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MGTS7604 International Human Resource Management

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  • Course Code: MGTS7604
  • University: The University Of Queensland
  • Country: Australia

Question:

Developing a Human Resource strategy at British Airways

1. Explain the purpose and scope of Human Resource Management in terms of resourcing an organisation with talent and skills appropriate to fulfil business objectives.

2.  Explain the purpose and the functions of HRM, applicable to workforce planning and resourcing in British Airways.

 

Answer:

Purpose and Functions of Human Resource Management

British Airways (BA) is an international airline organization that is carrying over 33 million passengers all over the world. The company is involved in managing the cargo operations, scheduled passengers and other services. It has two bases one is Gatwick and Heathrow. It has become one of the largest multi-national airlines in the world (British Airways, 2018). To attain its business objectives, British Airways is making investment on its human resources that can be considered as the most suitable bridge between human resources and success of company. The functions of HRM assist the organization in managing the employees and their responsibilities which are given by senior management. At British Airways, these all functions are organized effectively to achieve its purposes. The primary purposes and functions of HRM at BA are given below:

Purposes 

To achieve the business objectives of British Airways

British Airways is using the best practices to recruit its human resources so that it can achieve its objectives effectively. To achieve its goals and objectives, the role of HRM at BA is to hire, train and grow the employees and where required to detain or dismiss them. The organization is able to lead the employees towards objective through effective training program. The major purpose of HRM is to develop their skills and abilities so that they can help the company to achieve its goals (Bratton and Gold, 2012).

To establish a pool of competence in organization

British Airways has adopted a typical development program like individual learning and individual employee development so that it can attain a pool of competence. Through this, the employees are able to survive in an unforeseen business conditions.

To enhance the relationship between performance and rewards

British Airways is engaged in managing its human resources in order to establish an improved relationship between rewards and performance. The management at company understands that it is the best way to motivate the employees. So, it has adopted some reward schemes which will finally align with goals of airlines (Eaton, 2017). It has implemented a performance related bonus scheme that is paid to all employees.

To develop a high performance culture in the organization

This is one of the most significant purposes of any company because HRM can help the company in establishing high performance culture in major ways. At British Airways, HR division makes sure that its staff is working on its responsibilities appropriately that supports the organization in maintaining an organizational culture. It has adopted innovative and advanced technology to establish high performing culture (Boxall and Macky, 2009).

 

Functions 

At British Airways, the functions of Human Resource Management not only assist in the management of current employees, but also in planning the changes that will affect the future requirements for staffing. These functions are applicable to the resourcing and workforce planning in British Airways. Three primary functions of HRM at British Airways are given below:

Training and development

Training and development is one of the major functions of Human Resource management, to which managing is responsible to manage the training for existing and new employees, who need enhancing their skills and abilities. British Airlines have adopted various training programs which enable the changes in attitudes and values across the company. The company has a training program i.e. “Putting People First Program” that is aimed to more than 20000 employees (Ford, 2014). These employees are trained to make major focus on customers. HRM division at BA has adopted these training and development programs to enhance their potentiality towards customer service delivery. It has aligned these functions with the strategic goals and objectives of British Airways.  

Performance Management

Performance management is another important function at British Airways that assists the organization in attaining above mentioned purposes. Under this function, the firm uses different methods for measuring and managing the performance of its employees. Performance evaluation is essential for understanding the growth and productivity of human resources whether they are meeting the standards which are set by the companies. British Airways use different methods under performance management function such as ranking method, 360 degree feedback system and Management by Objective. Under ranking method, British Airways gathers the feedback from customers via telephones and mails on various points like behavior, interaction and airline services. After that, manager ranks the performance of employees considering this feedback. Under management by objective method, the contribution of each employee in organization’s objective is considered (Storey, 2014). Under 360 degree feedback method, team members, customers, senior managers, staff is involved. It also considers the delivery of services and communication to ensure the service quality. It also helps in managing and evaluating the performances of employees at British Airways.

Recruitment and Selection

Recruitment and selection are two important functions when a company plans to fill the vacant position in organization. Recruitment is the process that is used to generate pool of candidates with the needed abilities and skills. After the completion of recruitment, organization recognizes the most suitable employees via selection process. British Airways hire the fresher candidates through campus placement from educational institutions and provide them training for enhancing their skills. In addition to this, it also recruits the candidates via online portals and organizes online interviews. It gives the priority to the local candidates that indicate partiality among candidates. The major focus of company is on hiring the trustworthy candidates and recruiting them through internal process (Adverdmuzoo, 2017).

Strengths and Weaknesses 

Strengths

  • Conducting campus placement from educational institutions helps in attracting the people with updated and quality knowledge. For example, these institutes give assurance about the knowledge and capability of candidate.
  • Online hiring enhances the speed and productivity of application for both organization and applicants.
  • Conducting online interviews can assist the organization to save the time of walk-in at organization’s workplace (Kurtz and William, 2017).
  • Through online portal, company can approach a large pool of candidates.

Weaknesses

  • Hiring a fresher candidate requires an effective and huge training that increases the administration cost of British Airways.
  • Sometimes, people leave the organization in between the training and development program.
  • The management at British Airways follows the stiff kind of training which leads to experienced candidate’s loss (Adverdmuzoo, 2017).

In this way, British Airways has managed its human resources in an effective way. The company is using significant Human Resource strategies and functions so that it can meet the overall objectives of organization.

 

References

Adverdmuzoo, 2017, Recruitment and Selection Process in Easy Jet vs. British Airways [Online], Available from https://medium.com/@muzoo2695/recruitment-and-selection-process-in-easy-jet-vs-british-airways-532d2f5baecc. [Accessed 9 April 2018].

Boxall, P., and Macky, K., 2009, Research and Theory on High-Performance Work Systems: Progressing the High-Involvement Stream. Human Resource Management Journal, 19(1).

Bratton, J. And Gold, J., 2012, Human Resource Management: Theory And Practice. 5th Ed. Basingstoke: Palgrave.

British Airways, 2018, British Airways: Book Flights, Holidays & Check In Online, [Online], Available from https://www.britishairways.com/en-us/home#/. [Accessed 9 April 2018].

Eaton, J., 2017. Globalization and human resource management in the airline industry. UK: Routledge.

Ford, J.K., 2014. Improving training effectiveness in work organizations. UK: Psychology Press.

Kurtz, J. and William, A., 2017. Influential Role Of Employee Perception Of Recruitment And Selection On Performance. Australian Journal Of Economics And Management Sciences, 7(5).

Storey, J., 2014. New Perspectives on Human Resource Management. UK: Routledge.

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