HRM Analysis: British Airways and Service Industry Management

This report provides a comprehensive analysis of Human Resource Management (HRM) within the service industry, using British Airways as a case study. It explores the role and purpose of HRM in service industries, emphasizing its crucial impact on business success. The report delves into the development of a human resource plan based on supply and demand analysis, highlighting key steps like organizational objective analysis and manpower gap estimation. It assesses the current state of employment relations, including collective bargaining and employee participation, and discusses the influence of employment law on HRM practices. The report also examines job descriptions, the recruitment and selection processes, and the contribution of training and development to effective operations within the service industry. Overall, the report provides a detailed overview of HRM strategies and their practical application within a service-oriented business environment, providing insights into employee relations, legal compliance, and workforce development.

Human Resource
Management for Service
Industries

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Analyse the role and purpose of human resource management in British Airways.............1
1.2 Justify a human resources plan based on an analysis of supply and demand for a selected
service industry business ............................................................................................................3
TASK 2............................................................................................................................................3
2.1 Assess the current state of employment relations in a selected service industry..................3
2.2 Discuss how employment law affects the management of human resources in a selected
service industry business ............................................................................................................5
TASK3.............................................................................................................................................6
3.1 Discuss a job description and person specification for a selected service industry job .......6
3.2 Compare the selection process of different service industries businesses............................8
TASK 4............................................................................................................................................9
4.1 Assess the contribution of training and development activities to the effective operation of
a selected service industry business............................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Human Resource Management (HRM) refers to the strategic approach to effectual
management of organisation employees so that they assist business to gain high competitive
advantage in market (Allen and et. al., 2011). In service industry, HRM plays crucial role in as it
is totally rely on human resources for its growth and success. In the present assignment, given
organisation is British Airways which is a flag carrier and one of the largest airline
headquartered in Waterside, Harmondsworth, United Kingdom. This report covers role and
purpose of HRM and human resource plan based on demand and supply analysis. Apart from
this, impact of employee relations and employment law as well as recruitment and selection
process of distinct service industry businesses is defined. At last, contribution of training and
development to effective operation of service firm is discussed in this project.
TASK 1
1.1 Analyse the role and purpose of human resource management in British Airways
Human Resource management means administration of people at workplace. It is the
process that binds individuals with organisations and assists both of them to attain each other's
goals. In service industry, contribution of human resource is very high in its success and growth.
British Airways is a service industry firm in which human resource administration is considered
to be very crucial in development of effective teams so that, high competitive advantage can be
gained in market. Various policies and practices are applied by human resource manager of
British Airways for managing employees within firm. HRM deals with issues associated with
performance management, compensation, employee motivation, training and development etc.
The main purpose of human resource management is coordinate people within
organisation and creates a bridge between firm's manpower and line management. It also aims to
recruit skilled workforce within firm and provide them development opportunities so that, they
get motivated and work towards attainment of goals and objectives of company (Armstrong and
Taylor, 2014). Different roles of HRM in British Airways are defined below:
Manpower planning and forecasting: The HRM department of British Airways plays
crucial role in manpower planning. Manager has the responsibility to anticipating employees
needs within organisation and plan accordingly for hiring skilled people within firm.
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Recruitment of employees: One of the essential function or role of human resource
management is to recruit skilled and competent employees within firm. As British Airways is a
service provider firm and its success is completely rely on its manpower so, it is very essential
for HR department to hire knowledgable and skilled employees within firm who are enough
capable to attain predetermined goals of company (Boxall and Purcell, 2011).
Formulate policies: All the policies regarding employment like health and safety,
employee compensation, training and development etc. are formulated by human resource
management. It is the role of HRM department of British Airways to design appropriate policies
and practices that helps in increasing motivation level of its workforce and ensures proper
working within firm.
Deployment and monitoring of employees: HRM department is responsible for
monitoring performance of employees on regular basis so that, their skills can be deployed
effectively. In British Airways, HRM department monitor performance of its employees which
helps them in making best use of its workforce. They do performance appraisal of its manpower
on regular basis that helps them in motivating employees to perform in more better manner.
Proper monitoring also enables human resource manager of British Airways in resolving issues
of employees and taking proper actions if required.
Training and development: In order to enhance performance of employees and gaining
competitive advantage in market, it is crucial to provide them with appropriate training and
development programmes. In British Airways, it is the responsibility of human resource officer
to assess training needs of employees and conduct appropriate training programme that assists in
developing their skills (Carter and Liane Easton, 2011).
Maintaining good employment relationships: It is very crucial for human resource officer
of British Airways to maintain good relation between employer and employee so that a healthy
workplace environment can remain maintain within firm. It assist company in increasing
motivation of employees and they encourage to work towards attainment of goals.
Hard and Soft HRM:
Hard HRM: It is a staff administration system in which employees are considered as resource
that requires to be controlled to attain the best possible profitability and competitive advantage. It
mainly emphasize on identifying workforce needs of firm and recruit accordingly.
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Soft HRM: It is an employee administration system in which workforce is considered as vital
resource for growth of organisation, they are looked after by manager and provide them
development. Its main focus is to concentrate on employee needs – their roles, motivation and
rewards (Davis and Adam Cobb, 2010).
1.2 Justify a human resources plan based on an analysis of supply and demand for a selected
service industry business
Human resource planning refers to the process through which managers determine
manpower needs of organisation to meet demand of customers. Various considerations are made
in planning process like employees availability with certain skills etc. For human resource
planning, various steps needs to be followed by manager of British Airways which are defined
below:
Analysing organisational objectives: It is essential for human resource manager of
British Airways to analyse objectives of firm that includes production, finance, marketing etc.
that gives overall idea regarding work to be done.
Availability of existing human resource: Human resource manager first analyse
available skills and manpower within firm which assists them in fulfilling distinct job
requirements. This can be estimated by external and internal source.
Forecasting demand and supply:As per the job profiles, need of human resource is
estimated by HR manager of British Airways. The available internal and external sources are
also measured to fulfil job requirements.
Estimating manpower gap: It is the responsibility of human resource manager to
estimate manpower gap by comparing demand and supply of manpower. Deficits tells about
need of new employees and surplus depicts about terminations.
Design human resource action plan: Human resource department of British Airways
made appropriate action plan and according to it, recruit, transfer and train new employees
within organisation (Ernst Kossek, Lewis and Hammer, 2010).
TASK 2
2.1 Assess the current state of employment relations in a selected service industry
Employment relations is an essential aspect of human resource management. It refers to
the relationship between employer and employee. It is very essential for managers of
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organisation to maintain healthy relation between management and workforce as it motivates
employees, encourage them, improve their morale and productivity as well. In airline industry,
current state of employee relation is satisfactory. In British Airways, good relation between
management and employees concerning unionisation such as employee participation, collective
bargaining, culture, structure, grievances and disciplinary procedures, involvement and conflict
management etc. is necessary (Glover and et. al., 2011). The factors that assists in maintaining
good employment relations are defined below:
Collective bargaining: In service industry, workers always bargains with employers on
employment terms and conditions. It is generally identified by trade unions in which leaders
represents themselves in front of organisation on behalf of its entire staff and put their demands
regarding wages, working hours and other grievances. In British Airways, trade union bargain
with employer on behalf of its staff in order to ensure fulfilment of their demands. Firm also
takes suitable actions in setting up trade union agreement that supports in maintaining good
employment relations.
Employee participation: In providing effective services to customers, British Airways
requires huge manpower. In order to retain them for long term, it is very essential for human
resource manager of firm to maintain good relation between employer and employee. Employee
participation is a crucial factor that helps in maintaining good employment relation. Manager of
British Airways conducts training and development session, various activities, provides
incentives, promotions and job satisfactions for ensuring more participation of employees within
activities of firm.
Culture: It plays crucial role in maintaining good employment relation. Every firm has its
own values and culture that depicts about how it treats its workforce. In British Airways, if the
procedures and guidelines are strict then it may demotivate employees and creates a fear of
punishment among them. On the other hand, if the culture of firm is good, they provide
flexibility and attractive reward system to employees, then it boost up the morale of employees
which ultimately helps in developing good employment relation (Halbesleben, 2010).
Structure: Prior, hierarchy structure is followed by British Airways, where employees are
provided with some instructions to follow and they don't have right to engage in decision making
process. But, now firm is following informal structure in which working flexibility is provided to
employees and encourage them to take active participation in decision making process of firm.
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This creates a sense of satisfaction among employees that ultimately develops healthy
employment relations.
Grievances and disciplinary procedures: In order to resolve issues and grievances of
employees, British Airways requires to form a team for this particular purpose. They provide
freedom to employees to put their complaints in a box and grievance team consider all issues of
workers and resolve those. The disciplinary processes are inbuilt for dealing with manpower's
misconduct (Hobfoll, 2011).
2.2 Discuss how employment law affects the management of human resources in a selected
service industry business
Employment laws are the legislations that governs relationship between employer and
employee. These helps in protect the interest of workers and depicts relation of management with
its employees, government and trade unions. Regulations of work routine is determined by
employment relations and assures better employer employee relationship within firm. Different
employment legislations that needs to be followed by British Airways are defined below:
Employment Relations Act: This legislation governs employment relations. It
administers a structure for unions and employers to negotiate and get into collective agreements.
For employees and employers, it provides structure to negotiate and get into individual
agreement. Application of this act within British Airways can be beneficial in gaining
employee's trust towards management which in turn provides satisfaction and job security to
employees.
Employment Rights Act: This act states about the rights of employees and give them
power to have their rights like meal breaks, holidays, minimum wages etc. The impact of
application of employment rights act within British Airways would be on leave provisions,
wages and working hours. HR manager of firm requires to convey all the informations
regarding wages, workings hours etc. clearly to employees and provide them job protection
during leave (Luthans and et. al., 2010)
Equal Opportunities Act: This act prohibits discrimination among employees on the
grounds of age, caste, religion, culture, disability etc. This act must be followed in British
Airways in order to eliminate discrimination at workplace. They should ensure to treat all
employees equally so that they feels happy and satisfied and encourage more to work towards
attaining goals and objectives of firm.
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Contracts for employment and their termination:
It is the contract that includes terms and conditions regarding resignations, ill health
retirements, redundancy procedure, retirement, maternity and paternity rights, dismissal,
parental leave, conciliation and arbitration services etc. A proper procedure is followed for
termination. It can be done by employer or employee for valid reason. Human resource manager
of British Airways needs to carefully analyse terms and conditions and specify them clearly to
candidate before providing them job letter. This will help in fulfilling the job responsibility of
both employer and employee (McWilliams and Siegel, 2011).
TASK3
3.1 Discuss a job description and person specification for a selected service industry job
Recruitment means generation of applications for the selection of prospective employees for a
specific position in an organisation. This means it is a process for seeking the applicants for
employment, resulting in creating a pool of applicants out of which the new employees are
selected.
Factors affecting recruitment
There are numerous factors affecting recruitment which are classified under two
categories: Internal and External.
 Internal factors are the ones which are present in an organisation and affect the
recruitment process, such as, size of an organisation, recruitment policy, British Airways,
being a big organisation might have a tedious recruitment process.
 External factors are the factors which are outside the organisation affecting the process
of recruitment, such as unemployment rate, labour laws formulated by government for
different types of employment, for instance, the labour laws impact recruitment in British
airway (Pfeffer, 2010).
Organisational needs analysis
An organisation needs analysis comes handy when a company requires to compare
between the current skills and the skills a company needs for future objectives. This helps in
identifying the gaps in skills and planning for the training by a company. British airway can
identify the gaps in technical and non technical learning and needs through reviewing its
organisational structure, conducting employee survey etc.
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Job analysis
Job analysis, in general terms, is a means of collecting information about a job which
involves two set of informations:
 Job description – is a document containing organisational and functional information. It
is self explanatory giving a clear picture about the position.
 Job specification – is the qualification required for performing a job possessed by an
employee to perform his duties (Pierre, 2016).
Job design
It is the next step after job analysis involving work arrangement for reduction of
dissatisfaction among employees.
JOB DESCRIPTION
BA CITYFLYER
Job title: Cabin Crew
Reports to: Manager
Job overview: An opportunity to join the London City team of Cabin Crew
and an opportunity to develop new skills, take control of your career path
and be recognised for you commendable contribution.
Responsibilities and Duties:
 To ensure operational security, health and safety responsibility
 Deliver world class service
 Ensure compliance of corporate policies
Qualifications:
 Aged above 18 or over
 Fluent in English – both – written and spoken
 Willing to work in shifts
Methods of recruitment advertising
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Recruitment techniques have evolved after the the advent of internet. Now the companies
are using new means for recruitment advertising, such as:
 Internal Recruitment: The British airway could internally recruit by posting an ad on the
company network or message board (Sarkis, Gonzalez-Torre and Adenso-Diaz, 2010).
 External Advertising: British airway could advertise externally using other methods.
 Print Advertising: British airway could go for traditional recruitment advertising.
 Web Advertising: Since the approach of internet is growing by day British airway can
post a ad online for recruitment.
 Social Media: British airway can advertise through social media by creating and
managing accounts.
3.2 Compare the selection process of different service industries businesses
Selection process is a means of selecting suitable candidate to be employed for the vacant
position in an organization. It is done by selecting the applicants having qualifications required
for the job position.
Selection methods and practices
The selection process and techniques vary depending on an organisation. The HR of the
British airway could use these methods for hiring competent and qualified employees –
preliminary screening, telephonic interview, personal interview etc.
Barriers of effective selection
There are certain barriers obstructing the selection of competent candidates, which are:
 Perception
 Fairness
 Validity
 Reliability
 Pressure
Short-listing
This is a process in which potential employees are identified from the pool of applicants
best suitable for the job position (Song and et. al., 2010). Short listed applicants are sent forward
for the next step of the recruitment process.
Interview Method
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Interview is an HR method for the selection of applicants for the job position and there
are certain types of the styles of interview which the recruiter can adopt, which are as follows:
 Structured Interview
 Unstructured Interview
 Behavioural Interview
 Stress Interview
 Panel Interview
Comparison between selection process of British Airway (BA) and Transport for London (TfL)
 BA places its vacancies on the official website whereas TfL recruits through both by
advertising on official website and through recruitment agency.
 In BA candidates have to fill up a questionnaire and take up online psychological tests
while in Tlf candidates have to take up situational judgement test.
 On qualifying tests and interview BA recruits have to take up training whereas TfL
selected applicants are offered positions (Surroca, Tribó and Waddock, 2010).
TASK 4
4.1 Assess the contribution of training and development activities to the effective operation of a
selected service industry business
Training and development is a crucial part of human resource management that provides
various benefits to both firm as well as its employees. Training refers to a learning process that is
provided by organisation in order to enhance skills and capabilities of its workforce.
Development process helps individuals in their future career growth. In British Airways,
manager needs to ensure that training is provided to employees on regular basis so that, their
competencies can be enhanced and they enable to perform their duties well. As the firm belongs
to service industry, its overall growth and success rely on its manpower. So, it is high essential
for firm to provide employees with appropriate training sessions that assists them in increasing
their skills and knowledge which in turn is helpful for firm in providing effective services to its
customers (Sarkis, Gonzalez-Torre and Adenso-Diaz, 2010). This will ultimately impacts
operations of firm in positive way and helps in increasing productivity and profitability as well.
British Airways provide different types of training to employees like technical skills
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development training which helps in developing technical knowledge of employees and enables
them to handle systems effectively and provide effective services to users.
As British Airways is a service provider firm, there is high need of providing training to
employees. Training plays vital role in increasing productivity and efficiency of employees
which ultimately helps firm in increasing sales and profits. It highly contributes in increasing
effectiveness of operations of British Airways and leads the firm towards high growth and
success. Skilled and competent manpower provides competitive advantage to company in market
over its rivals (Song and et. al., 2010).
Difference between training and development:
Training Development
 It is a learning process in which
individuals gets opportunity to learn
and develop their skills.
 Training is a short term process.
 It is an educational process that
contributes in overall growth of
individual.
 Development is a long term process.
CONCLUSION
As per the above mentioned report, it has been concluded that human resource
management is a crucial function of every organisation that contributes in growth and success of
company. It plays various roles and responsibilities including providing training and
development to employees, recruitment, performance appraisal etc. It is very essential for
managers to maintain good relation between employer and employee as it helps in improving
performance of firm. Different employment legislations needs to be followed by organisation as
it helps in increasing motivation and improving satisfaction level of manpower.
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Online
Human resource management. 2016. [Online]. Available through:
<http://www.yourarticlelibrary.com/hrm/human-resource-management-functions-
managerial-operative-and-advisory-function/27995/>. [Accessed on 22nd November
2017].
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