SOUTHWEST AIRLINES: THE ROLE OF HUMAN RESOURCES IN IMPLEMENTING BUSINESS STRATEGY AND HIRING PRACTICES

SOUTHWEST AIRLINES:
THE ROLE OF HUMAN RESOURCES
IN IMPLEMENTING BUSINESS STRATEGY AND HIRING PRACTICES

By: Aric Hall
Completed in Partial Fulfillment of the Requirements of
OM 5210 – Human Resource Management
Capella University
Winter, 2007
Address:
City, State, Zip:
Phone:
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P. O. Box 952
Bullard, TX 75757
[phone] [e-mail] Phillip Randall, PhD

Abstract
This short paper is an overview of Southwest Airlines, its strategy, and what role Human
Resources plays in the implementation of that strategy. Particular attention is paid to the hiring and promotion practices, and how Southwest Airlines selects individuals based upon their fit with the organizational culture. A portion of the paper is devoted to assessing and measuring the effectiveness of HR’s efforts and what metrics and analyses might be added to improve the assessment. Hall, p. i
Table of Contents
Table of Contents

i

Introduction

1

Company Overview

1

Analysis of Strategy

3

SWOT Analysis
Rewards System
Role of Human Resource Management
Hiring and Promotion Practices
Metrics – Assessing the Effectiveness of HR

5
6
8
11
12

Conclusion

14

Bibliography

15

Hall, p. 1
Introduction
Southwest Airlines is known for two key things. One, it has a fun-loving corporate culture. Second, it is the only airline to have consistent profitability for over 30 years.
Southwest’s strategy is unique to itself. However, it is important to understand what role toplevel and functional-level managers play in implementing strategy. Human Resources has a key role in recruiting, hiring, selecting, promoting, and training personnel who will be a good fit with the strategy and with the fun-loving organizational culture.
Company Overview
The mission of Southwest Airlines is a dedication to the highest quality of service delivered with warmth, friendliness, individual pride, and company spirit (Mission…, 2007).
The company also strives to provide opportunities for learning and personal

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