth and development of the
organization (Kahungu, 2017). BA identifies that various factors are rapidly changing the business
environment, which helps to contribute to the success of the organization. These factors like the
advancement of technology and health business environment are most essential for the
sustainability of the organization in a competitive market (Helmreich and Merritt, 2017). There is a
factor, which might affect the operational processes of BA is competition and new entrance in
various regions. There are a set of organizations, which are in a queue to compete with BA and
its effects on the earning profit and revenue of the organization. One major factor in employee
turnover, the advancement of technology is reducing employment but the HRD of BA is still
working effectively for managing employees at the workplace. The personal touch is necessary
to provide effective services to the customers so that the organization is very keen for their
customer support services (Cunliffe et al. 2017).
BA is one of the biggest organizations, which provide their airline's services in 550 destinations
in the world. The capability of the work structure, the ability to manage diverse activities at the
same time and the performance of potential employees are completely providing their services
across the various nations (Cunliffe et al. 2017). The organization has received many resources
from various internal sources from advertisement, promotional activities and insurance of the
customers. The total employee in the organization is more than 40,000 and they are working
together for the development of the organization. BA is recruiting and selecting different skilled
candidates for and spread them in the whole world. The organization is continuously evaluating
and monitoring the performance of the assign employees in different regions. The management
of BA has identified the performance by the employee and they will provide rewards for their
tremendous efforts of the employees (Helmreich and Merritt, 2017).

2.2 IMPACT OF EMPLOYEES LAWS ON THE MANAGEMENT OF HUMAN
RESOURCES IN BA
The legislation and regulation have been formulated by the government in the concern of the
development of employees who are working in the service organization. These laws and
regulations are provided various rights to the employees for social justice and the welfare of
them (Kahungu, 2017). The HRM is provided various supports to the application of such laws in
the organizational activities, which delivers the importance to the employees. BA are very much
concern about the betterment of the employees and that's the reason they provide various
facilities and services to employees and take care of them for accomplishing organizational
objectives (Kahungu, 2017).
Health and Safety at Work Act, 1974
One of the main purposes of HRM is to provide a healthy environment for their employees for effective
productivity and no losses of lives stock and others. The responsibility of HRD is to maintain the safety
curriculum in the organization to provide necessary and effective services to the employees. BA always
take obligatory steps for the which reduces the chances of emergency occurrence, they provide required
guidance to their employees to identify the betterment for theirs. Health and safety at the workplace are
very necessary for employees and for the organization to maintain their existence in the industry
(Kahungu, 2017).
Equality Act, 2010
Equality Act is representing that there should not be followed by any discriminatory practices in the
operations of BA. BA always have to take proper identification that there is no discrimination in age,
religion, gender, caste, colour and others. They should have to be treated all of them equally. Besides,
organizational management have to provide brief analysis that they have to provide various activities for
motivating and encouraging employees to take participate in numerous activities held in the organization.
The organization is continuously watching on the working condition of the employees, which helps to
identify the individual behaviours towards others and for the organization (Langeet et al, 2015).
Data protection act 2018
The HRD has to provide effective services to maintain safety and security procedure of the employee’s
data and information. The safety and security of personal data and figures of organizational employees
are very essential from the losses. BA is activating different firewalls and protocol security to safe their