Comprehensive Report on Human Resource Management at British Airways

This report provides a comprehensive analysis of Human Resource Management (HRM) practices at British Airways. It delves into various aspects, including HR strategies, such as succession planning, recruitment, and performance management, and the impact of environmental factors on culture and HR plans. The report examines the Harvard framework of HRM and its role in value creation, comparing it to personnel management using Storey's 27-point difference. It explores job design strategies like job rotation, engineering, and enlargement, as well as the company's hiring and firing strategies. The report includes corporate examples of firms utilizing effective HR practices, and concludes with recommendations based on the analysis. The report aims to provide insights into how British Airways leverages its HRM to achieve its business goals and maintain a competitive edge in the aviation industry.

HUMAN RESOURCE
MANAGEMENT

Contents
INTRODUCTION...............................................................................................................................3
HR strategies and concepts................................................................................................................3
Impact of environmental factors on culture and HR plans.................................................................4
HR model and value creation.............................................................................................................5
Storey’s 27 point of difference between HRM and Personnel Management......................................6
Job design strategies of company......................................................................................................6
Hiring and firing strategies of company............................................................................................7
Corporate examples of firms using HR Practices..............................................................................8
Recommendations.............................................................................................................................9
CONCLUSION..................................................................................................................................10
REFERENCES..................................................................................................................................11

INTRODUCTION
HR management works as per the approaches that are used in strategic manner so that they
can guide others to follow path which is effective and efficient and generate better results.
They make sure that the practices enabled by them helps them to gain advantage over others.
British Airways is the flag carrier airline of the United Kingdom. It is headquartered in
London, England, near its main hub at Heathrow Airport. The airline is the second largest UK
based carrier, based on fleet size and passengers carried, behind easyJet. This report will
cover topics such as HR strategies and concepts, Impact of environmental factors on culture
and HR plans. HR model and value creation, Storey’s 27 point of difference between HRM
and Personnel Management. Strategies to design job with hiring and firing ways. Apart from
that corporate examples are assessed in companies that have used effective HR practices with
recommendations on issue.
HR strategies and concepts
British Airways is considered one of the best in sector of aviation industry. This is
because they have been evolving with the help of strategies they have implemented in a
fundamental manner. These strategies and concepts worked down by them can play an
essential role. With the help of this company was able to add more in different dimensions of
work and assess the diversified rate of growth in the sector of corporate. It can be assessed
that there are various strategies and concepts which are innovative and help to achieve the
goals of recruiting and hiring the talent that helps them to reach functional goals.

Succession Planning-
This strategy helps to pass on the role, opportunities and roles played in leadership so
that a wide area can be covered by company and goals can be achieved. Employees on
company get chance to work on new projects and if they work up to their potential they can
help the company achieve growth. It can be understood that British Airways has been
strategically building platforms that are new and making the employees understand the fact
that helps to rise the morale of employees and strengthen up key working aspects that are
based on long term goals (Zanudin, and et.al., 2017).
Recruitment and Selection-
In order to grow and expand their business it is important for them to make sure that
they find employees that have talent and skills. This is why they even consider taking help of
sources that are external. Selection of employees are done by experts keeping in mind about
the goals of company. They keep all the factors in mind in this stage such as diversity,
motivation and satisfaction level of employees so that they can retain them for long.
Performance Management-
This concept of HRM focuses on managing and improving the performance of
employees so that they can tap different markets and overcome the dynamics happening in
market. This benefited company a lot in covering a lot of coverage.
Impact of environmental factors on culture and HR plans
Internal and external environment factors need to be evaluated by HR so that on the
basis of that planning of HR can be done in order to make the performance of company
productive. British Airways further looks out for making the process of planning better so
that they can fulfil the responsibility of corporate in a diversified manner.
 HR of company is planning to developing their culture with diversified practices as
this will help them to work with more experience of other cultures. The increasing
changes in work culture also focuses on the requirement of training and development
so that they can competitively bring on abilities that helps them to evolve so that they
can use the resources of company in better way. In order to tackle against the impact
of environment it is important for them to make sure that they form their abilities and
develop a structure which can fight it (Williams and Nyman, 2020).

 The competitive factors are increasing which is why HR is working on developing
their dynamic competencies yield on towards paradigms that are functional. British
Airways aims on bringing a culture that is more creative in nature. This is why they
have decided to include sessions of brainstorming for larger scenarios which will be
about growth factors that are competitive in action. Strategies and concepts are also
being analysed before implementing them so that they can serve as per the diversified
vision of business. Apart from that demand of change is assessed in the operational
area so that they can focus on rising the functions in productive manner and make the
network of work with more diversified channels that helps them to sustain long term
goals.
 Changes in the external environment can bring more competition around which helps
the sector of corporate to expand and plan on their long term goals which is why they
need to invest and retain the diversification among employees. British Airways
focuses on strategies that helps them to keep the employees motivated, power the
framework of business and invest on productivity which helps to serve large audience.
As per the new goals and target set by them they are able to form up new programs of
training and exploring new areas.
This states that British Airways is evolving their strategies and planning with their
department of HR so that they can work with creative and innovative frameworks. Focus is
also being given on supporting and developing a diversified culture.
HR model and value creation
HR model plays a role which helps a business to connect on a large scale and develop
its functions and that helps to create value in serving the purpose of business. Implementation
of right model will help company to make sure that they expand networks in connection so
that work can operate smoothly. British Airways aim to work with best model of HR so that
they get productive and better results (Swe and Oo, 2020).
 One of the most innovative model is Harvard framework of HR which have all the
rightful components for British Airways and that is recruitment, training and reward
systems which helps them to get better results. With the help of this they can create
value within platforms set by HR so that diversified factors can be enhanced. They
help in setting up benchmarks and standards for business on the basis of which
company is able to set up their innovative strength. It is also assessed that Harvard

model is developed by British Airways in their own way by making changes in their
procedures such as by integrating with methods that helps to create value and set
targets to engage rapid growth among stakeholders (Seal and Chaudhuri, 2017).
 HR model and further innovative aspects helps to form synergies for business which
helps to bring innovation. On the basis of this company invests in areas whose
resources are productive and dynamic for a scale that is large in being diversified. In
the sector of aviation British Airways is considered as one of those companies who
has been able to set up a diversified culture with the help of right model.
As per the analysis done it can be assessed that with the help of right model they will be able
to increase the growth of business and assess its scope by exploring more areas that have
potential. Integrating Harvard model is done so that functional goals can be reached by rising
convectively.
Storey’s 27 point of difference between HRM and Personnel Management
Basis Personnel Management Human Resource Development
Contract The work done by them is
instructed and set in the contract
they have signed on.
Department of HR explores more
areas of operation than just
signing on a contract.
Rules Rules are made and explained in
clear manner so that employees and
workers in company obey them and
follow it.
If the department of HR has not
set up rules then they will not be
able to function properly
(Rempfer, and Fowler, 2018).
Action They have to follow procedures and
instruction as per set by department
of HR.
They work as per the changes and
necessities of business.
Task Task must be done by the right
behaviour on it so that they can the
practices in the right manner with
right norms set for business.
On the basis of mission and
vision set work of task is done so
that they can achieve the goals of
operations.
Nature of
relations
Relations between employees is
maintained on a level that is
determined to be pluralist.
Relationship maintained by HR is
done on a different level which is
referred as Unitarist.
Labour In order to get the expected results,
they monitor the work of labour
In order to keep the employees
satisfied and motivated they have

(Llinas Sala and Abad Puente,
2019).
to look after their needs so that
they tend to remain motivated
and work as per the expectations
of business.
Job design strategies of company
Job Rotation-
This strategy of job design states that employees need to keep changing the status or
demands of the job as this will keep them entertain and interested this is why they keep on
finding new sets of work. Activity that is set needs to be challenging so that they can use their
skills in terms of productivity as they will remain dedicated in order to test their skills in new
tasks. This will also keep them engaged in the field of diversification so that changes in the
area can be adapted. Some of the issues with this method that are assessed can be it tend to be
tome consuming as it requires rotation of work (Junge, Knudsen and Kristensen, 2020).
Job Engineering-
This aspect of designing job focuses on current and on going tasks, methods implied
in it, management set for labour and standards set so that they can reduce the dependency on
machines. British Airways complies with different forces and strategies that have potential so
that even the technical tasks can be done in efficient manner. This can be done after they have
conducted researched and explored different options. British Airways finalizes and works
with those who are better and efficient in work so that target set by company can be reached
out easily.
Job Enlargement-
This aspect of designing involves the duties of employees in tasks and their work
performed. For instance in the field and work of pilots they have to keep communicating with
others so that customers are aware of the situation and make them feel safe until their
destination is arrived. This makes the work diversified and add more tasks into it which keeps
their mind busy and does not let them think out for other things. Sometimes pilot take over
the work single handed as they want recognition for their work. Even employees wants these
tasks as this helps them to improve their work profile (Franco-Santos and Doherty, 2017).

Hiring and firing strategies of company
Hiring Strategies-
Advertising and Promotion-
In order to fulfil the need of finding employees that are eligible for the job British
Airways takes the help of this method as so that they can send the message to people about
the open hiring status of business. Different methods which are part of this is used such as
print media or broadcasting in aviation schools so that they find people with skills for job
(Kim, Kim and Lim, 2017).
Social Media-
British Airways uses platforms such as LinkedIn, Indeed etc. because with the help pf
this they get wide access on getting the candidates that can be sourced as per their
requirement. This is considered to be better than the method of advertising because they
source and invite candidate after they have read their work profile. Apart from that company
uses these platforms to promote any opportunities they have for people working in the line of
aviation.
Firing Strategies-
Notice Period-
HR of British Airways tends to make it clear for the employees at the time of their
joining that their tenure in company is on the basis of their performance as company do not
want to keep working with anyone who turn into their liability. Also this is done so that fired
employee has enough time to explore market and look for job in other companies so that they
can serve the strategy of firing (Hancock and Schaninger, 2020).
Decisive Action-
This step is believed to be difficult for department of HR as they have to analyse and
evaluate the factors and on the basis of that they have to effective decision for company. HR
makes sure that even after firing employee relationship is maintained with them and the
process of firing must be done with rules so it shows that company respects their employees
and both of do not indulge in a conversation which is negative or abusive.
Corporate examples of firms using HR Practices
Fedex-

According to (Faith and Rempfer, 2018) Method used by Fedex was made by them
which is referred as people service profit and this has helped them to reach success. Apart
from that department of HR enabled right practices as per their culture because of which they
have been able to reach success and maintain it for over a long period of time. This has also
helped them to maintain issues that happens by the community.
Oxfam-
As per the view of (Duncan, McNeely and Earhart, 2017) this company deals in the
line of charity and helping the poor by providing them opportunities so that poverty can be
reduced. It is important for them to form and work in partnership and train people as per their
methods so that they can contribute more in this area.
Sainsbury-
In accordance with (Baruch and Gregoriou, 2017) as per the analysis of market the
reason behind success of Sainsbury is that they will be able to generate revenue with
innovative measures even in a market which is highly competitive. Also they are making sure
to keep less margin or profit and offer more benefit to customers. HR of company makes sure
that work is being done in order to satisfy the needs of people.
Recommendations
HR practices are considered to be an important aspect which plays a crucial role in
managing the business and its operations. This is because they have to draft policies as per
their culture so that norms of company is set on the basis of that. Apart from that it will
reflect the work and performance of employees. Companies such as British Airways will be
able to perform smoothly without any interruptions if these practices are on track and build
with strength. As this leads the path to work on for sustainable business. In order to increase
the performance as per high level of competition and unpredictable events such as covid-19
which is interrupting and impacting the business a lot, HR department of British Airways will
have to make sure that they are able to link their path and involve factors and drivers of
motivation and satisfaction so that they can turn out to be productive in these cases and
overcome the performance of their competition. If they are able to align these practices in the
right manner then they will have to gain advantage over others in the sector of aviation. With
the help of right practices of HR company will be able to manage different departments such
as technology, finance, marketing, IT, production etc. smoothly. In order for management of
HR to achieve success they will have to enable right practice at the right price as per the

suitability of the model. British Airways needs to make sure that the practices designed by
HR must be suitable and appropriate as per the forces of environment so that any upcoming
opportunities that have the potential can be claimed against it and not missed out. They have
to use drivers of motivation so that they can keep the employees satisfied and interested in the
line of their work. Culture maintained by HR must be positive so that behaviour of employees
also remains positive. HR practices must make sure that the work done by them meets par
excellence and provide growth to business and stakeholders who invested their time and
efforts in it. Focus must also remain in providing and offering quality work and for that HR
has to make sure that they have right process made and used for it. This in turn will help the
business to achieve its goals and objectives.
CONCLUSION
From the above studies it can be concluded that HR of British Airways have to work with
employees who have the right talent and skills as per the job requirement so that work can be
handled easily and done in such a way which is appreciated by others. Also this will help
them to make sure that customers of company remains highly satisfied with the services
offered to them. Apart from that HR have to make sure that strategies designed by them for
each jobs is right so that employees can work without interruption of different activities. This
will help them to continue the flow of work. HR makes sure to evaluate the performance and
behaviour of employees because it is a customer oriented business if employees do not deal
with customers in a polite manner then British Airways will lose their goodwill. Methods and
strategies used by them must be done after a thorough analysis of market and competitor so
that it matches as per their requirement and turn out to be effective.

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