Human Resource Management Strategies: Singapore Airlines Report

This report provides a comprehensive overview of Human Resource Management (HRM) practices at Singapore Airlines. It begins with an executive summary and introduction, followed by a detailed job analysis of cabin crew roles, including job descriptions and specifications. The report then explores various job design principles, emphasizing efficiency, motivation, and safety. It delves into recruitment strategies, distinguishing between internal and external methods, and discusses specific approaches such as company bulletin boards, employee communication, direct recruitment, and university partnerships. Furthermore, the report analyzes selection strategies, covering application screening, work sample reviews, candidate interviews, and background checks. The report concludes by highlighting the importance of a compensatory model in the selection process, offering valuable insights into the airline's HRM approach.

Running Head: Human resource management
Human resource management

Human Resource Management
Contents
Executive Summary.....................................................................................................................................1
Introduction.................................................................................................................................................1
Job Analysis.................................................................................................................................................1
Job description Of Cabin crew.................................................................................................................1
Job specification......................................................................................................................................1
Job Design...................................................................................................................................................2
Recruitment Strategies................................................................................................................................3
Selection strategies.....................................................................................................................................4
Conclusion...................................................................................................................................................5
References...................................................................................................................................................6

Human Resource Management
Executive Summary
The report will give full overview of the history and the growth of Singapore Airlines limited. It will take
into consideration the strategies and the job analysis which should be taken into consideration by the
company.
Introduction
Singapore airlines started its operations in January 1947 as a subsidiary of the Singapore government
through temasekh holdings ltd which offers air services for the air transportation, in-flight services and
ground services. The history began in May 1947 when the twin engine airspeed consul under Malayan
airways limited giving air services between the Singapore and Malaysia. The company undergone many
changes concerned with the revolution of management and services. It assists to handle the rapid
changes and create a good reputation in the aviation industry. Also the new and advanced services were
developed that are according to the needs and wants of the consumers by upgrading of expertise and by
innovative management.
Job Analysis
Job description Of Cabin crew
a.) Job Title : Cabin Crew Manager
b.) Brief overview: The Singapore airlines are looking to hire Cabin crew so that the company can
easily expand. The cabin crew manager helps to assist the customers that are availing the
services. The manager is hired to help the customers and to see all the management that are
taking place. The management should be conducted in effective manner. The main emphasis is
given to enhance the customer services to the passengers so that safety and comfort can be
taken into consideration. They are provided training to deal with security and emergency
situations that are raised (Jayasinghe, 2016).
c.) Task, duties and responsibilities: The duties and responsibilities of the cabin crew manager is
that the main focus should be given on providing proactive and customer support. They see that
the luggage of the people is kept at a safe place. The manager also assists and takes into
consideration the activities like serve food, drinks and sell duty free goods. Also the cabin crew
managers guide the passengers so that they can follow the procedures that are related with the
emergency. The manager also maintains the reports which are related with duty free sales, food
and drink sales and customs documentation (Vivares-Vergara, Sarache-Castro & Naranjo-
Valencia, 2016).
Job specification
a.) Knowledge: The manager of the cabin crew should possess exceptional communication and
interpersonal skills. The person should have good time management and should have an

Human Resource Management
understanding of industrial and legislative requirements. Manager should have intermediate
computer skills like excel and word (Kehoe & Wright, 2013).
b.) Skills: The manager should have advanced computer skills and the general hr knowledge so that
the operations can be conducted in effective manner. The knowledge of airline operations
should be there so that the management can take place in effective manner. The management
skill is very essential for the manager so that the operations can take place in effective manner.
Good communication also plays a great role in reflecting the personality of the consumers. The
person should possess a good communication skill so that they can communicate in effective
manner with the consumers (Paillé, Chen, Boiral & Jin, 2014).
c.) Abilities: The manager should have a good communication skill so that he or she can be able to
communicate with the passenger in effective manner. Communication plays a great role in
showcasing the personality of a person. Manager should possess the skills that can resolve the
issue of the customers in effective manner (Sheehan, 2014).
Job Design
It is the main function of human resource management and it is concerned with the specification of the
methods to satisfy the organizational requirements.
a.) Efficiency: The manager should be efficient enough so that the goals and objectives of the
company can be attained in effective manner. It is very essential for the crew member to be
efficient so that they can perform their task properly. Efficiency is very important for the success
and growth. It consists of the specialization which gives main emphasis on jobs with simple
duties to make the process of job easy and to enhance the efficiency.
b.) Motivation: The job should be designed in such a manner that it encourages the employees or
the manager to give their best towards the work. It is systematic and powerful allocation of the
task to the groups or the individual of the organization. The company should allocate the work
to the employee or the manager which enhances the level of motivation in effective manner.
Motivation is considered as an important element which enhances the working pattern of the
worker. If effective motivation is given then the employee can work efficiently to attain the goals
and objectives of the organization. It should also be used so that the job satisfaction can be
enhanced. Also the jobs should be designed so that the factors can be considered to motivate
and satisfy the employees or the manager.
c.) Safety and health: Job design is used to access how the task is organized within the working
environment of the organization. It is very essential at the time of designing the job, that safety
should be considered of the employees working in the organization. Job design is essential to
enhance the working conditions by considering those adjustments that are required for the
work to work in effective manner so that the objectives can be attained in effective manner. If
the job design is based on the safety and health then it helps the organization to access the
issues such as work overload and also to enhance the occupational safety and health.
d.) Mental capacity: The person which has a good mental capacity should be recruited for the job,
so that he can work in effective manner and can attain the goals and objectives in proper way.

Human Resource Management
The company should design the job so that it can be safely and easily performed. In these types
of jobs the employees or the manager will make fewer mistakes, and by this goals and
objectives can be attained in effective manner (Azmi & Mushtaq, 2015).
Recruitment Strategies
For conducting the recruitment process, the company should take into consideration the recruitment
strategies that will be beneficial for the organization. The recruitment strategies can be classified in two
methods. First is internal recruitment and second is external recruitment. The method which should be
taken into consideration by the company is:
1.) Internal recruitment strategies: The recruitment is done within the organization. It is also
classified in two ways.
a.) On company bulletin Boards: The Company recruits the employees by giving notice that
should be mentioned on the bulletin boards. It helps the employees to know about the job
opening in the organization. In the Singapore airline the notice should be put on the bulletin
board so that every employee can get knowledge in proper manner. This is the best way to
recruit the employees from the internal source (Marchington, Wilkinson, Donnelly &
Kynighou, 2016).
b.) Communicate with employees: The employees who are there in the organization should be
informed about the vacant position in the organization so that they can easily recommend
their relatives or the person known to them. Management is always concerned with
employees who are dedicated towards the work. By communicating with the employees the
organization can attract more and more candidates and from that the candidate who is
eligible can be selected (Alfes, Shantz, Truss & Soane, 2013).
2.) External recruitment: The recruitment is done from the outside of the organization.
a.) Direct recruitment: It is also known as factory gate recruitment and it is an essential source
of recruiting the candidates. The companies post a job advertisement for the job opening;
the interested candidates apply for the job. From that the candidates are selected who are
eligible for the job post. It is a common source of recruitment, which gives job to skilled and
unskilled workers who are interested in the job. The company should take into
consideration this method, so that the goals and objectives can be attained in effective
manner (Sparrow, Brewster & Chung, 2016).
b.) Universities and job fairs: The Company should select the candidates from the aviation
department which will give a large pool of candidate. The company visits the college and the
interested candidates apply for the job post. The best or suitable candidate who is eligible for
the job post is selected. In this the company should send the employer to the college campuses
for the prescreening round and should create a pool of candidates from the college. The human
resource managers are aware about the colleges and the graduates who are eligible to apply for
the job post. The organization can attain its goals and objective when the recruitment is done
from the colleges. It is a place where eligible candidates can apply for the job in effective

Human Resource Management
manner. College recruitment gives a platform for the recruiters to select the employees with the
personal and technical competencies that are needed in the organization (Purce, 2014).
3.) Recruit trade and behavior: The Company should consider these strategies so that the goals and
objective can be attained. The behavior of the candidate should also be taken into consideration
in effective manner (Morgeson, Aguinis, Waldman & Siegel, 2013).
Selection strategies
Selection strategies are conducted to select the candidate who is eligible for the job post. There are
various strategies which are included in the selection process.
a.) Screening Application Form: The Company should take into consideration the strategy of
screening the application forms. The information of an individual is gathered and presented in a
form of application. It helps the company to assess the capability of the candidate and eligibility
towards the job. The forms gives background but is considered as impersonal. Interviewers first
analyze the application form and ask questions according to the information which is mentioned
in the application form. The application form is considered as an effective and important
method that should be used to access the candidate job eligibility (Budhwar & Debrah, 2013).
b.) Testing and reviewing work samples: Work samples are used as a tool which is helpful to
present the application of candidate and also to make to make the final decision regarding the
final selection. The work sample is used to verify the skills that are required for a specific
position. The company should consider the strategy to select the candidates. Al the information
should be observed and should be checked that information which is provided is according to
the eligibility criteria. (Armstrong & Taylor, 2014).
c.) Interview candidates: The interview of an individual is the most common method that used at
the time of selection. It gives face to face interaction with the candidate and also provides a
platform for the company to build a good image with the candidate. The interview method is
considered more than a selection method. The company should take into consideration
behavioral interview so that the candidate can be analyzed in proper manner. The interview tells
about the body language, confidence level of the candidate. It helps to select best candidate
who is eligible for the job (Beardwell & Thompson, 2014).
d.) Checking Background: Background check is conducted to know about the background of the
candidate. It is required more when a candidate is seeking a position that needs high security.
These checks are taken into consideration by the government agencies for a nominal fee, but
also considered by the private companies. These types of checks can result expensive but it
depends on the information which is need. For the post of manager of cabin crew it is necessary
that the company should conduct a proper background check so that the operations of the
company can be conducted in effective manner (Storey, 2014).
e.) Making a Selection: The Company should take into consideration compensatory model which
will administer all the tools to the applicant. The scores are considered of all the tools which
combine together to give a composite score. In this system, the applicant is not eliminated

Human Resource Management
based on the results of one assessment tool but the comparison is made between the results of
all the composite results. The company should conduct this strategy so that the goals and
objectives can be attained in effective manner (Sikora & Ferris, 2014).
Conclusion
It is concluded that the Singapore airlines is considered one of the best airlines if comparison is
made with other airlines of Singapore. The company should give focus to take into consideration
effective strategies that help the organization to grow its operation in proper way. For recruiting the
employees for the job opening, the company should conduct both internal as well as external
recruitment process. It will help the organization to select the candidate who is eligible and will help
to attain the goals and objectives of the organization.

Human Resource Management
References
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human resource management practices, engagement and employee behaviour: a
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practices on employees’ attitudes and behaviors. Journal of management, 39(2), 366-391.
Marchington, M., Wilkinson, A., Donnelly, R., & Kynighou, A. (2016). Human resource
management at work. Kogan Page Publishers.

Human Resource Management
Morgeson, F. P., Aguinis, H., Waldman, D. A., & Siegel, D. S. (2013). Extending corporate
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