Analyse two benefits to a business of using online recruitment methods.

Mark scheme

Marking points from the official mark scheme (Feb/Mar 2025). The mark or mark type is shown in brackets.

1. [1] (Identification of benefit 1) cost effective / immediate/flexible / bigger audience / easy / more dynamic / accessible/targeted
2. [1] (Application of benefit 1) pay as much or little as wanted / edit/update/remove advert in real time / advertisements can be global / process is clear, easy to understand and user friendly / creative e.g. video to show business and role / connect via internet – computer/laptop/tablet/phone / use social media e.g. LinkedIn, Facebook
3. [2] (Analysis of benefit 1) managed properly can save money/avoids the cost of using other methods / interact with/update applicants as soon as changes to vacancy occur – speeds up recruitment process / online advertisements can be seen by potential applicants with internet connection globally / employers and potential applicants can contact each other more quickly and easily / makes business more attractive to applicants and might be more likely to apply / younger target market uses this method of research and communication more than others / one person who sees the advert can easily share with colleagues/friends/family
4. [1] (Identification of benefit 2) cost effective / immediate/flexible / bigger audience / easy / more dynamic / accessible/targeted
5. [1] (Application of benefit 2) pay as much or little as wanted / edit/update/remove advert in real time / advertisements can be global / process is clear, easy to understand and user friendly / creative e.g. video to show business and role / connect via internet – computer/laptop/tablet/phone / use social media e.g. LinkedIn, Facebook
6. [2] (Analysis of benefit 2) managed properly can save money/avoids the cost of using other methods / interact with/update applicants as soon as changes to vacancy occur – speeds up recruitment process / online advertisements can be seen by potential applicants with internet connection globally / employers and potential applicants can contact each other more quickly and easily / makes business more attractive to applicants and might be more likely to apply / younger target market uses this method of research and communication more than others / one person who sees the advert can easily share with colleagues/friends/family
7. [2] (Knowledge) employee morale – satisfaction of employees within the workplace / employee welfare – facilities that are essential for the well-being of the employees / roles of HRM – workforce planning, recruitment, training, motivation, redundancy, dismissal
8. [2] (Application) likely causes of reduced morale and welfare in an airline context (e.g., flights at anti-social hours, long periods away from home, standing for long periods of time, difficulty in moving along aisles, aggressive passengers) / airline business context (e.g., training cabin staff in health and safety, customer service, recruiting experienced pilots, planning workforce for seasonal demand)
9. [2] (Analysis - Benefits of morale/welfare) employees will have safety and security needs met, may be less likely to leave the business, labour turnover is reduced, cost of recruitment is reduced, motivation might be increased, passengers will receive good customer service and will return, improve reputation of airline brand, could increase prices so more profit
10. [2] (Analysis - Drawbacks/Limitations of improving morale/welfare) cost of provision of facilities for employees may be expensive and difficult (e.g., space to relax during a long flight), nature of the work means long periods standing, customers may reduce morale due to their behaviour/attitude towards staff
11. [6] (Evaluation) A judgement/decision is made regarding the most important role of HRM in an airline business, addressing whether improving employee morale and welfare is paramount. / Considerations include: current state of morale/welfare, employee perceptions of priorities, meeting safety/security needs vs. self-actualisation, type of employee (e.g., pilots vs. cabin staff). / Counter-arguments should consider other HRM roles such as workforce planning (anticipating staff needs in a dynamic market, seasonal contracts), recruitment (securing best ground/flight crew, adhering to procedures), training (appropriate skills for different roles, safety vital), motivation (financial/non-financial, labour turnover), redundancy (changing demand, cost savings), and dismissal (safety failures, poor service affecting reputation).