Human Resource Management: Performance Analysis of Emirates Airlines

This report provides an in-depth analysis of performance management at Emirates Airlines, examining its role in enhancing organizational effectiveness. It explores how Emirates aligns its performance management systems with its business strategy through setting business targets, cascading goals, and providing regular feedback. The report also discusses the key features of Emirates' performance management system, including employee motivation, coaching, and rewards. Furthermore, it investigates the relationship between performance management and HRM practices, highlighting the importance of continuous performance review, resource allocation, and employee coaching. The analysis emphasizes how effective performance management contributes to increased profitability and improved customer service, as demonstrated by Emirates' recognition of top-performing employees through the Najm Chairman’s Award. Desklib provides students access to solved assignments and study tools.

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Introduction
Emirates Airlines was found in 1985, with two wet-leased aircrafts by Pakistan
International Airlines. From the beginning of limited resources till today Emirates owns a
fleet of over 250 Airbus and Boeing aircrafts, as well as the Emirates Group1 has more than
103,000 of employee worldwide, over 200 nationalities (EK annual report p.84) The airlines
is well known of the largest operator of the advanced A380 aircrafts, meanwhile it also
becomes one of the biggest employers in the region.
Delivering safe and efficient and high-quality customers services across the network
is Emirates’ consistent objectives and highly focused over 33 years. Moreover, highest
standards are always the emirates core business purpose: “We will consistently develop our
business nationally and internationally at all times providing, cost-effectively, the highest
standards of quality and service in everything we do.” (emirates group world)
In 2016, Emirates won Skytrax World’s Best Airline, as well as Best Airline in the
Middle East and World’s Best Inflight Entertainment. Apart from safety and services, the
company has also invested on technology and innovative infrastructures in order to maintain
its competitiveness and enhance customer experience. Emirates has achieved high reputation
world-wide through the years and its sustainable business has brought people to work
together.
Today Emirates has 62,356 employees in total, with more than 160 nationalities. It is
not just a service provider, but also assisting employee to develop. In 2016-2017 Emirates
Annual report, Emirates Airline and Group Chairman and Chief Executive, HH Sheikh
Ahmed bin Saeed Al Maktoum stated “we continue to ready ourselves for the future, and
1

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build up our business resilience, by investing in our people, new technologies and
infrastructure, and cultivating a culture of continuous learning and innovation.” Emirates
focuses on people, the company provides training for employee to ensure employee are
knowledgeable and confident to perform the requirement of their role. As a multi-national
airlines organization, with more than 70,000 of employee, it is necessary to maintain
employee’s performance up to the standard. Other than continuous training for staff,
performance management can give positive impact to the organization’s business, as
developing employees and enhancing their productivities. The ultimate goal of the
performance management is to maximize organizational effectiveness within the current and
changing context. (Rees, G. & French, R. 2010: 245)
The following will focus on Performance Management:
Role of performance management in Emirates – The performance management
based activities of Emirates Airlines affects the flying staff. The company has recently seen
some developments in the areas based on the management of human resources. The theories
of employee development have emerged due to the expansion of business operations in the
emerging economies. The theories that are proposed by various psychologists like,
McGregor, Maslow and Vroom are based on the ways by which the motivation levels of
employees can be improved. The productivity of the employees can thereby be increased with
the help of different approaches which are, satisfaction of the different levels of individual
needs, the better levels of communication with employees and greater involvement of the
employees so that they are able to participate in the organizational processes (Bratton and
Gold 2017). The performance management based measured that are undertaken by the
organization are related to the ways by which the productivity of the employees can be
enhanced. The HR practices and tools that are used in the modern organizations are based on
recruitment, selection, orientation and training. The assessment of the performance of

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employees is also based on the development of individual and organizational knowledge. The
performance assessment system is based on the ways by which the company can aim to
motivate the employees to increase their productivity which in turn increases the revenues of
the company. The business organizations are readily accepting the processes based on
management of performance. Emirates has also implemented these strategies as the efficiency
of the organization depends on the motivation levels of the employees (Brewster 2017: pp
24). The airlines sector has witnessed the entry of many new companies which has put
immense pressure on Emirates to increase the performance levels of the employees so that the
efficiency of the organization can be increased. The performance appraisal system of the
company has been designed by Emirates to evaluate their levels of performance. The
members of the flying staff of the company are the most important part of entire operations.
The successful operations of the various processes depend on the ways by which the flying
members perform. The attitudes and the capabilities of the flying staff are vital for increasing
the revenues of the company and its profitability in the industry (Brewster, Chung and
Sparrow 2016). Optimisation of the performance of employees is important for the airlines
organizations. The performance management programs in Emirates thereby helps in the
promotion and the increase of remuneration of the employees. The increased competition in
the environment has led to the increased importance of the performance management based
systems.
Relationship of performance management with business strategy – The effective
management of performance is based on the goals and the objectives that are set by the
management of an organization. This process further helps the managers to monitor the
effectiveness of employees who are an important part of the organizational processes. The
annual appraisals of employees are an important part of the entire performance management
based process. The individuals or the employees are assessed and managed with an aim to

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enhance their performance levels and productivity. The most appropriate way for
performance management is based on the ways by which the employees are able to manage
their own goals (Albrecht et al. 2015: pp. 20). The strategic goals of the company can be
achieved if the performance management systems are aligned with the business strategies.
Emirates uses five major ways for aligning the performance management systems with the
business strategy,
Setting the business targets – The most important step that is taken by
Emirates is based on the setting of the goals for the company. This is a part of
the overall strategy that has been formed by Emirates. The departmental heads
are responsible for the alignment of goals with the overall business plan (Purce
2014: pp 67).
Cascading the goals – The departmental heads are thereby provided with the
responsibility to cascade the goals down to the managers and the employees.
The flying staff need to follow a different set of goals as compared to the
ground staff of the company. The tasks that are provided to the employees
belonging to different departments need to be performed according to the
objectives that are set by them. The realistic targets are set by the company so
that the employees are able to achieve the goals. The goals and objectives are
made clear to the employees and their performance is managed accordingly
(Jackson, Schuler and Jiang 2014: pp 50). The agreed goals are thereby easily
aligned with the performance that is showed by the employees.
The performance of flying staff and the ground staff is managed in an
effective manner and the feedback is used for the purpose of reviewing the
efforts that are provided by them to achieve the goals. The feedback based
process in the organization takes place quite frequently which helps Emirates

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to enhance the performance of employees. The performance review of the
company is effective for helping the employees to achieve their goals (Stone et
al. 2015 pp 220).
Features of performance management – The performance management system in
Emirates Airlines is based on the effective management of the diverse group of employees.
The leadership and management of the company is important for the purpose of managing the
employees of Emirates. The success of Emirates is based on the leadership of the company
and the management. The performance of employees is thereby managed in an effective
manner with the help different types of processes and concepts. The goals of the company are
the most important part of the performance management system. The corporate objectives
and goals are thereby set by Emirates Airlines which is communicated to the employees
(Conway et al. 2016: pp 910). The goals that are set by the company are thereby based on the
performance that is depicted by the employees. The motivation and coaching is an important
feature of the performance management based system of the company. The rewards that are
provided to the employees are able to motivate them so that they are able to achieve the goals
and the objectives. The rewards and incentives are thereby used for the purpose of motivating
the employees and enhance their performance as well. The leaders also play an important role
in the management of the performance of employees who are a part of the organizational
processes (Rees and Smith 2017). The performance management thereby plays an important
role in making the business operations profitable and effective in nature. The managers or the
leaders of Emirates Airlines manage the performance of employees so that the profitability
can increase. The rewards and incentives that are provided to the flying staff and the ground
staff are also decided by the managers. Emirates has formed the corporate loyalty program
which helps in providing more value to the customers. The top employees are recognised by
the company and they are awarded by the management (De Lange et al. 2015: pp 60). The

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Emirates Group has thereby recognised 12 employees in the year 2017 for their outstanding
performance. These employees had gone beyond the call of their duty for providing the best
services to the customers. The winners are thereby motivated to provide better performance
in the organizational processes. The award that is provided to these employees is called the
Najm Chairman’s Award. The award is provided to the employees for saving lives and
providing them with first aid when it is required (Al Ariss and Sidani 2016).
Relationship of performance management with HRM practices – Performance
management is a method by which the managers and the employees of the company are able
to work together so that they are able to achieve the organizational goals. The continuous
process of reviewing the performance and improvement of employees is an important part of
the performance management process. The annual review of performance is not enough for
the efficient performance of an organization. The monitoring of performance is therefore
quite important which can help the company to enhance the productivity of the employees.
The main goal of performance management is thereby to improve the effectiveness of the
employees. The establishment of the proper performance management system thereby
requires right of resources and time (Shields et al. 2015). The management needs to form a
committee for the purpose of creating an effective performance management system. The
support that is provided by the company for the management of performance is also
important for improving the inadequate performance of employees. The introduction of a new
system of performance management or the modification of the existing system is important
for enhancing the performance of the employees. The cycle of performance management is
formed in the modern organizations which consists of three parts like, planning, monitoring
and reviewing and evaluating. The coaching that is provided to employees is also a part of the
performance management system. The direction, support and guidance that is provided to the
employees can be termed as coaching (Al Ariss and Sidani 2016). The managers thereby

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need to recognise the strengths and the weaknesses of the employees so that they are able to
get the performance. The coach thereby needs to play an important role in the improvement
of employee performance and the profitability and revenues of the company as a whole. The
feedback that is provided by the managers helps the employees to excel in their fields. This is
an important part of entire process that is conducted by the modern organizations. The HRM
practices of the company are important for the proper performance management process
(Shields et al. 2015). The employees are the major human resources of the organization and
the practices that are developed for managing human resources thereby plays an important
role in the performance management based aspects. The leaders and managers are most
important in this case as they are able to provide proper guidance to the employees regarding
the ways by which they can achieve the goals. The performance of employees is also
analysed by the leaders in an effective manner. Emirates Airlines has an effective leadership
team which acts as the most important part of entire organizational processes. The
competitiveness of the employees is increased with the help of the motivation that is provided
by the managers (Rees and Smith 2017).
Challenges of performance management – The performance management system in
Emirates Airlines has faced some major challenges that are related to the successful
operations of the company and productivity of the employees. The process of combating the
inconsistent levels of engagement of different managers is a challenge that is faced by
Emirates in its operations. The lack of training that is provided to the managers is also an
issue that is faced in the performance management based activities. The metrics that are
established by the management of Emirates is not always appropriate to measure the success
of performance management system (Purce 2014 pp 67). The rewards that are provided by
the company to the employees with respect to the types of jobs that are performed by them is
a major challenge. The staff of the company do not feel the rewards to be justified according

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to the performance levels that has been shown by them. The system that helps the company to
distinguish between the average and high performers is not effective enough for Emirates
Airlines. The company thereby needs to overcome these challenges so that the performance
management system helps in enhancing the productivity of the employees and the revenues
of the company (Brewster, Chung and Sparrow 2016).
1.1Performance Management-Performance Matters
Performance management is assisting the staff in an organization to understand their
role and responsibilities, as well as developing their skills and knowledge, in order to achieve
the company planned business objectives and high levels of organizational performance.
According to Armstrong and Baron, “It is now commonly agreed that performance
management as a natural process of management contributes to the effective management of
individuals and teams to achieve high levels of organizational performance. As such, it
establishes shared understanding about what is to be achieved and an approach to leading and
developing people which will ensure that it is achieved.” (Armstrong & Baron 2005: 2) In
other words, performance management is also beneficial for enhancing both employee
individual level and organizational level.
In Emirates Group, “Performance Matters!” (PM!) is a strategic performance
management process which assists managers to review, document and manage the
employees’ performance in order to achieve high level of business performance. The process
enables employee to understand their expectation, as well as to develop their skills and
abilities to perform their expectations according their role. More importantly, employees are
given feedback on their annual performance to improve and enhance their abilities to meet
the company business purpose and value.

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In Emirates Group, there are 30 main departments and more than 70,000 employees.
It is necessary to establish a corporate purpose and value of emirates business; therefore,
employee can consistently perform their job role in accordance with the business focuses,
even they come from different departments.
Emirates emphasizes on services all employees are expected to be cost effectively
provides the highest standards quality of service. Meanwhile the company provides career
promotional prospects. “To support the Emirates Group purpose our employees are expected
to be united in our quest for superior performance and service. In return the Group
recognizes the positive contribution of individuals and business units and will endeavor to
provide challenging and rewarding development opportunities.” (emirate group world)
Besides, individual performance should be corresponding with the department
objectives. Thus, corporate values for all employees are the most essential part of the
Performance Matters!. They are the guidelines which agreed by senior management team for
employee to follow and in response to their daily work, as well as supporting the Emirates
Group business purpose.

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(Emirates Groupworld)
Service Excellence, Innovation, People, Financial Strength, Safety are the corporate
fundamental values of Emirates groups, they are expected to be translated into practice, as
well as in the performance management process.
Existing employees such as airport services agents who are on the front-line operation
are required to attend trainings regularly, as well as cabin crew apart from annual recurrent
training for safety and emergency, they are required to attend services refresher training.
Through the training, employees are upskilled and more motivated, which resulted in better
customer services and improve the productivity which is the goal of “service excellence”
According to Armstrong’s definition, performance management is a nature process of
management. It does not require which is a cycle of model that consists of several related
activities and processes. Armstrong’s Plan-Act-Monitor-Review
Deliver products and services of consistently high quality so as to secure the enthusiasm
and loyalty of our customersService Excellence
Continue to be a market leader, providing products and service which successfully and
profitably integrate the most advanced developments.Innovation
Recruit people of high caliber and train existing staff to enable them continuously to
improve the business in an environment which encourages teamwork, loyalty and
commitment to our ongoing development and success.
People
Provide service and products of high quality which offer good value for money, and will
advance the Group's profitability through both creative savings and determined selling.Financial Strength
Protect our customers, staff and assets through a ceaseless commitment to international
and all other appropriate safety standards and the adoption of practices which
emphasise safety as a paramount personal responsibility.
Safety

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Goal setting:
SMART objectives
SMART objectives can be used as a guide for the purpose of creating effective
objectives which are meant for the improvement of the employees. The specific part of
SMART objectives is used to define the target clearly to the employees. The measurable part
of SMART objectives is used to the define the target with the help of a number. The
appropriate part of the SMART objectives is used to take the necessary steps that can help in
the achievement of objectives. The realistic part of the SMART framework is used for the
purpose of deciding the chances that are available to achieve the desired results. The time-
bound part of the SMART objectives is used for defining the time that is taken for the
achievement of goals that are set by the company. The performance management system
thereby helps in the achievement of the goals or SMART objectives that are set by the
company for the employees (Konrad, Yang and Maurer 2016 pp 90).
Features of PM:
Performance Appraisal:
Performance appraisal is a common performance review scheme in an organization, it
is often described as “dreaded annual performance review” by employees, as many managers
concentrate on negative performances rather than taking it as opportunity for employee future
development.
Conclusion
The essay can be concluded by stating that the management of performance of the
employees is an important part of the organizational processes. The performance
management process of the modern organizations is the most important process which helps

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in managing the employees or the human resources. The analysis of Emirates Airlines has
depicted that the company has to manage the employees in such a manner which can increase
the profitability and to enhance the performance as well.

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