Air Europe Xpress Case

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Introduction
Air Europe Xpress is in the period of great changes and those strategic adjustments that have been made in the last month at a Shareholder’s meeting undoubtedly will be reflected
on the HR strategy of the company. Moreover there are several challenges, beyond the new strategic plan of the company, which HR department is currently faced. They all together are as follows:
Difficulties with recruitment due to high competition among grown number of airline travel companies which leads to a high demands of employees for working conditions and salaries, prestigious;
Difficulties with retaining cabin crew due to extra volumes of work (Air Europe Xpress has fewer crew per passenger than other airlines);
Slash in the T&D budget lead to
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First of all major principles of recruitment campaign were developed: recruitment campaign will be targeted and align to differentiation HR and overall business strategy (specific positions needed will be identified and only well matched to the position people will be attracted;
“you want us attitude” will be developed (branding of the company, positioning it as the best employer providing better working conditions and career growth);
According to our proposal chart of the company could be divided into line personnel in Operation department (engineering and maintenance, flight operations), sales and marketing represented by Commercial department, staff personnel (lawyers, accountants, etc.), and subcontractors. The major changes will be first on the operation side, mainly engineers (technical staff), pilots and cabin crews. Thus, strategic recruitment campaign of recruitment of employees for Operations department will consist in the following:
In both cases the company “long term specialists”, fitting the job (skills, attitudes, experience etc.) and the organization (culture, values, vision, norms, mission
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Employee retention, especially the best, most desirable employees, is a key challenge in organizations today. The best way to improve employee retention is to understand what employees want and need from the workplace and provide it. Good organizations make employee retention a core element of their talent management strategy and organizational development process. Those that fail to make employee retention a priority are at risk of losing their top talented people to the competition. Most business owners and managers think retention is based on compensation issues such as: wage and salary levels, incentives, and golden handcuffs; when in reality the drivers go much deeper into the human psyche to the actions and attitudes that make employees feel successful, secure and appreciated. As a result, a sound retention strategy should focus on and tactically address four key elements - performance, communication, loyalty and competitive advantage. Companies must meet employee demands within limits. HR manager of Air Europe Xpress should be proactive in retaining their best employees; it means they should recognize top performers and to give them an opportunity for a future career growth. It is very hard to keep best employees, especially in airplane industry with huge competition. Cabin crew in Air Europe Xpress follow “Loyal Soldier” HR strategy, where high emphasis on retaining

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