Strategic Human Resource Management: A Case Study of British Airways

This report provides a comprehensive analysis of Human Resource Management (HRM) practices within British Airways. It begins with an introduction to HRM and its strategic importance, followed by an examination of the purposes and functions of HRM within the context of British Airways, including employee development, productivity enhancement, and maintaining a positive organizational image. The report then delves into the strengths and weaknesses of various recruitment and selection approaches, such as internal, external, and third-party methods, along with selection processes like interviews and aptitude tests. Further, it explores the benefits of HRM practices for both employers and employees and evaluates their effectiveness in raising profit and productivity. The report also emphasizes the importance of employee relations in influencing HRM decision-making and highlights key aspects of employee relations management and relevant employment legislation. Finally, the report applies HRM practices in a work-related context, offering a detailed overview of the role of HRM in the aviation industry and its impact on organizational success. This analysis aims to provide valuable insights into the strategic role of HRM in a leading organization like British Airways.

Human Resource
Management

INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Purpose and functions of HRM.............................................................................................3
P2. Strength and weakness of different approaches of recruitment and selection for
organization.................................................................................................................................6
TASK 2..........................................................................................................................................10
P3 Benefits of different HRM practices for employer and employee.......................................10
P4 Effectiveness of different HRM practices in terms of raising profit and productivity........11
TASK 3..........................................................................................................................................13
P5 Importance of employee relations for influencing HRM decision making process............13
P6 Key aspects of employees relations management and Key elements of employment
legislation..................................................................................................................................14
TASK 4..........................................................................................................................................15
P7 Application of HRM practices in work related context.......................................................15
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
Human resource management is a strategic framework for effective management of staff
members in order to help organization for gaining competitive advantage. In simple terms, it is
known as HR department which is primarily concerned with management of workforce within an
enterprise by maximizing their performance. However, this section is responsible for number of
activities which are related with employee benefits such as; recruitment, selection, training,
development, performance appraisal and various other activities related with employees
(Armstrong and Taylor, 2014). British Airways is a most famous aviation organization and
offered travelling services to large number of customers. In fact, expanded across various
marketplace and get succeeded in establishing their positive image at marketplace. Therefore,
this assignment is going to highlight the major purpose and role of HRM in order to understand
effectiveness of this department at workplace by analysing several elements associated with
personnel management. Along with this, various HRM practices and its benefits to employee or
employer is also explained in the project. Furthermore, some of necessary legal norms for
workforce development is further discussed in the assignment in order to understand their
effectiveness at workplace. Thus, main objective of the report is to throw lights on HR policies
and their job role towards whole enterprise or staff members.
TASK 1
P1 Purpose and functions of HRM
British Airways is one of most successful organization who deals in aviation industry and
wanted to provide best travelling services to their desired customers. Basically, employees are
liable for establishing positive image of an enterprise at marketplace by dealing in a best way to
their final users. For example; how to serve consumer, how to handle them, polite of
communicating and many more. Therefore, HR team is liable for encouraging their staff
members towards set targets by conducting number of impressive programmes (Boxall and
Purcell, 2011). Some of the major purpose of an association is discussed as follows-
 Development of staff members- British Airways always hire skilled or talented
employees for dealing with standardized people because this organization believes in
offering standardized services to their final users. Thus, first or foremost motive of HRM
is to enhance the knowledge of various employees by conducting several numbers of
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activities such as; programmes, events, session and so on. As a result, company get
succeeded in improving staff members in order to make them developed for dealing with
various kinds of end users. In fact, developed employees helps in capturing the minds of
customers with their attractive personality and polite nature.
 Enhancement of organizational productivity- Employees are responsible for managing
various business operations which means productivity of company is also somehow
based upon their performance only. It means, another motive of HR team is to make sure
that employees can accomplish their assigned job in a defined time frame in order to
uplift the productivity of British Airways (Guest, 2011).
 Building positive goodwill of a company- Employees are dealing with end users due to
which they are responsible for seeking the attention of customers with their polite and
descent nature. For example; Air hostess in British airways flights, managers, service
provider and many other employees are available for offering services to their end users.
It means, employees needs to make sure that on time delivery is provided to the
customers in proper manner because goodwill of an enterprise is based on feedbacks of
consumers.
 Smooth functioning of an enterprise- HR team manage all the business operations and
workforce of British airways in order to maintain smooth running of an enterprise by
managing all the activities in suitable manner. In fact, employees are major representative
of an organization because of which their management is really indispensable as it helps
in smooth functioning of an enterprise (Brewster and Hegewisch, 2017).
Workforce planning is all about designing strategies for managing staff members in order
to encourage them towards their set objectives and goals. Mainly, HR team is liable for
developing workforce of an organization due to which it is essential for considering necessary
purpose and functions of HR while making plans for overall employee’s team. For example;
organizing development programmes for staff is requisite to consider with HR manager for
making suitable plans as per employee’s needs and requirement.
Throughout the functions, it has been understood that business performance of an
enterprise is properly depend upon success of employees. Apart from this, HR team are
responsible for performing major functions of an association which is discussed as follows-
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 Recruitment and selection- Most foremost role of HR team is to hire skilled or
eligible employees in order to fulfil the vacant position of an organization. In fact, this
will help an association in enhancing their sales revenue by performing business
activities in proper manner. British Airways always tries to hire talented employees for
performing assigned job role in best manner by satisfying needs of customers.
 Orientation- HR team have appointed eligible candidates for continuing business for
long term by conducting all the business activities in proper manner. Therefore, after
hiring skilled staff, personnel management needs to take care that they can introduce
their employees in front of whole organization. As newly hired employees have are not
familiar with the environment and feel totally isolated due to which HR have to make
them comfortable by introducing with others.
 Maintaining positive working conditions- Staff members are playing crucial role in
managing all the business activities. Thus, it is essential for HR team to conduct some
of the additional programmes or sessions in order to maintain the positive condition at
workplace.
 Managing employee relations- Implementation of several events helps an enterprise in
promoting equality amongst staff members which resultant into creation of peaceful
relations between distinct employees. As a result, this will help British Airways in
attaining their set targets in a defined time frame by performing business activities in
proper manner (Jiang and et. al., 2012).
Throughout the analysis, it has been assessed that HR team is surrounded with major
roles and responsibilities of managing workforce which are liable for performing business
operations. Hence, this will show that consideration of HR purpose and function is really
indispensable for company while making future business plans. In fact, this will help them in
attaining set objectives by fulfilling desires of consumers such as; Air Hostess of British Airways
is liable for serving the customers during the entire trip of flight.
HR manager is responsible for filling the vacancy of organization so that company can
easily operate their business functions in proper manner. For example; British Airways want to
hire sales managers for proper functioning of overall marketing team then HR team is going to
hire skilled or talented candidate for filling the vacant position of sales manager. This shows that,
most important function of HRM which is recruitment and selection plays a very crucial role in
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providing talent to the company. As a result, it helps in attaining set objectives of an enterprise in
a defined time frame.
P2. Strength and weakness of different approaches of recruitment and selection for organization
Recruitment and selection process is all about hiring desired employees for proper
functioning of an enterprise because they are responsible for managing organizational activities.
Basically, number of methods are identified which are used by recruitment team while
appointing process. But, there are almost three methods that are used by various organizations
for selecting suitable candidates as per their skills and talent (Bailey and et. al., 2018). Some of
them are discussed as follows-
Internal approach- This framework means an organization is going to hire employees
within the enterprise without consulting from outer world. In fact, this process is not required
large number of people as only few members are involved in this. For example; promotion of
current employee from upper position, transferring from one branch to another, retirement and
many more options which shows the hiring process within enterprise. Its weakness and strength
are discussed as follows-
Strength - Weakness -
 Consume minimum time period.
 Act as a motivational factor for other
employees.
 Requires minimum amount of capital.
 Absence of advertisement cost.
 Employees are fully aware about the
environment and company
background also.
 Absence of training and development
cost
 Absence of new talent and skills.
 Chances of conflicting situation due to
the promotion of other as some another
employee get demoralised.
 There might be confusion between staff
members.
External Approach- According to this framework, an organization is going to hire
employees from outer world by giving advertisement at marketplace with the help of several
media and techniques. For example; selecting candidates through social media, candidates are
contacting through newspaper advertisement, television, and official websites and so on. It
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means, this process of recruitment is gone through long procedure due to the involvement of
large number of people (Wright and McMahan, 2011). Thus, some of its strength and weakness
is discussed below-
Strength - Weakness -
 Availability of large number of talent
pool because various members are
coming for interview from distinct
sources such as; newspapers, social
media, television, websites and so on.
 Minimum chances of conflicts
because employees are unknown for
each other and take time for
understanding each other.
 Aids an enterprise in maximizing
their organizational productivity by
hiring skilled and experienced
employees.
 Create an environment of equality
amongst staff members by providing
similar opportunity to every
individual instead of using any
references or jack from existing
employees (Chelladurai and Kerwin,
2017).
 Requires large amount of funds for
conducting whole process in proper
manner because advertisement cost get
added to this process which will
consume high range of capital.
 Long procedure because hiring is going
through outer world and becoming hard
to select best alternative options for
organization.
 Situation of dilemmas get incurred due
to the presence of various options.
 Newly hired employees are fully
unaware from the existing environment
of an organization.
 Cost of training and development get
added to this approach.
Third party approach- This technique of hiring employee means an organization is
going selection process with the help of consultancy firm which plays a crucial role in this
approach. Basically, consultancy association is act as a mediator between organization and
candidates. For example; British Airways wanted to hire a marketing manager who is having an
experience of 5 years in marketing field and consults consultancy firm for suggesting them.
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Thus, that consultancy organization gets liable for providing best employees to the British
Airways (Lengnick- Hall and et. al., 2011).
Strength - Weakness -
 Option of experience or talented
employees which help an
organization in attaining their set
target.
 Absence of direct contact with
candidates which safeguard the
searching cost of organization.
 Consume large amount of capital due to
the interferences of consultancy firm.
 Long procedure.
 Possibilities of confusion.
Apart from this, some of the significant methods of selection process are; interviews,
presentation, aptitude test, complete lengthy application form and group exercises. All these
methods are distinct from each other and having some positivity in them and negativity also.
Interviews- By this method, an individual is going to attend a face to face interview or
sometime telephonic so that company can understand the individual’s way of communication.
Along with this, make judgment for them whether he/she is going for another round or not.
Strength - Weakness -
 Points are fully clear by face to face
interview.
 Aids in selecting best suitable candidate
for the job by seeing their overall
personality also.
 Sometime candidates get scared by this
situation and nervous also due to which
they are not able to answer properly.
 Consume much more time.
Aptitude test-
Strength - Weakness -
 Helps in determining capability of
individuals through written test.
 Large number of candidate can take
part in this which gives large number of
options to the organization.
 Possibilities of cheating.
 Absence of correct result.
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Throughout the analysis, it has been understood that all the approaches of recruitment and
selection are playing major role while hiring eligible candidates for filling the vacant position of
an enterprise. However, above methods shows that external approach is one of most appropriate
one because this framework helps in identifying large number of talents and skills from larger
pool. In fact, number of alternative options is available in front of HR team. This shows that
external approach is really better as compared with internal and third party approaches.
Basically, internal approach is having minimum options for an organization whereas third party
framework might create confusion between enterprise and candidate due to the involvement of
various members. At the same time, internal approach is better option for small organizations
and third party is useful when company wanted to hire experienced candidates for associations.
According to Werner, 2011 States that there are number of strategies are identified which
is used by HR team for recruiting and selecting eligible employees for filling the vacant position
of organization. However, number of techniques are used by an organization such as; internal ,
external and third party approach for selecting desired employees. According to Van Reenen,
2011, it has been understood that British Airways have numerous of options but external
approach is one of the most useful tool for appointing best candidate at workplace. Main reason
behind selecting this option is to select employees from larger pool because external approach
aids in providing best options to the organization. On contrary to this DeSimone, 2011 says that
third party approach is most suitable because experience employees are comes from consultancy
firm as these institutes are having contact with fresher’s, experiences and various eligible
candidates.
On the other hand, Wright, 2013 stated that internal approach plays a very significant role
in hiring best employees because this technique is used while promoting existing staffs,
transferring from one place to another which is also considered as internal selection of desired
employees. Hence, it has been understood that all the three frameworks are suitable according to
situation and suitable for distinct business because various members having distinct opinions
towards certain approach. For example; internal approach used by large enterprise for
encouraging their employees as well as to motivate them towards long term survival whereas
external is used by company for hiring other new talent according to the requirement. But, third
approach is used for selecting something much better or known in order to minimize the
probabilities of major risk.
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TASK 2
P3 Benefits of different HRM practices for employer and employee
British Airways is a successful organization who believes in facilitating their employees
as well as consumers by offering best services. In fact, HR team of an organization have
designed number of plans and procedures for serving best opportunities to their whole staff
members which is beneficial for employer as well as employee. Therefore, some of the essential
HRM practices that are used by personnel management team for employer and employees is
discussed as follows:-
HRM Practices Benefits to Employer Benefits to Employee
Reduction of
status differences
Supervisor of an organization is
responsible for managing their juniors
in proper manner as well as motivate
them towards set target in order to
attain personal and professional
objectives. Thus, reduction in status
difference is very much beneficial for
employers while dealing with various
kinds of members as they can easily
coordinate with their team members
without facing any major problems
(Chuang and Liao, 2010).
In the absence of status
difference, employees feel very
much satisfied and shares their
views or opinions with each
other. In fact, their performance
can also improve in the presence
of equality across the workplace
as they don’t hesitate while
expressing themselves.
Flexible hours Employers are full of responsibility
because they have to promote their
juniors also. Thus, it is essential for
them to enjoy some flexible time
period for refreshing their mind.
Along with this, in flexible hours
employers can interact with their
juniors in friendly behaviour which
helps them in understanding each
Flexible hours act as a
motivational factor for
employees because this will aids
in reducing stress of staff
members. As a result, they get
motivated and encouraged
towards retention programmes.
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other (Marchington and et. al., 2016).
As a result, it helps in maintaining
positive relationship between staff
members and employers.
Training and
development
programmes
This programme helps in enhancing
talent of employer which is beneficial
for them in managing various business
operations. Along with this, training
programmes aids them in enhancing
their own performance.
Employer can easily enhance its
performance by performing all
the business activities in proper
manner. In fact, it helps in
improving their skills.
Rewards and
compensation
Rewards acts as a motivational factor
for employer success because it helps
in enhancing their performance. Along
with this, get promoted towards their
set objectives and accomplish assigned
job in much better manner.
Again, this will act as
motivational factor for
employees and promote
retention programme for staff
members.
P4 Effectiveness of different HRM practices in terms of raising profit and productivity
HRM practices plays a very crucial role in development of an enterprise because these
practices helps in creating peaceful environment at workplace by satisfying the needs of
employees also. For example; facilitate them with job security, clear contracts, offering
development programmes that aids in enhancing overall personality of individuals, groom them
for handling complex situations and so on (Bloom and Van Reenen, 2011). Thus, effectiveness
of HRM practices for raising organizational profit and productivity is discussed as follows-
 Reduction of status differences- Removal of status differences encourage employees to
perform their job role in more efficient manner by considering necessary facts or figures.
Status is somehow creating major discrimination between staff members and that will
demotivate employees. As a result, it will help in enhancing employee’s productivity
which automatically improves the company profit level also. Hence, it shows that success
or development of an enterprise is totally based on staffs. In fact, status difference create
number of problems such as; conflicting situations, misunderstanding between various
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members, demoralised others which directly hit the company image. This means, removal
of status difference help in establishing positive image at marketplace.
 Flexible hours- One of the most useful technique of reducing stress and maintaining long
term relations with subordinates because this hours consist of entertainment programmes,
sessions, events, refreshment time and do whatever employees want to do for their
enjoyment. As a result, lower authorities and employees get motivated towards set
objectives and perform best manner.
 Training and development programmes- According to this element, training and
development sessions aids employees in improving its performance and capable for
accomplishing assigned job in defined time frame. Mainly, an organization have to
developed their each and every member in order to make them prepare for various types
of uncertainty which emerges at workplace because business are uncertain and full of
risk. Hence, employees can easily perform all the organizational activity which helps in
raising profit level of an enterprise by satisfying customer needs and demands (Kehoe
and Wright, 2013).
 Rewards and compensation- Another practice of HRM is also contribute majorly as
rewarding employees encourage them towards their future goals as well as promote
employee retention also at workplace. As, this factor act as a motivational factor because
every individual want to get appreciated by rewards and compensation which encourage
staff members to perform their job with full of loyalty.
Some of the useful methods which are used by HRM practices are sales and marketing
for performing their assigned job role in much suitable manner by fulfilling needs and demand of
desired employees. In fact, different HRM practices used various types of methods for handling
distinct situations. For example; HR team of an organization uses social media or planning
outing for their employees in flexible hours shows that picnic is used by company for
minimizing stress of staff members. Additionally, projector is used by training department while
providing enhancement session in order to make them aware about modern technologies.
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