Recruitment Strategy Analysis: Singapore Airlines HR Management

This report provides a comprehensive analysis of the recruitment strategy employed by Singapore Airlines (SIA). It begins with an introduction to the airline industry and highlights the importance of effective human resource management for organizational success. The report then provides an overview of Singapore Airlines, including its mission, operations, and employee base. It delves into the job analysis and job design for the HR manager role, outlining key responsibilities and required competencies. The core of the report focuses on recruitment strategies, including job advertisements and the use of employment agencies. It also examines selection strategies, such as preliminary screening, written tests, interviews, and cultural fit assessments. The report concludes by emphasizing the critical role of recruitment policies and procedures in defining organizational performance standards and providing recommendations for effective HR management within the aviation industry. The report underscores the importance of strategic recruitment and selection processes for ensuring a skilled and effective workforce, ultimately contributing to the airline's success.

Running head: RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
Recruitment strategy analysis for Singapore airlines
Name of the student:
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1RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
Table of Contents
Introduction: 2
About Singapore Airlines: 3
Job analysis and job design: 4
Recruitment strategies: 5
Selection strategies: 7
Conclusion: 8
References: 9

2RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
Introduction:
Airline industries are one of the fast rising companies and the growth of the airlines
industries has brought forward a lot of beneficial surprises for the society in general. First and
foremost the airlines industry contributes a significant chunk to the growing economy; the
business research analysts have deemed airlines industry to be the fastest growing industries in
the world. According to the recent statistics the aviation industry contributes roughly 3.5% of the
annual gross domestic product of the world which can be calculated approximately to 2.7 trillion
dollars; hence the importance o the airlines industry is paramount to the economy. However, like
any other corporate sector, an industry can perform well only when it has an efficient employee
base (Yang & Xinde, 2014).
In order to have an employee base that is efficient, skilled, loyal and proactive, the
recruitment pattern should be equally efficient and robust as well. And for that purpose an
industry needs a qualified and efficient HR manager, who will have the required charisma,
foresight and persuasiveness that will not only allow him or her to choose the best personnel for
different designations, but will also allow him or her to manage the employees’ performance and
behaviour in the organization as well. Now a the whole concept of sustainability of an
organization depends on the performance quality and productivity of its employees depends
relies on the capability of the HR manager to maintain optimal organizational culture and
employee selection and their management, the importance of a HR manager is supreme for an
organization to retain smooth sailing success (Wirtz & Heracleous, 2016). This assignment will
explore the necessary recruitment strategies for a HR manager taking the context of aviation
industry, the airlines chosen for illustration is Singapore airlines.

3RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
About Singapore Airlines:
Singapore airlines are the basic flag carrier in the island country, and together with its
subsidiaries it performs the majority of the passenger and the cargo air transportation, terminal
services, engineering services and many more. This airline company operates in the entire
eastern Asia and the employee strength of the company is about 30088 staffs according to the
recent statistics shared by the organization. The annual revenue generation by the company is
15975.5 million dollars which is quite commendable considering the current status of economy.
The mission statement of the airlines is centred on the basic goal to provide air transportation
services with optimal quality and safety to the people all the while maximising the revenuer
returns to safeguard the best interests of all the stakeholders involved. Elaborating more on the
nature of business process, the very first principle followed in the organization is the clarity and
commitment to the customers. They provide an integral and interactive communication system
with their customers to ensure that best service support is provided to the customers.
Furthermore, for better career growth of the employees, the airline company also regularly
engages in continuous training and career development programs in order to entertain the skill
enhancement for the employees (Singaporeair.com., 2017). There are a number of innovative
business process management techniques employed to entertain more customer satisfaction like
in-flight free resources, individual video screens, gaming devices and other in-flight
entertainment devices. Lastly it has to be mentioned that the company also engages in a robust
and periodic rewards and recognition program that helps in boosting staff loyalty as well. Hence,
it cannot be ignored that the company engages in a vast variety of different activities and
programs in order to boost the brand reputation and these business process management
activities can only be organized effectively by the means of a highly efficient middle

4RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
management team, the position of HR manager selected plays pivotal role in this
(Singaporeair.com., 2017).
Job analysis and job design:
The designation of a HR manager can be defined as a link between the employees and the
management hierarchy of the organization, a personnel who is entrusted with two basic functions
within the organization, the first is to overlook the entire business process functions in teh
organization, and secondly, overall employee management. Now it has to be understood in this
context that these job responsibilities entertain elements from a variety of different HR
management disciplines, like compensation benefits, employee training and improvement,
employee relation improvement, recruitment, selection and retention. First and foremost, an
important role of an HR manager is to devise and negotiate strategic compensation plans and co-
align them with adequate performance management and the compensation structure of the airline
company. As mentioned above, an HR manager does not only recruit employees; rather the
entire performance management and development comes under their job responsibilities. Hence,
an HR manager will have to arrange and manage orientation programs, professional and personal
development programs, leadership seminars to ensure that the needs and requirements of the
company and its staff is addressed at all costs (Ślusarczyk & Golnik, 2014). Moreover, an HR
manager is the professional personnel is entrusted with the responsibility of both maintaining and
fortifying the employee-employer relationship in the organization by crafting an efficient
employee relation management strategy, that will incorporate all the steps to ensure that the best
interests of the employees are met and the grievances of the employees are regularly
communicated and heard to. Lastly, the most instrumental responsibility of the HR manager is to
perform adequate recruitment for the employees in order to meet the workforce demand of the

5RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
airline company and follow the present labour market trends. Hence, HR manager will be
responsible for he over all decision making procedure that involves corporate branding for
recruitment and the recruitment procedure itself (Swider, Zimmerman & Barrick, 2014).
Now considering the core competencies required in a HR manager include excellent
communication skills, decision making capabilities, persuasive and motivation skills, and critical
management competencies. It has to be mentioned in this context, that the performance quality,
efficiency of the staff and workplace ergonomics are key principles of the job role for an Airline
company HR manager. There are a number of different risks associated with aviation industry,
fuel management, spilling, hydraulics management, adequate cleaning and in-flight safety
procedures, all fall under the final supervision and discretion of a HR manager. Hence, key risk
management skills are also required; lastly as a HR management is a sector associated with
managing the behaviour and performance of people, the mental capacity of conflict management
and stress tolerance is also a prerequisite for a HR manager. Hence, the recruitment for HR
manager needs to be very strategic and cautious (Sengupta & Sengupta, 2014).
Recruitment strategies:
The recruitment strategy can be defined as the carefully planned and organized set of steps
that define the actions to be taken in order to hold a recruitment program for a particular
profession. This strategy will incorporate a detailed organization for ewach and every step before
and during a recruitment procedure. It will incorporate the planning for job advertisement,
interviewing criteria, basic requirements, interviewer panel selection and management of the
entire procedure. Now recruiting a new HR manager can be a tricky sector, for an airline industry
it is even more complicated to decide on the recruitment criteria to opt for in order, and it is

6RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
mandatory for the recruitment procedure to take into account all the external and internal factors
associated all the while keeping the recruitment procedure as inclusive and diversified as
possible (Schreiweis et al., 2014).
The first and foremost strategy while planning a recruitment program is proper job role
advertisements, it has to be understood that HRM is a crucial position for any corporate4
industry and for a dynamic industry like aviation, it is even more critical. The job advertisements
method that is generally followed in the most business sectors is online media publication. The
strategy for job advertisements must attract the attention of the public in the maximal level,
hence the job advertisement strategy must incorporate all the popular online media interfaces,
and the job description or job roles must be described with clarity and charismatic style to ensure
more and more individuals are attracted to the position (Sarinah, Gultom & Thabah, 2017).
As the role of an HR manager is a very critical domain and the entire recruitment procedure
for the airline company might suffer due to a wrong recruitment, which will eventually lead to
weakening employee strength and overall business process management, there should not be any
risks taken while recruiting for an HR manager. Singapore airlines can opt for the strategy
incorporating employment or headhunting agencies. These agencies in most cases have the most
qualified personnel and will be able to provide the best personnel for the post.
The recruitment procedure is incomplete with a strong and efficient recruitment board or
interview panel. Hence the next strategy for the airline company will be to put together a group
of most qualified higher management personnel for the airline company to carry out the
interview and selection procedure. The panel may incorporate managing directors, business
process manager, employee relation manger, business process analyst and event the vice
chairman of company (Kahungu, 2017).

7RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
Lastly care should be taken to screen the recruitment procedure so that only deserving and
adequately qualified personnel are given the opportunity to appear for the designation and to
ensure that the recruitment criteria are maintained at all costs.
Selection strategies:
The concept of recruitment strategy and selection strategy might seem equivalent
superficially; however there is a significant difference in between the both. A recruitment
strategy is designed and implemented while conducting a recruitment program, however, a
selection strategy decides which candidate will selected for the designation and based on what
factors will the selection procedure will be completed. Hence, a selection strategy is equally
mandatory for a company to have and here should be enough attention invested in designing a
selection strategy (Kahungu, 2017).
Now human resource selection techniques of a particular company may vary greatly, and it
depends absolutely on the staffing needs and characters of the company concerned and the
designation for which the selection procedure is being carried out (Broughton et al., 2013).
The first strategy in case of selecting an HR employee should begin with preliminary
screening, and in this round the selecting criteria must be based on the core competencies of a
HR manager. In the second section, the selection strategy may include a written test that will
judge the basic idea of the candidates about the job roles and requirements of a airline company
HR manager and it may incorporate the intricate key requirements of an HR manager in a day to
day activity in the airline industry (Kahungu, 2017).
In the third strategy the actual interview session with the qualifying candidates may take
place. In this step care should be taken to question the candidates with the most relevant

8RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
knowledge regarding business process management and employee relation management in the
airlines industry along with their ambition and aim in the airline industry (Griepentrog et al.,
2012).
The fourth selection strategy that the company can opt for is cultural fit selection, in this step
the capability of the candidate to fit into the organizational culture of the company should be
explored. It can be carried out by the means of a in-person questioning session, or it can be
carried out by the means of hypothetical role playing activities where the candidate’s recruitment
skills or conflict resolution skills are tested, and based on the performance of the candidate in the
session the best deserving candidate should be selected for the HR manager position (Hawranik
& Pangman, 2016).
Conclusion:
It has to be understood that recruitment policies and procedures have a pivotal role in
defining the performance standards that the corporate organization will be able to achieve. And
as the employee recruitment, retention and overall management of employees depends on the
competencies of an HR manager, any mistake in the hiring procedure for HR manager itself can
lead to severely detrimental consequences for the organization. The recruitment and selection
strategies discussed in the assignment has attempted to consider and include all the important
aspects of the day to day job responsibilities of the HR manager and it can be hoped that these
strategies can serve as efficient tools for recruiting an HR manager for Singapore airlines or any
other relevant corporate organization.

9RECRUITMENT STRATEGY ANALYSIS FOR SINGAPORE AIRLINES
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