Strategic Human Resource Management Report for Atlantic Star Airlines

This report provides a comprehensive analysis of strategic human resource management (HRM) within the context of a tourism company, Atlantic Star Airlines. It begins by identifying key current trends and developments influencing HR strategy, such as globalization, workforce diversity, technological advancements, and employee experience. The report then analyzes the impact of both external factors (e.g., labor availability, government regulations) and internal factors (e.g., company growth, technology adoption) on HR practices. Several strategic HRM models are explored, including the Standard Casual Model and the 8-box model, along with the Universalistic and Contingency approaches. The report also examines how change management models support HR strategy and discusses the monitoring and measurement of HR outcomes to support sustainable performance and growth. The report concludes with a reflection on the contribution of HR monitoring and evaluation techniques to sustainable performance and growth, addressing potential consequences of their implementation.

Strategic Human resource
management
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Determine key current trends and developments that influence an organisation's HR
strategy...................................................................................................................................3
P2 Analyse how both external and internal factors that influence HR strategy and practise.4
M1 Analyse the influence of external and contextual development and relation with HR
strategy...................................................................................................................................5
D1 Critically evaluate the influences of key external and contextual developments, applying
relevant theories, models and concepts..................................................................................6
TASK 2............................................................................................................................................6
P3 Apply relevant theories and concepts relating to growth and development of strategic
HRM.......................................................................................................................................6
M2 Relation of human resource theory in organisation.........................................................9
D2 Evaluate how human resource theory relates to practise by organisational example....10
TASK 3..........................................................................................................................................10
P4 How change management models support HR strategy..................................................10
M3 Justification for change model.......................................................................................11
D3 Implementation of change management models, strategies and concepts.....................11
TASK 4..........................................................................................................................................11
P5 Explain how HR outcomes can be monitored and measured..........................................11
P6 Discuss and evaluate how effective HR management and development can support
sustainable performance and growth to meet organisational objectives..............................12
M4 Suggestions for HR development techniques................................................................13
D4 Critically reflect on how HR monitoring and evaluating techniques contribute to
sustainable performance and growth, addressing potential consequences of their
implementation.....................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16
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INTRODUCTION
Human resource management is a distinctive approach for employment management.
This is associated with attaining competitive advantage by deployment of skilled labour and
employees. There are various techniques involved within HRM and some of these are personnel,
structural and cultural techniques (Analoui, ed., 2017). Strategic HRM enables managing of
workforce and organisational strategies. It helps to provide motivation and encouragement as it
will help to enhance performance of company.
Background of the company
This report is based upon a tourism company naming Atlantic Star Airlines. This is a private
airlines company of England and Wales which established in the year 2012. This airlines
company is involved in creating an airline for serving British people. This report consists of
description about current trends and how HR strategy is affected by external and internal factors.
There are several theories related to HR strategy discussed within this report. There is a change
management model which can be applied within company for managing organisational change.
At last, there is explanation about how HR outcomes can be measured and monitored.
TASK 1
P1 Determine key current trends and developments that influence an organisation's HR strategy
There are some current trends within human resource is context of travel company. There
is need of implementing effective HR strategies for enhancing the company's efficiency (Barik,
and Pandey, 2016). There are several key trends which affect HR strategy of Atlantic Star
airlines. Some of these are mentioned below –
Globalisation – Atlantic Star airways has an opportunity to expand it’s business worldwide
by using strong managerial strategies.
Workforce diversity - When companies like this expand business in other countries, then
there is involvement of workforce diversity.
Increasing competition for skills requirements - There is need for Atlantic airways to increase
competition for improving skills of employees and workers.
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Technological advancement - New technologies are needed by Airlines company to manage
the working and functioning of company.
Continuous Improvement development
Employee experience – It is very effective for company to focus upon increasing employee
experience. This enables the employee to feel more engaged and involved within the workplace.
Management of Atlantic Star airlines has to concentrate and focus upon performance
management and company culture. A major role of HR department is to increase journey map of
employees and provide exposure to feedback techniques and tools.
Advanced people analytics – It has become important for companies to manage the performance
of their employees. There is need to enhance utilisation of best people analytics so that company
can succeed (Bawa, Jantan, and Ali, 2020). There are some predictive models used for managing
employees and staff members. The Atlantic Star Airlines must analyse the SAP success factors,
Viser, ADP, Oracle and Cornerstone which provide HR tools for improving employee
effectiveness.
Learning management systems – It is very important to learn new skills for staying updated.
There is need for constant learning of HR trends as it will provide learning opportunities to
employees (Chowdhury, 2020). There is improved skill set which helps employees for delivering
positive workplace where employees can enhance their productivity. The learning management
systems help in managing critical part for tracking learning process of employees. This requires
collaboration among different departments of Airlines Star organisation.
Digitised rewards and recognition - There is usage of recognition and praise for helping
employees to enhance their productivity and efficiency. Digitised rewards have become new
trend for rewards and recognition. They have to be managed properly for preparing all rewards
digital.
P2 Analyse how both external and internal factors that influence HR strategy and practise
Human resource department plays an essential role in accomplishing various functions
like workforce planning, labor relations, training and development, legal compliance, etc. of the
company (Dixit,2019). There is an effective human resource department which is involved in
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providing daily activities of the company. There are various effective human resource strategies
which encounters external and internal factors. In context of Atlantic Star Airlines, the external
and internal factors which affects company operations are mentioned below -
External factors Poor labour – Human resource department of airlines company has to maintain effective
staffing levels so that there is proper workforce planning. An external factor which
affects ability for recruiting talented employees is availability of qualified employees and
labours. This is a factor which gets affected by unemployment rates, number of skilled
employees, etc. As Atlantic Star Airlines is a big organisation, it is considered that HR
managers have to focus upon recruitment.
 Government rules and regulations - There are some federal and state workplace
regulations which have great impact upon the company. Every company has to follow
training, hiring, compensating and disciplining which are affected by regulations. There
are different lawsuits which can be filed by vendors, customers and employees which can
impact upon modifying office configurations.
Internal factors Growth of company – This is an internal factor which impact HR strategy as by
analysing current and projected growth, it is easy to evaluate whether sales can be
maximised or not. There are several companies which experience growth and expansion,
hence they need strong human resource management (Gupta and Tyagi, 2018). There are
several downsizing companies which have to take decisions in context of staff and
employee
 Use of technology – When new technology is used within the company, it is seen that HR
functions get affected. New strategies are prepared in such a manner that they are not
harming the technological way of company functioning (Järlström, Saru and Vanhala,
2018). There is need to manage enhancement of technology as well as strategic HRM for
attaining organisational goals.
M1 Analyse the influence of external and contextual development and relation with HR strategy
In context of Atlantic Star company, there are some external and internal factors which
are affecting organisational functions as well as HR activities (Korff Biemann, and Voelpel,
2017). There are certain government regulations for Airlines company related to employee
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welfare. Hence, it is needed that all HR strategies are developed according to the government
regulations and rules.
D1 Critically evaluate the influences of key external and contextual developments, applying
relevant theories, models and concepts
HRM activities have a positive and negative effect on British airways market based on the
company's HRM strategy. The management committee needs to expand the skill set British
airways staff for business education in the sense of the company under consideration. The
corporation plans to increase the organization's workforce that will provide quality service to
customers. When the business relies on all forms of qualifications, there are opportunities of
increasing customer satisfaction. As per the above discussion, it is said that organisational
growth relies on human resource management activities. Therefore the management team of
British airways, there is better performance.
TASK 2
P3 Apply relevant theories and concepts relating to growth and development of strategic HRM
There are several models which are used within strategic HRM and these help to evaluate
different ways to enhance human resource management. Some of the models are mentioned
below -
Standard casual model of HRM
This is a well known model of strategic HRM which is associated with managing the
coordination among different elements of human resource of organisation. This is a model which
demonstrates business strategy through HR process and financial performance. According to this
model, HR activities are aligned with organisational strategy and this helps in attaining success
and growth (Macke and Genari, 2019). This strategy is derived from analysing all the human
resource aspects. HR practices focuses upon developing good management of training, hiring,
compensation and appraisal. There are various HRM outcomes that enables effective
performance regarding quality, innovation and productivity. Training provided to employees is
associated with enhancing internal performance of company. In context of reverse scenario, it is
seen that when the investment is high then HR outcomes are more better. Relationships within
the company are not unidirectional and this models shows that HR strategy is developed and
formulated so that internal process and financial results are managed.
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The 8 box model
This is a strategic HR model given by Paul Boselie. This is used for showing different
internal as well as external factors which affects the way of HR functioning. When there is
minimised skills among market then it influences the way of recruiting, sourcing, hiring, etc
(Mondy, and Martocchio, 2016). Another institutional context means legislations that affect the
way in which work is conducted. There is a core management of all HR activities needed for
managing the configuration of organisational processes. There are several HR strategies which
have an objective of developing efficient ways for enhancing the employee performance. An
organisation has to plan HR strategy and process for enhancing skill development within
workforce. Some elements including technology, culture and history are associated with the way
in which HR communication is enhanced. According to this model, there are six categories for
Atlantic Star airlines organisation. These are mentioned below -
Intended HR practise – This means that HR management has the responsibility to recruit, train
and manage other activities properly. For Atlantic Star organisation, it is concluded that human
resource functions are efficiently conducted. There is requirement of managing and controlling
HR practise so that goals are attained.
Actual HR practise - There are several intentions used within the company which provides
cooperation between manager and HR. There are managers who have to decide the way in which
things are done in different manner. They are not always according to the actual practices.
Perceived HR practise – This is defined as the way in which employees analyse how
organisation will work. Managers and HR have to perform in best manner for conducting HR
practices (Pattanayak, 2020). This is seen that HR functions are done in effective manner and
these ascertain to manage achievement of employee performance.
HR outcomes – The perceived HR practices help in attaining HR outcomes. These are associated
with Standard Casual model. This is helpful for reaching business goals. It is considered that HR
functions are effectively controlled using this model.
Performance management- This is defined as theory in which different companies try to
measure the performance of employees and staff. HRM of Atlantic Star organisation is involved
in managing the performance of employees and ensure that they are skilled and competitive.
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This company has an objective of managing various organisational functions and tasks which are
associated with controlling and monitoring activities of staff members.
Universalistic approach
Universalistic approach argues that 'best practises' are similarly relevant to any company in
regards to a wide variety of HR challenges such as staff recruiting and hiring, preparation and
growth, employee engagement regardless of the type of special aspects companies may have.
Contingency theories
On the other hand, contingency or 'best match' policy conflicts with the nature of uniform HR
problems prescriptions and emphasises the need for convergence between HR policies and a
wide variety of other organisational policies.
SHRM's configurational approach emphasises the need for activities that are dependent on
operational requirements, but also stresses the need for horizontal or internal suit. the
configurational approach respects the value of 'best practises' but at the same time understands
the importance of adapting HR policies for the overall corporate plan.
Different motivational theory
Herzberg theory
Motivators and hygiene considerations are the two variables founded by Herzberg. The different
factors associated with this theory are mentioned below -
1. Factors Inspire
The involvement of motivators triggers workers to work harder. Inside the actual job itself, they
are found.
2. Factors in Grooming
The lack of hygiene variables would lead to less stressful tasks for workers. In the real task itself,
hygiene variables are not present, but they accompany the job.
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In the accompanying diagram, the influence of motivational and hygiene variables is
summarised. Notice that you can also see motivators referred to as happiness variables, and
hygiene variables referred to as frustration variables. The Motivation Theory paradigm of
Herzberg, or Two Factor Theory, offers two factors impacting organisational motivation.
Hygiene considerations and motivating factors are those variables. If not present, hygiene
considerations will cause an employee to work less. Motivating influences, if present, may
motivate an individual to work harder. Start by having some hygiene problems fixed to use the
principle inside the Airlines business. By introducing as many motivational factors as possible,
the seniors of the airline business will improve morale.
The best practise and best fit approach
Through understanding the impact and essence of vertical integration, the 'right match' approach
to strategic human resource management (HRM) examines the near relationship between
strategic and HRM. Vertical alignment is perceived to be a central concept in strategic HRM,
where leverage is obtained by the strong relation of HR strategies and activities with the
corporate goals and hence the external background of the firm. The 'best practise' emphasises the
relationship between 'packages' and operational success in effective HR activities, often
described in terms of employee participation and satisfaction. Such best practise collections can
take various forms; others have proposed a standardised set of procedures that would increase the
productivity of all organisations to which they have been implemented.
M2 Relation of human resource theory in organisation
In context of Atlantic star Airlines, it is considered that they are having skilled employees
and staff members who are managing the operations effectively. The performance of staff and
employees is recognised by motivating them and appreciating their good work. It enables growth
and development of company (Pattanayak and Sahoo, 2017). 8 Box model is used within
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Atlantic Star Airlines and it helps to analyse employee performance and increase satisfaction.
Human resource has an objective of managing the business activities as well as performance of
employees. By applying this theory, the company was able to maximise company's profit.
D2 Evaluate how human resource theory relates to practise by organisational example
The human resource is defined as important function that includes managing and
developing employees. In context of Atlantic Star Airlines, it is considered that HR management
strategies are costly and it enables enhancing employee performance. There are some
occupational hazards within this airlines which limits success. This organisation has started
focusing upon health of employees so that the targets and goals can be achieved in less time.
TASK 3
P4 How change management models support HR strategy
Change is inevitable and this is necessary for companies to manage the HR strategies
when changes are adopted within workplace. For a company's growth HR strategies are made
efficient and effective. There are various benefits which this airlines company has if it is
adopting good HR strategies (Pattanayak and Sahoo,2017). For the Atlantic Airlines, there is
consideration of managers to enhance employee performance. Change model of Kurt Lewin is
analysed for Atlantic Star organisation. There are basically three stages of change in this
organisation. These are mentioned below -
Unfreeze change- It is defined as the main stage of this model which is associated with
the need and urgency of change. In an organisation like Atlantic star Airlines, change is required
for enhancing performance of employees. There is need to manage the different stages of
change while implementing the new strategies of employee development. There are different
ways to increase employee motivation and these is need for selected organisation to choose the
best strategy for smooth functioning of business. New policies and regulations are adopted by
companies to increase employee engagement.
Change- At this stage, it is seen that change has been implemented in the HR process.
New techniques of motivation are used in the company and change is effectively managed.
Training is provided to employees on the basis of their skills and abilities. Proper decision
making can be done to increase company performance if employees are skilled.
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Freeze- This is known as last stage of change process and it reflects that change
adoption is completed. Confidence is built among employees and staff for dealing with various
challenges at work (Sheikhaboumasoudi,Isfahani and Barzoki, 2019). Training to staff of
Airlines has helped to maintain effective functioning. There is use of effective technology for
managing the employee welfare and performance.
M3 Justification for change model
This is analysed form the above discussion that change is necessary for this Airlines as it
helps in managing the organisational functions and tasks properly. Change is necessary for this
company because by providing training to employees, it is ensured that staff can use new
techniques used in work. It will automatically lead to increase of company's growth and
development. Kurt Lewin change management model is known as an effective model which is
adapted by company for carrying out HR strategies in improving employees.
D3 Implementation of change management models, strategies and concepts
Above stated steps including unfreeze, change and freeze are included in Kurt Lewin
change model. This is used for managing the adoption of change in this company. Change
management has taken place in this organisation efficiently. It has lead to manage the change
within company effectively and achieving success. Main objective of HR strategies is to develop
prominent ways to provide training.
TASK 4
P5 Explain how HR outcomes can be monitored and measured
Strategic HR is associated with organisational tactics which are linked to HR strategies
and planning. It is seen that HR outcomes have to be monitored in order to know what is the
progress of HR planning within company. In reference to Atlantic Star organisation, it is seen
that HR strategies are developed in an effective manner and employee benefit is provided. There
is need to analyse and evaluate performance of staff members and they must be appreciated for
attaining success (Tsao and et.al., 2019). HR department is considered as backbone of each and
every organisation. This provides support to main responsibilities of tasks associated with
employees and staff. In a company like Atlantic Star Airlines, it is considered that different
results are obtained after evaluating HR outcomes. Some of these are described below -
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Key performance indicators – This includes certain key indicators that provides
information about progress of HR results. These are generally used by companies which have an
objective of developing effective decisions of business. Performance of employees is judged on
the basis of indicators such as profit margin, average attendance, etc. There is need to have
strong and effective plan to evaluate HR outcomes. This is done through evaluating KPI's.
10 C checklist - This is known as another concept that is associated with progress and
performance of the company. It is considered that by using this method, HR strategies can be
evaluated effectively. These C includes credibility, comprehensiveness, competence, creativity,
congruence, commitment, change, cost effectiveness, control. These are evaluated on the basis of
performance level and measured according to these factors. By evaluating these factors, it is
considered that determination of HR outcomes is helpful for conducting the business in effective
manner. These principles help to know which employee is having all the required capabilities.
Performance management system - It is known as an effective way of evaluating
progress within HR results and outcomes. Main aim of HR strategies is to maximise the
performance of employees and align vision, mission and goals of the company with HR
objectives. This is a proper plan used by senior managers to evaluate their employees and staff
members. This is helpful in managing the flow of proper functioning of business. Performance of
any employee is evaluate as it helps to prepare a proper plan for training of that employee.
Growth and development are known as two most important elements for the HR department of
Atlantic Star Airlines because it leads to effective management and minimises the time for
attaining success and growth.
P6 Discuss and evaluate how effective HR management and development can support
sustainable performance and growth to meet organisational objectives
Sustainability is defined as the process of remaining successful within market by
adopting effective strategies. This is associated with the need and requirement of achieving
organisational objectives. There are various elements which emphasise upon the management
and development. Workforce is prepared in order to conduct business operations. There are
certain skills, abilities, innovation, values which are used for evaluating the objectives and goals
of company. It is important for the Atlantic Star Airlines for maintaining sustainable growth and
development. There is need to manage the effective flow of HRM because of the following
reasons -
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