Human Resource Management Report: High Flyers Airlines Case Study

This report presents a comprehensive analysis of the Human Resource Management (HRM) practices at High Flyers Airlines, focusing on a case study involving strategic changes and challenges within the organization. The report begins with an executive summary outlining the key aspects of the analysis, including managerial roles, policy formulation, and the importance of employee involvement in decision-making. The overview section provides background information on the airline's history, its strategic alliances, and the impact of deregulation and market changes. The report is divided into two main parts: Diagnosis and Intervention. The Diagnosis section explores theoretical considerations using models like the Concept Fan, Open System, and Force Field Analysis to identify the core issues. The Implication Assessment evaluates the impact of these issues. The Intervention section proposes solutions, including Appreciative Inquiry, HR Principles, and an Action Plan with a timeline. The report examines the challenges of managing the older cabin and ground crew members, resistance to new brand images, and the impact of changes in job descriptions and working conditions. The analysis also considers the company's plans for employee training, qualification criteria, and the importance of maintaining financial stability and public image. The report includes references and an appendix for additional information.

Running head: HUMAN RESOURCE MANAGEMENT
Human resource management of High Flyers
Name of the student:
Name of the university:
Author note:

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Executive summary
Human resource management is the parameter, which needs to be handled with due
consideration for ensuring that the efforts of the members are duly respected. The managerial
roles and responsibilities are important in terms of formulating effective policies, which
clearly define the terms, conditions, standard and protocols of recruitment and selection. This
is also applicable in terms of giving opportunity to the old cabin and ground crew members,
so that their experience is concretized towards embracing professionalism. Involving the
members in the decision making process would be effective for diversifying the triple bottom
line approach of the High Flyers. Change management models, risk assessment and action
plans are the tools, which relates with the business model research, helping in situational
analysis. This analysis is further assistance in terms of detecting the ways in which changes
can be adopted in an ethical manner through the implementation of the ethical code of
conduct.

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Table of contents
Overview....................................................................................................................................3
Part 1- Diagnosis........................................................................................................................7
1. Theoretical consideration...................................................................................................7
Diagnosis model.....................................................................................................................7
Concept fan........................................................................................................................7
Open system.......................................................................................................................8
Force field analysis............................................................................................................9
2. Implication assessment.....................................................................................................12
Part 2- Intervention..................................................................................................................14
Appreciative inquiry.............................................................................................................14
HR Principles.......................................................................................................................15
Action plan...........................................................................................................................15
Timeline...............................................................................................................................16
References................................................................................................................................18
Appendix..................................................................................................................................20

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Overview
Fig: Crew resource management policy components
(Source: Mondy & Martocchio, 2016)
Until the era of 1990, two airline policy governed the strategic alliance between the
government owned airlines of Singapore and the competitor, Silvertail Airlines. This alliance
relates with the aspect of ‘comfortable arrangement’, indicating the fair and transparent
competitive policies for executing the business operations. The policy was a flexible one, as it
catered to the specific needs, demands and requirements of the clients and customers.
However, one of the conditions was acceptance of high fares and limited schedules.
Sanctioning of the duopoly highlights the regulatory compliance, which prepared a flexible
ground for customer attraction and satisfaction. Noe et al., (2017) states that strategic
management was practiced, which resulted in the aversion of conflicts in the current business
condition.
Crew
resource
manageme
t
Mission
analysis
Situational
awareness
Communication
Adapability and
flexibility
Decision
making
Assertiveness
Leadership

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1980 was the turning point, which aggravated the complexities. As a matter of
specification, the pressures increased, which compelled the government to deregulate the air
transport sector. At the initial stage, the effect of the changes were very little, however, threat
of the new entrants adversely affected the duopoly, dwindling its position in the competitive
ambience of the market. In spite of the deregulation, there were consistency in the
functionality of the duopoly, accompanied with few ‘cosmic changes’. Introduction of the
low cost carriers in the domestic and international markets altered the market condition.
Specific mention can be made of the effect on Silvertail, where the critics were concerned
about the declining share price and complaints of the institutional investors (Cascio, 2015).
Replacement of the board of directors with ‘bright and zesty’ marketers, advertisers,
accountants and experts enhanced the creativity and innovation skills of the CEO. Importing
the talented experts from outside reflected outsourcing of the talents, diversifying the
workplace culture. The newly recruited board members made it a point to adopt lean
management practices for effective handling of the situation. Amidst the dismantling and
restricting, the middle management positions were highly affected. Apart from this,
maintenance was outsourced and regional branches were closed. Continuous improvement
strategies helped Singaporean Airlines to emerge in the market with new brand image.
Acquisition of the means of social media contributed in the establishment of the brand as
‘young and innovative’. However, Noe et al., (2015) is of the view that resistance towards
acceptance of the newly created image was witnessed from the cabin and the ground crew.
This resistance was the theme of discussion in the meeting between Recruitment Manager
and Cabin Crew Director.
The target market of the brand were the budget conscious travellers belonging to the
age group of 30s. According to the estimations, these group restrain themselves from
adopting the newly created image of the brand. In this case, the cabin crew highlights the

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consideration of consumer behaviour, which invokes the characteristic traits upon purchase.
The comments regarding the levied services and the current services holds equal significance
in terms of evaluating the effectiveness, feasibility and appropriateness of the marketing
strategies and tactics (Bratton & Gold, 2017). Old customers are more experienced, which is
a cornerstone for the Airlines in terms of adding innovation into the services. The ‘tendency
to be sued’ attains a negative connotation. The remarks of recruitment manager contradicts
the aspect of equality in the workplace issues and operations, as it negates the contribution of
the old.
The younger adults are more tech savvy, therefore, their comments align more with
the current competitive trends. This alignment is assistance for the Airlines in terms of adding
innovation into the services according to the needs, demands and requirements of the clients
and the customers. Changes and shifts in the duties of the cabin crews requires additional
efforts, skills and resources. Systematic approach is needed in this aspect for maintaining the
smooth progression between the flight services (Budhwar & Debrah, 2013). The plans of
acquiring three star hotels instead of five star can be considered to be a rational one in terms
of maintaining the financial stability in the competitive ambience of the market and avoiding
degradation of the public image. Apart from this, lifting the facilities like travel concessions
for the older customers, preferential roasters, and long haul flights can be considered to be
deprivation from the facilities, which can secure their life. Resilience and absence of family
concerns is an aspect, intensifies the competitive rivalry between the Airlines.
One of the plans is the promotion for the target market of young adults. The self-
respect in case of these customers is higher, which highlights the determination and
commitment towards exercising the purchasing decisions and power. In this context,
DeCenzo, Robbins and Verhulst, (2016) highlights the dimension of qualification in case of
the older employees, which is inappropriate. On the contrary, experience needs to be

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considered for selecting the older employees for the post of cabin and ground crews. The
major drive, behind consideration of qualification as a criteria for selection, is stimulation of
eligibility, which helped in conducting the promotional advertisements. The dimensions in
this context was a degree and second language, where proficiency was the criterion for
measurement.
As compared to the new ones, the newly recruited members would find the process
easy because of the bilingualism and possession of a degree. The company has the plans of
bearing the expense of language classes and degree with the condition that it needs to be
completed within 5 years. The time beyond this would be considered as repayment by the
employer. The management confesses that it would be difficult for the cabin crew members
to complete the degree. The plans are well structured for averting these difficulties
(Chelladurai & Kerwin, 2018). Restructuring the job descriptions and advertising it on the
social media would alter the business condition. As a matter of specification, this approach
would be effective for expanding the scope and arena of the customer base.
Systematic planning would act as an agent for the Airlines in terms of achieving
higher competitive advantage. The criteria in this context would be internal competency
requirements. Along with this, the plans also include training the cabin crew members about
safety and physical stuffs required for handling the operations. Inspiring the young members
for undertaking challenging and enduring tasks would be easier as compared to the older
ones, as they lack the physical strength. For the older customers, meeting the targets is a bit
problematic, as they are unable to work overtime. However, Jackson, Schuler and Jiang,
(2014) is of the view that not all of the older members have the same grasping skills and
intake capacity. The main concern is with those, who lack the ability to fulfil the needs,
demands and requirements.

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Part 1- Diagnosis
1. Theoretical consideration
Diagnosis model
Concept fan
Fig: Concept fan for High Flyers
(Source: Kramar, 2014)
Concept fan is a model used for finding different solutions to a problem upon getting
negative results from the other solutions. The main essence of this concept is ‘taking one step
back for broadening the scope and arena of the knowledge horizons. The approach in this
context initiates through listing the problems in order of sequence. Impracticality is one of the
essential traits in this stage, adding to the complexities in solving the problems. For resolving
the issue, an efficient step would be transcending the search back towards the problems,
which in this case is proper handling of the older cabin and ground crew members of the
Airlines. This approach is assistance in terms of initiating new insights into the problems and
ways of resolving it. There is also a provision that if positive results does not appear in this
stage, the search can again be transcended back into the potential issues, which gave rise to
Management of
the older cabin
crew and
ground crew
members
Revising the
recruitment and
selection policies
Training
Restructing the job
requirements
Acquiring social
media marketing for
distribution of the
advertisement
requirements

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the situation of the improper management of the older cabin crew and ground crew members.
The more the search is inclined to the roots, the more would be the creativity (Marler &
Fisher, 2013).
According to this, concept, the problem occupies the central position from which the
possible solutions initiate. Until and unless, the solution match the requirements, the
initiatives continue, which upgrades the standards and quality of the performance. The initial
problem of managing the recruitment of the older cabin and crew members is related to the
problem of resistances towards accepting the newly created policies. Radiation is the next
stage, which results in delving deeper into the problem.
Open system
Fig: Open system for High Flyers
(source: Bailey et al., 2018)
Open system is a means, which contributes towards improving the professional
communication between the firms and associate partners. The dimensions of transfer are
information, energy and materials from the boundary of the internal environment to the external
ones. The main consideration in this context is the discipline (policies and ethical code of
conduct), which governs the business of the High Flyers. The standards and protocol of business
Open
system
Boundary
OutputInput

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are subjected to the terms and conditions of the supplier. This aspect reflects the stability in the
professional relationship between the Airlines and the suppliers. Moreover, Sikora and Ferris,
(2014) is of the view that this aspect indicates the low bargaining power of the suppliers,
enabling the airlines to enjoy higher competitive advantage over the competitors.
In case of the problem of managing the older cabin crew and ground crew members, open
system would indicate outsourcing the human resource management requirements to the external
agents. Interacting with the older cabin crew and ground crew members helps in gaining an
insight into the issues, which they are facing. According to the conversations of the managers,
conflicts arise in terms of retaining the older cabin crew and ground crew members. This is
actually beneficial in terms of adding innovation into the flight services. As they are
experienced, their feedbacks hold prime significance in terms of effective handling of the
situations. On the contrary, Lengnick-Hall, Lengnick-Hall and Rigsbee, (2013) states that these
members lack the physical strength to perform all of the duties and responsibilities, which
results in the thoughts of removing them. According to the other perceptions, open systems
accompanies feedbacks from the external agencies, which acts assistance for audits, inspections
and evaluations for the proposed plans.
Force field analysis
This analysis is assistance for the staffs regarding detecting the issues, which contribute to a
particular situation. The social domain is mainly focused, which can be related with the triple
bottom line. The forces either drive the business towards the goals or act as an obstacle in the
process of accomplishing the goals. Sikora and Ferris, (2014) states that this analysis is an
effective tool, enhancing the decision-making process. In case of High Flyers, resistance towards
accepting the new brand image by the older cabin crew leads to the complexities in ensuring
smooth functioning of the flight services. The older cabin crew members lack enthusiasm and
initiatives towards undertaking challenging and enduring tasks. As a matter of specification, the

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proposed change occupies the central position in the analysis. The forces contributing to the
change and forces resisting the change penetrate into the sphere of the proposed change.
Fig: Force field analysis
(Source: Bailey et al., 2018)
In the current case scenario, the forces, which drives the business towards change are
resistances towards accepting the brand image, deregulation are the forces, which are obstacle
the process of embracing the change. On the other hand, the forces, which embrace the change
are promoting the younger ones’, revising the recruitment and selection policies. Adherence to
the integrated structures is assistance in terms of exposing appropriate approach towards change.
Scoring the forces of change is assistance in terms of gaining an insight into the intensity to
which they affect the organizational issues.
Proposed change (revising the
selection and recruitment policies
of High Flyers)
Forces for change Forces resisting
change

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Feedbacks from the young cabin and
Ground crew members (4) Resistance (4)
Revising the criterion for selection
And recruitment (3)
Training the staffs about security (2)
Using proficiency in language as one
of the criterion for selection (1)
Fig: Scores for the force field analysis in case of High Flyer case
(Source: Marler & Fisher, 2013)
In case of the forces, driving the business towards change, the highest score is
attached to feedback from the younger cabin and ground crew members. The lowest score is
given to using proficiency in language as one of an important criteria for selecting the cabin and
crew members. On the contrary, resistances towards adopting the newly created brand image
gains highest score.
Promoting the younger ones for the newly added services in the social media would
alter the situation of the High Flyers. On the contrary, thoughts of compromising with the
services of travel concessions, preferential roasters and long haul flights can be problematic for
the young cabin and ground crew members. However, it would be effective for the old cabin and
Promoting the new
job requirements in
the social media
Forces for change Forces against change

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ground crew members, as they can suggest new and innovative means like that of social media
marketing to achieve higher competitive advantage over the competitors (Kramar, 2014).
Adopting the suggestions of Bobbi and Sam would be productive in terms of redesigning the job
requirements. This restructuring would help in covering the special requirements of the old
cabin and ground crew members. Provision for the suggestions and feedbacks would empower
them, leading their personality towards professionalism.
2. Implication assessment
Risk assessment exercise is an effective tool in terms of assessing the impact on the overall
productivity. Scoring the risks helps in gaining an insight into the impact it creates on the
process of implementing the proposed change. Within this, mention can be made of ethical code
of conduct, which is assistance in terms of standardizing the behaviour. Ethical dilemmas
contradicts the ethical code of conduct. In the current case, terminating the old ground and cabin
crew members would be unethical. Not involving them in the decision-making processes would
also be unethical. Jackson, Schuler and Jiang, (2014) is of the view that this act would be a
deprivation and negation of their experience. As the parameter in this context is that of social,
therefore, the focus is on ethics in the management of the human resources, that is, the older
members of the ground and cabin crew.

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Fig: Wider implications of business model research
(Source: Chelladurai & Kerwin, 2018)
High Flyers possesses the capabilities of revising the terms and conditions of the recruitment
and selection policies. Posting the advertisements on the social media would generate unique
value proposition in the flight services. The target audience of the budget conscious travellers
also needs to be altered for attaching value to the contribution of the old ground and cabin crew
members. Practical demonstration of the capabilities in terms of social media marketing is
assistance in terms of creating a positive image in the minds of the clients and the customers.
DeCenzo, Robbins and Verhulst, (2016) assumes that involving the older cabin and ground crew
members in the decision making processes would be effective in terms of diversifying the
business processes in the airlines. Outsourcing the requirements to the external agencies would
be assistance in terms of getting the additional help in terms of arranging the resources. This
approach is to be cautious in terms of ensuring that it is accompanied by the ethical code of
conduct, which ensures the stability in the professional relationships with the suppliers.

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Part 2- Intervention
Appreciative inquiry
The main essence of appreciative inquiry lies in valuing the contribution of the efforts
invested by the clients and customers in the services of the brands. The basis for this
contribution is that of strengths, capabilities, competencies and values. The aim is to transform
the current situation for upgrading the standards and quality of the business. The four
dimensions of this inquiry process are ‘best of what is’, ‘what might be’, what should be’ and
what can be’. Applying these dimensions to the case of the High Flyers, best of what is relates
with the promotion of the services for the young cabin and ground crew members (Teh &
Girardi, 2015). ‘What should be’ is the inclusive practices for involving the old cabin and
ground crew members in the process of decision making process.
What might be can be correlated with the aspect of acquiring social media marketing for
advertising the job requirements. This would one of the effective means for expanding the
customer base. Consideration of the alternatives like revising the selection criteria can act
assistance in terms of diversifying the thought processes regarding handling of the situations
according to the requirements. In terms of the asset based resources, the perspective relates to
the achievements, which enables them to detect the gaps, which obstructs the process of
implementing the change of promoting the younger cabin and ground crew members. Continuity
in searching the problems would cause delays in the seeking effective solutions. Involving the
experienced ground and cabin crew members in the decision making process would generate the
congenial learning environment for the people (Budhwar & Debrah, 2013). In this case, the
principle of anticipation is relevant in terms of assessing the applicability in the current
condition. Collecting the survey responses from the old cabin and ground crew members would
be effective for adding innovation into the flight services of the High fliers.

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HR Principles
Strategic approach from the HR manager would result in effective handling of the talents of
old cabin and ground crew members. As a matter of specification, employer brand can be
redesigned in the social media platforms. Uploading the specific requirements of the job in the
websites, Facebook and others would be essential in terms of luring more clients and customers.
Along with this, mention can be made of the feedback process, which would help in gaining an
insight into the specific needs, demands and requirements. Online survey form would reflect
technological advancement in terms of innovating the organizational processes. Apart from this,
redesigning the job requirements would act as an opportunity for the potential candidates to
invest in the services of the High Flyers (Bratton & Gold, 2017). Taking guidance and support
from the old cabin and ground crew members would act assistance in averting the mistakes.
They would be an asset in these processes, as they are experienced. One of the effective
strategies would be involving them in the training programs, which would improve the stability
in the relationship with the new joinees. Transfer of the essential skills and knowledge would be
a collaborative approach towards accomplishing the goals.
Action plan
As the aim of High Flyers is to embrace change in the human resource management,
therefore, using Lewin’s Change Model would be an effective option. In this context,
perceptions towards change is to be considered with due focus on the resistances. For this,
motivation and counselling sessions are necessary, which would help in averting the illegal
instances. Feedbacks are one of the means through which insight can be gained towards the
ways and means of reaching to the targets. Altering the selection and recruitment policies would
be the medium between the unfreezing stage of neglect in the efforts of the old cabin and ground
crew members and refreezing with the restructuring of the airline policies.
Timeline
Activities Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8

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Meeting
for
discussing
the
urgency of
change
Preparing
the minute
meetings
Preparing
the agenda
Meeting
with the
employees
Situation
impact
assessment
collecting
the
responses
Estimating
the
outcomes
Evaluation

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Table: Timeline for the action plan
(source: created by the author)

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References
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management. Oxford University Press.
Bratton, J., & Gold, J. (2017). Human resource management: theory and practice. Palgrave.
Budhwar, P. S., & Debrah, Y. A. (Eds.). (2013). Human resource management in developing
countries. Routledge.
Cascio, W. F. (2015). Managing human resources. McGraw-Hill.
Chelladurai, P., & Kerwin, S. (2018). Human resource management in sport and recreation.
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DeCenzo, D. A., Robbins, S. P., & Verhulst, S. L. (2016). Fundamentals of Human Resource
Management, Binder Ready Version. John Wiley & Sons.
Jackson, S. E., Schuler, R. S., & Jiang, K. (2014). An aspirational framework for strategic
human resource management. The Academy of Management Annals, 8(1), 1-56.
Kramar, R. (2014). Beyond strategic human resource management: is sustainable human
resource management the next approach?. The International Journal of Human Resource
Management, 25(8), 1069-1089.
Lengnick-Hall, M. L., Lengnick-Hall, C. A., & Rigsbee, C. M. (2013). Strategic human
resource management and supply chain orientation. Human Resource Management
Review, 23(4), 366-377
Marler, J. H., & Fisher, S. L. (2013). An evidence-based review of e-HRM and strategic
human resource management. Human Resource Management Review, 23(1), 18-36.
Mondy, R., & Martocchio, J. J. (2016). Human resource management. Pearson.

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Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2015). Human resources
management. Instructor, 2015.
Noe, R. A., Hollenbeck, J. R., Gerhart, B., & Wright, P. M. (2017). Human resource
management: Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Sikora, D. M., & Ferris, G. R. (2014). Strategic human resource practice implementation: The
critical role of line management. Human Resource Management Review, 24(3), 271-281.
Teh, E.C & Girardi, A (2015) Organisation Development and Change: Practice Manual
Readings and Case Studies, 5th Edition, Cengage Learning, Australia

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Appendix
Fig: Airline profits
(Source: )