Content Analysis: British Airways

Content analysis is a systematic approach to qualitative data analysis that identifies and summarises message content (Terre Blanche, Durrheim & Kelly, 2006). The in-depth interviews will be analysed according to the following five-step process of content analysis:

(1) Familiarisation and immersion,

(2) Induction of `themes,’

(3) Coding,

(4) Elaboration,

(5) Interpretation and checking (Terre Blanche et al., 2006, pp. 322- 326).

Focus groups are selected to represent a cross-section of interests and attitudes within the parameter of the criterion that qualifies membership ie. . The two focus groups will consist of a group of young employees who have been in the organisation for longer than 2 years and the other focus group will consist of

South Africa’s youth is a diverse mix. The local youth are keen to learn and grow by questioning and wanting to know more. Some of the mangers within our organisation may need to adapt their management style when it comes to leading the younger employees who will question every policy. Most of our managers have already adapted and understand that the millennia’s are hungry for growth and knowledge and that they thrive on the use of technology and facts. British Airways finds that only a small degree of frustration is experienced by their millennia’s with regards to the way their business works due the strong culture at British Airways. The new graduates and apprentices integrate into this culture very quickly and therefore do not experience any major problems with the different generational gaps. It can be said that managers both locally and internationally are learning and adapting their way of doing things for example Instant Messaging to adapt to leading the New

Both these organisation are geared into working on the growth aspect within the Organisation. Both British Airways and Sasol use some form of Talent Management system alongside with Mentorship and Leadership programmes in order to assist their staff Grow.

British Airways Plc have successfully implemented a Talent Management system called LMS & Talent Management. They create profiles similar to those of LinkedIn, therefore creating a Talent Pool from which to pick they can pick from.

Sasol too uses a Talent Management Tool, they identify talent and each team leader will plot their team on a 9 Box Matrix. High performing individuals are recognised and selected unbeknownst to them and placed on this Matrix. Each Leader will then present this to their peers. They use a Leadership pipeline, where these high performing individuals move from managing self to managing others to eventually leading an enterprise. Every time someone is moving up that pipeline they will attend a nominated programme that is tailor made for that individual’s