HRM in Service Industries: A Case Study of British Airways

This report offers a comprehensive analysis of Human Resource Management (HRM) practices within British Airways (BA), a major player in the airline industry. It begins by defining the role and purpose of HRM, emphasizing its importance in managing employees, policies, and systems to achieve competitive advantage. The report then delves into HR planning, including identifying future needs, assessing current capabilities, and formulating strategies for gap resolution. It examines employment relations, including the role of unionization and grievance procedures. Furthermore, the report covers employment law affecting HRM, job descriptions, and the comparison of selection processes between BA and Transport for London. Finally, it explores the contribution of training and development activities to effective operations within BA. The report provides insights into the challenges and strategies related to HRM in the service industry, offering a detailed overview of BA's approach to managing its workforce.

Human Resource Management for
Service Industries
Table of Contents

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Role and purpose of human resource management..........................................................3
1.2 Human resources plan based on supply and demand.......................................................5
TASK 2............................................................................................................................................7
2.1 Current state of employment relations.............................................................................7
2.2 Employment law affecting management of human resources..........................................8
TASK 3..........................................................................................................................................10
3.1 Job description and person specification........................................................................10
3.2 Comparison of selection process of different service industries businesses..................11
TASK 4..........................................................................................................................................13
4.1 Contribution of training and development activities for effective operations................13
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................18

INTRODUCTION
Human Resource Management (HRM) or Human Resource (HR) is approach for
effective management of individual in organisation in order to gain competitive advantage. It
describes both people working for company and department responsible for managing employees
(Alfes and et. al., 2013). It is mainly focusing on management of people, policies and system. It
is very important for enterprise to have skilled and knowledge employees. It is also regarded as
process of recruiting, selecting, providing orientation, inducting employees, providing training
and development, appraising performance, benefits, deciding compensations, motivating
employees, maintaining proper relations with employees for safety, health and welfare. The
given assignment is based on British Airway (BA) which was founded in 1974 at United
Kingdom. It is largest airline which has two hubs at Heathrow and Gatwick Airport along with
BA City Flyer as subsidiaries. Here will discuss about role, purpose of HRM in BA and plan of
an HR for analysing supply and demand. The current state of employment relations in airline
industry and laws affecting HRM. It has also covered job description and specification. The
comparison of selection process between British Airway for Cabin Crew and Transport for
London for role of Customer Service Assistant along with contribution of training and
development for effective operation.
TASK 1
1.1 Role and purpose of human resource management
Human Resource Management
Human resource management is defined as process which binds people as well as
organisation for achieving goal and objectives. It has three responsibilities such as staffing,
designing work and employee compensation and benefits. The key areas are:
Planning and forecasting- HRM need proper planning and forecasting of requirement of
staff at organisation before selecting employees (Armstrong and Taylor, 2014). The HR manager
of BA should do planning for staff and according publish their vacancy at newspaper.
Recruitment process- HR manager need to find requirement of various jobs profile at
company and wok accordingly. Recruitment is positive process which requires large number of
candidates to apply for given post. BA manager have done recruitment in order to recruit right
candidate for vacant post.

Contracts of employment- It is agreement among employee and organisation regarding
designation, salary, leave, job profile managed by HR. If any staff breach such contract they are
liable to pay fine for it. BA has contract of employment with their working staff as it is airline
industry and managed by authority.
Role of HRM
The different role of HRM are described below:
Recruitment and Selection- Recruitment is process for identification and making
potential candidates for applying job (Aswathappa, 2013). Its main purpose is to attract large
number of people for vacant profile. Similarly, selection is the process of recruiting people at job
at right time in an organisation. The manager of BA should play significant role in recruiting and
selecting proper staff for industry.
Employee Relations- As employees are main assets and pillar of any organisation which
should be treated in good manner. They helps in increasing productivity and motivation increase
through good employee relations. It provide positive impact in professional as well as personal
development of individual. BA has maintained and created good relationship with their staffs and
subordinates supervised by HR for survival and success.
Training and Development- Training and development are important part of HRM. They
help in improving current and future performance of employees by increasing their knowledge,
skills, attitude. In context of BA, it conducts training and development programmes for their
worker to improve them and increase productivity.
Purpose of HRM
The main purpose of HR manage of BA is to manage employees in order to achieve goal
and objectives (Bratton and Gold, 2017). It helps in motivating staff for performing efficiently
and effectively. They provide positive environment to their working staff.
Hard HRM
Hard HRM means treating employees as resource of business like machinery and
building. In this, organisation should ask about corporate business plan with their employees. In
this HRM, there is minimum communication, recruited for shorter period of time and has
autocratic leadership style.
Soft HRM

Soft HRM means treating employees as very important resources of business and source
of competitive advantage (Briscoe, Tarique and Schuler, 2012). Here, employees are treated as
individual and accordingly needs are planned. There is strong communication, focus on long
term planning and has democratic leadership style.
1.2 Human resources plan based on supply and demand
Human Resource Plan
HR plan is alignment of corporate strategy that is document consist of mission, vision,
values and goals (Brewster and Hegewisch, 2017). It helps in providing information to HR
function that support strategies. It finds gap among present as well as future capabilities. The
steps of HR plan are described below:
Identify future HR needs- The future HR needs are identified and asked questions such
as
 what is nature of work
 what type of culture
 what are skill required
Consider present HR capabilities- The present HR capabilities can be asked by
following questions like
 how we doing against set benchmarks
 where do risk lies
 what current system support or hinder progress
Identify gaps between future needs and present capability- In this step gap is identified
between present and future needs which includes policies, procedures, resource allocation and
following question is asked
 how can gap be classified
 where gap appear between present and future
Formulate gap strategies- After gap identification, strategies are formulated which can
be
 training & development
 safety and health
 selection & staffing
 compensation & reward

Implementation- In this step, implementation is done in different required department for
running of business. Here, strategies which are formulated should be implemented in
organisation.
Share and Monitor plan- It is last stage of HR plan in which all tasks are monitor. The
proper understanding of plan helps in achieving goal and objectives. HR manager should
communicate successes and do modification if required.
Analysing Demand and Supply
Demand is ability and desire to purchase goods and service. It is influenced by taste,
price, experience, income of people. Similarly, supply is amount of product available at market
for given price (Budhwar and Debrah, 2013). Demand and Supply helps in knowing about
requirement consumer and their purchasing power. Here, BA uses such marketing tool to know
number of staff required during peak time, skills required and others. Demand and supply can be
in terms of staff role and hours of work in BA.
Internal and External Factors Influencing HR planning
The internal and external factors which influence HR planning are described below:
Internal Factors
Organisation- As per structure of organisation, there is requirement of staff members.
BA manager should analyse nature and size of business and according make plan.
Budget- It means utilisation of human resources in an organisation. Here, in order to
manage budget in BA, it can motivate employees for lower base pay, more stocks and better
retirement benefits.
External Factors
Legislation- It greatly affect industry and HR planner should compliance legislation. BA
should apply all legal legislation in organisation to run it successfully.
Competition- In order to face competition in market, BA should recruit better talent
employee and retain them for longer period of time.
Human resource planning in a changing environment
Human resource planning changes due to changing environment because of various
reasons. There are mainly five factors which are involved in changing environment such as work
force diversity, globalisation, changing nature of work, organisational restructuring, economic,

technological change (Buller and McEvoy, 2012). Here, BA should keep such factors in mind
and accordingly make plan to avoid cost.
The staff roles, number of staff and hours of work required to deliver new flight service
to Madeira described below:
Department Staff Roles Number of Staffs Hours of Work
Required
Reservation and
Ticketing
They are liable for checking tickets,
issuance of boarding passes and
others.
6 8
Staff Personnel They perform various
responsibilities such as finance,
accounting with helps of line
personnel.
8 9
TASK 2
2.1 Current state of employment relations
Employment Relations
It is multidisciplinary which studies employment relationship between employee and
employer. It exists only when person do work under certain conditions for remuneration
(Chelladurai and Kerwin, 2017). This helps in proper communication among manager and
subordinates, planning, exploration, corrective action, disciplinary actions and clarification of
policies, procedures. The main purpose for studying this concept is to develop understanding
employment relations in British Airway.
Role of Unionisation
Trade Union or labour union is organisation in which worker come together for achieving
common goals such as improving safety standards, attaining better wages, benefits, protecting
their rights and improving working conditions by increased bargaining power by creation of
monopoly (Huselid and Becker, 2011). Here, leader with help of trade union bargains with
employer on behalf of members. Here, employees of BA has made trade union in order to fulfil
their need and demand so that they can work effectively and efficiently. The trade member solve

all issues and queries of staff and acting as bargaining representatives. This helps organisation as
well as staff to resolve workplace issues, meeting of minimum obligations, and working
advocate for employees. The other roles of unionisation can be employee participation, grievance
procedures and others. They are explained as given below:
Employee Participation- It means when subordinates are included in decision making at
all levels is known as employee participation (Jackson, Schuler and Jiang, 2014). It is the tool for
motivating employees. It is both emotional and mental involvement of people in different
situations that helps in encouraging group goals and sharing responsibility. BA also requires
employee participation in their activities in order to accomplish their goal and objectives. This
helps in motivating and encouraging them to give their best performance.
Grievance Procedures- Grievance are considered as concerns, complaints and problems
which employees raise with employer. It is part of collective bargaining agreement in which
internal disputes are addressed by employees. They need to follow procedure for resolving and
filling grievances. The Labour Relations Agency (LRA) has set principle which both employee
and employer need to follow for achieving reasonable standard in handling grievances. The staff
of BA has right to put up their problems which can be related with timing, hour, responsibilities
and get solution.
Current state of employment relations in British Airway
 The employees are provided with training and development in order to accept new
technology, acceptance of structure for improving productivity, better company
performance and solving problems at workplace.
 The problems of staff and employees are heard to provide them better solution for
accomplishing goal and objectives.
 BA has launched Industrial Relations Change Programme in order to improve
relationship among trade unions and managers. This leads to facilitate in reduction of
communication barriers for proper understanding of problem.
2.2 Employment law affecting management of human resources
Employment Law
It is integration of rules and laws which regulate relationship among employees and
employers. It covers minimum requirements of employees for working conditions (López-
Nicolás and Meroño-Cerdán, 2011). The laws are made for employees in order to protect from

unfair labour practices, unsafe working conditions, health and safety and discriminatory
treatment. ACAS are considered as employment experts and trusted source of advice for
government, employees, employers and others. British Airway need to work for their employee
and employer in order to create healthy relationship for maximizing productivity and make
environment of workplace more positive. The different employment laws which BA can follows
are described below:
Employment legislation- It means regulating individual employment relationships and
establishing framework within workers and employees can determine own relations on collective
basis (Marchington and et. al., 2016). British Airway should provide protection in terms of
minimum age for work, equality of works, protection of young workers, hours of work,
occupational health and maternity, payment of wages. The human resource manager of BA
should ensure about all such factors for protecting employees and employers at workplace. This
helps HRM to protect right of every employees for better running of business.
Employment Relations Act- It is relationship formed between employer and employee
when work is completed for purpose of monetary reimbursement. BA should create effective
relationship with their worker and subordinates. This helps in proper functioning of business
activities and achieving goal and objectives. HRM is affected by good employment relations as it
develop strong bonding with other department to complete task.
Employment Rights Act- It is the employment contract which must be in writing form
and provided to employees (Marchington, Wilkinson and Kynighou, 2016). There are some basic
rights which should be given to each and every employees working in an organisation such as
right of privacy, freedom form discrimination and fair compensation. BA should provide
protection against unlawful discrimination such as gender, age, belief, religions and disability.
The most important is to protect pay scale of employers and employees. This HRM to work in
organisation with dedication and achieve final goal and objectives.
Equal opportunities- It means to provide equal opportunities to employees and
employers working in British Airway in terms of removing gender pay, disability benefits, race
such as colour, ethics, national, religious and nationality. The HRM should check about skill,
knowledge and accordingly increase and pay wages to them. There should not be discrimination
on basis of age, gender, position.

Contracts of employment- It is written document between employer and employees
where employer has right to fire in case of violation of laws and rules. In British Airway, this
contract is terminated after terms and provision of employment agreement. Here, employer
terminate contract by dismissing employees and employees may terminate by resigning.
Ill health retirements, retirement, dismissal, maternity and paternity rights, parental
leave- In airline industry, ill health retirement is scheme which pays employees in pension form
at any age if suffering from illness. Retirement is defined as when person choose to leave
organisation. Paternity leave is for biological fathers only which is given when bay is born. They
can take paternal leave after their paternity. Maternity leave is for biological mothers only which
is given when women are pregnant and after baby is born. They can take Maternal leave after
their maternity. HRM is affected if employees working in BA get all such benefits then they
work for organisation and other get influenced to work in such business.
Advisory, Conciliation and Arbitration Service (ACAS)- It is non-department public
body which main purpose is improving work life and organisations for promotion and facilitation
strong employee relations practice (Messersmith and et. al., 2011). BA should work with ACAS
in order to improve performance of organisation and maintain healthy relationship with their
working employees and subordinates.
TASK 3
3.1 Job description and person specification
Job description
Job description means information about a specific job profile. This contain information
about valid and significant data such as job role, scope, designation, responsibilities, reporting,
answer-ability and many more. This description is regarded as fundamental technique in which
conditions and rules of job profile is communicated with selected candidates for a specific job
designation. The main aim is to ensuring candidates about their job roles and responsibilities so
that conflicts cannot arise between employees and employers. It is important to communicate
organisational goals with their employees so that they can work accordingly. Job description also
contain necessary information about company such as vision, mission statement and objectives.
British Airways is airline industry operating in United Kingdom. Employees which are
appointed by this company are recruited after full examination of candidates. The job description

of BA is Cabin Crew. It include following details in their job description which are mentioned
below:
 Job description includes qualifications, skills and knowledge which candidate should
possess to operate effectively.
 Cabin Crew of British Airways is responsible for every medium level management
operations such as operational activities and supervisory activities.
 Job description of Cabin Crew of British Airways should ensure about operational safety,
health, security and other responsibilities.
 There is a specific code of conduct which employees working in airlines has to follow
which should be described in this description.
 Job profile of Cabin Crew should deliver world class service to their customers.
Person specification
Person specification is concept that includes less information when compared to job
description. These specifications are part of job description itself. It includes qualifications,
knowledge, attributes, skills and experience which should be possessed by an individual to be
considered for a specific job. These specifications are used as a base while recruiting and
selecting an employee. Personal specifications for job of Cabin Crew of British Airways is
mentioned below:
 Cabin Crew members should have good communication and interpersonal skills.
 These type of employees should be confident and has a good problem solving skills.
 There is no such formal qualification or some sort of degree for Cabin Crew but
candidates which are already trained as a Airport Cabin Crew are high prioritized.
 As a Cabin Crew member it is important to be physically fit and attractive.
 Good literacy skills and numeracy skills are also a part of personal specifications of
Airport operation manager
3.2 Comparison of selection process of different service industries businesses
Recruitment
Recruitment is the process of short-listing, attracting, selecting and appointing most
suitable candidate for given profile in organisation (Renwick, Redman and Maguire, 2013). It is

also considered as choosing people for unpaid role. Here, recruitment is carried out by HR
generalists, managers and recruitment specialists. There are two types of recruitment methods
which are given below:
Online Methods- It is the methods in which information regarding jobs is given through
online portal. The organisation uses electronic media such as internet, social media for creating
job awareness and selecting most suitable candidates. It is easiest and time saving methods
because if individual fulfils given criteria can easily apply and get select.
Offline Methods- It is traditional methods for finding job candidate for given profile
(Rubery and Urwin, 2011). The organisation can use various offline modes such as newspaper,
job fairs, job boards and employment agencies. It is time consuming and costly methods.
Comparison of selection processes of British Airways (Cabin Crew) and Transport for
London (Customer Services Assistant)
Selection processes of British Airways (Cabin
Crew) (Online Mode)
Selection processes of Transport for London
(Customer Services Assistant) (Offline Mode)
Step 1
Vacancies are placed and posted on the
webpage of BA careers
Step 1
Vacancies are posted and placed on the
Transport for London (TfL) website and other
may be placed through recruitment agency
Step 2
After that applicants need to complete various
online questions asked to them
Step 2
After that applicants should create login and
password to job vacancy page posted on TfL
site
Step 3
In case if applicants answer ‘yes’ to each
questions then they need to fill and complete
an interest form
Step 3
Applicants those who have selected in given
vacancy should apply and complete an online
application form
Step 4
In this step, completing On-line application
form asked by company
Step 4
Those applicants who meet basic requirements
complete should take an on-line Situational