Addressing Contemporary HRM Issues in the Hotel Industry: Crowne Plaza

This report delves into the contemporary challenges faced by Human Resource Management (HRM) within the hotel industry, using Crowne Plaza as a case study. The introduction establishes the significance of HRM in enhancing organizational efficiency, particularly in the hospitality sector. Task 1 identifies key issues such as employee turnover, lack of policies, training and development, and the need to retain talented employees. It evaluates HRM practices against emerging trends like technological advancements and training programs. Task 2 focuses on designing a job description and person specification for a supervisory position within Crowne Plaza. Task 3 examines approaches to performance management and people development, emphasizing best practices. Finally, Task 4 provides training material for a new human resource manager. The report concludes by summarizing key findings and recommendations for effective HRM in the hotel industry.

Issues in Human Resource
Management
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Contents
INTRODUCTION...........................................................................................................................................4
TASK 1..........................................................................................................................................................4
Contemporary issues and problems associated with HRM in the Hotel Industry...................................4
Evaluation of human resource management practices against emerging trends....................................7
TASK 2..........................................................................................................................................................8
Design and develop a job description and a person specification of a supervisory position from the
organization............................................................................................................................................8
TASK 3........................................................................................................................................................12
Demonstrate contemporary knowledge and understanding about the approaches to performance
management and people development in line with recognized best practice and justify them...........12
TASK 4........................................................................................................................................................15
Training material for new human resource manager............................................................................15
CONCLUSION.............................................................................................................................................17
REFERENCES..............................................................................................................................................18
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INTRODUCTION
The management of human resources is characterized as structured management
processes for persons who work in the organization. Employees, wages and incentives, as well as
the layout or concept of function, are the key responsibilities in human resource management.
HRM's key goal is to improve an organization's efficiency by maximizing its workplace
effectiveness (Armstrong and Taylor, 2020). An organization's human resources team primarily
focuses on the function and profitability of productive workers in the industry. The human
resources are used to identify workers and the primary focus is on the control of resources
relevant to workers. In order to inspire workers and hold them in the business for long time,-
large corporation employs human resource experts. The HR management involves the creation
and implementation of systems intended to increase the productivity of an organization. This
includes the organization, administration and creation of ties between workers and employers.
The project report consists detailed information about issues facing the Human Resource
Management (HRM) and functions in hospitality sector. The company which is selected for this
report is CROWNE . This hotel is located in London. This company is involved in providing
services regards to elegant rooms, flat screen TV and many more.
Reason for choosing organization
Crowne Plaza is one the multinational chain that offer full services and its head office is
located in UK. It is the part of Intercontinental Hotel groups that include hotels as well as
resorts. The organization offer service in more than 50 countries and have around 3600 hotels.
One of the unique point of Hotel is, it is located on the good locations such as city centers, near
airports and many more. The organization was founded in the year 1983 and is serve the global
area. One of the reason of success is its effective and talented employees that provide quality and
on time service to customers.
TASK 1
Contemporary issues and problems associated with HRM in the Hotel Industry
Hospitality industry is wide that involves services such as accommodation, lodging, food
and beverages, entertainment and many more. The main objective of this industry is to offer high
quality service to customer in order to satisfy them. For this, they analyze market trends and
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customer requirement which help to serve better to their customers and build positive reputation
of the company. There are various challenges faced by human resource management in the hotel
industry that is require to be solve in an effective manner.
According to the view point of Michelle Reynolds, (2019), Hotel industry revolve around
guest and people that are served by employees. This industry is highly competitive and growing
rapidly ad there is no wonder HR department encountered with various challenges and problems.
It is important for human resource manager to mitigate challenges by using preventive measures
and strategies. The problems are:
Turnover & Retention: It has been analysed that improperly managed hotel is directly an
invitation for staff member turnover. Losing manpower occur a cost to company due to finance
and time involved for human resource to interview, locate, hire & train new employees (Boella
and Goss-Turner, 2019). In order to deal with this, it is important for human resource department
to maintain effective relationship with employees so that they can retain in company for longer
time period and save cost of the organisation.
Non-existent policies & procedures: Most of the hotel businesses are fail to maintain
appropriate & current staff members documentation. Due to this, human resource find mired in
legal proceedings like employment related lawsuits and unemployment hearings. This challenge
can be overcome if human resource department have proper knowledge regarding all the laws
associated with employees and organisation.
As per the view point of Maria, (2017), Human resource plays an important role in every
organisation that assist in attaining objectives within stipulated time frame. While performing all
the functions and activities they face many challenges which impact on the overall performance
and productivity of company in a negative manner. The issues & challenges faced in hotel
industry is discussed below:
Training & development: Training is provided to staff members with an aim to enhance
knowledge & skills as per the changing requirements and trends. It assist them to cope up with
the changes and trends that take place in the hotel industry. This will assist hotel to offer quality
service to customers and build positive reputation in market. All the employees is not easily
conveyance to take training that occurs am issue for human resource management (Schaltegger
4

and Burritt, 2017). For this, human resource maintain good relationship with employees and
adopt effective strategies in order to build positive minds set of employees which directly effect
on efficiency of the organisation. The higher authorities of Crowne provide training to both new
employees and existing employees so that they can give quality service to customer and enhance
profitability of the company.
Retaining talented employee: It is essential for HRM of the company to engage its
potential and talented employees for longer time frame. Employees are the key asset due to
which companies gain growth and development within the market. It has been analysed that
human resource face issues due to high competition in market as all the companies put their high
efforts to attract as well as retain employees. If it is talked about Crowne , its managers focuses
on fulfilling needs or requirements of staff members which assist them to engage employees for
longer time frame and save their cost of hiring new employee. This will assist company to
enhance their productivity and profitability level effectively.
Management changes: In today’s world, changes take place rapidly and for this it is
important for hotel sector to make alteration in their structure so that they can meet customer
demand in a proper manner. It is the authority of human resource manager to make employees
flexible and comfortable which help them to cope up with the changes that take place within the
organization (Armstrong and Taylor, 2020). There are many employees prevailing in the
organisation who did not easily accept new methods and technology as they are comfortable with
the existing and all activities. This develop a challenge for human resource management that can
be deal by developing strategies and by motivating people towards changes. The mangers of
Crowne provide training in order to make staff members aware about changes that take for the
benefit of the organisation. In addition to this, it human resource manager conduct formal and
personal meeting with employees so that they gain an insight about the problems of staff
members and resolve it effectively and timely.
All the above issues and challenges is required to be consider by human resource manager
in a proper manner so that business activities and operations can be performed in an effective
manner. In addition to this, it is determined that if human resource managers deal with issues in
appropriate manner it will tur into positive results and outcome that is beneficial for an
organisation.
5

Evaluation of human resource management practices against emerging trends
Human resource management includes managing & controlling of different functions and
activities of the organization. One of the major function that is performed by HRM department
us recruitment and selection, training and development, employee relation and many more.
Training and development session is given to employees with an aim to increases profitability
and productivity of company. The HR manager of Crowne develop effective strategies and
practices so that activities is implement in a smooth and proper manner (Berman, 2019). There
are various human resource management practices that is compensation, work life balance,
recruitment & selection, payroll and so on. The HRM practices against emerging trends is given
below:
According to Dhruva Patel, (2017), the hospitality industry is growing rapidly and
contributes a major part in service industry. The new trends in hospitality industry take place in
order to provide high customer experience to customers. Hotel sector adopt this trends in order to
attain competitive edge at market place which help them to gain leading position in that
particular industry.
Training & development program: It is the responsibility of HRM to recruit & hire staff
members who have the potential to perform all the activities and operations of organisation in an
effective manner. In order to remain in market and face with competition, companies provide
training to employees by experts or by using effective tools that is considered as emerging trend
in the hospitality sector. It helps hospitality sector of give high experience to customer that has a
positive influence of profitability of the organisation.
Advancement in technology: In today’s world, technology is changing rapidly and assist
companies to make improvements in their service. It is becoming important for companies to
adopt new technologies and processes so that they can sustain in market and gain higher success
as well. There is development of HRM tools which assist companies to manage and control all
activities in a proper manner (Boella, and Goss-Turner, 2019). By the assistance of new
technologies, it is easy for human resource managers to keep records of employees and to
evaluate performance of employees in an effective manner. Along with this, using of new
technologies by human resource managers assist them to reach talented candidate and hire them
for company that has a positive effect on productivity and profitability of the organisation.
6

Nowadays, recruitment process is done through online medium and people also prefer to give
interview online as it save their time as well as cost. Due to advance in technology, it is
becoming easier for human resource manager to manage payroll of employees, maintain data and
evaluate performance in an effective manner.
TASK 2
Design and develop a job description and a person specification of a supervisory position from
the organization.
Application of HRM practices in CROWNE
The organization's human resource department is responsible for overseeing the new
workers working in the business. Throughout the Crown background, it has been reported that
new hires and personnel are routinely recruited to enhance the working environment of the
business. HR Management of CROWNE aligns the company's philosophy, purpose and target
with HR approaches to improve the organization's performance and profitability. A
comprehensive training and learning program for the advancement of market productivity would
be provided to new workers hired by this firm. The work description is listed below for the HR
manager:
Job Description
Job Details
Post : HR Manager
Company : CROWNE
Job Purpose
The rapid recruiting at CROWNE squares is an opportunity to skilled and passionate
applicants. In order to increase staff performance and profitability the candidate must have
strong skills in communication and management. Various preparation and growth sessions for
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excellent research are organized.
Roles & Responsibilities
 The HR manager of company must take care of all personnel working on the company
and provide them basic needs and rights of an employee
 To have preparation and learning opportunities for workers and to enable them to work
hard
 Strengthen the employee and employer partnership and boost the smooth running of the
business.
Person Specification
 Post: HR Manager
 Department: HR department
 Key: This shows what is required as an evidence:
 (A): Application form, (I): Interview, (R): Role
Attributes Essential Desirable
 Qualification &
Experience
 Management degree
from a respected
institution in human
resources
administration
 •Approx of two years
of HR management
job experience
Strong experience in the world
of management.
 Skills or knowledge  Strong written and
verbal communication
abilities.
 Capacity to learn and
develop management
knowledge by
introducing innovative
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processes and operating
procedures.
Creation of structured interview- In order to work at, CROWNE squares the potential applicants
are asked to position career ads on employment boards, journals, directories, blogs, television,
platforms for social communication etc. The company's HR manager questions multiple
candidates on basic topics relevant to particular objectives and priorities.
• What are the tasks and responsibilities to be performed by human resources managers?
• Is good work for workers required?
• What are the approaches to improve the firm's training and growth workshops?
• What aspects render the job with our company great, according to you?
Job Offer Letter
Mr./Ms,Last-Name
Address
City, State Zip Code
Dear Mr./Ms. Last Name,
We are delighted that you have been chosen as HR Manager in our company. The organization's
human resources recruitment department is proud to tell you that you have been chosen for your
expertise and abilities. All interviews have been conducted, and now you need to attend this
organization. You will join the group on 26 March 2020, as mentioned. The compensation for
the HR manager, including bonuses, is $40,000 a year. Based on your own results, you can gain
incentives. You will get 10 days to make your choice and tell the organization whether you
accept or do not consider this proposal. In this business, it would be nice to have you because
we see potential and expertise in you that help you meet the organizational goals.
If you approve this proposal, please let us know and return it to us as quickly as possible
by authorizing the second copy of this document.
When your approval is received, we speak with you in the Organization itself regarding
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certain formalities.
Please let us know how we can support you, or we will provide you with additional details
if you have any concerns or queries.
Sincerely,
First-name,Last-Name
Director,Human-Resources
Marks and Spencer
____________
I hereby accept the HR Manager, HR department position.
_____________________________
Signature _____________________________
Date ----------------------------
TASK 3
Demonstrate contemporary knowledge and understanding about the approaches to performance
management and people development in line with recognized best practice and justify
them.
There are different types of performance management and people development tools
which are being used by companies of various sectors. Herein, below some types of approaches
are mentioned that are as follows:
Recruitment and selection- The human resources management role of every organization
is critical and ensures that any employee employed in the business is efficient and competent to
work successfully for the company. In order to encourage workers to work efficiently and
accomplish operational objectives, the HR team needs to include continuous formation and
evaluation. The HR Director's key responsibilities entail supporting, supporting and evaluating
the organization's employees. Marks and Spencer's human resources department must function
efficiently to control all workplace operations. Different types of hospitality sectors’ human
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resources department can function efficiently to control all workplace operations. Vital range of
strategies is mentioned below in such manner that is as follows:
Approaches to workforce planning- Within this, HR manager of entity engage in the
function of workforce planning (Kavanagh and Johnson, 2017). In this, they effectively evaluate
skill and competencies of every employees and formulate plan accordingly as to allocate roles
and responsibilities as per according to that.
Approaches to training and development- In this approach HR manager of entity
undertakes use of different types of training and development measures with an aim to increase
skill, efficiency and performance level of employees.
Approaches to rewards- As per according to this approach HR manager of CROWNE
increase motivation and morale of employees by offering rewards. Main aim of this is to ensure
long term sustainability of employees and utilize their knowledge and competencies for
betterment of entity.
Approaches to performance management- Within this approach HR manager of
CROWNE undertake use of formative performance management tools as well as techniques in
order to manager performance of employees in a well defined and effective manner. This is
being done by HR manager as to make significant increase in overall performance level of
employees along with maximization in productivity margin of entity.
Mentioned below there are some performance and people management tool that are being
undertaken by four – and – five stars hotel is being defined:
Performance & People management tool used by four start hotels
Performance appraisals
Performance appraisals are one of the most common performance management tools that are
being used by number of organizations. In context with four star hotels organizations involved in
hospitality sector take use of performance appraisal which is the incredible powerful tool through
which entity can fulfill their strategic objectives (Stewart and Brown, 2019). In this four star
hotel ensure that their employee must go through appraisal process at a regular, fair, honest
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manner. Main aim for this is to increase motivation level among employees in order to manage
their performance in a well effective manner.
Oracle Human Capital Management Cloud
This is one of the most effective and leading person management tool through which four
star hotels manage employees and clients in a well define manner. This tool effectively provides
organization with a comprehensive capability to effectively manage entire employee life cycle by
taking use of automatic functions which is person management software. With the help of this
entity involved in hospitality sector sophistically manage different functioning in a flexible
manner.
Reward and recognition programs:
It has been determined that, if employees perform good and their performance goes unrewarded
and unrecognized then it can decrease their motivation level along with performance that further
affect company overall mission (Kaufman, 2019). In hospitality industry employees are directly
linked with customers thus, it is essential for entities to make regular increase in their motivation
level by providing them recognition and rewards. In this four star hotels periodically undertake
use of reward and recognition programs through which they provide different type of measures
like financial reward bonus praise to employees in order to ensure that continuous high
performance report and recognition is most important part of performance management that are
Paint usually undertaken by 4 star hotels in hospitality industry.
Performance & People management tool used by five start hotels
360 degree feedback
This is essential to undertake feedback from employees on regular manner. In this 360
degree feedback emerged out to be as one of the most effective performance management tool
through which entities operate their functioning as five star hotels in hospitality industry take
feedback from managers, suppliers, influence, supervisor on a regular manner in order to manage
performance of employees (Rees and Smith, 2017). With the help of this tool they can effectively
to undertake review process through which performance of employees can be increased in a well
defined manner.
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Personal development plans (PDP)
This is one of the most effective performances development plan in which entity undertake
different type of action plan and review individual need as well as performance. Along with this
with the help of PDP, five star hotels in hospitality industry set future performance as well as
actions through which they provide effective training and development to employees with an aim
to make significant increase in their performance level. It has been identified that individual play
key essential role in order to fulfill organization goals. Thus, in order to drive individual
performance in best effective manner five star hotels take use of performance management tool
as well as techniques in order to create a culture of high performance.
Zoho People
As to manage people, five star hotels in hospitality industry take use of Zoho people; it is
mainly cloud-based HR management software that are being used by entities in order to manage
people (The Best Human Resource Management Tools Every Company Needs. 2020). Along
with this it help entities to effectively track leaves, create custom performance, manage
timesheet, manage performance appraisal etc. With the help of this entities can effectively able
to accomplish their objectives in a well defined manner.
iCIMS Talent Acquisition
This tool is mainly determined as a employee on boarding software that provide number
of features to entity that aid them to undertake customizable career portal through which they can
offer number of opportunities to their candidates. It is one of the most effective HR tool through
which company can accelerated talent acquisition process (Rees and Smith, 2017). In addition to
this has been evaluated that with the help of this tool entities can hire qualitative employees and
can further improve their hiring process in a well effective manner. This software also includes
careers site search engine optimization, social media distribution as well as job board posting.
With the help of the software five star hotels effectively manage performance of their employees
in a well defined manner.
According to the above evaluation it has been identified that CROWNE in order to
manage performance of their employees can take advantage of iCIMS talent acquisition tool.
With the help of this company can manage performance of their influence all around the world in
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a define manner. Along with this in order to manage people company can take advantage of
performance appraisals to this by providing appraisals, rewards and recognition to employees on
regular manner company can measure significant maximization in their employees through
which overall profitability of organization can be increased.
TASK 4
Training material for new human resource manager
Training material involves a handout for the presentation, employee manual and a module
that is completed by trainees in a proper manner. It is an important part of any program which
includes knowledge retention and acquisition. In order to develop effective and proper training
material, there is requirement of careful planning that take place by mangers. The training
material that is requited for training and development programs by new human resource manager
are as follows:
Selecting information for the program: In order to conduct training, it is important for
human resource manage to select appropriate information for the program as it help in delivering
effective training to employees of the company.
Do a performance review: After selecting training materials, review all required things so
that any lack of material is managed before starting of the training. It help in delivering best
training to staff members.
Identify the objective of training program: It is essential for human resource manager to
analyze the reason for training program and kept in mind at the time of delivering training and
development program (Morgeson, Brannick and Levine, 2019). In addition to this, it is
significant for HR manager to ensure that activities and information must address the desired
goal.
Target intended audience for training program: Emphasize on intended audience is
consider as a key to develop a better as well as effective training program. Identification of
problem helps human resource manager to resolve issue in a proper and timely manner.
Review job responsibilities if training conducted for specific position: If the training is
conducted for a particular job position then it is requite to review all the job responsibilities so
14

that training is given to employee accordingly. This generates interest of staff members and they
will surely enjoy and learn from training program.
Decide medium for training program: Herein, the new human resource manager decide
communication medium by which training is provided to employees. Online module, face to face
interaction, presentation are such of the mediums to deliver training program.
Construct materials: In order to deliver effective training program, the human resource
manager must ensure availability of handouts for giving presentation, availability of visual, pen,
paper, check mike and projector and many more (Stewart and Brown, 2019). This will help in
giving proper training and development session to employees and also develop positive mind set
towards the organisation.
One of the main essential material that is required in every HR manger is communication
and interaction skills then only they can deliver training and development programs in a proper
manner. In addition to this, Training and development programs assist mangers of Crowne to
enhance skills and competencies of their staff members which impact positively on productivity
and profitability of the organisation.
CONCLUSION
From the above study, it has been analyzed that human resource plays an important role as it
assist companies to attain their desired goals within stipulated tie frame. There are various
challenges faced by human resource in hospitality industry and for it is important for HR
managers to develop effective strategies so that they can overcome with challenges in an
effective and appropriate manner. The challenges that is faced are change in technology, training
and development, recruitment and selection and many more. There are various emerging trends
of human resource in hospitality industry such as training and development programs,
advancement in technologies. It is important for human resource manager to have good
communication and intellectual skills as it help in raising productivity of employees which in
turn impact positively on overall profits and revenue of company.
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Routledge.
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applications, and future directions. Sage Publications.
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Morgeson, F. P., Brannick, M. T. and Levine, E. L., 2019. Job and work analysis: Methods,
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