Strategic HRM Report: Trends, Factors, and British Airways Analysis

This report provides a comprehensive analysis of the strategic human resource management (HRM) practices of British Airways. It begins by identifying key current trends and developments influencing the airline's HR strategy, such as globalization, workforce diversity, and technological advanceme...Read More

Strategic Human Resource
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1- key current trends and developments that influence an organisation’s HR strategy.............3
P2- Ways in which both external and internal factors influence HR strategy and practice.........4
M1-Influence of external factors on a charge strategy................................................................6
P3-theories and concept in the developmentof strategic human resource management..............7
M2- human resource management theory relates to the specific organisational example...........9
P4 Evaluate that how change management model support HR strategy in application to British
Airways........................................................................................................................................9
M4 provide justification for application of change management strategies, model and concept
in context of HR strategy...........................................................................................................12
LO 4...............................................................................................................................................12
P 5 Ways in which HR outcomes can be monitored and measured apply this to a specific
organisational situation..............................................................................................................12
P 6 Discuss ways in which effective HR management and development can support
sustainable performance and growth to meet organisational objectives....................................13
M 4 Suggestions for HR development techniques applicable in a given organisational situation
....................................................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
A term strategy is a overall plan of an business for managing business activities. HRM set
the direction for all key areas of HR it includes development and training, hiring of employees
and performance appraisal. This report will cover study of British Airways. It is the flag carrier
air airline of the United Kingdom. Headquarter of this company is in London England and it is
second largest UK based carrier airline, based on size and passenger carried by them (Baluch,
and Ridder, 2020).
This report will identify current trends and development that influence on HR strategy of British
airlines. It will also analyse the factors influence on HR practices and strategy. This report will
include theories and concept of growth and development of strategic HRM. It will apply change
management model that support a charge strategy. This report will provide monitoring and
measuring tools to control specific organizational situation. In the end of this report well discuss
an evaluate how is child management can support sustainable developments and help company
to achieve there set goals.
Policies and practises of the British airlines are made by theHR manager of the company who
create policies such as employment law, reward management, safety and security And contract
related policies. they also provide different different practises such as group practises,
performance development practises etc.
MAIN BODY
P1- key current trends and developments that influence an organisation’s HR strategy
There are many key trends within the business environment that directly influence on I
charged strategy of British airlines. Some of the key trends are Globalization, work force
diversity, Changing in technologies Etc. HR manager of the British Change their strategies
according to the new trends within a market where firm is operating their business.
Globalization
British airlines is operating their business In more than 183 destinations still they are working to
grow their business More in new destinations. Globalization affect the strategy Because every
country has different kind of culture and people so they have to find people who can work and
help them too achieve their objectives the growth of cross borders trade and the use of

communication technology are attracting global talent and forming new strategy to retain them
and use their skills
Workforce diversity
Diversity within the workplace of British airlines also affect HR strategy because diverse
workplace consists of different cultural background, gender, race and religions. It makes
important for HR Must educate and train employees from diverse environment with workplace
rules and regulation and effectively manage with each other to create a participative and
collaborative approaches in the workplace environment of British airlines.It will increase the
flow of communication within the organization and company will able to take competitive
advantages and they will able to show their presence in a market where they are operating their
business.
Technology trend
Technology trends within the market change continuously and it is important for British airlines
to adopt new technology to stay in the competition. Similarly, within HR Department there are
manyHR tools and software that makes easy for HR manager to manage And helping HRM
practices to make the work simple an proper. This type of system 's maintaining the safety of the
information and developing better kind of way to deal with the useful information. Hr manager
of the British Should identify the new trends and make easy to run their practices and manage
workforce effectively (Baluch, and Ridder, 2020).
P2- Ways in which both external and internal factors influence HR strategy and practice
There are someInternal and external That has huge impact on I just strategy and practices. It is
important for HR manager of British airlines to be aware of those factors and create strategies
accordingly. They can take help off pastel and SWOT analysis to identify those factors that
affect their business.
PESTEL Analysis
Political factor
During the workforce planning within the British airlines, It is necessary for HR manager To stay
within the laws made by government. This type of regulations influences on every activity and
process oh hr Department including compensation, hiring and terminating employees.
Economical factor

Economical conditions like low talent pool within the country makes hard for the hr To find out
talented employees. it makes necessary for the HR manager to provide training and development
to create new skills within the employees and make them effective and talented.It will make their
workforce more strong and they will able to take competitive advantages within the airline
industry.
Social factor
It is necessary for HR manager to provide skill based training to their employees so they can
develop new skills and help company to meet their goals and objectives. It will also add some
value for employees because they will able to develop new skills that will be useful for their
career development and they can take higher position within the organization in the future.
Technological factor
HR manager of the British airline should aware of new technological tools And trends. They
should make strategies to use new technology for employee’s welfare and to increase their
efficiency.
Environmental factor
It is necessary for HR to Run good environmental practices and encourage their employees to
give their support for environment.HR manager of British airlines Can organizer practices such
as planting a trees And motivating others for it. It will not only support environment but it will
also help to create good image off BA within the Airways industry. Company can also contribute
toward environment by saving a fuel and doing eco friendly practices (Baluch, and Ridder,
2020).
Legal factor
Manager of the British airline should ensure that company is following all the legal Policies of
the country.
SWOT analysis
Strength
 British airline has well trained employees that help to meet company’s goals and
objectives.
 British airline is the second largest UK based carrier airline, based on size and passenger
carried by them.

 BA is having strong distribution network that they have been billed over the years and
they are able to reach potential markets.
Weakness
 British Airways has a large unionized workforce. Collective bargaining takes place on
regular basis and breakdown the bargaining process may disputes operations and
diversely affect big business performance
 This company needs to spend more investment on the new technology because
Technology used by BA is old and if they want to take competitive advantage is then they
need to adopt new technology within their aircraft.
Opportunities
 Human resource management of BA shouldprovide skill based training to their
employees. it will make employees more effective and innovative.
 The adoption of new technology standards and government free trade agreements has
provided British airlines an opportunity to enter a new emerging markets and it will
provide them huge profitability and competitive advantages.
Threats
 Sound provided by the competitors’ of BA is creating force on them to decrease their
ticket prices and provide discount to their customers.
 Shortage of skilled workforce in some global markets represent a threat steady growth of
profits for BA.
M1-Influence of external factors on a charge strategy
There are some factors like economical condition of the country has huge impact on hr strategy
and their practices. It is necessary for Hranalysnewlabour trends within the market and make
strategies accordingly it will help them to take competitive advantage is and company will able
to achieve their goals and objectives. Similarly technology trends also change and it is necessary
for HR manager to update new technology to manage their practices and strategies. There are
many HR tools and software that makes easy for HR manager to manage And helping HRM
practices to make the work simple an proper (Widyanty,, and et.al., 2020). This type of system 's
maintaining the safety of the information and developing better kind of way to deal with the
useful information.

P3-theories and concept in the developmentof strategic human resource management.
Strategic human resource management include a future oriented process of implementing
and developing a child program that helps to address and solve the problem 's of the business.
Strategic HRM has directly contribution toward Long term business objectives. There are some
strategic HRM Models Like the standard casual model of HRM,, hey char value chain, And the
Harvard framework for HR. Is model can be used by a char management of British Airways to
manage their business performance.
The HR value chain
HR value Chinese one of the best models available for This model was developed by Richardson
in Year 1997 in regards to how HR operates within According to this model HRM can be
divided into 2 parts HRM activities an HRMoutcomes.
HRM activities
Hrm activities are daily activities That include Recruiting, training and planning succession. HR
manager of the British AirwaysCan use a char matrix cold efficiency metrics. This will help
them to hire employees more faster way and cheaper so they will able to save money and they
will get effective employees who can help them to achieve companies goes and objectives.
HRM outcomes
HRM outcomes are the goals that employees try to achieve with the hrm practices. HR team of
the British Recruit train and compensate to achieve certain goals and outcomes. These outcomes
include employees motivation, presence, satisfaction and retention. This outcomes makes easy
win for the company and they are able to achieve set goals and objectives an make their business
successful (McClean, and Collins, 2019).
The Harvard framework of HRM
There are six components of the Harvard framework of HRM such as stakeholder’s interest,
situational factors, policies, Outcome and long-term consequences.
Stakeholder’s interest
The hrmmodel start with the Stakeholder interest. The stakeholder can include company’s
employees, government bodies, managers and leaders. This interest defined the hrm policies
Situational factors

At the same time situational factors influence on the interest. Situation factors included
workforce unions, characteristics and all the other factors that were also listed in add box model.
HRM Policies
Hr manager of the British Airways create policies related to the employees recruitment, training,
employees welfare and their development and reward system etc.
HRM outcomes
Policies created by the HR Of British Airways will lead to positive outcomes for the company. It
can include cost efficiency, improvement in performance of employees and company both and
competency.
Long term consequences
These positive HRM outcomes can lead them toward long-term consequences and this can be
organizational, social and individual.
Maslow’s hierarchy of needs
Maslow hierarchy of needs Is used to study how human And employees can be
motivated through the basic needs such as physiological, safety, belonging Ness and love, social
needs, esteemed needs and select Actualization.
Physiological needs
Physiological needs means air food drink Shelton clothing etc. These are the most basic
needs of the employees hr manager can fulfil this needs to motivate their employees.
Safety needs
Hr manager should provide a safety to their employees so they can work without any fear
and stay motivated.
Love and belonging
It is necessary for the HR to create a workplace environment where employees can create
a relationship with each other so this need can be fulfilled.
Esteem needs
Hr should ensure that each and every employee is getting equal respect the cause
employees always expected that they should get a respect from their superiors.
Self actualization

It is necessary for the HR manager of the British airlines company to create a self
actualization in employees through giving them a higher responsibilities and provide a skill
based training.
M2- human resource management theory relates to the specific organisational example
HR To his aim to achieve two major primary outcomes which are more efficient an
effective job performance an also increase workers commitment and motivation in them. HR
manager helps British Airways to control different organisational situations through their
hrmpractices for example- to reduce Conflict situation within the workplace of British Airways
HR manager of the company run group practices. It is effective practice because employees can
understand each other in the group and they can create good relationship with each other.
P4 Evaluate that how change management model support HR strategy in application to British
Airways.
Change management is based on the process or method that launch to improve current
performance, improve as new opportunities or address by key issues(Macke, and Genari, 2019).
This process should be included the effective plan, projects and initiatives by Human resource
manager. British Airways Company often require changing the current enterprise processes, job
roles, organizational structure as well as updating modern technologies within company.
McKinsey 7-S change Management Model
It is based on the one of longest lasting change management model or framework that help for
enhancing overall business capability and ability(Chowdhury, 2020). This type of change
management model can be implemented by British Airways within marketplace.
Strategy- British airways is basically pursues the enterprise strategy in term of service
differentiation. Especially when it provide the better airways service for existing consumer. It is
the most extensive reliance on digitalization and information technology (Loon, Otaye‐Ebedeand
Stewart, 2020). It may support for customization of service provision. It is the way to expansion
of international market while increasing overall business profitability as well as productivity in
global marketplace.

Structure- British Airways Company has owned by IAG and become as largest group which
always maintain a better structure, layout and design pattern. Usually, this organization has been
implemented in hierarchical structure which reflecting large size of business. On the basis of
structure, as appointed new CEO of British Airways such as Alex Cruz. It is always expected to
launch a new de-layering imitative into British airways organizational structure. In some
situation, it is also achieved cost cutting measurement within large scale.
System- It is based on the set of standards regarding British airways such as employment
recruitment, selection procedures and quality control, complaint handling process. in this way,
BA is helping to maintain large number of industry in specific areas. It may include but consider
as limited passenger to check in system. It is always supports for handling complaint of baggage
system in proper manner.
Shared value- British airways has been established the inception, create a privacy or security
norms which help for sharing the appropriate values. Basically, the working system of BA
should consider leadership style and designed an effective strategies in business structure.
Skills- In British airways, HR should hire talented, skilled individuals, who have ability of
handle passenger demands. Interpersonal skills that help for managing and controlling business
operational activities(Amberg and McGaughey, 2019). it come a great chances for efficient
workflow towards growth and development of British airways.
Style- British Airways should be considered as symbolize technique or method which revolves
around leadership qualities. In this way, it is always take care of responsibility of staff members
towards each passengers.
Kotter's 8 step model
The Kotter's 8 step modelwas Created by John Kotter, who was an change management
professor at the Hard word Business School and this model was created in 1995 for the leading
change. There are total it step within the model such as
create urgency
it means that company should always create environment where individuals are aware of
problems an possible solution from the change, pharma powerful
Form a powerful coalition

It is necessary for the British airlines to create a coalition to that can help leaders to
implement change.
Create a vision for change
It is necessary for the leaders to create a change vision so employers can understand the
need of change.
Communicate the vision
Another strategy is to communicate the vision created by the leaders.
Remove obstacles
It is one of the most important stage where company can face many obstacles and leader
should creative strategies to remove those optical.
Short term wins
Leader should create a short term wins to motivate their employees.
Build on the change
Many of the change process fail as competency creeps in toward the end and project are
not finished properly so it is necessary for the leaders to ensure that change is implemented
effectively.
Corporate culture
This is the last stage where leaders create a corporate culture where employees can work
effectively and help each other within the task.
Lewis change model
This model involves three steps of change management: unfreezing, changing and refreezing. In
unfreezing step awareness about change is created, in changing step required changes are
brought and in refreezing step when all the changes Are brought, changes are refreeze
As per analysis, it has been analysed that Kotters 8 steps model and Lewins change model will
impact your organisational behaviour in context of psychologist, taking about the leadership
styles which has proposed successful change within organization. These are consider two
important change management model that help to manage or control the change in business
process while generating accurate result or outcome.

M4 provide justification for application of change management strategies, model and concept in
context of HR strategy.
As per justification, it has been implemented as McKinsey 7-S change Management
Model that help for analysing the current need or requirement of business. Typically, HR would
be implemented this model as strategy in British Airways. In order to improve current
performance and efficiency of business in global world.
LO 4
P 5 Ways in which HR outcomes can be monitored and measured apply this to a specific
organisational situation
There are various kinds of ways though which outcomes of Human resource can be
monitored and measured. 10- C checklist is one of the most common evaluation models that can
be used to monitor and measure contribution of human resource management and measure
overall outcomes of HR(Armstrong, 2019). this model can effectively measure performance of
HR in an appropriate manner. 10- C checklist of HRM includes comprehensiveness,
communication, credibility, creativity, cost effectiveness, competence, control, coherence,
commitment and change. These are the 10 qualities that are checked, monitored and are used for
evaluation of an individual performance as well. These are 10 main principles can help in
evaluating main HR outcomes in an effective manner
 Comprehensiveness: This aspect says that HRM strategy need to include all aspects of people
management i.e. from recruitment and selection to post separation of an employee from
company.
 Credibility: HR practises should be based upon trust between management and employees so
that employees can be motivated such that they can believe in HRM strategies(Collins,
2020).
 Communication: HRM and organizational objectives should be well known and understood
by all the employees. It helps in development of positive organizational culture.
 Cost-Effectiveness: promotional ad reward system should be fair so that employees can trust
upon HR department and organization.
 Creativity: HR strategies developed should be unique so that company can gain competitive
advantage

 Coherence: All the activities conducted by HR and initiatives taken by them should have
clear meaning.
 Competence: strategies developed by HR should be crafter in such a manner that become
competent to its objectives(Han and et. al., 2019).
 Control:HRM policies and practices must be consistent with business objectives.
 Change: HR strategies should be developed in such a manner it helps an organization to
survive though continuous improvement and development
 Commitment: Employees should be continuously motivated so that they can achieve
organization goals and remain committed to the organization.
For example, HR department of British Airways need to recruit employees who have required IT
skills. It is their one of the main HR outcomes to recruit required skilled IT employees. So, for
this, 10-C model can be used for monitoring and checking effectiveness of recruitment and
selection strategy developed by HR department of British Airways. They need to check whether
recruitment strategy includes all the aspects o people management of phases that selected
employees will go through or not. They need to check whether relationship between employees
and management is strong as it directly impacts their motivational and satisfaction level. It
should be checked that whether HR department has focused upon explaining main organizational
objectives to the selected employees or not (Daneshfard,. and Souri, 2019).
P 6 Discuss ways in which effective HR management and development can support sustainable
performance and growth to meet organisational objectives
Sustainable growth can be defined as a level of success that can organization can achieve
in order to sustain within the business environment without indulging within any kind of
issue(Amberg and McGaughey, 2019). It is extremely important for HR department to focus
upon supporting sustainable growth and business performance because it can help the
organization in sustaining within the market in which they operate and gain competitive
advantage. There are many different kinds of ways in which HR management and development
can support sustainable performance and growth to meet organisational objectives. Three most
important ways though which sustainable growth and development can be achieved are as
follows:
 Hire to value and interest: It is one of the most important concepts which is required to be
focused upon for creating sustainable growth and development plans for an organization. For

this, it is important for the company to identify their top values like: innovation, compassion,
being team-spirited and many more. Identification of top values will help the organization
hiring or recruiting employees who perfectly fit those values. This will directly help the
organization to enhance their retention rate and gain competitive advantage within the market
in which they operate. Employees whose values match with the organization shows interest
and feel motivated to achieve main goals and objectives of the organization. Investing within
employees helps companies to develop potential leaders.
 Promote from within: Whenever top positions within an organization are vacant then in such
case organizations should focus upon identifying whether they should promote employees
within the organization or from outside(Amberg and McGaughey, 2019). Most of the times it
is preferred that HR department of an organization should focus upon promoting employees
within the organization and should invest within their professional development. This not
only helps in achieving sustainability but also help in motivating employees so that they can
work and help in maintaining a sustainable environment.
 Create long term leadership solution: HR can support sustainable growth and development of
an organization by creating a long- term leadership solution. It helps an organization in many
different ways such as: it helps in bringing professionalism within an organization,
measuring future leadership potential, provide with an intensive business orientation
program, helps in development of long- term growth and development path,
These are three different ways that can help HR department to meet, develop and support
sustainable performance and growth to meet organisational objectives. Other than this, ethical
considerations play a vital role in supporting sustainable performance and growth. Organizations
like British Airways should focus upon developing effective code of practises and policies
focusing upon including all kinds of ethical considerations as it directly helps in development of
positive brand image and motivate employees that can help the company insupporting their
sustainable performance and growth
M 4 Suggestions for HR development techniques applicable in a given organisational situation
Human resource development help British airlines to develop their workforce by
providing them training an career development which improves companies performance and
effectiveness. there are some techniques that can be used by HR Department for the
development-

Performance management and development- To manage performance of the employees HR
manager of the company can provide regular feedback to employees so they can improve their
skills and performance
Employees performance can be monitored by using some tools and techniques like key
performance indicator (kpi) And 360 degree feedback techniques. It will help to monitor
employees performance and improvement
Incentive system
An incentive system is to facilitate the reconciliation of the interest of each person with the
interest of the company incentives should be established objectively based on agreed target an
indicators the incentive system should be transparent an clear choice
CONCLUSION
As per the report has been identified current trends and development that influence on
HR strategy of British airlines. It also has been analysed the factors influence on HR practices
and strategy. This report has been concluded theories and concept of growth and development of
strategic HRM. It has been apply change management model that support a charge strategy. This
report has been provided monitoring and measuring tools to control specific organazational
situation. In the end of this report has been discussed an evaluate how is child management can
support sustainable developments and help company to achieve their set goals.

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