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British Airways: Maximizing the Workforce Through Human Resources


In a human organic structure, bosom is the most of import portion signifier where we can judge whether organic structure working all right or non. In the same manner in any organisation the most of import plus is employees. And to maximise their assets, direction should ever pull off the employees working status with intelligence and efficiency. If employees of any organisation are good managed, the organisations largely do really good. It is hence necessary to work on development, edifice, motive, sweetening and enrichment of the employees.

In general every organisation believes that Human Resource ( HR ) offers them sensible advantage. These advantages can be

Quality work force

Choice civilization etc.

Harmonizing to Bratton and Gold ( 2001, p39 ) strategic direction is defined as ‘that set of managerial determinations and actions that determines the long-term public presentation of a corporation ‘ . Strategic HR ensures that employees/human capital of an organisation contributes to its accomplishments with their accomplishments and public presentation. Traditional HR is concerned with execution of policies and techniques like





But when general HRM stopper into the organisation ‘s scheme the result of HR section more range to increase the abilities of their work force and concentrate on the vision and mission. This connexion is made to better the organisation public presentation and develop organisational civilization which in bend facilitates invention and flexibleness. Overall the cardinal rule of Strategic HRM is to accomplish organisation ‘s vision and mission.

But in this globalized and altering universe organisations has to show the importance of an effectual human resource by and large refer to the set of policies designed to maximise organisational integrating, employee committedness, flexibleness and quality of work. So that organisation achieves their ends. To understand more about HRM, I have chosen British Air passages for this class.

Overall about British Air passages

British air passage is the largest air hose in United Kingdom and 3rd in Europe. It is based at Heathrow airdrome in London, the busiest international airdrome in the universe, and has a planetary flight net-work through such spouses as USAir in the United States, Qantas in Australia, and TAT European air hoses in France. Via its ain operational and those of its confederation spouses, British Airways serves 95 million riders a twelvemonth, utilizing 441 airdromes in 86 states and more than 1,000 planes. The chief activities of British Airways is the operation of international and domestic scheduled and charter air services for the passenger car of riders, cargo and mail and the proviso of extra services.

To guarantee that an operation of this size maps as swimmingly and efficaciously as possible, needs good organized Strategic human resource direction ( SHRM ) . There are several attacks and theoretical accounts by which Strategic HRM can be applied but basic strategic HRM theoretical account is widely accepted by many writers, research workers and even critics as good ( Kane and Palmer, 1995 ) . This basic theoretical account is based on the external and internal environment and basic organisation schemes.

Basic Model of Strategic Human resource Management ( Adapted from Kane and Palmer, 1995 )

In order to carry through its mission and aims, BA needs qualified employees for that the HR section is responsible to publicize the vacancy and choice suited campaigners. The enlisting of staff is one of the most critical undertakings within the administration. Peoples are the most of import benefit of any administration and the success of that administration depends on holding people with the right accomplishments and abilities. To do certain that the right people are hired in the first topographic point, a just, structured and professional choice procedure must be used.

Recruitment and choice

“ Recruitment is closely monitored to guarantee that it is merely authorized if the Company is confident that the concern demand is critical ”

So, it can be concluded that BA is following a balanced combination of both theoretical accounts in order to keep efficiency and cost effectivity by carefully engaging and developing employees and on the other manus complacency and benefit of workers by utilizing a humanistic attack.

In the FactBook 2007 BA claims: “ British Airways places great accent on ‘Investing in its people ” . This investing is ever really considerable because of its effectivity and the indefensible effects if it is non made harmonizing to the demands.

British Airway ‘s focal point on constitution of effectual enlisting and choice methods and more significantly on preparation and development of employees can be understood by this addition of 5 % on the employee costs.

Townley ( 1991 ) argues that “ administrations are progressively likely to concentrate on more general properties and values than narrow task-based standards. ” Barclay ( 1999 ) explains the fittingness of administrations are expressed in footings of personality, attributes, flexibleness, committedness and ends instead than the ability to make specific occupation for which individual is being recruited. Torrington and Hall ( 5th Edition: P 142 ) termed these general but valuable properties as organizational standards. It now depends on the nature of administration that what attributes are much valuable for them than other. In instance of British Airways, the bulkiness and spread outing nature of administration requires campaigners with flexibleness and adoptability and ‘utmost professionalism ‘ . Apart from these, in the Fact Book 2007, BA claims that “ The motive and committedness of employees remains cardinal to the success of British Air passages. ”

Classs of sections

To be a spot precise, the enlisting for employees is functionally categorised for six sections.

Customer service

First is Customer Contact which is responsible for presenting on board services for clients. Employees in this section are farther divided under Cabin Services and Passenger Services. BA is looking for campaigners holding client service experience and age over 18. The campaigners for this section should hold composures and warm personality, effectual communicational ability with people from diverse civilizations, ability to work under emphasis and squad support attitude.

Commercial section

Second, there is Commercial Department which recruit people for Gross saless, Alliance, Marketing and Strategy. The administration is looking for campaigners holding ability to work in a dynamic, fast traveling environment with first-class communicating, organizational and be aftering accomplishments to work in this sector. Experience of Customer Service here is besides desired by the pickers.

Technical section

E-Business and IT section and Technical and Operations section covers e-Commerce, e-Procurement, IT and e-Working and pilots, technology, flight preparation sectors severally, which are working for the administration to get by it with the latest technological demands for success. The employees must hold advanced and originative thought with an ability to believe beyond the engineering. Good dialogue accomplishments, job work outing accomplishments and considerable experience and making in occupation related engineering is required.

Corporate Servicess

Corporate Services includes HR, Finance, Health Services, and Legal services, PR & A ; Communication, Safety, Security Community and Environment. This section expression for motivate and committed forces which have same involvement as the aims of administration. Experience and standard making in the related field is normally required.

Alumnus strategies

At the last, there is Graduate Opportunities and Training Schemes sector which hire alumnuss, pupils for industrial arrangement, trainee pilots and technology strategies. The exhilaration and challenge of air hose industry along with the sheer diverseness in company ‘s construction and chance to take the calling in coveted manner by geting valuable accomplishments and experience make BA a precedence for immature alumnuss.

Methods to pick the appliers

Administrations have different ways to choose the campaigners depending upon different factors including clip, cost, administrative easiness and choice standards for the station to be filled. A list of choice methods as described by Torrington and Hall ( 2006 ) includes, Application Forms, Self-Assessment & A ; Peer Assessment, Telephone Interviewing, Testing, Group Selection Methods and Assessment Centres, Work Sampling/Portfolios, References etc. British Airways ( hypertext transfer protocol: // ) usage CV and Application signifiers, Interviews, Assessment Processes, Criminal Record Check.

Applications Forms are the written paperss which normally reflect personal, educational and employment information of the campaigner. Application signifier has been extended by some administrations to inquire much more and much detailed information from the campaigners like about their accomplishments abilities and besides some situational inquiries are made to measure believing attack of campaigner. British Airways emphasis more on the CV and directed the campaigners to develop a well organised, logical and easy apprehensible CV. A brief treatment about the related accomplishments is required with no spelling and grammar errors. The chief aim of Application signifiers is to shortlist the pool of recruited campaigners. Application signifiers can be used to obtain campaigners ‘ signatures as to the truth of the information provided. Application Forms are somewhat better and just index of campaigner ‘s possible due to their standardise format doing the comparing of the information during winnow and short listing easier and less prone to error

Assessment Procedure

Assessment Process incorporate multiple choice techniques normally involves Leaderless groups, Command or executive exercisings, Group Problem Solving, psychological trials, in-basket undertakings and assortment of interviews and presentations. Due to the multiple steps IRS ( 2002d ) noted that these are the most effectual ways of choosing campaigners. At the terminal of the steps, the assessors have to come to cumulative evaluation for each person, related to occupation demands. This choice method is dearly-won and clip taking but provide chance to measure the campaigner by in depth observation. Assessment Process followed by British Airways hypertext transfer protocol: // constitutes Group Exercises, Interviews, Psychometric trials, Presentations, investigative and function dramas.

Group exercisings

Group exercisings will look into the squad working abilities and communicating accomplishments of campaigners.


Interviews contain slippery inquiries and critical state of affairss to make determination.

Psychometric Trials

BA claims: “ The trials we use most frequently focus on verbal and numerical accomplishments. We may besides include a personality appraisal which another tool is designed to happen out a spot more-about campaigner. ”

Interpersonal accomplishments

Fact-finding explores interpersonal accomplishments to garner related information whereas Presentation shows communicating accomplishments of a campaigner with a group.

Role Plaies

In Role Plays, one of the assessors will move as a client and the campaigner have to undertake him harmonizing to the given state of affairs.

Testing method

Testing is one other beginning of choosing campaigners. It is a kind of option for the undependability of interview as an index of public presentation and potency of the campaigner. But positions against Testing dislike the objectiveness of the technique and the trouble to integrate the trial indicants with the remainder of the rating. In the signifier of psychometric testing, function dramas and fact-finding, BA uses this technique to measure the rightness of the campaigner with the demands of the occupation. The other types of trial harmonizing to Torrington and Hall ( 6th edition ) are Aptitude trials, General Intelligence trials, Particular aptitude trials, Trainability tests, Attainment trial and Personality Trials. The elaborate nature of Testing may supply a sufficient analysis of one ‘s capablenesss but there are besides some jobs in utilizing this as a choice technique including a clip devouring nature, the unequal standards to develop the testing for a good occupation public presentation, ability to be sexually, socially or racially biased.

Condemnable Record Checks

Condemnable Record Checks is besides a really indispensable portion of BA ‘s choice procedure as in the universe of International travel ; nil is more of import than safety and security. BA is UK ‘s prima safety critical concern ( hypertext transfer protocol: // ) with a well renowned safety record so in order to carry through legal demand to look into the felon record if the employee is being hired to work with kids and/or vulnerable grownups.


Understanding what motivated employees and how they were motivated was the focal point of many research workers following the publication of the Hawthorne Study consequences ( Terpstra, 1979 ) . Five major attacks that have led to our apprehension of motive are Maslow ‘s need-hierarchy theory, Herzberg ‘s two- factor theory, Vroom ‘s anticipation theory, Adams ‘ equity theory, and Skinner ‘s support theory.

Harmonizing to Maslow, employees have five degrees of demands ( Maslow, 1943 ) : physiological, safety, societal, ego, and self- actualizing. Maslow argued that lower degree demands had to be satisfied before the following higher degree demand would actuate employees. Herzberg ‘s work categorized motive into two factors: incentives and hygienes ( Herzberg, Mausner, & A ; Snyderman, 1959 ) . Incentive or intrinsic factors, such as accomplishment and acknowledgment, produce occupation satisfaction. Hygiene or extrinsic factors, such as wage and occupation security, produce occupation dissatisfaction.

Vroom ‘s theory is based on the belief that employee attempt will take to public presentation and public presentation will take to wagess ( Vroom, 1964 ) . Wagess may be either positive or negative. The more positive the wages the more likely the employee will be extremely motivated. Conversely, the more negative the wages the less likely the employee will be motivated.

Adams ‘ theory provinces that employees strive for equity between themselves and other workers. Equity is achieved when the ratio of employee results over inputs is equal to other employee results over inputs ( Adams, 1965 ) .

Skinner ‘s theory merely states those employees ‘ behaviours that lead to positive results will be repeated and behaviours that lead to negative results will non be repeated ( Skinner, 1953 ) . Directors should positively reenforce employee behaviours that lead to positive results. Directors should negatively reenforce employee behaviour that leads to negative results.

Consequence of Motivation

The graded order of actuating factors were: ( a ) interesting work, ( B ) good rewards, ( degree Celsius ) full grasp of work done, ( vitamin D ) occupation security, ( vitamin E ) good working conditions, ( degree Fahrenheit ) publicities and growing in the organisation, ( g ) feeling of being in on things, ( H ) personal trueness to employees, ( I ) tactful subject, and ( J ) sympathetic aid with personal jobs.

A comparing of these consequences to Maslow ‘s need-hierarchy theory provides some interesting penetration into employee motive. The figure one ranked incentive, interesting work, is a self-actualizing factor. The figure two ranked incentive, good rewards, is a physiological factor. The figure three ranked incentive, full grasp of work done, is an esteem factor. The figure four ranked incentive, occupation security, is a safety factor. Therefore, harmonizing to Maslow ( 1943 ) , if directors wish to turn to the most of import motivational factor of Centers ‘ employees, interesting work, physiological, safety, societal, and esteem factors must foremost be satisfied. If directors wished to turn to the 2nd most of import motivational factor of centres ‘ employees, good wage, increased wage would do. Contrary to what Maslow ‘s theory suggests, the scopes of motivational factors are assorted in this survey. Maslow ‘s decisions that lower degree motivational factors must be met before go uping to the following degree were non confirmed by this survey.

In June 1997, Ayling praised a dramatic new ocular individuality supposed to be based on market research but that generated emotionally charged contention. The alteration was extremist ; symbols were merely scrapped ( new design, new colorss, new slogan, denial of the psychological national belonging ) as if it was possible to get down from abrasion with new company individuality and civilization.

As work stoppages instantly showed it, BA ‘s civilization was still one of a public sector company. Alternatively of seeking to negociate, Ayling harshly condemned strikers without taking in history this populace sector company background. In malice of Ayling ‘s desire to eliminate “ British-ness ” from BA, employees and people in general ( clients, the imperativeness, Margaret Thatcher ) were non ready to accept it. Strikes were besides the consequence of incomprehension from employees: were the new salary strategy ( portion and package of the attempts to cut down country costs ) and the ?60 million individuality alteration coherent? Was it possible for employees to remain motivated and involved in BA under those conditions? Furthermore, 160 planes stayed with the Union flag alternatively of the new design in 1999 because BA lacked clip to repaint it. The individuality alteration was as a effect foremost of all severely accepted and in add-on severely implemented.

However, Ayling began to understand after the work stoppages the high necessity of human resources as portion of cultural background in a customer-facing concern. He launched a run to raise staff moral in October 1997 and started to believe about concentrating on people on the front-line through interviews and addresss praising communicating between direction and staff. He built a hotel and developed a new construct for BA ‘s headquarter ( no lasting desk-space ) . Again, in 1999, an sentiment study was sent to all employees, consequences were dismaying, and Ayling introduced preparation and motivational programmes.

Cost cut is a really unpopular pattern. Consequently, directors normally do it merely when it becomes an exigency. Bob Ayling did non take it like that. He anticipated the hereafter and he kept an firm stance to enforce the BEP steps while a record net income was announced for the twelvemonth: he sold reasonable activities, relocated the accounting departmentaˆ¦

He asked for voluntaries to go forth the house non because he could non afford to pay them, but to replace tA­A­A­A­A­hem with flexible people holding more appropriate accomplishments.

At last he decided to concentrate BA scheme on high borders activities, and implemented a rationalization plan, paring down unprofitable paths and cutting extra capacity.

This anticipant attack triggered the esteem of fiscal analysts, but the effects inside the company were non so positive. Many of the jobs that occur in an organisation are the direct consequence of people neglecting to pass on.

Career direction and development

In an environment where endowment is rare and external chances are plentiful, BA believes that employees will remain with the house merely every bit long as they feel that their parts are valued, and they are able to make meaningful work in a stimulating and disputing environment. While directors are to some extent held responsible for the development of their subsidiaries at BA, there is some concern that due to the velocity of the house ‘s recent growing, this procedure is non happening every bit rapidly as it needs to, particularly around the development of competences for the house ‘s many types of squads.

BA develops a batch of classs for their staff to larn, and give them chances to travel outside to larn. All preparation and development is built on a steadfast committedness to let go ofing and maximizing the full potency of every British Airways employee. Due to the immense scope of occupations across the company it difficult to depict every development enterprise in item here.

Overall BA has an impressive scope of preparation resources at manus, which there staff will be able to pull upon as they need them. These include computing machine based synergistic acquisition Centres, library installations, mention stuffs, audiotapes and picture based acquisition. Programs are offered to develop a broad assortment of accomplishments such as leading, team-building, presentation and dialogue, to call but a few. In certain instances support is provided towards proficient and professional makings. In all these countries, the duty is on the person, through treatments with their director, to take duty for seeing their demands are met.

When it comes to career patterned advance for any staff BA ever try to follow a originative attack, reacting to people ‘s aspirations and supplying cross preparation where it is needed. When vacancies arise, they are advertised internally and where possible they promote from within.

Pay and Rewards

Pay as a incentive that rewards the part that employees make to an organisation is a cardinal issue for many employers in the public and private sector. Many organisations have formulated wage methods that link single or team public presentation to a wage system that rewards this. Alternatively, wage has been used to acknowledge such factors as single development, duty, risk-taking and trueness or experience.

Some of the likely impact countries for consideration at local degree are:

Pay as a communicator of values in footings of equity, equality, teamwork, flexibleness and working across the organisation or with external spouses

Pay as a incentive of single public presentation, team/ organisational public presentation, single development, duty, risk-taking and loyalty/ experience

Pay as a payment factor of production in footings of cost ( control/ implementation/ care ) and effectivity in resourcing the organisation

Harmonizing to Byars & A ; Rue, 2003 Organization ‘s wage and wages system reflect organisation ‘s attitudes, purpose and full organisational civilization. An effectual wagess and acknowledgment system is a utile tool to actuate employees

Management should understand what employees regard as meaningful wagess. Pay is portion of the issues ; Rewards should be viewed in a big position. It can besides be working environment, office equipment, and informal acknowledgment etc. ( Byars & A ; Rue, 2003 ) .

Payment is one of the of import parts of wages system. It is straight linked to staff public presentation and motive. However, in an international environment, different economic systems, development degrees, political and institutional contexts, traditions and civilizations make it hard to happen a unvarying method for comparing ( Logger, Vinke, Kluytmans, 1995

Decision and Recommendation

The intent of this paper was to look into the human resource direction schemes of British Airlines. Judging the human resource direction schemes of British Airlines with the work of taking experts in the field of Human Resource Management schemes, we found out that:

At British air hoses direction has created a conductive environment, with more workers engagement, calling sequence planning, calling relevant preparation, greater chances for higher functions, occupation satisfaction, trust and committedness to heighten employee committedness and satisfaction.

In general British Airways has balanced scheme to enroll and choose employees make BA a joyful topographic point for employees to work in without upseting the cost graduated table much.

I think British Air passages should switch the accent from CVs to Application Forms in order to acquire accurate, related and required information about campaigners. Appraisal processs followed can be characterized as better method to choose campaigners and BA is following this rather expeditiously.

If these findings are decently implemented by BA, a figure of benefits could be achieved which include developing a set of shared values, cut downing costs when the relationship coatings and increasing profitableness as a greater figure of terminal users clients are retain.

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